Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers

by Russell Brunson

Now obviously, I’m not going to charge you $11,552. But if I DID charge you $11,552, and all it did was ________, would it be worth it to you? Then do three “If all” statements based on your three secrets. Vehicle (Secret #1): If all this system did/got you was ________ (related to Secret #1), would it be worth $________? Stop and wait for them to say yes in their mind. Internal Beliefs (Secret #2): And if all it did was ________ (related to Secret #2), would it be worth $________? Stop and wait for them to say yes in their mind. External Beliefs (Secret #3): And what if all it did was ________ (related to Secret #3), then would it be worth it? Stop and wait for them to say yes in their mind.

I had two choices with this. I could go as cheap as possible and try to sell as many as possible. But the problem with that is I couldn’t really stack on the value for you. So I decided to go with a second option, which obviously requires a slightly higher investment on your side. But in exchange for that, my team can dedicate more time, energy, and resources to help guarantee your success.

You can probably see why people pay $________ for a similar result from me, because it’s not a cost—it’s an INVESTMENT.

Now I come back to the full price I showed them right before the “If all” statements. You’ve already seen how it’s worth $________. And even at $________, which I charge the public, it’s a great deal. But because of ________, I’m going to give you a very special offer . . .

[Full price] Now let me put this into perspective for you. If you went to my regular website right now, you could buy this same product for $________. But because you’ve invested this time with me, and you’ve proven that you really want to get this result, I’m making a special offer just for this webinar. [Apples vs. oranges] If you were to hire a professional to do this for you, it might cost $________. But because you’re learning how to do it yourself AND I’m giving you all the tools and resources to make it happen fast, you pay only $________.

Now I like to mention the choices they can make. At this point you have two choices. You can choose to do nothing. If you do nothing with the information you’ve learned over the last hour, what will you get? Nothing. Or you can choose to take a leap of faith. Just test it out to see if it will work for you.

Then I reveal that it’s okay if it doesn’t work for them, because they’re covered with a 30-day money-back guarantee. They can test-drive it now and see if it will work for them. They have nothing to lose.

The real question is this: Is it worth gambling a few minutes of your time to check this out? Even if it does only HALF of what I’ve claimed today, it will pay for itself as soon as ________.

The two most valuable tools in marketing are urgency and scarcity. Here you’re going to add a bonus upgrade that’s only available right then. You can create urgency and scarcity by offering something special to a certain number of people, or for a certain amount of time (or both).

Are you ready to get started? Are you all getting this? Is this making sense? Can you imagine if that happened to you? Who here wants a free copy of ______________? Would you like to be our next case study? You’ve heard them talk about this before, right? Isn’t that cool? Isn’t that exciting? Am I right? Can you see yourself doing ______________? I’m sure you’ve noticed this too, right?

The key to a high-converting webinar registration page is . . . curiosity. That’s it. If your registration page isn’t converting well, it’s because you’re showing people too much and they assume they know the answer. If they think they know what you’re going to talk about, then they won’t register or show up. If they can’t figure out what it is without registering, then you’ll get them to register and show up.

Script Structure Hey, did you know that (big misconception)? I know it sounds crazy because we’re so used to hearing about (usual thing), and while that is important, I’m going to share three secrets with you today that are going to revolutionize the way you (area of their life you’ll revolutionize). I’m (your name) and I am (your role) who has helped (accomplishment). So what is (the big idea or thing you’ll reveal)? It’s (the thing). It’s (more details about the thing). So, I’m going to share with you three secrets about (the thing) and how you can (big payoff). And I know what you’re probably thinking: (objection). But again, I’m going to show you a great way you can (action they can take) and get amazing results. So the first secret is (first secret). The big idea here is (first secret big idea). This is important because (why first secret is important)! The second secret is (second secret). The main thing to understand here is that (second secret big idea). This means (why second secret is important). The third secret is (third secret). The main thing to understand here is that (third secret big idea). This is key because (why third secret is important). Now, I know what you’re thinking. It’s (next objection). Well the tricky thing is that (real truth behind the objection they don’t realize)! And so I’ve (verb ending in ed) this (the thing you’ve developed/created/found) you can (what they can do with this amazing thing you’ve just revealed to them). (What makes this ...