These are my personal book notes on Expert Secrets by the author Russell Brunson.

You can find my book notes on Russell’s first book, Dotcom Secrets, here.

I consider this book a must-read.

Expert Secrets will help you grow your business even faster, no matter what type of business you’re in.

Let’s dive in.


  • Author: Russell Brunson
  • Title: Expert Secrets
  • Subtitle: The Underground Playbook For Creating A Mass Movement Of People Who Will Pay For Your Advice
  • First published: 2017
  • Type: non-fiction
  • Genre: business education / marketing
  • Author’s website:
  • Rating: 5/5
  • Recommended: Yes (Hell, Yeah!)

Table Of Contents Of The Book

  • Foreword (by Robert T. Kiyosaki)
  • Acknowledgments
  • What is Expert Secrets?
  • Introduction
  • The Two Types of Expert Businesses
  • Section One: Creating Your Mass Movement
    • Secret #1 The Charismatic Leader / Attractive Character
    • Secret #2 The Cause
    • Secret #3 The New Opportunity
    • Secret #4 The Opportunity Switch
  • Section Two: Creating Belief
    • Secret #5 The Big Domino
    • Secret #6 The Epiphany Bridge
    • Secret #7 The Hero’s Two Journeys
    • Secret #8 The Epiphany Bridge Script
    • Secret #9 False Belief Patterns
    • Secret #10 The 3 Secrets
  • Section Three: Your Moral Obligation
    • Secret #11 The Stack Slide
    • Secret #12 The Perfect Webinar
    • Secret #13 The One Thing
    • Secret #14 Breaking and Rebuilding Belief Patterns
    • Secret #15 The Stack
    • Secret #16 Trial Closes
  • Section Four: The Funnels
    • Secret #17 The Perfect Webinar Model
    • Secret #18 The 4-Question Close (For High-Ticket Offers)
    • Secret #19 The Perfect Webinar Hack
    • Secret #20 Email Epiphany Funnels
    • Secret #21 Epiphany Product Launch Funnels
  • Section Five: What’s Next?
    • Secret #22 Fill Your Funnel
    • Conclusion:Your Invitation

Foreword (by Robert T. Kiyosaki)

Expert Secrets is 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.

My Rich Dad Company is essentially an expert business.

I offer financial education through a variety of products, programs, courses, and mentorships.

It started with CASHFLOW, a simple game that transforms lives with the lessons it teaches.

Then we expanded into lectures and books and coaching platforms.

In Expert Secrets, Russell Brunson has masterfully laid out the steps to becoming a thought leader and building a following of people who will pay you for your information.

You can literally start from zero and by the end you will have your own profitable business.

He gives you the concepts, the scripts, the technology - everything.

And by the time you finish this book, you will naturally be in the third quadrant.

You will be a business owner.

“Regular” businesses can use the Expert Secrets process to create and sell information, too.

Doctors, dentists, professional services, and even retail stores can all use what they know to create useful information that attracts customers.

In fact, if you attach an information business to the front end of your existing business, you can reduce your customer acquisition costs to practically zero (and even get paid for every new customer that enters your world).

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.

Then they ask, “How do you do that? What’s the path?”

Expert Secrets is the path.

You hold in your hand the step-by-step roadmap to turning those assets into wealth and prosperity.


Take action.

And enjoy the ride.

What Is Expert Secrets?

Expert Secrets will help you find your voice and give you the confidence to become a leader.

Expert Secrets will show you how to build a mass movement of people whose lives you can affect.

Expert Secrets will teach you how to make this calling a career, where people will pay you for your advice.

Yes - if you follow the system, then you will make money.

But that is not the point, that is merely the by-product of helping others.

You will get all you want in life, if you help enough other people get what they want.
- Zig Ziglar

The Two Types Of Expert Businesses

There are two types of expert businesses.

The tactics behind both are the same, but the strategies are a little different.

Expert Business #1: Selling Information Products

It involves you taking the life lessons that you’ve learned, and packaging them into information products, coaching, and consulting.

Being an expert and selling information products is (in my opinion) the greatest start-up in the world.

You don’t need venture or start-up capital, just a passion for what you’re teaching, as well as learning how to tell stories in a way that will get others excited about it as well.

We get excited about a topic and we start geeking out on it.

We learn, we read books, we study examples, we listen to podcasts, and we consume a lot of information.

Then we start using it for ourselves.

At some point, we realize the only way to keep growing isn’t to learn more, but instead to shift our focus from personal growth to contribution.

It’s only by shifting our focus to helping others that we continue to grow.

We coach others, we create information products, and we start contributing to other people’s growth.

When you do that, you learn more about yourself and the process as you do it.

Contribution is the key to continued growth.

Expert Business #2: Leveraging Information Products To Grow An Existing Company

If you already have a company, you can use this Expert Secrets system toquickly grow your company and get customers for free.

Our cost to acquire a customer was better than free.

As you’ll soon see, each of our customers purchases an information product from us to start, and we actually make money on that first transaction.

Later, we introduce those customers to […].

But we already got paid when they purchased our information products!

We’re actually getting paid to acquire customers, which gives us the ability to acquire tens of thousands of customers, almost overnight without spending any money out of our pockets.

  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.

That’s the key.

You don’t have to be the most knowledgeable person in the world on your topic, you just have to be one chapter ahead of the people you’re helping.
- Russell Brunson

There will always be people in the world who are more advanced than you.

That’s fine.

You can learn from them, but don’t let it stop you from helping the ones who are a chapter or two behind you.

Some of you are better writers, and blogging will become your platform.

Others are better through audio or video, and will likely be using platforms like podcasts or Facebook Live.

The platform is less important than the consistency of your sharing.

If you haven’t offended someone by noon each day, then you’re not marketing hard enough.
- Dan Kennedy

And that is why I am so aggressive in my marketing.

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.
- Jay Abraham

I honestly feel like I have a moral obligation to share my message, because it’s changed my life and I know it can do the same for others as well.

Rule #5: Care…a LOT.

[…] showing people that you actually care about them.

There’s an old saying that goes, “They don’t care how much you know until they know how much you care.”

If your audience thinks you are just in this to make money, your vehicle for change will not last long.

[…] If you choose your ideal clients correctly, you’ll have people you’d be willing to serve and teach and train for free because that’s how much you care about them.

The Simplest But Most Powerful Formula For Success

  1. Find a hot market.
  2. Ask them what they want.
  3. Give it to them.

Russell Brunson On Effective Storytelling

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.

When I tell a story this way, I am controlling the state of the person listening.

It’s essential […], and I do this by telling the story in a way that gets you to feel what I felt, so when I explain how I had my epiphany, you can experience the same epiphany.

If I want you to have the same epiphany I had, you need to be in the same state that I was in when I had that epiphany.

Good stories are really simple.

There can be layers of complexity, but at the core they are all very simple.

Depending on the complexities I share, I can tell the same story in 60 seconds or 60 minutes - all with the same desired effect.

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

I’ve found that there are three core beliefs that come to the surface and keep someone from buying, even if they believe the new opportunity is right for them.

  1. The Vehicle: other false beliefs they may have about the vehicle or new opportunity you’re presenting
  2. Internal Beliefs: beliefs about their own abilities to execute on the new opportunity
  3. External Beliefs: false beliefs they have about outside forces that could keep them from success; things beyond the individual’s control, such as time or the economy

Russell Brunson On Secret #11, The Stack Slide

Before I ever start selling anything, my first step is to create an irresistible offer.

This is the product I am selling at the end of my presentation.

I do that with something I call the “stack slide”.

This is where I stack up everything a customer gets when they decide to buy, including all the bonuses and extras.

Closing Thoughts

My book notes only cover small parts of the book.

So if you like what you read, please consider buying the book from the author.

Thank you for reading and stay awesome,

Tim for Online Business Dude

PS: Want To Start And Grow Your Own Online Business?

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