Book Reviews

Expert Secrets by Russel Brunson -Book Notes, Summary, and Review

40. Expert Secrets - Russel Brunson

Get it on Amazon

Rating: 8/10

Date of reading: 15th – 21st of October, 2017

Description: How to pack up your knowledge, skills, and expertise in a format people will gladly buy from you. And this is coming from a guy who used to sell potato guns, only to build a 9+figure business.


My notes:




“If you were an employee and wanted to start your own business on the side, you either hired a web designer or learned how to do it yourself. You either hired a copywriter or learned how to do it yourself. You either hired someone to run your shopping cart or learned how to do it yourself, all of which was expensive and time-consuming.” ( :10)

“People often ask me, “What does it take to make money?” My answer is that it takes a dream, a lot of determination, a willingness to learn quickly, and the ability to use your God-given assets properly.” ( :10)

“But as most experts soon find, no matter how much personal development you achieve, there will be a point where you can no longer progress. 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.” ( :12)

“To each there comes in their lifetime a special moment when they are figuratively tapped on the shoulder and offered the chance to do a very special thing, unique to them and fitted to their talents. What a tragedy if that moment finds them unprepared or unqualified for that which could have been their finest hour.” ( :12)

“The next Monday when school started back up again, I remember sitting in a finance class wishing I was out shooting potato guns, and I had a flash of inspiration. I thought, I wonder if anyone else besides me searched for information on how to make potato gun plans last weekend. There are places online where you can see how many searches in Google are happening each month. So I went to one of those websites, typed in the keywords “potato gun”, and found that over 18,000 people that month had searched for the phrase “potato gun plans”!” ( :14)

“Zig Ziglar once said: “You will get all you want in life, if you help enough other people get what they want.”” ( :15)

“As cool as Jacob’s story is, it’s not unique. Another one of my friends, Jermaine Griggs, struggled with reading sheet music and became great at playing piano by ear. He now makes millions a year from helping others learn how to play piano by ear. My student Liz Benny was an amazing social media manager for herself and others, but when she became an expert and started teaching others how to do it, she made millions.” ( :17)

“By teaching, I had to dissect what I was doing and learn WHY it worked.” ( :17)

“1. Complicated sales will become easy because the information products will indoctrinate potential customers about WHY they need your product or service. 2. You will be positioned as an expert instead of a commodity, and people will pay you MORE for the same thing they could get somewhere else. All other options will become irrelevant, price resistance will disappear, and future sales will become easier. 3. You will be able to acquire unlimited customers for free, so every backend sale you make will result in 100% profit. 4. You’ll be able to grow MUCH faster.” ( :18)




“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 new opportunity.” ( :19)

“In 2008, Kevin Kelly wrote an article called “1,000 True Fans”. In that article, he said:” ( :19)

“A True Fan is defined as someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe reissued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can’t wait till you issue your next work. They are true fans.” ( :20)

“My guess is that you are amazing. And I bet that the more amazing you are, the harder it is for you to believe it. Am I right?” ( :21)

“The strange thing is that often the more they do and the more people they help, the louder the voice of inadequacy becomes. Whether you’re just starting this journey or you’ve been at it for a while, just know that the biggest hurdle you’re likely to face is being okay with positioning yourself as an expert.” ( :22)

“The problem for most of us is that our unique abilities are things that come second nature to us. So they don’t seem that amazing, and we dismiss them.” ( :22)

“How can people NOT see what I see? I might dismiss that skill because it comes so easily to me.” ( :22)

“I ask them, “Well, I’m curious. You paid me $25,000 (or $100,000) to teach you this stuff. What do you think my credentials are?” They think about it and usually say something like, “I don’t know. Do you have any marketing degrees?”” ( :23)

“I say, “Nope. I barely graduated from college, and I got a C in marketing.” I didn’t get good grades, and I don’t have any certifications to my name. But guess what? I’m REALLY GOOD at what I do. My results are my certifications.” ( :23)

“Tony said, “Certified? I know how to help people. Let’s go help!” That night, he left his hotel room, walked across the street to the nearest restaurant, and started helping people quit smoking and assisting them with lots of other amazing things. He ended up getting kicked out of the program because he was practicing without being certified. Yet he’s gone on to transform tens of millions of people’s lives using NLP—all without any certifications.” ( :23)

“”But Russell, what if others know more about my topic than me?” There’s a book (and a movie) called Catch Me If You Can that illustrates this point pretty well. It’s the story of a famous con artist, Frank Abagnale, a brilliant high school dropout who masqueraded as an airline pilot, a pediatrician, and a district attorney, among other things. There is a point in the book where he starts teaching a sociology class at Brigham Young University. He teaches the whole semester, and no one ever figures out that he’s not a real teacher. Later on when they finally do catch him, the authorities ask, “How in the world did you teach that class? You don’t know anything about advanced sociology.” He replied, “All I had to do was read one chapter ahead of the students.”” ( :23)

“Sometimes it can be hard to identify exactly who those people are. If you look closely, you’ll find that almost all expert businesses are based on one of three core markets: health, wealth, or relationships. So my first question for you is which of those three matches your area of expertise right now?” ( :24)

“Core market submarket niche Health nutrition high-fat diets Health weight loss weight loss for college students Wealth real estate flipping houses on eBay Wealth online business Facebook traffic for e-commerce products Relationships parenting dealing with teenagers Relationships dating how to recover after a breakup” ( :26)

“Does this market have its own celebrities and gurus? There must be established experts already thriving and selling information products in your market. You don’t want to be the first celebrity in a market. You want a topic or niche with its own subculture already established. Go through these questions as many times as you need to in order to find the best market for you. I don’t want you to waste any time, energy, or money going after the wrong niche if people in your submarkets aren’t likely to follow you.” ( :27)

“Sometimes people are WILLING to spend money, but they aren’t ABLE; they are broke. Other times people have all the money in the world; they are ABLE, but NOT WILLING to part with a dime. Your submarket must be both willing and able to spend money.” ( :27)

“It’s hard to sell your mom on why you need to buy a course that will help you play video games better. Even though the kids he was targeting may have been willing to buy, they weren’t able to.” ( :27)

“We’ll be digging into some of the elements like identity and story lines throughout this book, but I do recommend reading DotComSecrets to get a deeper understanding of the attractive character. The key is to understand that the people will follow you because you have completed the journey they are on right now, and they want the result you have already achieved. They want to become like you. The gap between where they see themselves and where they see you is what moves them to action and helps them make the necessary changes.” ( :28)

“changes. So if you aren’t willing, or don’t show them, both sides—where you came from and where you are now—then they won’t take action.” ( :28)

“When I say prolific, some people think I’m talking about producing a lot of content. While that is true, there is another definition for prolific: someone who has abundant inventiveness.” ( :29)

“Now on both ends of this spectrum are what I call the “crazy zones”. There are plenty of experts who live in the crazy zone. And while you can always recruit a few people into the crazy zone, it’s difficult to get the masses to take action all the way to the left or the right.” ( :29)

“Eat the Sun. In this movie, they talked about how people can stop eating and just gaze at the sun. Yes, stop eating completely and just look at the sun. Kinda crazy? Well, the documentary did get me to spend a few minutes gazing at the sun, but I’m not crazy enough to give up food 100%.” ( :29)

“One day he was climbing Mt. Kailash in Tibet and stopped at a guesthouse to shelter from -10-degree weather. He was given a creamy cup of yak butter tea that made him feel amazing. He tried to figure out why he felt so good. He soon discovered it was from the high fats in this tea, so he started adding butter and other fats to his coffee and teas. This experience eventually helped him create a national phenomenon called Bulletproof Coffee. People put butter and coconut oil in their coffee to lose weight and feel amazing.” ( :30)

“follow you and pay for your advice. A” ( :30)

“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.”” ( :30)

“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.”” ( :30)

“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.” ( :31)

“Parents often discourage their children’s dreams “for their own good” and attempt to steer them toward more “reasonable” goals. And children often accept this as normal until others come along who believe in them and encourage their dreams. When this happens, who do you think has more power? Parents or strangers?” ( :31)

“While millions cheer Dr. Phil as he tells people to accept responsibility for their mistakes, millions more are looking for someone to take the responsibility OFF their shoulders. 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. One need look no further than politics to see this powerful game played at its best.” ( :32)

“That’s right. We tell them not to be afraid and expect that to do the trick. Does it work? Hardly. And yet we don’t seem to notice. We go on as if we’d solved the problem and the person before us fades further away. But there are those who do realize this and pay special attention to our fears. They do not tell us not to be afraid. They work with us until our fear subsides. They present evidence. They offer support. They tell us stories. But they do not tell us how to feel and expect us to feel that way. When you are afraid, which type of person do you prefer to be with?” ( :32)

“One big key to growing your following is creating “Us vs. Them” within your community. Take a stand for what you believe, why you’re different, and who you’re collectively fighting against. Why is your movement better than the alternatives?” ( :32)

“understand but refuse to address it, are throwing away one of the most effective ways of connecting with others. No matter what you may think of this, rest assured that people have enemies. All people.” ( :33)

“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.” ( :33)

“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. Yes, those who pay, pay attention—and the more they pay, the closer attention they pay. You are actually doing your audience a huge disservice if you undervalue what you are selling.” ( :33)

“I thought I was serving my audience, but because of how accessible I was to everyone, I wasn’t able to serve many people at all. You will need to put up barriers to protect your time, so you can serve more people. By charging for what you do, you are showing those who do invest how much you really care about their success.” ( :33)

“One big mistake we experts often make is trying to apply what WE value most as OTHERS’ standard for success.” ( :33)

“mistake we experts often make is trying to apply what WE value most as OTHERS’ standard for success. We are quick to define the value as some result we assume they are seeking, like “Make a million dollars” or “Lose 50 pounds”. But that’s not always how they define the value they want to get. Sometimes they just want to be part of a community. Sometimes they just want to get to know you. Some people love to consume and learn, and that’s how they feel they get value. We can’t push our definition of value on them. We have to allow them to feel that in the way THEY define.” ( :33)

“You have to realize that people join mastermind groups for different reasons. Some people” ( :33)

“come because they want an immediate return on their investment, while others are there just to learn. Others come because they want to show off. Some people want community. And some just don’t have anything better to do. If you try to force “success” as you see it on them when they really just want to be part of your community or they just love learning, it’s easy to alienate people from your tribe. They have to get value as they define it.” ( :34)

“In his book The True Believer, Eric Hoffer says, “Fear of the future causes us to lean against and cling to the present, while faith in the future renders us perceptive to change.”” ( :36)

“”Hope?” Jyn asks. “Yeah,” Cassian replies. “Rebellions are built on hope.” Then later in the movie, when Jyn is speaking to the rebellion council trying to get them to fight before it’s too late, she says, “We need to capture the Death Star plans if there is any hope of destroying it.” “You’re asking us to invade an imperial installation based on nothing but hope?” they ask. Then she responds, “Rebellions are built on hope.”” ( :36)

“After thinking about it for a while, I eventually wrote out a headline that said, “You’re just one funnel away from being rich.”” ( :37)

“”You’re just one funnel away from quitting your job.” “You’re just one funnel away from financial freedom.” “You’re just one funnel away from growing your business to the next level.” “You’re just one funnel away from sharing your message with more people.” The more I wrote, the more I realized that no matter what I wrote, it only would reach a percentage of my members. So I deleted the end of the sentence, hoping for some inspiration, and after sitting there for 10 or 15 minutes, I looked back up and saw something interesting. The headline read: “You’re Just One Funnel Away…”” ( :37)

“That was it! Because having a funnel means something different to everyone, by not quantifying it, I left it open for their interpretation. So each person could finish the sentence for themselves. If their compelling future was to quit their job, then THAT is the future I’m offering them. If their compelling future is to share their message with more people and try to change the world, then THAT is the future I’m offering that person.” ( :37)

“”Remember, you’re just one funnel away!”” ( :37)

“2. Help Them Break Their 4-Minute Mile I’m sure most of you are familiar with the story of Roger Bannister who broke the 4-minute mile on May 6, 1954. Prior to that, everyone thought it was impossible, and after Roger broke it, proving it was possible, many people since then have been able to do it. The certainty people get when they see someone else do something they thought was impossible, gives them the belief they need to also achieve that same goal.” ( :38)

“I wasn’t sure what he was talking about, so I opened the email and read a story that changed my life. He said that earlier that day, August 17, 2004, they had launched his new course, and in just 18 hours, they had made a million dollars! As I read that, everything around me slowed down to a stop. He hadn’t made a million dollars total selling his course, he had made a million dollars in less than a day! He had broken the 4-minute mile.” ( :38)

“Within a year of reading that email, I didn’t make a million dollars, but I got close. And the second year I tried it, and I missed it again, but within 3 years, I had made a million dollars in a single year! Then later I made a million dollars in a month. And later we actually made a million dollars in a day! It was something that I didn’t think was possible. It didn’t make logical sense, they didn’t talk about things like this when I was in school, but because John did it, I knew that I could do it.” ( :38)

“What is the 4-minute mile for your movement? Initially, the 4-minute mile will need to be something that you’ve already accomplished, so you can show them it’s possible and give them hope and belief that they can do it as well.” ( :39)

“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.” ( :39)

“Brandon and Kaelin Poulin from my Inner Circle had built a good weight loss company based around her maiden name, Tuell. Their company at the time was called Tuell Time Trainer and they had built up a good following of people who loved what Kaelin taught. I talked to them about this concept of getting people to self-identify with your movement, and they realized that, because of how they had named their company, it was very difficult for others to buy into it. Because her brand was HER maiden name, her customers could never identify with it. So while they followed her as a charismatic leader, she wasn’t creating a movement. There was no culture. I pointed that out at one of our meetings, and they knew that to get to the next level in their business, they would need to make a change.” ( :40)

“She thought Lady Boss Weight Loss. That’s what it’s going to be! Then they will say, “I am a Lady Boss.”” ( :40)

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have” ( :40)

“no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.” ( :41)

“After finding that quote, I knew who our energy drink was for. Now we call it “Ignite: Energy For Those Who See Things Differently.” People say, “Yes, that’s me! I see things differently. I’m a rebel, an entrepreneur, a coder…someone who is trying to change the world.” So that is how I create something that people can identify with.” ( :41)

“I’m a Funnel Hacker. I’m a Lady Boss. I build funnels. I see things differently. I’m a biohacker.” ( :41)

“I’m a biohacker. What would your tribe wear proudly on their chests?” ( :41)

“Some of his troops started to lose faith in their mission, and some even left to join the enemy forces. The captain needed to do something quickly to save his army and his people. The story goes that he took his coat and tore it into a makeshift flag. And he wrote on it, “In memory of our God, our religion, and freedom, and our peace, our wives and our children.” Then he put that flag on the end of a pole and called it the Title of Liberty. When people saw it, they rallied around their leader Moroni, and in a scene that I can only imagine was similar to Mel Gibson’s famous freedom speech from the movie Braveheart, they renewed their faith in the cause and went on to win the war.” ( :41)

“Ide ntify the charismatic leader. Who are you? My name is Russell Brunson. Identify the movement. I’m part of a group of underground entrepreneurs you’ve probably never heard of. US vs. THEM” ( :45)

“Ide ntify the charismatic leader. Who are you? My name is Russell Brunson. Identify the movement. I’m part of a group of underground entrepreneurs you’ve probably never heard of. US vs. THEM • Take a stand. We don’t rely on cash from venture capitalists to get started, and we don’t even have goals to go public either. In fact, our motivation is the exact opposite. We have products and services and things that we KNOW can change people’s lives. • Why are you different? Because we’re fighting against the big brands, people with literally unlimited budgets, we have to do things differently. We have to do things smarter. We don’t have financial safety nets. Every test we take is with our own money. We have to be profitable from day number one. So how do we do that? How is that even possible? • Who or what are you collectively fighting against? If you asked the MBAs or look in the college textbooks, they’d tell you that what we’re doing is impossible. Yet it’s happening. Every single day. It’s happening through the art and science that we call Funnel Hacking. • Who you ARE! We are Funnel Hackers, and these are our stories!” ( :45)

“Those are the four core things we use to create our future-based cause. Where can they place their hope and faith? Help them break their 4-minute mile. Let them self-identify.” ( :45)

“Cre ate a Title of Liberty.” ( :46)

“In The True Believer, Eric Hoffer says, “The practical organization offers opportunities for selfadvancement…a mass movement…appeals not to those intent on bolstering and advancing a cherished self, but to those who crave to be rid of an unwanted self.”” ( :48)

“Another amazing quote from The True Believer: “They must be wholly ignorant of the difficulties involved in their vast undertaking. Experience is a handicap.”” ( :48)

“2. Desire vs. Ambition All people have desire, but very few have ambition. 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. You will be fighting an uphill battle. A new opportunity, on the other hand, plays on people’s desires for the change they want in their lives.” ( :48)

“No one wants to admit when they’re wrong, yet an improvement offer forces them to admit they’ve failed. Remember the One Sentence Persuasion Course from earlier in the book? We want to JUSTIFY their past failures. A new opportunity does that.” ( :49)

“Dan Kennedy once told me, “If you can’t be the #1 lowest price leader in your market, there is no strategic advantage in being the #2 lowest price leader.” In other words, if you can’t be the cheapest, then you need to become the most expensive. And you can’t do that when you are fighting inside of this red ocean. When you present a new opportunity, you are creating a blue ocean, and all price resistance goes out the window.” ( :49)

“Is this thing I’m considering going to increase my status or decrease it?” ( :49)

“We’re balancing hope of increased status against fear of decreased status. If you’re selling a weight loss solution, and someone has tried and failed on 27 different diets, that fear is going to be pretty high. You’re going to have to work pretty hard to get the sale.” ( :50)

“When someone invests in my $25,000 Inner Circle program, that money is leaving them, which causes an immediate decrease in status. But my members know that by taking that temporary decrease in status, the end result of being in the Inner Circle will be an increased status from what they learn and accomplish.” ( :51)

“• Appearance of intelligence (anything that makes them look smarter) • Appearance of wealth, power, or happiness • Physical appearance (weight loss, makeup, supplements, etc.) • Style (think Mac vs. PC)” ( :51)

“Now you might be thinking, “I’m not affected by status considerations. I like to drive a reasonable car and live in a modest home.” If so, I’d like to pose a question. Why? Why do you like driving a car you feel is reasonably priced? Does it have anything to do with the fact that if you drove” ( :51)

“a Ferrari home one day, you’re afraid that your friends, family, or neighbors would judge you? If they did judge you, how would that affect your status?” ( :52)

“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.” ( :52)

“While there are lots of ways to structure improvement offers, there are only two ways to position a new opportunity, either as an Opportunity Switch or an Opportunity Stack.” ( :53)

“Atkins diet. So my opportunity switch is to take them out of the vehicle they’re currently using and put them into a new one. So in this example I could switch them from Atkins to something new, like the Paleo diet. If the Paleo diet has become a red ocean with lots of people teaching it, then it is no longer a new opportunity, and I need to create my own sub-niche like we discussed in Secret #1.” ( :53)

“Sometimes the opportunity switch happens when they are moving from one niche to the new one that you created in Secret #1.” ( :53)

“For example, maybe they are moving from making an income in real estate, to making their income through internet marketing.” ( :53)

“It matters less what product they are buying; it’s more important to understand that they are leaving behind whatever old beliefs they had about how to achieve their desired results and putting their hope and faith into this new opportunity.” ( :54)

“I don’t want to switch my prospects from opportunity to opportunity because it will cause confusion and break trust. But I can offer them an opportunity stack within the new opportunity that they have just joined.” ( :54)

“I also want to point out that an offer can be positioned as BOTH an opportunity switch and a stack. It all depends on where a prospect enters your world. Some people never hear about this book,” ( :54)

“but they do find out about ClickFunnels or my certification program. When that’s the case, that offer becomes the opportunity switch.” ( :55)

“ClickFunnels, we positioned it to speak to both types of prospects. For those who didn’t know about funnels, I’d say, “If you’ve been struggling to sell your products online, you need to switch from your traditional website to a funnel” and then we’d offer them ClickFunnels. And for those who already had successful websites, I’d say, “You need to start using funnels so you can make money from paid advertising as well.”” ( :55)

“So where do you start? How do you create that new opportunity? Well the hardest way, where most people seem to start, is by writing a book. When you think about experts, that’s usually what you think of first, right? They must be authors.” ( :56)

“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?” ( :56)

“Then one day he decided to take matters into his own hands and actually prove what a good worker he was. He went down to the mall and walked into his favorite clothing store. This was his dream job—a company he would love to work for, but they had never given him a chance. He walked in and saw that some of the piles of clothes were unfolded and messy. So he went up to the manager and asked, “Hey, do you mind if I fold some clothes?”” ( :57)

“The manager replied, “Why would you want to do that?” My friend said, “Just because it looks like you need some help, so I thought I’d help you out.” The manager looked at him funny and said, “All right, if you really want to.” So Alec spent a couple of hours folding clothes and sweeping up, just generally helping out. When he was done, he said, “Thanks so much,” and he left. Everyone at the store was kind of confused, but they were grateful for the helping hand. The next day, Alec came back to the store and started folding clothes again. He spent another two or three hours helping these guys out. Then when he was done at the end of the day, he thanked everybody and started walking out. The manager stopped him and asked, “Do you want a job?” My friend smiled and said, “Sure, I’d love one.” And they hired him on the spot.” ( :57)

“Eventually, a mutual friend introduced us. I went to Drew’s house and talked with him for a bit. He mentioned some of the things he was struggling with. Then I asked him, “Would you mind if I came back and just worked a day for free to see if I could help?” “Sure. But why would you do that for free?” “If I am able to make a big impact on your business, then I’ll probably charge a lot in the future. But for now, I just want to see if I can help you.” “What’s the catch? What’s in it for you?” “There’s no catch. I think what you do is awesome, and it’d be really fun to see if the stuff I do could help you at all.” Finally, he reluctantly said, “Sure, if you really want to, you can come out.”” ( :58)

“I didn’t ask Drew for this, but in exchange for my help, he made a video for me talking about the transformation his business went through and the results we got for them. After I saw that video, I knew I was ready to launch the Inner Circle, because I had proof. I had real results for someone besides myself.” ( :58)

“We set a cap of only 100 entrepreneurs in my Inner Circle at any given time and, despite the fact that we charge $25,000 per year to be a member, right now we have waiting lists of people fighting to get in.” ( :58)

“”How can I serve people? How can I prove my stuff works? How can I get results for somebody else?”” ( :58)

“During this masterclass, you are going to teach a small group of people about your new opportunity and how it will give them the end result they desire most. Start by picking a six-week window when you can deliver your class. After more than a decade of delivering online classes, I’ve” ( :58)

“found that six weeks is the optimum amount of time. Any less than that, and you run the risk of people wanting refunds (especially if the class ends inside a 30-day guarantee window). Any longer than that, and people will start complaining because they feel like it’s never going to end.” ( :59)

“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 __________.”” ( :59)

“The Opportunity Switch Headline Now that you know the WHO and WHAT, you need to give the class a sexy title that will attract your dream customers. I try to create a title that focuses on the result this workshop will deliver. I do that by filling in this phrase: How to [result they desire most] Without [thing they fear most]” ( :59)

“If I were a relationship coach: How to Reconnect With Your Wife and Find the Passion in Your Marriage Without Having to Go Through Painful Counseling or Wasting Time Talking” ( :60)

“Here are the five hooks.” ( :60)

“1. Little-Known, Big Differences” ( :60)

“2. Well Known, Little Understood” ( :61)

“3. This Changes Everything” ( :61)

“4. The Crystal Ball Theory” ( :61)

“5. Revisiting the Fundamentals” ( :61)

“• Who / What Statement: I am going to teach people who are trying to lose weight how to stop dieting and start drinking ketones for energy and weight loss. • The Opportunity Switch Headline: How to Stop Exercising and Still Lose Weight” ( :61)

“Through a Little-Known Trick That Almost Instantly Puts Your Body into Ketosis, Without Giving Up Your Favorite Carbs • Curiosity Hook: There’s this little-known thing called ketosis. Hardly anybody is talking about it. But when you learn it and use it, you’ll see a huge difference in your energy levels and how fast you can lose weight.” ( :62)

“1. Find a hot market. 2. Ask them what they want. 3. Give it to them. That’s it. Simple, right?” ( :62)

“For example, I own a company called When we started that company, we assumed that we were mostly selling to men who wanted to overcome their pornography addictions. But after running a simple Ask Campaign, we discovered that the people who responded were primarily wives and mothers who were looking for help for their spouses or kids. Just imagine how that changed the final product and how we sold it.” ( :63)

“et me show you how this works. First, you create a very simple page that asks, “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:” ( :63)

“100, you’re going to find 8 to 10 core questions people are asking over and over. Those questions will become the titles of the modules in your masterclass. For example, when we ran the Ask Campaign for my “how to make a potato gun” product, people asked things like: • What type of pipe do you use? Do the PSI ratings on the pipes matter? • Which type of igniter should I use—barbecue or lantern? • How long should I cut my pipes? • What type of propellants should I use? • Am I going to die if I make the gun wrong?” ( :65)

“Next I found the most common 6-8 questions people were asking and created an outline. • Module #1: How to Decide Which Type of Gun You Want to Create º What’s a pneumatic gun? º What size gun should we build? º How do you build a bolt-action spud gun? • Module #2: How to Pick the Right Pipes º What type of pipe do you use? º Do the PSI ratings on the pipes matter? • Module #3: How to Find Accessories Before You Start Building” ( :65)

“Que stion: What type of pipe do you use? Do the PSI ratings on the pipes matter? Bullet: Discover the only pipe we will ever use AND the secret PSI rating that will guarantee your potatoes go farther and your gun lasts longer.” ( :66)

“Que stion: What type of pipe do you use? Do the PSI ratings on the pipes matter? Bullet: Discover the only pipe we will ever use AND the secret PSI rating that will guarantee your potatoes go farther and your gun lasts longer. Question: Which type of igniter should I use—BBQ or lantern? Bullet: Find out which igniter we’ll NEVER use (and hear about a scary near-death experience that kept us from ever using it again), and why there is only one brand we trust. Question: How long should I cut my pipes? Bullet: You’ll learn the correct barrel-to-chamber ratio that will keep you safe AND help your gun shoot 25% farther! (WARNING: Even being ¼ inch off could make every potato you shoot a flop.) Question: What type of propellants should I use? Bullet: Discover the secret propellant we accidently stumbled upon (when we ran out of hair spray) that immediately made our gun shoot over 50 yards farther every time! Question: Am I going to die if I make the gun wrong? Bullet: Learn the safety secrets we use to make sure every potato gun outing is safe as well as exciting!” ( :66)




“The first section of this book was all about understanding who you must become and what you must create to start building your mass movement. In this section, we shift focus to how you create certain beliefs in the minds of your followers. These beliefs allow them to be more receptive to the opportunities you’re offering. When people have absolute belief in what you are telling them, you can positively influence them.” ( :68)

“You must persuade people to believe in what you are doing, and you do that by mastering the art of storytelling. Secrets #5 through #10 will give you the foundation you need to tell stories that make your audience believe.” ( :68)

“”My whole goal is to slow down and look around. Instead of looking for all the tasks that I could do, I try to identify the one Big Domino— the One Thing that, if I could knock THAT down, all the other dominos would either fall down or become irrelevant.”” ( :69)

“fter hearing that, I knew we had to go back and look at everything we were selling. 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, then they will have to buy it.” ( :70)

“If I can make people believe that (my new opportunity) is / are key to (what they” ( :70)

“de sire 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.” ( :71)

“If I can make people believe that funnels are the key to online business success and are only attainable through ClickFunnels, then all other objections and concerns become irrelevant and they have to give me money.” ( :71)

“That statement is NOT true. If the belief you are trying to give them is that they need to cut calories and exercise, there are a few problems.” ( :71)

“I would need to change my niche and my opportunity to be something like this: If I can make them believe that (getting their bodies into a state of ketosis) is key to (losing weight) and is only attainable through (drinking Pruvit’s ketones, which put the body into ketosis within 10 minutes), then all other objections and concerns become irrelevant and” ( :71)

“they have to give me money.” ( :72)

“What I’ve found is that if you just sell something, it’s not as strong, and doesn’t create the emotion you need to really cause action. 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. They have to come up with the idea themselves.” ( :73)

“What I’ve found is that if you just sell something, it’s not as strong, and doesn’t create the emotion you need to really cause action. 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. They have to come up with the idea themselves. You plant the idea in their minds with a story, and if THEY come up with the answer, they will have sold themselves. The buying decision becomes theirs, not yours. When that happens, you don’t have to sell them anything.” ( :73)

“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. There’s a reason you got excited about your new opportunity, right? Something happened to you at some point in your life. You had an amazing experience that caused an epiphany. You thought, Wow, this is so cool! The first time I learned how to sell things online, I had an epiphany. The first time I learned about funnels, I had an epiphany. We’re having these little “aha” moments all the time.” ( :73)

“Now at this point you’ve had an emotional connection with the new opportunity as well as a logical connection. Then, because you believe so much in what you’re learning, you have a desire to share it with other people. But unfortunately for you, the first thing you try to do is logically convince everyone you know about this new idea. You probably expected them to be as excited as you were, but quickly found out that they were resistant to the new ideas. Has this ever happened to you? The problem is that you started to speak a language we call “technobabble”. One of my friends, Kim Klaver, wrote a book called If My Product’s So Great, How Come I Can’t Sell It? In it, she identifies technobabble as the #1 sales killer.” ( :74)


“People don’t buy logically, they buy based on emotion. Then they use logic to justify the purchase decision they’ve already made.” ( :75)

“”What was your core Epiphany Bridge story that convinced you of the One Thing you are sharing with others?” We’ll worry about how to structure that story over the next two secrets, but for now, I want you to think back to the original experience that gave you your first epiphany, that brought you on this journey. Do you remember what happened? What was happening around you? How did you feel? It’s important to remember those details, because they are the key to telling a good story.” ( :76)

“There are lots of reasons, but you don’t have to know them all to tell a great story that gets prospects to buy. It only takes a couple of things to really make a captivating and interesting story. The first key to telling captivating stories is oversimplification. When you’re telling stories, you need to speak at about a third-grade level. Many of you will struggle with this because you like to use big words and show off your vocabulary and try to sound sophisticated and smart. There may be a time and a place for that, but it’s not when you’re telling stories. People are used to digesting information at about a third-grade level. When you go above that, you start losing people quickly. There is a reason the news stations speak to their audiences at this level. During the 2016 primary elections, a study looked at the speeches of the Republican candidates and ran them through the Flesch-Kincaid test that shows the grade level of their speech. Trump averaged a third-to fourth-grade level on each of his speeches, where other candidates like Ted Cruz had a ninth-grade level and both Ben Carson and Mike Huckabee were at an eighth-grade level. Using big words may make you feel smarter, but it will not influence others.” ( :76)

“The goal is to get ketones into your body. Now what are ketones? Well, they are kinda like millions of little motivational speakers running through your body that give you energy and make you feel awesome.” ( :77)

“The leader points a gun at Magneto’s mother and has him try to move a metal coin on the desk. He nervously tries to move the coin, but isn’t able, so the leader pulls the trigger and kills his mother. And then you see a scene so powerful that, without a single word being said, you actually feel the pain that Magneto is going through. You watch as his eyes shift from sadness to anger. He then uses his powers to crush a bell on the Nazi leader’s desk. From there, he starts yelling and moving everything metal inside the room. He crushes the guards’ helmets, instantly killing them, and then completely destroys everything in the room. And that’s when he found his power.” ( :78)

“Imagine if Magneto just came in and said something like, “Yeah, so when I was a kid, I was in a Nazi concentration camp and they wanted me to move a metal coin, but I wasn’t able to do it, so they killed my mom. I was really mad, so I blew the whole place up.”” ( :78)

“Have you ever had the experience where you told someone a story about a situation that was really funny or exciting, and after you told it to them, they didn’t quite get it? They understood, but they didn’t “get” what you were trying to share with them. So you try to tell the story again another way, and then again another way, and after a few attempts, you throw up your hands in defeat and say something like, “Well, I guess you had to be there.”” ( :79)

“Shortly after I listened to the book, Daegan and I hired Michael to speak at one of our events, showing us how to use stories to create belief in the minds of our customers. What he taught was fascinating, and helped me become a better storyteller. This journey has been a huge focus for me over the past five years.” ( :80)

“Every good story is built on three foundational elements (Character, Desire and Conflict), also known as “the plot.”” ( :81)

“Once upon a time, there was a girl named Red Riding Hood. She wanted to take a basket of cookies to her grandma, who lived in the woods. What she didn’t know was that the big, bad wolf was waiting to gobble her up. Character: Red Riding Hood Desire: Take a basket of cookies to her grandma Conflict: big, bad wolf” ( :81)

“”Every good story is about a captivating character who is pursuing some compelling desire and who faces seemingly insurmountable obstacles to achieving it. That’s it. If you’ve got those three things, then you’ve got a good story.”” ( :81)

“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.” ( :82)

“No one cares about Superman until we introduce kryptonite.” ( :82)

“2. Introduce the desire for something more. Every story is about a journey either toward pleasure or away from pain. The hero must have suffered some type of wound, or carry an unhealed source of continuous pain, in the backstory. Because the wound has never healed, it causes the fear and pain that drive the character. Usually, the hero desires to accomplish something they believe will heal that wound. There are four” ( :82)

“core desires that drive most heroes. Two of them move the hero toward pleasure, and two move away from pain.” ( :83)

“the one that everyone sees (The Journey of Achievement), and one that’s hidden (The Journey of Transformation). The second journey may not be as obvious, yet it’s the key to the whole story.” ( :83)

“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 audience is rooting for the hero to accomplish this journey. While this journey is what drives the story forward, it’s the second journey that actually matters the most. In fact, in many stories, the hero never actually achieves his end desire. Or if he does, he gives it up for the real transformational journey that he’s been on throughout the story.” ( :84)

“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. It’s almost like the death of their old belief systems, and the resurrection or rebirth of a new person. This transformation is the real journey that our hero has actually been on.” ( :84)

“The King then says, “You just gave up the Piston Cup.” To which McQueen responds, “A grumpy old racing car once told me something—it’s just an empty cup.”” ( :84)

“Through this journey, he has been doing everything possible to achieve his greatest desires, and then at the last minute, he gives them up to become something more. We see the death and rebirth of his identity. We see the new beliefs he has created. We see his essence. That is the key to a great story.” ( :84)

“Our primary goal as storytellers is to elicit emotion, and you can’t do that without conflict. Michael Hauge showed me the patterns of conflict that are consistent with almost all Hollywood movies. There are five turning points that create the emotion in almost all films. As you review each one, think about every movie you’ve seen and how they fit into these five turning points of conflict.” ( :85)

“3. Point of No Return At this point, the hero must fully commit to reaching the goal. Up to this point, they’ve had opportunities to turn back. But something happens here that makes this a do-or-die situation. It’s no longer a should; it’s a must. The hero must burn their old bridges and dive in with both feet, or turn back forever. This forces them to start moving into more complicated situations with higher stakes, which lead to turning point #4.” ( :86)

“5. The Climax Now our hero must face the biggest obstacle of the entire story and determine their own fate. The journey of achievement will be resolved once and for all, and the journey of transformation will be revealed. Then we move into the aftermath of the story—the hero’s new life is revealed, and the journey is complete.” ( :86)

“They desire the same result that you have already achieved. But when they see you as the expert and see what you’ve accomplished, it can be really hard for them to relate to you and trust you. 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. When they see that you were once where they are now, they will have faith that you can take them where they want to go.” ( :88)

“surfacelevel external struggles and, more importantly, the deeper internal struggles that you (and your listeners) are experiencing.” ( :88)

“People are usually willing to share their external struggles, “I’m trying to lose weight, but I can’t give up carbs.” Or “I want to start my own company, but I just can’t find the time.” But these are rarely the real issues they are dealing with. To find out the true cause of their pain, you need to dig deeper and share your internal conflicts.” ( :89)

“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.” ( :89)

“Here’s a hint: It’s usually tied to love or status—or both.” ( :89)

“(Notice that the first few reasons are almost always tied to status.)” ( :89)

“(Notice that this one is tied to love.)” ( :89)

“(Notice status reason here.)” ( :90)

“”Why?” “Because I want my kids to love me and look up to me.” There it is again! The internal struggle” ( :90)

“the” ( :90)

“In fact, sometimes it’s even more powerful if the hero does not reach their initial goal. Lightning McQueen didn’t win the Piston Cup. Rocky Balboa lost to Apollo Creed (in Part 1), but that is why we love those characters so much. Even though they failed at their external goals, both of them won their internal struggles, the journey of transformation.” ( :90)

“love, our status, our identity. If you took away all those things, what is left would be your essence.” ( :90)

“Realizing that your kids love you no matter what, and that others don’t really care about your status that much—that is the essence of happiness.” ( :90)

“This is what drives the emotion for the listener and sets up the correct circumstances for them to experience the epiphany. Something happened on your journey that has kept you from your desire. The wall is often a point of frustration, fear, or hopelessness. So be sure to spend time here describing” ( :90)

“how you felt. This will help to get them into the same state you were in when you had your big epiphany.” ( :91)

“In spite of all the reasons you may have said no in the past, this time it’s different. This is when the desire shifts from a SHOULD to a MUST. You move from “I should lose weight.” to “I MUST lose weight.” Or “I should start a business.” to “I MUST!” This will sound like a battle cry to your prospects because they, too, have been “should-ing” for” ( :91)

“too long. It’s time to finally make the change once and for all. They will see you as someone who successfully took a stand and shifted from SHOULD to MUST. And you will inspire them to do the same. Describe for them the moment you made the shift, including how it felt inside.” ( :92)

“As you will see in the next secret, the goal of all good stories is to break old belief patterns and rebuild them with new ones. When you create your stories this way, you are helping people to break free from their old belief systems and create a new future. That is the goal of a good Epiphany Bridge story.” ( :92)

“Now obviously I believe that is true, but why? What was the epiphany I had that made that belief become truth for me? That story, the one that made you believe in your domino statement, is what I call the “origin story”.” ( :93)

“b. What is the internal struggle you are dealing with? The internal struggle was that my wife was supporting me. I was supposed to be the man in the relationship, but my wife was working two jobs while I was going to school, wrestling, and living out my dreams. I felt like a failure as a husband.” ( :94)

“making money again. I was spending about $10 a day in ads and making $50 or $60 back. That’s when I realized that the secret to making money online was creating sales funnels.” ( :94)

“In fact, in 2016, we had 71 people who made over a million dollars with a single funnel.” ( :95)

“If I can make people believe that funnels are the key to online business success and are only attainable through ClickFunnels, then all other objections and concerns become irrelevant and they have to give me money.” ( :95)

“If I did this right, then you should believe that you need a funnel to be successful online, and that the only way to build one is by using ClickFunnels. If you believe that, then your resistance to buying becomes almost zero. Now that you understand story structure and you’ve created your first Epiphany Bridge story, in the next section we are going to dig deeper into the false beliefs people have about your new opportunity, and then look at the stories we need to create to break those false belief patterns.” ( :95)

“Let me show you how these beliefs are created. It all starts with an experience. It could be positive or negative, but immediately after they have that experience, their mind quickly creates a story about what that experience meant. Our brain then takes that story we created and it becomes a belief. It’s pretty simple, yet that process has happened tens of thousands of times in your life and has created the person you are today.” ( :96)

“be 10 or so, but the total ended up being over 50—almost one per minute! Some longer stories may take anywhere from 5-10 minutes, while others are often less than a minute. But the key is I use a lot of stories when I am speaking. They break false beliefs and rebuild the new beliefs people need to make a change. And that is why it’s essential for you to start building up your inventory of stories. Here’s how you do it.” ( :98)




“I still remember the first time I saw somebody sell a product onstage. They did a 90-minute presentation teaching about a concept, and then at the end they made the crowd a special offer. I watched in amazement as hundreds of people ran to the back of the room and gave this person thousands of dollars! It was so exciting and, as I was counting how many people signed up and multiplying it by his program fee, I realized that he had made over $100,000 in just 90 minutes! I knew at that moment that I HAD to master that skill.” ( :104)

“What I discovered from the best people in the business was that teaching the best content actually hurt sales. But learning how to identify, break, and rebuild false belief patterns got people to take the action they needed in order to change. I learned how to tell stories.” ( :105)

“Every item on the stack slide has a value attached to it. The goal is to show that you’re giving 10 times as much value as you’re asking for in price. So if you’re selling a $97 product, you want the stack slide to add up to at least $997, preferably more. If you’re selling a product for $997, then the value needs to be at least $9,997.” ( :106)

“One of my best-selling offers (my Funnel Hacking offer) taught people how to build funnels. While it was easy to get people to believe that funnels were the future, they often didn’t believe that THEY could actually build a successful sales funnel on their own. I discovered that one of their biggest fears was writing the copy for the funnel pages. So for this element, I gave people my copywriting course, as well as all my templates and swipe files, so they can easily complete that part of the process.” ( :107)

“”Perfect Presentation”, but our community has adopted the name the “Perfect Webinar”, so we’ll keep it the same. Just don’t forget that this script can and should be used in all selling situations, not just webinars.” ( :109)

“Justify their failures. “Now I’m guessing for a lot of you this is probably not your first webinar. The first thing I want to mention is that if you’ve failed at __________ in the past, it’s not your fault. There’s a lot of information out there, and it can be confusing. Many times that information overload keeps you from success. It’s okay.” Allay their fears. “If you’ve been concerned in the past that you just can’t succeed with __________, I want to put those fears to rest. You can do this. You just need the right person to explain it to you.” Throw rocks at their enemies. “The big corporations want you to think you need a lot of venture capital or some fancy college degree to be successful. I’m here to tell you they’re wrong. They have their own reasons for wanting you to think that, but it’s not true.” Confirm suspicions. “If you’ve ever thought that the government and the banks actually want you to fail, you’re probably right. They don’t benefit from you succeeding. They want to keep you in debt and in need. The difference with us is that we actually care about your success and truly want to see you living the life of your dreams.” Encourage their dreams. “So that’s what we’re here for. I know you have a dream to change the world and make an impact, and I want to show you how to make that happen during this webinar.”” ( :115)

“My goal for this presentation is to help two types of people. For those who are beginners, you’ll get [what the presentation / new opportunity will do for them, or how it will fulfill their desires]. For more experienced people, you’ll get [alternative].” ( :116)

“The teaching is what you do AFTER they have purchased. Teaching does not have a place in the webinar.” ( :120)

“Instead, people told me my content was amazing, but then they just left with all the cool new stuff they had learned. They never actually implemented what I had created for them. While I was trying my best to help them, it actually hurt them because they didn’t shift their beliefs, didn’t buy anything, and never changed their lives. I was a failed expert and coach. I honestly believe that the greatest service you can provide for someone is getting them to buy something. The act of buying creates a commitment that causes them to actually take action.” ( :120)

“t’s kind of funny. Even though I wasn’t “teaching” them, I was breaking beliefs that had held them back for years and giving them new, empowering beliefs. This is actually teaching in its most pure form, it’s just different than what you’re used to. The time for teaching strategy and tactics will come. But they need to come in with the right belief systems first.” ( :121)

“You’re probably thinking __________, right? Well, __________.” You’re probably thinking you need a lot of money to drive traffic, right?” ( :123)

“Well actually, you only need 100 clicks a day. You’re probably thinking you need to know how to code, right? Well actually, you can just clone other people’s funnels right inside ClickFunnels.” ( :123)

“At the end of the webinar, we sold three times more during his 90 minutes of “You’re probably thinking X, right?” than we sold in the first 90 minutes of the webinar. We were live for three hours and had a record-breaking day. He just kept breaking false beliefs until there were no more objections that anyone could possibly think of. There was absolutely no resistance left.” ( :123)

“After the webinar, you’ll hear people saying, “I learned so much in that webinar. I had this emotional change.” Again, you as the educator might feel like you didn’t teach that much. But you did more than teach. You completely transformed the way they view the world, which is what you need to do if you’re expecting them to adopt your new opportunity.” ( :124)

“Le t me ask you a question… That’s the secret. It takes off all pressure and lets you make a seamless transition. I then ask them a few things. How many of you are excited about what we just talked about?! How many of you are feeling a little overwhelmed because we’ve covered so much?” ( :126)

“I consider this my secret weapon. I learned it after watching Armand Morin speak onstage in front of over 1,000 people. He closed nearly half the room with almost no effort. I pulled him aside to find out what he was doing, and he explained the stack. I started using it immediately and went from closing an average 5-10% of a room at a live event to consistently closing 40% or more. Then I started using it on my sales webinars and saw a dramatic increase in sales each time. It’s worked so well and so consistently that I will never give a sales presentation again without it.” ( :128)

“Here’s what we’re going to cover. Week 1, we’re going to talk about __________. Week 2, we’ll go over __________. Week 3, we dive into __________. Then by Week 4, you’ll be ready for __________. Week 5 we look at __________. And finally, in Week 6, we wrap it all up with __________.” ( :129)

“(Business example) It’s for people just starting out or those who are already successful and want to scale.” ( :130)

“(Weight loss example) It’s for people who have 100 pounds to lose or those who only have five more to go. It even helps people who don’t need to lose weight, but want to build healthy muscle.” ( :131)

“When you have this tool, you’ll be able to __________. When you have this tool, you’ll be able to get rid of __________.” ( :132)

“Do you see how this works now? You mention an element, then add it to the stack. Mention another element and add it to the stack. Sometimes you may feel you’re getting repetitive, but that is the key. It helps your audience understand the offer completely. The first few times I did this, I felt silly each time I re-stacked it. But after I added it, and started closing 300% more people during my presentations, I quickly stopped feeling silly. This is the KEY to success when selling to the masses.” ( :136)

“”If all this package did was __________ would it be worth $__________?”” ( :138)

“I usually transition by saying something like: “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.” ( :138)

“Before you reveal the actual price, ask them what the end result would be worth to them. So if you had a successful funnel today that was making you money, what would it be worth to you? And then I STOP and wait for them to answer that question in their minds. How much would you pay to have that one successful funnel? And then I STOP and wait for them to think about it for a few seconds.” ( :139)

“(Apples vs. oranges example) 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 only pay $__________.” ( :141)

“He then went on to explain that the reason I didn’t get a table rush was because the first time I asked the audience to say yes was when I was asking for their money. “When you watch me speak, you’ll notice that all the heads in the audience are nodding the entire time. I am constantly asking simple questions to get people to say yes over and over again, so when I ask them to give me money at the end, they’ve already told me yes hundreds of times before that.”” ( :145)

“That webinar went from making $9.45 per registrant to $16.50 per registrant—just by me adding in the trial closes.” ( :146)

“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?” ( :146)

“Other than that, there is no real value in money. You can’t use it to stay warm, you can’t eat it, you can only trade it for something else that you want. Just think, everyone who exchanges money for something does it because they feel that what they are getting in exchange is greater than keeping the money or using it for something else. At least that’s what I expect when I buy something. I don’t actually know for sure until I do buy it and try it out, and can see the results.” ( :147)

“My success rate when people go at this by themselves is almost 0%. But my success rate for those who work with me is closer to __________%. If information were enough, then you could have just turned to Google. You need a guide who has been there before, who can take you there right now.” ( :148)

“Mone y or Excuses: The goal of this close is to get them to quit making excuses about why they can’t buy.” ( :148)

“I’ve been in this business a long time. And I’ve found there are only two kinds of people. Those who are good at (making money, losing weight, etc.) and those who are good at making excuses. You can’t be both. If you’re the one making excuses…I hate to say it, but I think you’re going to have a really hard time __________. The good news is that you get to choose. In this moment” ( :149)

“Us vs. Them The goal for this close is to call out people as either do-ers or dabblers. I’m guessing there are two kinds of people listening to me right now. You’re either a do-er or a dabbler. The dabblers love to sit and listen and learn, but they rarely ever do anything and often look for any excuse not to move forward. Some of you are do-ers. You’re not sure how this is going to work for you, but you see how it’s worked for me and for other people, so you have faith that it will work for you as well. And what I’ve found is that it’s the do-ers who get ahead in life, while the dabblers don’t ever really seem to progress.” ( :149)




“Yet this model took my company from $0 to $10 million within 12 months, and then to $30 million just 12 months later.” ( :153)

“She said, “Internet marketers like you are so smart and so dumb at the same time.” I was a little shocked, but she had my interest. “What do you mean?”” ( :153)

“She went on to say that what we do each month is the equivalent of creating a Broadway show. “You hire the best screenwriters in the world. You hire the best actors. You practice for months, then you open the show in downtown Boise, Idaho. (Because that’s where you happen to live and you spend a month promoting it.) You open the show to a sold-out crowd and they give you a standing ovation. That night after the show is done, you pull everything down and start writing your next play to open next month in the same auditorium in Boise.” I kinda laughed nervously, then asked, “Okay, then what should I be doing? What would you do differently?” “I take companies like yours that have an awesome show in Boise—I take them on the road. I take that show to Chicago, to New York, to LA, and I keep running it until it stops making money.”” ( :153)

“$3 Per Registrant 1,000 Registrants Per Week ($3k Ad Spend) 25% Show-up Rate (250 People) 10% Close Rate @ $997 (25 Sales / $25k) Double Sales on Follow-Up Replays (Additional $25k)” ( :154)

“”But Russell, inside of ClickFunnels, I can create an automated webinar. Can’t I just automate this so I don’t have to do it” ( :154)

“live every week?” And my answer is yes…eventually—but right now, you HAVE to do it live.” ( :155)

“Four hours later, I delivered this revised presentation to about 500 entrepreneurs, and this time we sold $120k live! I repeated this same process 60+ times over the next 12 months—doing a live webinar, exporting questions, and adjusting the presentation. It’s probably why one of my friends and conversion experts, Joe Lavery, said this after watching my presentation:” ( :155)

“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.” ( :156)

“(Honestly, it was more of an afterthought, but we did it anyway.) Looking at the stats from the first year of following this model, more than 15,000 people have created ClickFunnels trials from that link, and over 4,500 are still active. If you do the math, we have over $450k a MONTH in recurring cash coming in just from our thank-you page!” ( :159)

“What will your close rate be? At first, it will probably be pretty low. That’s why you need to do it live so many times. When you have a 5% close rate, you have a good webinar and are likely going to be profitable on the front end. When you get it to 10%, then (I believe) you have a million-dollar-ayear webinar. When you get above 10%… Well, I’ll just say that at 15%, we did just shy of $10 million the first year. So it pays to keep refining your conversion rates by tweaking and presenting live presentations.” ( :160)

“No one showed up for Liz Benny’s first live webinar. She had a few hundred people registered, yet for some reason no one showed up. She had spent months preparing, and not a single soul attended. But she didn’t give up. She kept refining her process. And she wound up making just over a million dollars in her first year.” ( :161)

“Imagine you and I were to start working together today. I teach you everything I know and do everything I can to help you get results. Now imagine we’re sitting in a coffee shop a year from now. What would have happened in your life, both personally and professionally, for you to feel happy with your progress? What would make you believe that this was the best decision you ever made?” ( :163)

“Great! Here’s how it works. My fee is $__________. For that money, you get __________. I’m here to help you. I can transfer you over to my assistant to take care of the financial details right now. Would you like to do that?” ( :165)

“Within 26 minutes and 32 seconds, my presentation was done. I had no idea if it was good or” ( :168)

“bad—it was all so quick. But as I looked at my stats, I saw the sales flooding in. I was then able to promote those presentations on Facebook and other places for the next three days until the contest was over. During this time, over 100,000 people saw this presentation. We ended up doing over $250,000 in sales and I won the $50k cash prize! Not bad for only 15 minutes of preparation!” ( :169)

“In fact, if you try it and it doesn’t work, I can tell you from experience it’s probably for one of these reasons: 1. You picked a bad market and no one wants to hear what you have to say. 2. You built an improvement offer and no one wants to buy it. 3. You slipped into teaching mode and didn’t create an environment for change.” ( :169)

“PERFECT WEBINAR CHEAT SHEET Question #1: What’s the new opportunity I’m offering? Question #2: What is the one Big Domino for this offer? Question #3: What special offer can I create for those who purchase? Question #4: What is my Epiphany Bridge origin story? Question #5: What are three false beliefs they have about this new opportunity (the 3 Secrets), and what Epiphany Bridge stories will I tell to break those false belief patterns? A. False Belief (Vehicle) B. Epiphany Bridge Story (Vehicle) C. False Belief (Internal) D. Epiphany Bridge Story (Internal) E. False Belief (External) F. Epiphany Bridge Story (External)” ( :170)




“Then Chet got smart. He did some research and discovered that out of those 2,000 advertisers, 167 of them were spending 90% of their advertising budgets with his competitors. So he defined those 167 as his best buyers—the ones spending all the money in the industry. Once he figured that out, he stopped marketing to everybody and instead focused his time and efforts on those 167. He sent out direct-mail pieces with lumpy objects in them every two weeks, then he followed up with a few phone calls. Twice a month he’d mail, twice a month he’d call.” ( :174)

“But he didn’t give up. After four months of following this strategy, he got zero response. (Pretty discouraging, right?)” ( :174)

“Then in his fourth month, something changed. He landed his first big account—Xerox. It was the biggest advertising buy ever for the company. By the sixth month, he had landed 29 of the 167. And with those 29, Chet doubled the sales over the previous year. They went from #16 to #1 in the industry in just over a year. And he kept doubling sales for the next three years. Later on in his career, Chet wrote a screenplay and wanted to sell it to a big” ( :174)

“o what does this have to do with you? Well, when I first heard Chet explain how the Dream 100 worked, I realized that there were probably 100 people who already had MY dream customers. They had the traffic. I didn’t need to create it, I just needed to figure out how to get those people to come and see my new opportunity instead. The first step in this Dream 100 process was going back to Secret #1. Remember when I created my new niche? We started with the three hot markets (health, wealth, and relationships).” ( :175)

“I quickly realized that the people who controlled that traffic were typically one of four types: list owners, bloggers, podcasters, or social media influencers (including YouTube, Instagram, Twitter, Facebook, etc.) I started searching and found list owners with email lists of 20,000 to 200,000 or more of my dream customers! Bloggers and podcasters who had millions of readers and listeners and social media influencers who could drive tens of thousands of clicks to anything they wanted to talk about. I saw their power, so I started to build out my Dream 100 list of these people and companies. Initially, I tried to find 25 list owners in my submarket, 25 bloggers, 25 podcasters, and 25 social media influencers.” ( :176)

“Dig Your Well Strategy #3 Now that I have a basic relationship with them, one of the main things I like to ask (and I learned this from Sean Stephenson) is what project they’re working on that is most important to them at the moment. After they tell me, I figure out what extra value I can offer to help them reach their goal. And that’s it. It’s simple, but it’s how great business relationships are built. I’m digging my well BEFORE I’m thirsty.” ( :177)




“1. Become VERY clear about who you want to serve and what new opportunity you will create. 2. Get results for your beta group. Your results will become the foundation your expert business will grow from. 3. Become a master storyteller. This is the most important skill you can learn. 4. Change the world. Your message has the ability to change people’s lives, so use it.” ( :179)

Check out more book notes at How I Read 90 Books In The Past 2 Years By Reading 20 Pages A Day

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