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

by Russell Brunson

But emotion doesn’t come from the desire. It comes from the conflict the hero faces while

trying to gain the desire.

There are five turning points that create the emotion in

1. The New Opportunity

2. Change of Plans

3. Point of No Return

4. The Major Setback

5. The Climax

An Epiphany Bridge story has eight core sections that pull you through the hero’s two journeys.

1. The Backstory: What is your backstory that gives us a vested interest in your journey? 2. Your Desires: What is it you want to accomplish? a. External: What is the external struggle you are dealing with? b. Internal: What is the internal struggle you are dealing with?

3. The Wall: What was the wall or problem you hit within your current opportunity that started you on this new journey? 4. The Epiphany: What was the epiphany you experienced and new opportunity you discovered? 5. The Plan: What was the plan you created to achieve your desire? 6. The Conflict: What conflict did you experience along the way? 7. The Achievement: What was your end result? 8. The Transformation: What was the transformation you experienced?

That’s why you must come down from your positioning as an expert, and return to the beginning where you were struggling with the same things they are.

What most people miss is that there are almost always two types of struggles keeping you from what you desire the most: the more surfacelevel external struggles and, more importantly, the deeper internal struggles that you (and your listeners) are experiencing.

The external struggle is what drives the journey of accomplishment—the hero’s first journey.

The internal struggle is the journey of transformation from fear to courage—the hero’s second journey. This is the root cause of your struggles.

The wall is often a point of frustration, fear, or hopelessness. So be sure to spend time here describing how you felt. This will help to get them into the same state you were in when you had your big epiphany.

The epiphany is the thought or the idea, and the new opportunity is the vehicle you’ve decided to step into to accomplish that goal.

Remember, it isn’t the desire of the character that causes the emotion; it comes from the conflict they experience while they are trying to reach that goal.

Describe for them the moment you made the shift, including how it felt inside.

Step #1 What “false chains of belief” might your potential customer have about your new opportunity?

Step #2 Now that you have the false belief, the next step is to figure out what experience they had in their lives that caused the false beliefs. What is the most likely experience your prospect had that caused this belief?

Step #3 What is the false story they are telling themselves now that’s creating doubt about

your new opportunity?

Step #4 Now it’s your job to find an Epiphany Bridge story (usually in your own life, but it can also work if you share someone else’s story) that shows how you once had a similar belief, but because of this new story, you now have a new belief pattern, and that the old story you were telling yourself was wrong.

And that is why it’s essential for you to start building up your inventory of stories. Here’s how you do it.

Step #1 List all the false beliefs your customers might have related to your new opportunity. If you struggle trying to figure them out, think about the false beliefs YOU had before you got started on this path.

Step #2 What experiences might have caused those false beliefs? List an experience for each false belief on your list.

Step #3 What stories are they telling themselves now because of those experiences?

Step #4 Think about your own Epiphany

Bridge story for each of those false beliefs. What happened to change that belief for you?

I’ve found that there are three core beliefs that come to the surface and keep someone from buying, even if they believe the new opportunity is right for them. 1. The Vehicle: other false beliefs they may have about the vehicle or new opportunity you’re presenting 2. Internal Beliefs: beliefs about their own abilities to execute on the new opportunity 3. External Beliefs: false beliefs they have about outside forces that could keep them from success; things beyond the individual’s control, such as time or the economy

Element #1: The Opportunity Switch Masterclass The first thing to include on your stack slide is the actual system that teaches them the new opportunity.

Element #2: The Tools As someone participates in your masterclass, what are some tools you can give them to make the process easier for them and help them succeed? A tool can be something complex, such as software (one of the best tools), or something more simple, such as a template they need to fill in or checklists to follow.

Element #3: Tangible #1 (Related to the Vehicle)

What false beliefs do your customers have about the vehicle / new opportunity that you’re presenting to them? What would keep them from believing that this vehicle is right for them? What tangible thing can you create to help them change their belief?

Element #4: Tangible #2 (Related to Their Internal Struggle)

So you need to create something specific to help them overcome these false beliefs about themselves.

Element #5: Tangible #3 (Related to an External Struggle) This is usually the last thing holding someone back from getting results. They believe that the vehicle is right, they believe they can do it, but there is still some outside force that might make it difficult for them to succeed.

For your opportunity, think about what outside things might possibly keep people from success, then create something to help eliminate or minimize that excuse.

Element #6: Exclusive Bonus Finally, we need to create something that will cause urgency and scarcity.

Get them to believe One Thing.

The idea is to have a single point of belief that your message is built around and is emphasized over and over and over again from a variety of different angles.

Part 1: The Introduction / Building Rapport This is where you’ll welcome people to the presentation, build rapport, pique their curiosity, and get them excited.

Part 2: The One Thing During this section, you’ll try to pique their curiosity, you’ll identify the Big Domino (the One Thing), and tell your first Epiphany Bridge story (your origin story).

Part 3: The Three Secrets (Breaking and Rebuilding Belief Patterns) This is the content section of the presentation. You need to identify the false beliefs they have around the following: 1. The vehicle or new opportunity 2. Their ability to use the vehicle (internal beliefs) 3. The #1 thing they believe is keeping them from getting started (external beliefs)

Part 4: The Stack Here is where you move from the teaching to the sales portion of the presentation.

In a traditional webinar, this first part of the presentation should take 5 to 10 minutes.

Its job is to build rapport and get people excited about what they are going to learn.

The title slide is the first thing people will see when they log on to the webinar or watch the replay. It’s got the webinar headline you wrote earlier: How to __________ without __________. The goal here is to encourage curiosity and get people to stick around.

Justify their failures.