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

by Russell Brunson

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. 1. New discovery When people discover your new opportunity for the first time, they’re going to want to share it because sharing something new gives them an immediate increase in status. Just think about when videos on YouTube or Facebook go viral. What’s happening behind the scenes? I’ve worked with teams who create viral videos for a living, and they’ve found that videos go viral when they are cool and new because others want to be the first to show them to their friends. Discovery immediately increases perceived status. 2. No pain of disconnect Because they don’t have to admit they made bad decisions in the past, there is no longer a huge pain of disconnect from what they are currently doing. They can just move on to something brand new. No pain of disconnect = no decrease in status. Improvement offers sell THROUGH the pain, where new opportunities sell AWAY from the pain. 3. Dream replacement One reason many people struggle to make the changes they want and need in their lives is the fear of failure. If they try to change and it doesn’t work for them, then their dreams are dead. So they will give up potential success for fear of losing their dreams. We know that “without a vision, the people perish”. When you make a new opportunity, you’re giving them a new dream to move toward. 4. Greener pastures We’ve all heard a million times t...