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

by Russell Brunson

1. New discovery

2. No pain of disconnect

3. Dream replacement

4. Greener pastures

Opportunity switching takes them out of the pain they’re currently in and gives them hope for a new future through a new vehicle.

After someone has made the switch into your new opportunity, then all future sales to that prospect are typically an opportunity stack, not an improvement offer.

No matter what you do, in the beginning it’s going to suck, because you suck. But you’ll get better, and you’ll suck less. And as you keep doing this, eventually you’ll suck so little…you’ll actually be good.

1. What is the RESULT you want for your people? 2. What is the VEHICLE or process you are going to take them through to get that result?

STEP #1: GET EARLY RESULTS BY WORKING FOR FREE

STEP #2: DESIGN THE VEHICLE (YOUR NEW OPPORTUNITY)

Who / What Statement

The Opportunity Switch Headline

The 5 Curiosity Hooks / Getting Out of The Red Ocean

1. Little-Known, Big Differences

2. Well Known, Little Understood

3. This Changes Everything

4. The Crystal Ball Theory

5. Revisiting the Fundamentals

STEP #3: GIVE THEM WHAT THEY WANT (THE ASK CAMPAIGN)

So in addition to providing them with their new opportunity, you also need to find out exactly what they want inside of that vehicle.

You accomplish this by running a simple one-question survey we call an “Ask Campaign”.

1. Find a hot market. 2. Ask them what they want. 3. Give it to them.

Getting your first 100 responses

STEP #4: DELIVER YOUR FREE MASTERCLASS

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.

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.

So what is an Epiphany Bridge? It’s simply a story that takes people through the emotional experience that got YOU excited about the new opportunity you’re presenting to them.

“What was your core Epiphany Bridge story that convinced you of the One Thing you are sharing with others?”

The first key to telling captivating stories is oversimplification. When you’re telling stories, you need to speak at about a third-grade level.

The next way to improve your storytelling is to add in feelings and emotions.

Good stories are really simple.

Every good story is built on three foundational elements (Character, Desire and Conflict), also known as “the plot.”

Your Plot Statement The first Epiphany Bridge story you will tell is the one that got you excited about your new opportunity in the first place.

1. Build rapport with the hero.

• Make the character a victim of some outside force, so we want to root for them.

• Put the character in jeopardy, so we worry about them. • Make the character likable, so we want to be with them. • Make the character funny, so we connect with them. • Make the character powerful, so we want to be like them.

After you’ve introduced the identities, it’s time to introduce the character flaws that have caused y...

2. Introduce the desire for something more.

There are four core desires that drive most heroes. Two of them move the hero toward pleasure, and two move away from pain.

Toward Pleasure • To Win

• To Retrieve

Away From Pain • To Escape

• To Stop

But in all good stories, the hero is actually on two journeys—the one that everyone sees (The Journey of Achievement), and one that’s hidden (The Journey of Transformation).

The Journey of Achievement This is the first journey, the one that everyone listening to the

story is aware of. There’s a visible goal with a finish line that everyone can see. It’s the reason the hero sets out on the journey in the first place.

The Journey of Transformation

A particular identity is very important to the hero at the beginning of the story, but along the way they become someone else, someone better.

3. Introduce the conflict.