The book Expert Secrets by clickfunnels founder Russel Brunson is packed with gold nuggets for anyone who wants to place themselves as an expert / coach / consultant in any field.
Let's start directly with the first "mind shift" concept, which inspired me a lot right from the beginning.
Creating your movement
The book took me in the direction of "Create your Movement" and away from the thought of just selling a product/service.
Your movement should be similar to any other movement.
There are so many successful examples of movements. But most of the movements we know are political in nature.
For example: BlackLivesMatter, Metoo or the Anti-Nuclear-Movement.
All of these movements have one thing in common, they are directed by a strong motive that lies in the future.
This psychology of mass movements can and must also be used for business.
According to Russel, a business is more than just a service provider or product manufacturer.
A successful business has followers of a movement who defend the business and like to come back again and again.
Every good movement needs a reason and that reason should be reflected in the business vision.
Why does the business exist in the first place?
That's probably the single most important question ever in business!
What do customers expect from the movement, where does that movement want to go and what can the business do to make that path easier for the "followers."
The path of becoming an expert.
The second concept, which is particularly brilliant, is the path of becoming an expert.
Many today are too quick to position themselves as an expert on something without following the true path of an expert and leader and according to Russel, the path is as follows:
- Framework Creator
- Expert / Guide
Here is also a short video from me about it:
If you're in the "Dreamer Phase", you're learning and only dreaming of success in this area so far.
With these ideas and dreams as a foundation, you can take on the role as a moderator and contribute to the community for the first time.
Similar to what I'm doing here, I'm just reporting on Russel his book and not contributing my own framework in this article, so I'm a reporter.
As a reporter you can contribute different things. Here are a few examples:
- + Book Summary
- + Software Reviews
- + Interviews with experts
- + Online course / Seminar reviews
Basically you contribute with reports to the community and make yourself known to your audience and build up some authority at the same time.
After you have built up more knowledge about this topic and have made your first experiences in this topic, you can start to develop your own version ("framework").
You will find that some concepts and stategies will work well for you and others will not.
You will then bring this together in your own step-by-step framework so that others can benefit from your knowledge and experience.
Of course, this only works if you've actually had success in the field...
Now it's on to the "Servant" part, where you go out into the world with your step-by-step plan to help other people achieve the same results as you in the field.
This typically goes through consulting or coaching.
Meanwhile, you'll realize that some things about your framework need improvement to really make it work for everyone.
This is a hugely important step in becoming a true expert and leader.
You now have a concept that not only works for you, but also for others and that's what your potential customers and followers are more interested in.
In the end, it's always about the question, can you get someone from A to B fast?
Having arrived in the role of expert, you can now really get your movement going because you've been vetted and have proven your authority through multiple successes in the industry.
At this point, you can then sell your own products.
- Online courses
- & anything else that makes sense in your industry.
Become a content creator
Another point that Russel makes again and again is the creation of content.
Be it video form, image form or even text form. Every successful online business or online expert must regularly create content and interact with users and thus potential customers.
Away from the idea that every business is an island and towards the idea that every business is a leader of a community.
It has motivated me extremely to become more active on social media again and start my own YouTube Channel.
He even goes so far as to say that anyone who posts content (quality content) every day for a year without interruption will never have money problems again.
Russel himself is on all channels as CEO and posts stories, weekly podcasts and videos several times a day!!!
He firmly believes that this strategy has helped clickfunnels achieve the tremendous success it has.
As a good content creator, you need the following qualities:
- Consistency & Continuity
- Polarizing personality
- Productive and efficient work ethic
Many people think you have to be extremely creative, but that's not true. In fact, as a content creator, you can also document instead of create. That's what I do right here, by the way.
I read a book and document my personal lessons from it.
Become the ultimate marketer
Russel Brunson's book, in my opinion, should be a must-read for every marketer, as well as for marketing majors.
He fundamentally goes over all the important components of marketing and how to create a good marketing message.
An important lesson for me was the core desire of every human being.
A person buys a product for ONLY one of three reasons:
Even if this sounds a bit extreme at first, it is true. Some products are just indirectly affected by it but just think about it yourself ;)
If a product doesn't fall into one of the categories, then the marketing message should at least point at one of them.
The second big breakthrough for me was the quote from Blair Warren:
"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."
(The One Sentence Persuasion Course)
There's really not much more to say about this, it just sums up good marketing.
Here's another brilliant point from Russel in video form:
The final big breakthrough for me in this great chapter was that a "New Opportunity" sells much better than "An Improvement".
So instead of saying I'll help you do XY better, you should focus on doing things completely new and different. Russel goes into quite a bit of detail about this concept and it is just awesome.
An example I've found for myself is:
I don't try to show people how they can still save their WordPress site anymore, but show them that they can rank much easier on Google with Chimpify (New Possibility / New Opportunity) than with WordPress, because that's also the way I did it.
The book is packed with many more ideas and in my opinion is a must read for anyone looking to sell digital products!
You can find the book yourself or the e-book here.
That's it from me today!