Source: Business Marketing Tools
I’ve never tried reading a 265 page book in a day, but I did it with Expert Secrets because it was Â immensely great, and I’ll tell you why below.
I know I sound a little exaggerated, but honestly, if you’ve read it, you will feel the same way.
In my opinion, it is one of the books that every Internet Marketers and Business Owners should have in their library.
You may have knowledge on SEO, SEM, copywriting, social media advertising, etc, and that’s great, but without the fundamental marketing aspect of your online business, your business may not be optimized the way it should be.
Expert Secrets walks you through the thought process of discovering important things that you might have missed at your startup.
The title of this book is “Expert Secrets: The Underground Playbook for Finding Your Message, Building a Tribe, and Changing the World”, and it retails at $19.95 at amazon, and discounted to $13 + shipping at the time of this writing.
So without further ado, let me dive right in from Secret #3.
Secret #3: The New Opportunity
Russell has identified 4 elements that will bring the masses to take action on your product or offer (creating a mass movement).
Obviously, I will not spoil it for you by telling you what those elements are, but I will tell you that these elements resonates in every mass movement in history, from Jesus Christ and Hitler to every presidential electoral campaign.
In gist, with these elements put in place for your business or marketing campaigns, you can ignite the masses to join your cause (not only to “Try” your product, but to love every aspect of your business).
Secret #4: The Opportunity Switch
Russell subtly teaches you about copywriting. CopywritingÂ is basically writing words that sell, and normally people pay hundreds, if not thousands to attend courses on copywriting.
In any kind of business, as long as you are selling something, you will need at least some basic copywriting skill and this book gives them to you.
On top of that, the Expert Secrets is unlike other internet marketing books where it teaches you the surface information, and you have to “figure it out yourself”.
This book actually gives you a practical strategy to reach out to your worthy customers.
Secret #5: The Big Domino
What is the ONE THING that if you could knock down, and all the other dominos would either fall down or become irrelevant.
When crafting our sales messages, we often have the tendency to add many argument points to convince our prospects to buy our products.
It does make sense right, but most of the time, too many argument points will lead your prospect to wander off your sales pitch.
So, it is important to find the one thing, the big domino, that when you touch point on it, every objections that your prospects may have, vanishes.
In this chapter, you will discover how to identify the ONE THING to add to your sales pitch to make it effective.
Secret #6: The Epiphany Bridge
Ever wondered why you can’t convince your friends to buy your opportunity?
I had a lot of experience on this while I was involved in network marketing.
The excitement having to discover a new “breakthrough” product which I believe will sell for itself, and make me lots of money, but when I started to convinceÂ my friends to join the opportunity, my dream was shattered.
Do you have a similar kind of experience?
If you have, I am sure you will love what is in this chapter as it shares how you can convince others around you by telling a story.
A story that will allow your audience to feel the same epiphany you had when you got your hands on the product or service that you are selling.
Russell breaks down the elements of a good story that sells.
In Secret #6, it is all about why you need to convince your buyers through storytelling, and it gives you the structure for building your story.
Believe it or not, we relate to stories more than we relate to logic. Just like why we still drink coca cola even if it kills us gradually.
My eyes were wide opened because of the vast knowledge that I am receiving.
Secret #7: The Hero’s 2 Journey
Secret #7 through #10 adds on to Secret #6.
Through this process, you will learn the fundamental elements to craft a powerful storyÂ for your product or service.
In Secret #7, it brings the state of epiphany to the next level.
You will learn the basic of story telling, and how to add the knowledge that you’ve gained through Secret #6 to your story to make your prospect feel the epiphany that you once had about your product or service.
Secret #8: The Epiphany Bridge Script
Now that you understand the elements of a great story, it is time to craft the story for your business.
Secret #8 gives you 8 guidelines to write your epiphany script.
Russell went into detail to explain theÂ 2 types of struggles thatÂ every customer or prospect will face.
- External struggle
- Internal struggle
External struggles are surface problems that everyone knows. For example, “I want to lose weight” or “I want to make more money”. But, the reason(s) that drives the person to those external struggles are the Internal struggles.
Internal struggles are intangible. They are struggles that no one else can see, but areÂ only felt by the person going through it.
For example, “the main reason for wanting to lose weight is because I am afraid that I will be the laughing stock this summer when I visit the beach” or “the main reason I want to make more money is so that my family and in-laws will think highly of me”.
You will instantly be able to build a rapport with your prospects when you demonstrate that you understand their internal struggles.
Secret #9: False Belief Patterns
This part teaches you the knowledge that you will learn if you join a Neuro-Linguistic Program (NLP).
It talks about the false beliefs that everyone has, and that each belief is created by an individual’s experience.
Something that is legitimate, may be perceived as aÂ scam because of the person’s belief.
For example, former president Obama has done a great service to the United States, but why haven’t everyone acknowledge it?
Another good example is when president Donald Trump took the stage, but the media has evoked a sense of disbelief which caused part of the country to go on strike.
Everyone follows the same media, but why is there a division between the supporters and the non-supporters?
All these are created by beliefs of each individual.
So, what has it gonna do with your business? EVERYTHING!
When you are trying to sell a product, your customers will bring about their own set of beliefs, which may cause a hindrance to your sale.
This chapter explains how you can use the epiphany bridge story created in the previous chapters to break those false beliefs.
Secret #10: The 3 Secrets
After identifying the false beliefs of your customers, and writing an epiphany bridge story, this secret will teach you how to categorize those beliefs for creating an even stronger story.
Just like the struggles we’ve discussed in Secret #8 above where there are internal and external struggles, there are internal and external beliefs as well.
Russell has identified the 3 core false beliefs which are:
- The Vehicle
- The Internal Beliefs
- The External Beliefs
By categorizing them, you will be able to revise your storyÂ for better sales conversion.
From Secret #11 onward…
From Secret #11 onward, it is all about asking for the sale.
This requires some copywriting techniques which Russell will walk you through each step to craft your sales message.
Generally, once you have laid the groundwork of your story (the actionable items from Secret #1 to #10), asking for the sale would be easier because you have already planted some seeds in the mind of your prospects or customers, and they already see the value in what you are about to sell.
But, there are some effective strategies and techniques that you can use to ask for the sale, and Russell will cover them in the rest of the book.
My Final Word About Expert Secrets…
I am sure by now you see the benefit this book will bring to your business or your marketing campaigns.
What is unique about this book is that it does not teach you how to sell a “better” product to compete with your competitors, it teaches you how to create a market of your own, so that there is a barrier to entry to your new found market (the concept of “Apple Inc”).
Also, it is not a book that gives you the surface information for you to “figure it out yourself”. Expert Secrets provides you with the step-by-step guide to build a powerful sales message for your business.
As you probably know, I’ve been doing Internet Marketing for years, and I’ve never come across a book that allows me to understand the reasons for the successes and failures of my marketing campaigns.
I really hope that you can benefit from this book like it has done for me.
You can either buy this book at amazon for $13 + shipping fees, or you can get it FREE + shipping.
Thank you for reading this review and I hope you make the right decision for your business.
But it still works.
Famous last words of a website marketing campaign. The business owner doesn’t want to update his website because it still shows up online and conveys the main message. Things haven’t changed that much. It still gets us some leads, still gets the job done.
But over time, the gap between getting the “job done” and attaining optimal results grows. Online technology evolves, and at times businesses must assess when it’s time to move their platforms with those changes.
You could use a 15-year-old website design if you wanted to. But there is no logical reason to wait that long to update your website.
#1. Content Management Systems
The first reason to update your website design is to take advantage of new tools. Platforms often update with functionality that improves your content creation and marketing efforts.
The main functional advantage in the past decade is the advent of the content management system (CMS). A CMS is a software interface that lets users update content without having to go into the back-end code.
It used to be that when a marketer wanted to add an image, change text, or create a simple page, she’d have to assign the work to a developer who’d use HTML or CSS to change the content on the website. A time-consuming extra step.
With a CMS platform, this marketer can make these changes without using programming language. The interface is as simple as a word processing program, requiring no technical skills.
If you’re still sending basic website changes to your programmer, it’s time to update your website.
#2. Mobile Search
Mobile devices are a user change requiring a website design update.
Today, over half of all online browsing takes place on mobile devices. These small screens need a different format to display web pages, called a mobile responsive. This simply means that when someone views your web pages on their phone, it automatically formats the content so it’s easy to view and interact with on a small, touch screen.
Mobile responsive design was expensive, but like many website innovations, it’s become ubiquitous and is included in most template designs.
If your website isn’t mobile responsive, it’s time for an update.
#3 The Template Advantage
Many small business owners cringe at the idea of getting a new website design because of the time and expense involved. And true, until recently most sites were custom designs that cost thousands and could take months to develop.
Today, however, there are many excellent templates that are CMS systems, mobile responsive, and far quicker to customize and take live. We used to spend months on website projects.
Design time and costs are not the barriers they once were. You could update your website design today quickly and affordably on a template, with results superior to the custom designs of just a few years ago.
#4 Websites Age in Dog Years
A year in a dog’s life is equivalent to seven years for a human.
About the same for website design. Your business ages one year, but for your website it’s more like six.
The point here is one of perception. A business website is not only your first impression, it’s the majority of your sales message. Google now estimates that 70% of the typical consumer buying journey takes place online. By the time a prospective customer reflects on your website content, they have pretty much decided to work with you – or not to.
The key role your website plays in lead generation and sales means it’s not a marketing tool to neglect. Much of the way you communicate value, evoke trust, and persuade action takes place on your website.
If it’s clear your site is 3 years old (meaning it looks like some from the last decade) you’re going to be blown-off by researching consumers who know they can easily find a better alternative.
#5 Security and the User Experience
This applies, in particular, to eCommerce websites.
If you are selling online, your search and transaction content must be simple, seamless, and secure. The slightest confusion or hint of doubt about the security and legitimacy of your website will kill your sales.
Again, there are templates such as Bigcommerce, Shopify, and Clickfunnels that you can customize for your store. These tools have most of the sales content built in. They easily integrate with inventory tracking, SSL certifications, and merchant accounts.
If you are marketing for eCommerce and you have anything less that a stellar design that’s eye-catching, user-friendly, and feels totally secure, you shouldn’t have the business in the first place. Time to update.
#6 Content Creation and Sharing
It used to be that websites added a blog to their domain. Now most websites have blogging functionality built in.
If your website isn’t already set-up with an easy to use blog, it’s time to update.
Blogging in an established strategy for any business trying to increase their SEO traffic and gain attention from consumers in the research phase of the buying cycle. Content answers pressing questions, fills information gaps, and displays your expertise. It’s easy to plug in sharing tools for social media amplification, embed videos, and optimize for keyword targets.
Your website and blog platform should make adding new blog content so simple you feel you could add a post a day. If your blog platform is cumbersome, update it.
#7 Responding to Data
Is your website performing as well as it could? Are you getting the max number of conversions? How do you know?
One of the most important precursors to website changes is data on how your current content is performing. Digital marketing analytics tools like Clickfunnels provide data on how visitors respond, and insight into how you can improve your conversion results.
If your website is so old you haven’t added analytics to measure traffic, it’s time to update.
Data might tell you that it’s time to totally revamp and update your design. If you’re using a CMS, you can create new content to test and spilit test to determine what does the best.
Without a doubt, the only way to get exceptional conversion results on your website is to modify and test your content. With modern website tools, you can efficiently create, test, update, and remove content. You should be trying different layouts, color schemes, word choice, offers, and calls to action.
If you’re not doing any of this because you’re using a static site you can’t modify, it is really time to update your website.
The expense and time involved in getting a professional design on a CMS template should not be a barrier for any business doing even a minimal level of lead generation or sales online.
Take a look at your website. Is it time to update? Then check out our Clickfunnels and get a free 14 Day Trial of our Complete all in one package.
Put off these updates too long, and you’ll be out of business.
P.S. – this book is the real deal. Robert Kiyosaki said that it’s: “the map that will allow you to turn your specialized knowledge, talents and abilities into a business that will work for you! This is one of the shortcuts of the New Rich.” – and TODAY, you can get it for free, right here:
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