“Expert Secrets” by Russell Brunson Summary

Expert Secrets by Russell Brunson book summary

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Expert Secrets By Russel Brunson Book Cover

“Expert Secrets” by Russell Brunson

Expert Secrets is the 2nd book in Russell’s trilogy series and gives a more online approach to marketing. 

If you haven’t already and would like to, you can read my summaries of his other 2 books in the trilogy, 1st book “Dotcom Secrets and 3rd book “Traffic Secrets.

Summary Of Expert Secrets

Expert Secrets by Russell Brunson is the second book in the secrets trilogy. The book is compiled into 5 sections over 302 pages. 

This online marketing book is a short read where Russell teaches you how to become an expert in your field or industry online by building trust with customers in order to generate an income. 

Russell helps you to identify your strengths and passions in your industry so as to make you a better leader.

Who Is Russell Brunson?

Russell Brunson has gained a following of over 1 million people over the last 19 years. He is also New York Times best-selling author and sold thousands of copies of his books worldwide. 

Russell is the co-founder of a company called “ClickFunnels” and managed to grow his business to an overwhelming $100 million in its first year and at the moment “Clickfunnels” has over 100 thousand active users.

To date, Russell has had more than 1000 of his students become millionaires through his training and software. These people are now part of an exclusive club called the “Two Comma Club”. Russell also gives back by donating $1 to build schools in Africa every time a funnel goes live.

“The life you want, the marriage you want, the family you want, are going to be fuelled by the business you build.” – Russell Brunson

Chapter Overviews

Section 1: Creating Your Mass Movement

The first step to becoming an expert, Russell explains that you need to create a mass movement. This simply means that you need a group of people following and looking up to you for advice and support which usually are referred to as your followers or tribe.

Russell speaks about the 3 practical steps to creating your mass movement:

  1. Make yourself an “Attractive Character” – This means to be a leader or influencer by learning the skill set even if it doesn’t come naturally.
  2. Become an advocate for the future – The “cause” which is where Russell teaches you how to get people passionate and make people follow what you are saying.
  3. Create a new opportunity for your followers or tribe – a product or service that will benefit your audience and excite your followers interested in your product or service you have to offer.

Section 2: Creating belief 

It’s important to have a belief system in place that your followers can follow. You need to make your beliefs honest and engaging so that people actually believe in the opportunity.

Russell outlines 6 teachings on how to get your followers to believe in your product you are offering them to buy:

  • The Big Domino – You convince and inspire your followers to purchase your product that you are offering.
  • The Epiphany Bridge – Russell teaches you how to get that moment of epiphany and leverage it to get your following into your product and idea.
  • The Hero’s Two Journeys – Uses the art of storytelling to paint a picture to your customer to win them over.
  • The Epiphany Bridge Script – Combination of the Epiphany bridge and the Hero’s Two Journeys teachings to be able to create a script for any business operation.
  • False Belief Patterns – Break false beliefs that customers have and bring new beliefs.
  • The 3 Secrets – explanation of 3 specific ways to excel sales.

Section 3: The Moral Obligation

The techniques and teaching you need to follow when offering a new product.

  • The Slack Slide – What offer do you have for your customers? What value does it bring? 
  • The Perfect Webinar – How to create the perfect webinar in order to become an expert.

Section 4: The Funnels

Once you have created your mass movement and new opportunity, now can you only create your funnel.

The 5 steps include:

  1. The Perfect Webinar Model
  2. The Four Question Close
  3. The Perfect Webinar Hack
  4. Email Epiphany Funnels
  5. Epiphany Product Launch Funnels

Section 5: What’s Next

Russell explains how to fill your funnel by driving targeted traffic. You need this as it will kick-start your success of becoming an expert.

The 5 ways you can bring traffic to your funnel:

  1. Traffic from targeted traffic sources (Google, Facebook, Instagram, etc.)
  2. Lead Capture 
  3. Sales Process 
  4. Order and Upsell
  5. Ascend

With every book, there are always pros and cons, and Expert Secrets by Russell Brunson is no different:

1. The knowledge in this book will help your business whether it is new or existing.
1. You need capital to follow Russell’s teachings.
You need a business already paying an income or startup money in order to grow your business.
2. You will learn how to make a lot of money by understanding how you can help people.
3. You will understand the steps you need to take to become a leader in your in your industry.
4. Increasing your sales is guaranteed if you follow Russell’s guide and teaching.


I recommend that you read Expert Secrets, especially if you want to become an expert and leader. Everyone looking to expand their business and gain expert knowledge can really make use of the tips Russell provides in his book

Remember hard work, dedication and the willingness to learn are what make entrepreneurs in their fields so successful.

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