Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice

by Russell Brunson

Cashflow Quadrant. I explain that you are in one of four places in your work life. You’re either an employee (E), you’re self-employed (S), you own a business (B), or you’re an investor (I).

In fact, if you attach an information business to the front end of your existing business, you can reduce your customer acquisition costs to practically zero (and even get paid for every new customer that enters your world).

The only way to continue to grow is by helping others become like you. Yes, true growth and fulfillment comes from your contribution to others.

We partnered with an expert, created an information product, and started selling it online.

Find an expert in any kind of niche, partner up with them by using THEIR expertise and place it in a funnel in order to sell a related product. Also a PORN ADDICTION product is an awesome idea!

The answer is that I first focused on selling information products as an expert that indoctrinated our customers, and made them desire the real service we were trying to sell them.

It didn’t matter if I was studying Adolph Hitler and the Nazi party or Jesus Christ and Christianity; all the examples I found had three things in common that helped them build a mass movement. 1. They each had a charismatic leader or an attractive character. 2. Each of them focused on a future-based cause that was bigger than themselves. 3. They each offered their audience a

A creator, such as an artist, musician, photographer, craftsperson, performer, animator, designer, videomaker, or author—in other words, anyone producing works of art—needs to acquire only 1,000 True Fans to make a living.

Perhaps interesting to approach those people to offer funnels.

What’s interesting is when I look at all these amazing people changing the lives of tens of thousands (and in some cases millions) of people, almost all of them have felt an internal pull to want to serve and help people. It’s almost like a voice inside them telling them they are destined for greatness. Yet at the same time, they have this other voice that consistently tells them they’re inadequate, that they’re not enough. Not

For example, I would say that one of my superpowers is being able to look at a business or a product line and within seconds know exactly how the owner should be selling those products. I know what the scripts need to say. I know what the sales process needs to be. All these things just come so clearly to me. As soon as I see a product, I just know. For whatever reason, that’s my unique superpower.

Russel his super power.

If you look closely, you’ll find that almost all expert businesses are based on one of three core markets: health, wealth, or relationships.

My next question for you is what submarket does your area of expertise fit right now?

My Niche: Build Funnels for companies

The riches are in the niches. And those are one step beyond the submarket.

That’s the type of prolific I’m talking about here. To make the biggest impact on the most people, and at the same time make the most money, it’s vital that you fit your message into the sweet spot on what I call the Prolific Index.

One tip I learned from Dan Kennedy that helped me cope with the small percentage of haters who will disagree with your message was this: “If you haven’t offended someone by noon each day, then you’re not marketing hard enough.”

And Jay Abraham said, “If you truly believe that what you have is useful and valuable to your clients, then you have a moral obligation to try to serve them in every way possible.”

People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.

Encourage their dreams.

In my case: Get more new clients and returning clients

To tell them that they are not responsible for their lot in life. And while accepting responsibility is essential for gaining control of one’s own life, assuring others they are NOT RESPONSIBLE is essential for gaining influence over theirs.

Allay their fears.

When you allay something, you are calming it or reducing difficulties. It is used commonly in the context of to allay concerns and to comfort and some of its many synonyms are alleviate, decrease, mitigate, assuage and mollify.

All people. It has been said that everyone you meet is engaged in a great struggle. The thing they are struggling with is their enemy. Whether it is another individual, a group, an illness, a setback, a rival philosophy or religion, or what have you, when one is engaged in a struggle, one is looking for others to join him.

There are two reasons it’s essential to THEIR success that they pay you. First, those who pay, pay attention. Over the last decade, I’ve invited my friends or family members to sit in on events that others have paid $25,000 to attend. Not once in those 10 years has a single one of those people who sat in for free launched a successful company. Yet in the SAME room sat people who invested in themselves. They heard the exact same information and, because they had invested money to be there, turned that same information into multi-million-dollar-a-year companies.

voice. Figure out where your message can polarize people into true fans. Share your backstory and flaws. Be transparent. And over time, you will naturally become

For you to have success in this business, you have to give your followers hope of something better so they will be perceptive to the change you are going to offer them. You do that by painting a vision of the future that they want. Most people

In my case: More clients and more control over their database of clients

I realized that not only rebellions but all mass movements are built on hope, and it’s essential that we create that hope in the future, because without hope, they can’t have the faith necessary to move

“You’re Just One Funnel Away…”

“2 Comma Club.”

YOU TOO CAN CREATE A MILLION DOLLAR FUNNEL... https://2commaclub.com/the-members

As you shift your focus to helping others accomplish the same results, and breaking their 4-minute mile, you’ll notice something strange will happen inside of your movement. Your focus will be taken off of you making money, and into giving results to others, and for some odd reason, as soon as you make that shift in your thinking, almost instantly you’ll start making more money.

We let our members vote on the saying that resonated with them the most. The shirt that ended up winning by a long shot simply stated: “I build funnels.” It helped people identify who they are within our movement. When someone joins you, they need to be able to identify by saying, “I’m a __________.”

With a new opportunity, they don’t know what the process will be, so they don’t have to go through the known pain to get the result. Another

My guess is that less than 2% of the population is actually ambitious. Improvement offers are selling to over-achieving ambitious people. If you do sell an improvement offer, you are automatically excluding 98% of the world.

their subconscious mind is working on the answer to this question: Is this thing I’m considering going to increase my status or decrease it?

Is this thing I’m considering going to increase my status or decrease it?

WHY PEOPLE CRAVE NEW OPPORTUNITIES So now you know why improvement offers don’t work. Here are a few reasons why new opportunities DO work.

because sharing something new gives them an immediate increase in status.

whatever old beliefs they had about how to achieve their desired results and putting their hope and faith into this new opportunity.

Who / What Statement As a first step, I like to make a Who / What statement that quickly addresses which submarket my message is for, and what new opportunity they will be switching to. It reads like this: “I am going to teach __________ how to __________.”

Let’s look at an example where the new niche is weight loss through ketosis (Health Weight Loss Ketosis) to illustrate how you would position it for each of the curiosity hooks. 1. Little-Known, Big Differences

5. Revisiting the Fundamentals

Let’s Review Take a few minutes and write down your own statements based on the descriptions above. When you’re finished, you should have something like this:

This technique is SO simple, but don’t skip it because of its simplicity. It’s one of the most important steps. 1. Find a hot market. 2. Ask them what they want. 3. Give it to them.

“What’s your #1 question about __________?” On the same page, I offer people a ticket to the beta group of my masterclass for free if they’ll tell me their #1 question about my topic. The page reads:

How To Create A Survey Campaign BLUEPRINT.

In exchange for your advice, I’ll give you FREE access to my masterclass that’s happening on (date). This course will sell for $197 in

Then, when it’s appropriate, ask people, “What’s your #1 question about __________?” and post a link to your survey.

“how to make a potato gun”

The first step to creating belief is figuring out the ONE THING you have to get someone to believe that will knock down all their other objections, make them irrelevant, or disappear altogether.

We asked ourselves, “What’s the One Thing? What is the one Big Domino of belief that we need to knock down?” Every product has one Big Domino, One Thing that will knock down all the smaller objections and resistance—if we can get people to believe in that One Thing,

If A, then B A Therefore B If I were to put this argument into a sentence, I’d say something like: If Dallin doesn’t finish his homework, then he will not go to class. Dallin did not finish his homework. Therefore, Dallin will not go to class.

If I can make people believe that (my new opportunity) is / are key to (what they desire most) and is / are only attainable through (my specific vehicle), then all other objections and concerns become irrelevant and they have to give me money.

Important

If you want people to adopt a new concept and want to get their buy-in, you have to lead them to the answer, but you can’t GIVE it to them.