EXPERTSECRETS

“ExpertSecretsisthemapthatwillallowyoutoturnyourspecializedknowledge,talents,andabilitiesintoabusinessthatwillworkforyou!Thisisoneoftheshortcutsofthenewrich.”

—RobertKiyosaki

EXPERTSECRETS

THEUNDERGROUNDPLAYBOOKFORCREATINGAMASSMOVEMENTOFPEOPLE

WHOWILLPAYFORYOURADVICE

RUSSELLBRUNSON

NEWYORK

NASHVILLE•MELBOURNE•VANCOUVER

EXPERTSECRETSTHE UNDERGROUND PLAYBOOK FOR CREATING A MASSMOVEMENTOFPEOPLEWHOWILLPAYFORYOURADVICE©2017RUSSELLBRUNSON

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DEDICATION

ToDeaganSmith,whoreignitedmypassionformarketingduringadarktimeinmy journey, when I almost threw in the towel. I’m so grateful that yourinspirationgavemeasecondchance.

To the experts I’vemet inmy lifewho helpedme to becomewho I amtoday.Manyof youhavehad a huge impact onmy life inwrestling, religion,business,health,andmyrelationships.ThanksforbeingwillingtocontributesoIcouldgrow.

And to my amazing kids, Dallin, Bowen, Ellie, Aiden, and Norah, whohavegivenmeareasontotrytomakethisworldabetterplace.Yourfutureiswhatdrivesmetoday.

CONTENTS

ForewordAcknowledgmentsWhatIsExpertSecrets?IntroductionTheTwoTypesofExpertBusinesses

SECTIONONE:CREATINGYOURMASSMOVEMENTSecret #1 The Charismatic Leader / AttractiveCharacterSecret#2TheCauseSecret#3TheNewOpportunitySecret#4TheOpportunitySwitch

SECTIONTWO:CREATINGBELIEFSecret#5TheBigDominoSecret#6TheEpiphanyBridgeSecret#7TheHero’sTwoJourneysSecret#8TheEpiphanyBridgeScriptSecret#9FalseBeliefPatternsSecret#10The3Secrets

SECTIONTHREE:YOURMORALOBLIGATIONSecret#11TheStackSlideSecret#12ThePerfectWebinarSecret#13TheOneThingSecret#14BreakingandRebuildingBeliefPatternsSecret#15TheStackSecret#16TrialCloses

SECTIONFOUR:THEFUNNELSSecret#17ThePerfectWebinarModelSecret #18 The 4-Question Close (For High-TicketOffers)Secret#19ThePerfectWebinarHackSecret#20EmailEpiphanyFunnelsSecret#21EpiphanyProductLaunchFunnels

SECTIONFIVE:WHAT’SNEXT?Secret#22FillYourFunnel

Conclusion:YourInvitation

References

FOREWORD

“ExpertSecretsisthemapthatwillallowyoutoturnyourspecializedknowledge,talents,andabilitiesintoabusinessthatwillworkforyou!This

isoneoftheshortcutsofthenewrich.”byRobertKiyosaki

Youhave something special inside you. Something you know.Something youdo. Something you can teach. You are already an expert. We all have thissomethingspecialinsideofusand,ifweuseitright,wecanchangetheworld—andbecomerichintheprocess.

Information is a powerful tool. It can be used to attract interest, increasedesire, demandattention, and sell.But informationalone isn’t enough. It’s theskillfulapplicationoftherightinformationattherighttimethatcanchangeyourlife.

Ifyouaren’tfamiliarwithmywork,I teachasystemcalledtheCashflowQuadrant.Iexplainthatyouareinoneoffourplacesinyourworklife.You’reeither an employee (E), you’re self-employed (S), you own a business (B), oryou’reaninvestor(I).MostofusstartoutasE,andsomeneverleavethisstage.Tobecomefinancially free, though,youmustmove through thequadrantsandgettothebusinessandinvestorstagesasquicklyaspossible.

Informationishowthat’sdone.Informationthat’salreadyinsideyou.Thinkaboutit.Whatdoyouknow?Whatcanyouteachothers?

MyRichDadCompany isessentiallyanexpertbusiness. Ioffer financialeducationthroughavarietyofproducts,programs,courses,andmentorships.ItstartedwithCASHFLOW,asimplegamethattransformsliveswiththelessonsitteaches.Thenweexpandedintolecturesandbooksandcoachingplatforms.Myinformationbusinessgreworganically.Ididn’thaveastep-by-stepplan.Thankstothisbook,youdo.

InExpert Secrets, Russell Brunson has masterfully laid out the steps tobecomingathoughtleaderandbuildingafollowingofpeoplewhowillpayyouforyour information.Youcan literallystart fromzeroandby theendyouwillhaveyourownprofitablebusiness.Hegivesyou the concepts, the scripts, thetechnology—everything. And by the time you finish this book, you willnaturallybeinthethirdquadrant.Youwillbeabusinessowner.

Russell has compiled decades of study and distilled the process down soyou can succeed nomatterwhere you’re starting from.And you can do it allbasedonwhatyoualreadyknow,evenifyoudon’tfeelconfidentjustyet.

AsRussell explains in thisbook, “regular”businesses canuse theExpertSecretsprocesstocreateandsellinformation,too.Doctors,dentists,professionalservices, and even retail stores can all use what they know to create usefulinformationthatattractscustomers.Infact,ifyouattachaninformationbusinessto the front end of your existing business, you can reduce your customeracquisitioncoststopracticallyzero(andevengetpaidforeverynewcustomerthatentersyourworld).

If you’re an employee, you can use the Expert Secrets process to set upyourownbusinessquickly.

If you’re self-employed or run a small business, you can use the ExpertSecretsprocesstogrowthatcompany.

Andbecauseexpertbusinessesaresomeof themostprofitablebusinessesintheworld,you’llbeabletotaketheprofitsfromyourcompanyandbecomeaninvestor.Thatishowyoubuildtruewealth.

You’llreadcasestudiesinthisbookthatshowhowrealpeoplejustlikeyouhavemoved through the quadrants at incredible speed. In fact, youmight justskipaquadrantortwo.

Inthepast,therewereincredibletechnicalandfinancialhurdlesthathadtobeovercomeinordertomovethroughthequadrants.Ifyouwereanemployeeand wanted to start your own business on the side, you either hired a webdesigner or learned how to do it yourself. You either hired a copywriter orlearnedhow todo it yourself.Youeither hired someone to runyour shopping

cart or learned how to do it yourself, all of which was expensive and time-consuming.

But when you use this book with ClickFunnels (a software tool RussellcreatedthatweuseintheRichDadorganization),you’llhaveallthetoolsyouneed tohandle thecomplex technical aspectsof runninganexpertbusiness aswell!Youdon’tneedtopaytensofthousandsofdollarstodesignersandcodersanymore. The financial and technical barriers have been removed so you canfocusonsharingyourmessagewiththeworld.

Peopleoften askme, “Whatdoes it take tomakemoney?”Myanswer isthatit takesadream,alotofdetermination,awillingnesstolearnquickly,andtheabilitytouseyourGod-givenassetsproperly.

Thentheyask,“Howdoyoudothat?What’sthepath?”ExpertSecretsisthepath.Youholdinyourhandthestep-by-steproadmap

toturningthoseassetsintowealthandprosperity.Learn.Takeaction.Andenjoytheride.

RobertT.Kiyosaki

ACKNOWLEDGMENTS

IwantedtostartbygivingaveryspecialthankstoDaeganSmith.Afewyearsback, hehad a conversationwithme about “belief” andwhat’s possiblewhensomeone truly believes in something. We then started talking about how wecouldcreatethattruebeliefinthemindsofthepeopleweweretryingtoserve.Thatoneconversationtookmeonajourneythatlastedoverfiveyearsandhasresultedinthisbook.YouwillseemanythingsI learnedthatdayandoverthenext few years from Daegan woven into these pages.Without his ideas, thisbookwouldn’thavebeenpossible.

IwanttothankPerryBelcher,forhelpingmeunderstandnewopportunitiesand status, Dan Kennedy for teaching me how to use character andcommunication,MichaelHaugeforshowingmestorystructure,BlairWarrenforhis work with persuasion, Jason Fladlien for teaching me how to break andrebuildbeliefpatterns,andArmandMorinforcreatingthestack.Thoseconceptscreatedthefoundationthisbookwasbuilton.

I’m so grateful for my Inner Circle members and people inside of our“FunnelHacker”community,whoarewillingtotakethesecrazyideasandtesttheminliterallyhundredsofdifferentmarkets.You’vegivenustheabilitytotestthings at scale in a way that has never been possible in the history of directresponsemarketing.We’reabletoseewhatthingsworkinwhichmarkets,andmakeadjustmentsbasedonthatfeedback.Thisbookisinfinitelybetterbecauseofyourreal-world,in-the-trenchestestingoftheseconcepts.

Ialsoknowthatnoneof thiswouldbepossible if itweren’t formy teamhereatClickFunnels—ToddDickerson,DylanJones,RyanMontgomeryandtherest of the development team—for building ClickFunnels and continuing tomakeitbettereveryday.Thisplatformiswhathasgivenentrepreneurslikemetheabilitytogetourmessagesouttotheworld.JohnParkes,DaveWoodward,and the restofourmarketing teamforhelpingus togetClickFunnelsand thismessageintothehandsofeveryentrepreneurintheworld.BrentCoppietersandhis support team for creating the best possible customer experience for ourentrepreneurs.Andeveryoneelsewhoishelpingtoserveourcommunity.TherearesomanyamazingpeoplewhoarepartofthemovementwearecreatinghereatClickFunnels,itwouldbeimpossibletonamethemall.

And last, I want to thank Stephen Larsen, for being a constant soundingboardduringthisbookproject.Withoutyourexcitementforthisbook,itneverwouldhavebeencompleted.AndJulieEason,fordedicatingthebetterpartofayeartohelpmewritethisbook…twice.Ifitweren’tforyou,thiswouldstilljustbeabunchofrandomthoughtsinsidemyhead.

Thankyou.

WHATISEXPERTSECRETS?

Expert Secrets is the second half of a journey you have already started.Somethingyouexperienced inyour lifestartedyouonthispath,whichcausedyoutowanttobecomemore.Youstartedtoreadbooks,study,andexperimentwith the things you learned, and by doing so you have becomewho you aretoday,anEXPERT.

Butasmostexpertssoonfind,nomatterhowmuchpersonaldevelopmentyouachieve, therewillbeapointwhereyoucanno longerprogress.Theonlywaytocontinuetogrowisbyhelpingothersbecomelikeyou.Yes,truegrowthandfulfillmentcomesfromyourcontributiontoothers.

Yourmessagehastheabilitytochangesomeone’slife.Theimpactthattheright message can have on someone at the right time in their life isimmeasurable. It could help to save marriages, repair families, changesomeone’shealth,growacompanyormore…

Butonlyifyouknowhowtogetitintothehandsofthepeoplewhoselivesyouhavebeencalledtochange.

ExpertSecretswillhelpyoufindyourvoiceandgiveyoutheconfidencetobecomealeader…

Expert Secrets will show you how to build a mass movement of peoplewhoselivesyoucanaffect…

Expert Secrets will teach you how to make this calling a career, wherepeoplewillpayyouforyouradvice…

AsSirWinstonChurchilloncesaid:

Toeachtherecomesintheirlifetimeaspecialmomentwhentheyarefigurativelytappedontheshoulderandofferedthechancetodoaveryspecialthing,uniquetothemandfittedtotheirtalents.Whatatragedyif thatmoment finds them unprepared or unqualified for that whichcouldhavebeentheirfinesthour.

Yourmessagematters,andthisbookisyourfigurativetapontheshoulder.

INTRODUCTION

I had just gottenmarried earlier that year,whichmeant Iwas one of just twomarriedguyson theBoiseStatewrestling team.Itwasspringbreakandallofour friends had jumped into their cars tomake the six-hour drive toVegas tocelebrate. ButNathan Ploehn and Iwere stuck at home because the beautifulwomen we had married earlier were working hard to support their jobless,wrestlinghusbands.

I was a sophomore at Boise State University. For months leading up tospring break, I had been studying marketing and learning how to sell thingsonline.Atthatpoint,almosteverythingItriedfailed.ItriedsellingoneBayandmadealittlebitofmoney,butnotenoughtocovertheshippingandlistingfees.ItriedsellingthingsonCraigslist.Itriedbecominganaffiliate.

Nothing seemed to work, and I was a little desperate to figure outsomethingthatactuallymadegoodmoney.It’sfunnylookingbacknow.Ididn’tsetouttobecomeapotatogunexpert,butthat’sexactlywhathappened.

Onthethirddayofspringbreak,afterwe’dwatchedaboutadozenmovies,wedecidedwehadtogetoutofthehouseanddosomething.That’swhenNatesaid,“Hey,weshouldmakeapotatogun.”

Ihadheardofpotatogunsbefore,butI’dneveractuallyseenone.HetoldmehowyoucouldmakethembygluingPVCpipestogether.Whenthey’redry,youjamapotatodownthebarrel,sprayhairsprayintothechamber,createalittlespark, and shoot them a few hundred yards! I was so excited I could barelycontainmyself!

Therewasonlyoneproblem—wedidn’tknowhowtomakeone.So we found some websites that had free potato gun plans. During our

research,wefoundoutabunchofinterestingthings.Welearnedyouhadtohavethecorrectbarrel-to-chambervolumeratiooryourpotatoeswouldn’tshootveryfar.Wefoundouttherightpropellanttouse,thecorrectpressureforthepipes,andlotsofotherimportantdetails.Wealsolearnedhowtokeepourselvessafe(meaningwhichkindsofpipesandpropellantswouldblowupandwhichoneswouldn’t). Itdidn’t take longbeforeweknewa tonofgreat informationaboutpotatoguns.

Armedwiththisinformation,wewerereadytomakeourfirstgun.Sowe

went toHomeDepot and bought the pipes, glue, barbeque igniters, and otherthingsweneeded.Wespentthenextfewdaysmakingthegunand,whenitwasfinished,wefoundasecludedlocationandstartedshootingit.Wehadoneofthebesttimesofourlives.Itwassomuchfun!

Wespent the restof thatweekmakingmoreguns, tryingoutotherplans,andevencreatingsomedesignsofourown.Duringthatweek,welearnedmoreaboutpotatoguns than95%of theworldwouldeverknow.Infact,youmightsaywebecameexperts.

ThenextMondaywhenschoolstartedbackupagain,Iremembersittingina finance class wishing I was out shooting potato guns, and I had a flash ofinspiration. I thought, I wonder if anyone else besides me searched forinformation on how tomake potato gun plans last weekend. There are placesonline where you can see howmany searches in Google are happening eachmonth.SoIwenttooneofthosewebsites,typedinthekeywords“potatogun”,and found that over 18,000 people that month had searched for the phrase“potatogunplans”!

At that time, therewere no products, no plans, and no other experts outthere teaching people about potato guns. There was a lot of free stuff, butnothing for sale. It occurred to me that this was my chance. This was myopportunitytobecomeanexpertinpotatoguns,andtosellmyadvice.IfiguredIknewaboutasmuchasanyother“potatogunexpert”outthere,soallIneededtodowascreateaproductandsell it.IcalledNateandconvincedhimtohelpmerecordademoofusmakingpotatoguns.WeborrowedalittlevideocameraanddroveuptoHomeDepot.

Whenwe got there and started filming, someone asked uswhatweweredoing. We told them we were recording a video about making potato guns.Apparently,HomeDepotdidn’twantthattypeofliability,andtheythrewusout.

SowedrovetothenextHomeDepotintown,andthistimewewentintostealthmode.Ihidthecameraundermyjacket,thenpulleditoutandstartedrecordingwhatwewerebuyingasweboughtthepipes,barbecueigniters,andpropellants.

Wereturnedhomeandfilmedourselvesassemblingtheguns.Wedescribedeachstepaswedid it, shared the secretbarrel-to-chambervolume ratioswe’ddiscovered,toldthemaboutourfavoritepropellants,andinstructedthemhowtokeep safe.Eventually,we had a video explaining thewhole process.ThenweturnedourhomemadevideointoaDVDtosellonline.

While I never became amillionaire as a potato gun expert,we didmakesales.Infact,weaveragedanywherefrom$20to$30adaysellingthatproduct,whichwashugeforacoupleofcollegekids.Itcompletelytransformedmylifeandhelpedmeunderstandthepowerofanexpertbusiness.

Now as inspiring as selling potato gun DVDs can be, I believe the truevalue of an expert business isn’t themoney youmake, but the people’s livesyou’reabletochangethroughyourmessage.AndwhilethepeoplewhoboughtmyDVDswereabletohaveagreattimemakingpotatoguns,IfeltlikewhatIhadlearnedfromtheprocessofsellingmyfirst informationproductwasjustastepping-stoneforsomethingbigger.SomethingIwasmeant todo.LittledidIknowat that timethat thiswaswheremyreal journeywouldbegin.Ajourneythathaslastedoveradecadenow.

I started to findotherexperts inareasof life that fascinatedme.We tooktheir messages and promoted them through this Expert Secrets system I wasdeveloping. Many of the early projects we worked on failed. But with eachfailurecamealessononwhatworkedand,moreimportantly,whatdidn’twork.Ibecameobsessedwithwhypeoplebuyandwhatyoucando to influence theirpurchasingdecisions.

Evenmore rewardingwas the impact that the rightmessage can have onsomeone at the right time in their life. Like when someone is trying to loseweight, and they find an expert who resonates with them, inspires them, andgivesthemtherightopportunitytofinallymakethatchange.Orthepersonwhoistryingtodobetterinschool,oracoupletryingtostrengthentheirmarriage,oranentrepreneurwhowantstogrowacompany—weallneedhelptogrow.Andweseekoutexpertsforthathelp.

Oneofourcompanieshelpspeopleovercomepornographyaddiction.Wepartneredwith anexpert, createdan informationproduct, and started selling itonline.Ourmessagelandedinthehandsofmenwhowerestrugglingwiththisaddiction. Wives and mothers found our courses and used them to betterunderstandthepeopletheylovewhostruggledwiththisaddiction.Westartedtomake money but, more importantly, we watched as marriages were saved,

families were repaired, and people’s lives were changed forever. That’s realimpact.That’spowerful.

THATiswhatthisbookisabout.Yes—ifyoufollowthesystem,thenyouwillmakemoney.Butthatisnot

thepoint,thatismerelytheby-productofhelpingothers.ZigZiglaroncesaid:“Youwillgetallyouwantinlife,ifyouhelpenoughotherpeoplegetwhattheywant.”

THETWOTYPESOFEXPERTBUSINESSES

Beforeweget toodeep, Iwant topointout that there are two typesof expertbusinesses.The tactics behindboth are the same, but the strategies are a littledifferent.Letmeexplaineachofthemsoyoucanseewhichonebestfitswhatyouaretryingtocreate.

EXPERTBUSINESS#1:SELLINGINFORMATIONPRODUCTSThe first type of expert business is the one thatmost of youwill probably becreating. It involves you taking the life lessons that you’ve learned, andpackaging them into informationproducts, coaching, and consulting.Being anexpertandsellinginformationproductsis(inmyopinion)thegreateststart-upintheworld. You don’t need venture or start-up capital, just a passion for whatyou’re teaching, aswell as learning how to tell stories in away thatwill getothersexcitedaboutitaswell.

IhavehundredsoffunstoriesIcouldtellyouaboutpeoplewhohavetakentheirtalents,ideas,anduniqueabilitiestogrowexpertbasedcompanies.Oneofmyfavoritestoriesisfromoneofmyfriends,JacobHiller.

Growingup,Jacobalwayswantedtobeabletodunkabasketballbut,forwhateverreasons,hewasn’tableto.Itbotheredhimsomuchthathemadeitamissiontofigureouthowtoincreasehisverticaljump.Heresearchedallsortsofdifferentregimensandbecameahumanguineapig, testingtheseideasoutoneby one. As he started having success, he would record videos showing thetechniquesthatworkedandpostthemonaYouTubechannelhecreated.

At first, nobody really cared. But he was focusing on himself andimprovinghisownverticaljump,soitdidn’tmatter.Herecordedthevideosforfreeandputthemonlinebecausehelovedit.Overtime,peoplestartednoticing.Theystartedtosharehismessagewiththeirfriends,andsoonhebuiltthisnicelittle followingofpeople just likehimwhowere interested in learninghow tojumphigher.

Hewent from having 0 followers to 100…then 1,000…and 10,000…andbeyond,justbysharingwhathewaspassionateabout.Thisishowmanyexpertbusinessesstart.Youfindsomethingyou’repassionateabout,andyourobsessionwithlearningandapplyinghelpsyoubecomeanexpertwhocanleadothers.Hisviewerskeptaskingformore,andthat’swhenherealizedhe’dbuiltsomethingincrediblyunique.Hethenstartedcreatingproductstoteachotherswhathehadlearnedandturneditintoacompanythatnowmakesmillionsofdollarsteachingpeoplehowtojump.

As cool as Jacob’s story is, it’s not unique. Another one of my friends,JermaineGriggs,struggledwithreadingsheetmusicandbecamegreatatplayingpianobyear.Henowmakesmillionsayear fromhelpingothers learnhow toplaypianobyear.MystudentLizBennywasanamazingsocialmediamanager

forherselfandothers,butwhenshebecameanexpertandstartedteachingothershowtodoit,shemademillions.

RobertG.Allen,thegreatrealestateinvestorandcoach,oncesaidthathemade millions DOING real estate, but he made hundreds of millionsTEACHINGit.

That’s how it typically starts.We get excited about a topic and we startgeeking out on it.We learn, we read books, we study examples, we listen topodcasts, and we consume a lot of information. Then we start using it forourselves.Atsomepoint,werealizetheonlywaytokeepgrowingisn’ttolearnmore, but instead to shift our focus frompersonal growth to contribution. It’sonlybyshiftingourfocustohelpingothersthatwecontinuetogrow.Wecoachothers, we create information products, and we start contributing to otherpeople’s growth. When you do that, you learn more about yourself and theprocessasyoudoit.

Contributionisthekeytocontinuedgrowth.The first time I truly understood that, Iwas in high school. Iwas a state

championandanall-Americanwrestler. I readandwatchedeverythingIcouldaboutwrestling.MydadandIwouldstudyvideosandpracticemoveseveryday.

Thenthesummerbeforemysenioryear,oneofmycoachesaskedmeifI’dhelp coach at the wrestling camp. I’d never coached wrestling before, butthoughtitwouldbefun.WhenIstarted,IwascoachingtheyoungerwrestlersonmovesIwasintuitivelygoodat,butthatotherscouldn’tfigureout.Atfirstitwasreallydifficult tobreakdownandexplainwhythemoveworkedandhowtheyweresupposedtodoit.ButasItaughtthekids,Istartedtonoticewhythemovewasn’tworking for them.And I’d say, “It’s notworking because your arm isbent the wrongway.” Or “You’re at the wrong angle.” By teaching, I had todissectwhatIwasdoingandlearnWHYitworked.

AsIbecameawareof thosedetails,Iwasabletobetter teachthemtothekids.And the awareness I gained from coaching alsomademe amuch betterathlete. Contributing to other people’s success helped me grow more thanfocusingonmyownsuccess.

The process with most expert businesses is the same. First, we becomepassionate about a particular topic. We study, we learn, we implement, buteventuallywecan’tgrowanymorefromstudyalone.Wethenshiftourfocustohelping others with what we have learned, and that contribution helps them,whichinturnalsohelpsuscontinuetogrow.

EXPERTBUSINESS#2:LEVERAGINGINFORMATIONPRODUCTS

TOGROWANEXISTINGCOMPANYIf you already have a company, you can use this Expert Secrets system toquickly growyour company andget customers for free. Iwas hesitant to titlethis book “Expert Secrets”, because I didn’twant people to dismiss it simplybecausetheysellothertypesofproductsorservicesbesidesinformation.

ManypeopleaskmehowweturnedClickFunnelsintothefastestgrowingSAAS (software as a service) company in the history of the internet withoutventurecapitaloranykindofstart-upbacking.TheansweristhatIfirstfocusedon selling information products as an expert that indoctrinated our customers,andmadethemdesiretherealserviceweweretryingtosellthem.

Our competitors and venture capitalists who have tried to invest with uscouldn’tunderstandhowourcosttoacquireacustomerwasbetterthanfree.Asyou’llsoonsee,eachofourcustomerspurchasesaninformationproductfromusto start, and we actually make money on that first transaction. Later, weintroduce those customers to ClickFunnels, making our cost to acquire acustomer less than$0—becausewealreadygotpaidwhen theypurchasedourinformationproducts!

We’reactuallygettingpaidtoacquirecustomers,whichgivesustheabilityto acquire tens of thousands of customers, almost overnightwithout spendinganymoneyoutofourpockets.

WhenyoustartusingtheExpertSecretsprocessforyourcompany,you’llfindthatafewamazingthingswillhappen.

1.Complicated saleswill become easy because the information

products will indoctrinate potential customers aboutWHY theyneedyourproductorservice.2.Youwill be positioned as an expert instead of a commodity,andpeoplewillpayyouMOREforthesamethingtheycouldgetsomewhere else.All other optionswill become irrelevant, priceresistancewilldisappear,andfuturesaleswillbecomeeasier.3. Youwill be able to acquire unlimited customers for free, soeverybackendsaleyoumakewillresultin100%profit.4.You’llbeabletogrowMUCHfaster.

This book has takenme over a decade to “earn” through trial and error,making thousandsof offers tomillionsof people. I amonly sharing strategiesandtacticswithyouthatareproventowork.

Ihopeyouenjoythisbookandthatitwillhelpamplifyyourmessagetotheworld.

SECTIONONE

CREATINGYOURMASSMOVEMENT

Before we get started, I need to share something that might seem a littlebackward at first, but it is one of the keys to sharing and monetizing yourmessage.Asyouknow, theworld is filledwithexpertswhoarebroke,peoplewithadviceandopinionsandnoonelisteningtothem.

WhenI first startedon this journey, I realized that if Iwasgoing tohavesuccess,IneededtofocusfirstonbuildinganaudienceofpeopleIcouldsharemymessage with. I wasn’t sure where to go or how to do that. So I startedstudyinghistoricalfigureswhohadbuilthugeaudiencesandcausedbigchanges.ThemoreexamplesIfound,themorepatternsInoticed.

Itdidn’tmatterifIwasstudyingAdolphHitlerandtheNazipartyorJesusChristandChristianity;alltheexamplesIfoundhadthreethingsincommonthathelpedthembuildamassmovement.

1.Theyeachhadacharismaticleaderoranattractivecharacter.2.Eachofthemfocusedonafuture-basedcausethatwasbigger

thanthemselves.3.Theyeachofferedtheiraudienceanewopportunity.

Afternoticing thispattern, Idugdeeper intoeachof those three things toreverse engineer what was happening, and figure out why it worked.What Idiscoveredwasfascinating,andonceI felt like Iunderstoodwhatworked,myteam and I applied those principles tomy audience.And Iwatched as peoplequicklytransformedfrommerefollowersintotruefans.

In 2008, Kevin Kelly wrote an article called “1,000 True Fans”. In thatarticle,hesaid:

A creator, such as an artist, musician, photographer, craftsperson,performer,animator,designer,videomaker,orauthor—inotherwords,anyone producing works of art—needs to acquire only 1,000 TrueFanstomakealiving.

A True Fan is defined as someonewhowill purchase anythingandeverythingyouproduce.Theywilldrive200milestoseeyousing.Theywillbuy the superdeluxe re-issuedhi-resboxsetofyour stuffeventhoughtheyhavethelow-resversion.TheyhaveaGoogleAlertsetforyourname.TheybookmarktheeBaypagewhereyourout-of-printeditions showup.Theycome toyouropenings.Theyhaveyousigntheircopies.Theybuythet-shirt,andthemug,andthehat.Theycan’twaittillyouissueyournextwork.Theyaretruefans.

ThissectionisallaboutHOWtocreatethosetruefans,howtobuildyourfollowing.Wehaveajokeinsidemyhighest-levelmastermindgroup(calledtheInnerCircle) that each of themmust focus on building their ownCULT-ures.Whilewe’renotactuallybuildingacult,weareconsciouslycreatingacultureoftruefans.Andthissectionwillshowyouhowtodothesamesoyoucancreateavehicleforchangeinyourfans’lives.

SECRET#1

THECHARISMATICLEADER/ATTRACTIVECHARACTER

Everygreatmassmovementhasaleader.It’seasytoassumethatsomepeoplearejustbornleadersandothersarenot.It’spossiblethatyourbiggestfearwhenyou first read the titleExpert Secrets was that you aren’t a born leader or anexpert.Iknowthatwastrueforme,andstillissomeofthetime.

In my personal life, I am pretty shy and reserved. But when I’m in myelement,speakingaboutthetopicsthatI’vemastered,Iamabletolead.Yousee,peoplebecomeleaderswhentheyfirst try tomastersomethingfor themselves.Thenafterthey’vediscoveredapathforthemselves,theysharetheirknowledgewith others. It starts with your own personal growth, but then transitions tocontribution.

Soifyou’renervousabouthavingwhatittakestobeacharismaticleader,Iwanttospendafewminutestalkingtoyou.Myguessisthatyouareamazing.AndIbet that themoreamazingyouare, theharder it is foryou tobelieve it.AmIright?

I’vehadareallyrareopportunitytocoachthousandsofexpertsaroundtheworld in almost everymarket you can dreamof.What’s interesting iswhen Ilookatalltheseamazingpeoplechangingthelivesoftensofthousands(andinsomecasesmillions)ofpeople,almostallof themhavefeltan internalpull towanttoserveandhelppeople.It’salmostlikeavoiceinsidethemtellingthemtheyaredestinedforgreatness.

Yetatthesametime,theyhavethisothervoicethatconsistentlytellsthemthey’re inadequate, that they’re not enough. Not smart enough, not focusedenough,notthinenough,notexperiencedenough,notgoodenough…

Thestrangethingisthatoftenthemoretheydoandthemorepeopletheyhelp,thelouderthevoiceofinadequacybecomes.Whetheryou’rejuststartingthis journeyoryou’vebeenat it forawhile, justknowthat thebiggesthurdleyou’relikelytofaceisbeingokaywithpositioningyourselfasanexpert.

What’sequallyimportanttounderstandisyou’renotalone.Ireallyfeelforpeoplestrugglingwiththatnegativeinnervoicebecause,inallhonesty,that’sthewayIoftenfeel.IfeellikeIhavebeenblessedbeyondwhatanyhumanbeingshould ever be blessed with on this Earth. And I feel that this gift I’ve beengivenfromGodissomethingImustshare.Infact,ifIdon’tshareit,thatwouldbeaninjusticetoHimandthepeopleIcouldserve.

YetasIamoutthereinthetrencheseverysingledaybuildingcompanies,workingwithentrepreneurs,tryingtochangetheworldinmyownlittleway,Istillwrestlewiththesefeelingsofinadequacy.AsItalktopeople,Irealizethatthese same feelings keep most people from ever taking on the mantle of anexpert.Thevoicekeepsthemfromsteppingupandsteppingintothatrole.

And it’s a tragedy for a couple of reasons. First, it deprives them of theexperience and the opportunities they should have. And more importantly, itdeprives the people whose lives they could change. Those people you couldservebysharingyourGod-giventalentsandexpertabilities—theymightneverbereached.

SoIwanttopausehereandtakeamoment,notsomuchtoconvinceyouthatyou’reanexpert,buttogiveyouwhateverpermissionyoumightneedtobeabletomoveforward.Youhavetheability—and,Ibelieve,theresponsibility—toserveotherswithyourgifts,whatevertheyare.

You’ve been blessed with talents, ideas, and unique abilities that havegottenyou towhereyou are in life, and thosegiftsweregiven to you soyoucouldsharethemwithothers.Therearepeopletodaywhoneedwhatyouhave.And they are just waiting for you to find your voice, so you can help themchangetheirlives.Whatatragedyforthemifyoudon’tdevelopyourvoicenow.

Theproblemformostofusisthatouruniqueabilitiesarethingsthatcomesecondnaturetous.Sotheydon’tseemthatamazing,andwedismissthem.

Forexample,Iwouldsaythatoneofmysuperpowersisbeingabletolookatabusinessoraproductlineandwithinsecondsknowexactlyhowtheownershould be selling those products. I knowwhat the scripts need to say. I knowwhatthesalesprocessneedstobe.Allthesethingsjustcomesoclearlytome.AssoonasIseeaproduct,I justknow.Forwhateverreason,that’smyuniquesuperpower.

Now Iwasn’t bornwith this power. I’ve spent over a decade ofmy lifestudyingthisstuff,learningandexperimentingwithit.I’veimmersedmyselfinitforsolongthatnowIcanjust instantlyseewhatneedstohappen.Tome, itseemslikecommonsense.HowcanpeopleNOTseewhatIsee?Imightdismissthatskillbecauseitcomessoeasilytome.Buttootherpeople,whatIhaveisasuperpower.It’sagift.Andit’saskillthatpeoplewillpayhundredsofthousandsof dollars to learn fromme.Not because I’mgreat, but because I’ve spent somuchtimemasteringthisoneskill.

Myguessisthatyoursuperpowerwon’tseemlikethatbigofadealtoyoueither.Itwillbesomethingthatcomessecondnature—somethingsosimplethatitcouldn’tpossiblybethatimportant.Ifyou’reanamazingcook,it’snotthatbigofadealforyou.Buttosomeonewhocan’tcook,it’saHUGEdeal.

Maybeyou’regoodatplayingpiano,fixingmotorcycles,buildingchickencoops, dancing, or something else.Look atwhat comes easy to you andwhatyoulovetogeekouton,andchancesarethat’swhereyoursuperpowerishiding,justwaitingtobedevelopedandsharedwiththeworld.

“But Russell, I’m not certified. I can’t help people yet.” This is one

objection I hear WAY too often. “I’m not certified. I don’t have a degree. Ihaven’t been to school for this.How can I possibly claim to be an expert?” IalwayssmilewhenIhearthesewordscomeoutofsomeone’smouthbecauseIknowwhereIcamefrom.

Iaskthem,“Well,I’mcurious.Youpaidme$25,000(or$100,000)toteachyouthisstuff.Whatdoyouthinkmycredentialsare?”

Theythinkaboutitandusuallysaysomethinglike,“Idon’tknow.Doyouhaveanymarketingdegrees?”

Isay,“Nope.Ibarelygraduatedfromcollege,andIgotaCinmarketing.”Ididn’t get good grades, and I don’t have any certifications to my name. Butguesswhat?I’mREALLYGOODatwhatIdo.Myresultsaremycertifications.

TonyRobbins toldme thatwhen he first started learning neuro-linguisticprogramming(NLP),hesignedupforasix-monthtrainingcourse,andafterjusta fewdays,he fell in lovewith it.Hegainedskillquicklyandwanted tostarthelpingpeople immediately.The trainers said, “Youcan’t, you’renot certifiedyet.”

Tony said, “Certified? I know how to help people. Let’s go help!” Thatnight,he lefthishotel room,walkedacross thestreet to thenearest restaurant,and started helping people quit smoking and assisting themwith lots of otheramazingthings.Heendedupgettingkickedoutoftheprogrambecausehewaspracticingwithoutbeingcertified.Yethe’sgoneontotransformtensofmillionsofpeople’slivesusingNLP—allwithoutanycertifications.

Yourresultsareyourcertification.Iherebygiveyoupermissiontohelppeople.You’rereadynow.“But Russell, what if others know more about my topic than me?”

There’s a book (and amovie) calledCatchMe If YouCan that illustrates thispointprettywell.It’sthestoryofafamousconartist,FrankAbagnale,abrillianthighschooldropoutwhomasqueradedasanairlinepilot,apediatrician,andadistrictattorney,amongotherthings.

There is apoint in thebookwherehe starts teachinga sociologyclass atBrigham Young University. He teaches the whole semester, and no one everfiguresoutthathe’snotarealteacher.Lateronwhentheyfinallydocatchhim,theauthoritiesask,“Howintheworlddidyouteachthatclass?Youdon’tknowanythingaboutadvancedsociology.”

Hereplied,“AllIhadtodowasreadonechapteraheadofthestudents.”That’sthekey.Youdon’thavetobethemostknowledgeablepersoninthe

worldonyourtopic,youjusthavetobeonechapteraheadofthepeopleyou’rehelping.Therewillalwaysbepeopleintheworldwhoaremoreadvancedthanyou.That’sfine.Youcanlearnfromthem,butdon’tletitstopyoufromhelping

theoneswhoareachapterortwobehindyou.

WHODOYOUWANTTOSERVE?Ifyou’regoing to start amassmovement andcreate avehicle for change, thefirstquestionyouhavetoaskyourselfis“WHOdoIwanttoserve?”Theanswertothatquestionistypicallypeoplewhowerejustlikeyoubeforeyoubecameanexpert, right? As a charismatic leader, you’re going to lead people on a pathyou’vewalkedbefore.

Sometimesitcanbehardto identifyexactlywhothosepeopleare.Ifyoulook closely, you’ll find that almost all expert businesses are based on one ofthreecoremarkets:health,wealth,orrelationships.Somyfirstquestionforyouiswhichofthosethreematchesyourareaofexpertiserightnow?

Ok,nowthatyou’veidentifiedwhichcoremarketyoufitinto,weneedtodig at least two levels deep to find your specific audience. Letme show youwhatImean.

Inside these three core markets are multiple submarkets. For example,insidehealthyoucouldhavedozensofsubmarketslikediet,nutrition,strengthtraining, and weight loss. Inside the wealth market you may have finance,investing,realestate,andsales.Andthesamegoesfortherelationshipsmarket.You could have love, dating advice, marriage, and parenting. The list ispractically endless in any of the three core markets. There are always newsubmarketspoppingup.

Mynextquestionforyouiswhatsubmarketdoesyourareaofexpertisefitrightnow?Someofyoumaythinkthatyou’vefoundyouranswer.You’rearealestate expert, or a dating orweight loss coach.But themoney isNOT in thesubmarket. The riches are in the niches. And those are one step beyond thesubmarket.

Lookaroundattheotherexpertsinyoursubmarketandseewhattheyareselling.Wheredoyoufitintotheecosystem?Whatcanyouofferpeoplethat’sdifferentandspecial?Thegoal is tocarveoutauniquespot in thatecosystemwhere you can thrive.That’s your niche.And that niche is oneof the keys tosuccessasanexpert.

InthebookBlueOceanStrategybyW.ChanKimandRenéeMauborgne,theytalkaboutthefactthatmostmarketsareredoceans,fullofbloodbecauseofallthesharksfeedingonthesamesmallpooloffish.Thesubmarketisaveryred

ocean,whichiswhyitcanbedifficulttohavesuccessthere.Ifyou thinkabouthow thesemarketshavechangedover time,you’ll see

thatthesubmarketsandnichesdevelopedasareactiontothoseredoceans.Thefirst personwho taught health,wealth, or relationshipswasworking in a blueoceanwithnoothersharksorcompetitorscomingaftertheircustomers.

But people quickly saw the success, so they jumped into thewaters, too.Over time, the waters grew red with sharks feeding on the same customers.That’s why it became necessary for people to create their own blue oceans.That’swherethesubmarketsbegan.

The first teachers in these submarkets experienced great success aswell,untilpeoplejumpedinthereandbloodiedthewaters.Thesmartpeoplelookedaroundandfiguredoutwhat theycouldcreate INSIDEof theirsubmarket thatwouldbecomeanewopportunity to thosecustomers.Theycreatedanewblueoceanonceagain.

Themistakemany peoplemake today is they start looking at the niches,find one that looks good, and start building their company from there. Theproblem is that jumping into an existingniche is stepping into someone else’sblueocean.Andifyouarethethird,fourth,orfifthpersoninthatniche,thenthewatersarealreadystartingtogetbloody.

Isuggestthatyoulookatyoursubmarketandtrytocreateanewniche,afresh blue ocean for yourself. Create a new opportunity for people so they’llwanttodivein.ThisiswhatImeanwhenIsayyouneedtocarveoutyourownspotintheecosystem.Ifyoujumpintoanalreadyexistingredocean,you’llbefightinganuphillbattle.Butifyoucreateablueocean,youwillfindsuccesssomucheasier.

I’msurethatthismakessensetoyouconceptually.Butinpractice,itcanbe

a little harder to nail down just the right niche—one that matches yoursuperpower.Whenweget toSecret#3 lateron, I’ll showyouhow to identifyexactlyWHATyouareofferingandHOWyouareuniqueinyourniche.

Fornow,herearesomeexamplestohelpillustratethoseblueoceans.

Coremarket submarket nicheHealth nutrition high-fatdietsHealth weightloss weightlossforcollegestudentsWealth realestate flippinghousesoneBayWealth onlinebusiness Facebooktrafficfore-commerceproductsRelationships parenting dealingwithteenagersRelationships dating howtorecoverafterabreakup

Asyoucansee,youneedtobealittlecreativetocarveoutyourownniche,but it’s the key to success, as you’ll discover in Secret#3.What you have tooffermustbedifferentfromeveryoneelseinyourmarket.

Asyoustartlookingaroundattheotherexpertsinyoursubmarket,you’regoingtofindoutwhoyourcompetitorsare,whattheyteach,andhowtheydoso.ThenyouwillstarttoseewhereYOUfitintothisecosystem.Youwanttocreateamessagethatwillcomplementtheotherplayersinyourmarket,NOTcompetewith them. If you do this correctly, all your big “competitors” will almostinstantlybecomeyourbestpartners.

After I’ve identified the market I want to serve, I ask myself a fewquestions tomake sure that particularmarket will be able to sustainmy newexpert business. Before I ask these questions, I usually back out of mymainnichebacktothesubmarket.Iwillbepullingpeoplefromthesubmarketintomynewniche,sothesequestionsrelatetothepeopleinthesubmarket.

Question#1:WouldpeopleinthissubmarketbeexcitedaboutthenewopportunityI’mpresentinginmyniche?Becauseyouarepullingpeoplefromasubmarketintoyournewniche,it’simportanttomakesuretheywillbeexcitedaboutwhatyouwanttoshare.Youwillbecreatinganewopportunityforthem,andithastobesomethingthatwillmaketheminterestedenoughtotakeaction.

For example, let’s say your hotmarket is wealth, your submarket is realestate,andthenicheyouaregoingtocarveoutforyourself is teachingpeoplehow to flip houses on eBay.Would people in real estate be excited about thisnewniche?

Question #2: Are the people in this market irrationally passionate?Before we ask how passionate the market is, I need to ask you a personalquestion.AreYOUirrationallypassionateaboutyourtopic?Whenyouhangoutwithfriendsorfamilymembers,doyoualwaysbringitup,evenifnooneelseseems to care? If so, that’s a good sign. But are there others as irrationallypassionate as you?Here are some of the things I look for to determine ifmymarketisirrationallypassionate.

Communities: Are there online forums and message boards and socialgroups dedicated to this topic? How about Facebook groups and fan pages,YouTubechannels,podcasts,orblogswithothersgeekingoutonthistopicyoulovesomuch?

Vocabulary: Does the market have its own special language? In theinternetmarketingworld,youhearwords like“autoresponder”, “split testing”,and “squeeze pages”. In the health and biohacking market, they talk about“blood tests” and “ketones”. An irrationally passionate market always has itsownvocabulary.Doesyours?

Events:Does thismarket have its own events? Theymight be online oroffline conferences, seminars, summits, or masterminds. If events aren’thappeninginyourmarket,youmighthaveahardtimegettingpeopletoattendwebinarsandtraining.Iftheyarealreadyusedtoattendingevents,you’llhaveamucheasiertime.

OtherExperts:Doesthismarkethaveitsowncelebritiesandgurus?Theremustbeestablishedexpertsalreadythrivingandsellinginformationproductsinyourmarket.Youdon’twant to be the first celebrity in amarket.Youwant atopicornichewithitsownsubculturealreadyestablished.

Gothroughthesequestionsasmanytimesasyouneedto inorder tofindthebestmarketforyou.Idon’twantyoutowasteanytime,energy,ormoneygoingafterthewrongnicheifpeopleinyoursubmarketsaren’tlikelytofollowyou.

Question#3:Are thesepeopleWILLINGandABLEto spendmoneyon information? Sometimes people areWILLING to spend money, but theyaren’t ABLE; they are broke. Other times people have all the money in theworld;theyareABLE,butNOTWILLINGtopartwithadime.Yoursubmarketmustbebothwillingandabletospendmoney.

For example, I had a friend who saw huge potential in the video gamemarket.Hespentafortunetryingtolaunchhisproductinthisnewniche.Whathefoundwas thateven thoughtherewereplentyofkidsplayingvideogames,theydidn’thavecreditcards.It’shardtosellyourmomonwhyyouneedtobuyacoursethatwillhelpyouplayvideogamesbetter.Eventhoughthekidshewastargetingmayhavebeenwillingtobuy,theyweren’tableto.

But the opposite is true as well. One of my Inner Circle members, JoelErway,startedhisexpertbusinesssellingtoengineerswhohadgoodjobs.Whathefoundwasthatmostofhisdreamclientsdidhavemoney,buttheywerenotwillingtospenditoncoaching.Hespentalmostayeartryingdifferentwaystosellhisoffersandhadveryfewresults.Assoonashestartedsellingtoamarketthatwaswillingandabletobuy,hebecamean“overnight”success.

WHODOYOUNEEDTOBECOMEASALEADER?JayAbrahamoncesaidthat“Peoplearesilentlybeggingtobeled”andIbelievethatit’strue.Sohowdoyoubecomethetypeofleadertheyneed?I’vecomeupwith a few rules you can follow to become a charismatic leader for yourmovement.

Rule#1:Becomeanattractivecharacter,andlivethelifeyouraudiencewishestheycouldlive.InSecret#6ofmyfirstbook,DotComSecrets,Italkedaboutaconceptcalled theattractivecharacter.Wewentdeep into figuringoutyourbackstory,characterflaws,identity,storylines,andmore.

We’ll be digging into some of the elements like identity and story linesthroughout this book, but I do recommend reading DotComSecrets to get adeeper understanding of the attractive character.The key is to understand thatthepeoplewillfollowyoubecauseyouhavecompletedthejourneytheyareonright now, and theywant the result you have already achieved. Theywant tobecomelikeyou.

Thegapbetweenwheretheyseethemselvesandwheretheyseeyouiswhat

moves them to action and helps themmake the necessary changes. So if youaren’twilling,ordon’tshowthem,bothsides—whereyoucamefromandwhereyouarenow—thentheywon’ttakeaction.

That’swhyit’ssoimportanttolivethelifethatyouraudiencewishestheycould—because thatwill inspire themmore than anythingyou could ever say.Sometimesit’sscarytobecomevulnerableandshowyourbackstoriesaswellasyour lifenow,but it’s thekey tobecominga leader thatwill inspirepeople tochange.

Rule#2:Maintainabsolutecertainty. It issaid that inanysituation, thepersonwith themost certaintywins. I’mnot talkingabout self-confidence.AsmybuddySetemaGalisays:“Self-confidenceisforkids.”Ifyouwanttomakeanimpact,youhavetobecertain.Certaintyiswhatdrawspeopletoleaders,toexperts.

Gainingcertaintycan take time. Itbeginswithyou sharingyourmessageoftensoyoucanfindyourvoiceandbecomecertaininwhatyouareteaching.The more you share your message with others, the more certain you willbecome. That’s why I encourage people to publish their messages and theirstories daily through podcasts, Facebook, blogging, Snapchat or any otherplatformyouprefer.

Someof you are betterwriters, andbloggingwill becomeyour platform.Othersarebetterthroughaudioorvideo,andwilllikelybeusingplatformslikepodcastsorFacebookLive.Theplatformislessimportantthantheconsistencyofyoursharing.

Yearsago,asIwastryingtounderstandwhatmymissionwasandwhereIfit intomy ecosystems, I set out on a journey to discovermy voice. I starteddoingapodcastalmosteveryday.IwaspublishingvideosonFacebookLiveandPeriscope every day—even when NO ONE was listening. It’s important tounderstandthatwhenyoufirststart,youarenotpostingtheseforyouraudience—you’re posting them for you. Eventually people will start to follow, butinitiallyit’ssoyoucandiscoveryourvoice.

Publishingdailyisimportantbecauseyouwillquicklyseewhattopicsandideas people respond to and what they don’t. Soon you’ll become better andbetteratcreatingandpostingthethingsthatpeoplecareaboutmost.Asyoudothat, your audience will grow, you will become more confident, and yourmessagewillbecomeclear.Over time, that consistencywillgiveyouabsolutecertainty,andyouwillbecomeyourmessage.

Rule#3:Don’tbeboring.Youraudiencemustbefascinatedwithyouandwhat you teach. If you’re boring, they’re not going to connectwith you. I’vewatchedalotofexpertscomeandgooverthepast10years,andIhavespenta

lotoftimetryingtofigureoutwhysomeofthemlastandothersdon’t.TheonethingI’venoticedacross theboardwithalmostallexpertswho’vehadsuccessandstayedrelevantisthattheyarehighlyprolific.

WhenIsayprolific,somepeoplethinkI’mtalkingaboutproducingalotofcontent.Whilethatistrue,thereisanotherdefinitionforprolific:someonewhohasabundant inventiveness.They inventnew,unique ideasall the time.That’sthe typeofprolific I’m talkingabouthere.Tomake thebiggest impacton themostpeople,andat thesame timemake themostmoney, it’svital thatyoufityourmessageintothesweetspotonwhatIcalltheProlificIndex.

InthemiddleoftheProlificIndexisthemainstream.Thisareacontainsallthe ideas currently being taught to the masses in traditional mediums. Forexample,ifyou’reaweightlossexpert,themainstreamadvicehoversaroundthegovernmentrecommendationsfornutrition.Whilesomeoftheseprinciplesmaybegood,I’darguethatothersareflat-outlies.Evenifyoubelievethosethingsare true, you aren’t going to get anywhere teaching mainstream advice thatpeoplearecurrentlygettingelsewhereforfree.

Peoplecango toschooland learnaboutall thisstuff. It’scommonsense.It’snotexciting.There’snomoneyinthemainstream.

NowonbothendsofthisspectrumarewhatIcallthe“crazyzones”.Thereare plenty of experts who live in the crazy zone. And while you can alwaysrecruita fewpeople into thecrazyzone, it’sdifficult toget themasses to takeactionallthewaytotheleftortheright.

Oneofmyfavoriteexamplesofthecrazyzoneintheweightlossworldwasa documentary Iwatched calledEat theSun. In thismovie, they talked abouthowpeoplecanstopeatingandjustgazeatthesun.Yes,stopeatingcompletelyandjustlookatthesun.Kindacrazy?Well,thedocumentarydidgetmetospendafewminutesgazingatthesun,butI’mnotcrazyenoughtogiveupfood100%.AndIdon’tthinkanyoneisgoingtomakemillionsteachingthatconcept.(Asasidenote,Ididactuallylovethatmovie.)

Thesweetspot, theplacewhereyouwill impact themost livesandmake

the most money, is right in the middle. Somewhere between the mainstreamadviceandthecrazyzoneiswhereyouwanttosetyourselfup.IcallthisplacetheProlificZone.Whenyou’re there,you’re relaying ideas thataresounique,peoplewillnotice.

OneofmyfavoriteteachersintheweightlossnicheisDaveAspreyfromBulletproof.com.HisoriginstoryfallsperfectlyintheProlificZone.OnedayhewasclimbingMt.Kailash inTibetandstoppedataguesthouse toshelter from-10-degreeweather.Hewasgivenacreamycupofyakbutterteathatmadehimfeelamazing.Hetriedtofigureoutwhyhefeltsogood.Hesoondiscovereditwasfromthehighfatsinthistea,sohestartedaddingbutterandotherfatstohiscoffee and teas. This experience eventually helped him create a nationalphenomenoncalledBulletproofCoffee.Peopleputbutterandcoconutoilintheircoffeetoloseweightandfeelamazing.

Forthoseofyouwhoarejusthearingthisforthefirsttime,itmayseemalittlecrazy—butnotsocrazythatyoucompletelydismissit.Andit’sdefinitelynotsomethingthegovernmentisgoingtorecommend.BulletproofCoffeefallsdirectlyintheProlificZone,anditsmessagehasmadeDaveamulti-millionaire.

Did you notice how thismessage causes some polarity? Themainstreamwillprobablyhate it,yet there issomething interesting there.WhenDave tellstherestofhisstoryandcanbackitupwithscience,itbecomesamessagethatspreadsquickly.

Whenyourmessagescausepolarity,itattractsattentionandpeoplewillpayfor it.Neutrality is boring, and rarely ismoneymadeor change createdwhenyoustayneutral.Beingpolariswhatwillattractravingfansandpeoplewhowillfollowyouandpayforyouradvice.

As you become more polar in your message, you will also notice thatpeopleontheothersideofyourmessagewon’tbehappyaboutit.Bycreatingtrue fans,youwillalwaysupset thoseon theother side. Iwanted towarnyouaboutthisearly,becauseoftenpeople(includingme)reallystrugglewhenothersgetupsetordisagreewiththeirideas.

Forevery100truefanswhofollowyou,you’ll likelygetonepersonwhodoesn’t likeyou.And for some reason, theyalways seem tobe the loudest. If

you search my name (or anyone’s name who has tried to create change inothers),you’llfindtonsoffans,aswellaspeoplewhodon’tlikeus.It’sjustthenature of being a true leader. You’ve got to become okay with that, becausewithout thepolarityofyourmessage,youcan’tget toyour true fansandhelpcreatethechangetheyneed.

One tip I learned fromDanKennedy that helpedme copewith the smallpercentage of haters who will disagree with your message was this: “If youhaven’t offended someone by noon each day, then you’re notmarketing hardenough.”

AndJayAbrahamsaid,“Ifyou trulybelieve thatwhatyouhave isusefuland valuable to your clients, then you have amoral obligation to try to servethem in every way possible.” And that is why I am so aggressive in mymarketing. Ihonestly feel like Ihaveamoralobligation tosharemymessage,becauseit’schangedmylifeandIknowitcandothesameforothersaswell.

Iwantyoutostartthinkingaboutyourniche.Whatdoyouteach,andwhereisitontheProlificIndex?Manytimes,peopleareeitherplayingitsafewiththemainstream, or they areway out in crazy landwhere there is nomoney.Youneedtofindyoursweetspotbetweenthemiddleandcrazyland.

Rule#4:Understandhowtousepersuasion.Throughoutthisbook,youwilllearnhowtopersuadepeople.Infact,everythingyoulearninbothSectionsTwoandThreeofthisbookareallaboutpersuasion.Butbeforewegettoodeepintothat,Iwantyoutounderstandthecorefoundationofpersuasion.

One ofmy favorite books on this topic isThe One Sentence PersuasionCoursebyBlairWarren.Blair is apersuasionexpertwhospentoveradecadestudyingandusingpersuasion.Duringthatjourney,hebrokedownexactlyhowtopersuadepeopleinonesimplesentence:

Peoplewilldoanythingforthosewhoencouragetheirdreams,justifytheirfailures,allaytheirfears,confirmtheirsuspicions,andhelpthemthrowrocksattheirenemies.

WhenIfirstreadthat,itmadesuchabigimpact,Iwantedtorememberitforever.SoImadethisgraphicasareminder.

Here is a quick recap of why each of these is so important. I includedBlair’sexplanationsaswellbecauseheexplainstheseconceptssomasterfully.

Encouragetheirdreams.Astheleader,it’svitalthatyoufirstunderstandyouraudience’sdreams,thenencouragetheminsidethenewopportunityyouarecreatingforthem.

Parentsoftendiscouragetheirchildren’sdreams“fortheirowngood”and attempt to steer them toward more “reasonable” goals. Andchildren often accept this as normal until others come along whobelieveinthemandencouragetheirdreams.Whenthishappens,whodoyouthinkhasmorepower?Parentsorstrangers?

Justify their failures.Most peoplewho become followers and then fanswill have tried tomakea changebefore.Youwill notbe the first person theyhavetriedtolearnfrom.Forsomereason,theydidn’tgettheirneedsmetfromanypriorencounters.It’simportantthatyoutaketheblameforpastfailuresofftheirshouldersandplaceitbackontotheoldopportunitiestheyattemptedinthepast.Thisway,theywillbemoreopentotryingyournewopportunity.

WhilemillionscheerDr.Philashetellspeopletoacceptresponsibilityfor theirmistakes,millionsmoreare lookingforsomeonetotaketheresponsibility OFF their shoulders. To tell them that they are notresponsible for their lot in life.Andwhile accepting responsibility is

essentialforgainingcontrolofone’sownlife,assuringotherstheyareNOT RESPONSIBLE is essential for gaining influence over theirs.One need look no further than politics to see this powerful gameplayedatitsbest.

Allaytheirfears.Toallayistodiminishorputtorest.Ifyoucanputtheirfears torestandgive themhope, theywill followyouto theendsof theEarthandbackagain.

When we are afraid, it is almost impossible to concentrate onanythingelse.Andwhileeveryoneknows this,whatdowedowhensomeoneelseisafraidandweneedtogettheirattention?That’sright.We tell themnot tobeafraidandexpect that todo the trick.Does itwork?Hardly.Andyetwedon’tseemtonotice.Wegoonasifwe’dsolved theproblemand thepersonbeforeus fades furtheraway.Butthere are those who do realize this and pay special attention to ourfears.Theydonottellusnottobeafraid.Theyworkwithusuntilourfearsubsides.Theypresentevidence.Theyoffersupport.Theytellusstories.But theydonot tellushow to feelandexpectus to feel thatway.Whenyouareafraid,which typeofpersondoyouprefer tobewith?

Confirmtheirsuspicions.Youraudienceisalreadysuspiciousofyouandothers in your market. They want to believe change is possible. But they’reskepticalaboutmakingtheleapforward.Whenyoucanconfirminstoryformatthat you had similar suspicions and describe how you overcame them, it willbondpeopletoyou.

Oneofourfavoritethingstosayis“Iknewit.”Thereisjustnothingquite like having our suspicions confirmed. When another personconfirms something that we suspect, we not only feel a surge ofsuperiority,we feel attracted to the onewhohelpedmake that surgecomeabout.Hitler“confirmed”thesuspicionsofmanyGermansaboutthe cause of their troubles and drew them further into his power bydoingso.Cultsoftenconfirm the suspicionsofprospectivemembersby telling them that their families are out to sabotage them. It is a

simple thing toconfirm the suspicionsof thosewhoaredesperate tobelievethem.

Throwrocksattheirenemies.Onebigkeytogrowingyourfollowingiscreating “Us vs. Them” within your community. Take a stand for what youbelieve,whyyou’redifferent,andwhoyou’recollectivelyfightingagainst.Whyisyourmovementbetterthanthealternatives?

Nothingbonds likehavingacommonenemy. I realizehowugly thissoundsandyetitistruejustthesame.Thosewhounderstandthiscanutilize this.Thosewhodon’t understand it, orworse, understandbutrefusetoaddressit,arethrowingawayoneofthemosteffectivewaysofconnectingwithothers.Nomatterwhatyoumaythinkofthis,restassured that people have enemies. All people. It has been said thateveryoneyoumeet isengagedinagreatstruggle.The thing theyarestruggling with is their enemy. Whether it is another individual, agroup, an illness, a setback, a rival philosophy or religion, or whathaveyou,whenoneisengagedinastruggle,oneislookingforothersto joinhim.Thosewhodobecomemore than friends.Theybecomepartners.

Rule #5: Care…a LOT. The next part of being a charismatic leader isshowing people that you actually care about them. There’s an old saying thatgoes, “They don’t care howmuch you know until they know howmuch youcare.”Ifyouraudiencethinksyouarejustinthistomakemoney,yourvehicleforchangewillnotlastlong.Yourfollowingwillnotgrow.Infact,itwillshrinkveryquickly.Ifyouchooseyouridealclientscorrectly,you’llhavepeopleyou’dbewillingtoserveandteachandtrainforfreebecausethat’showmuchyoucareaboutthem.

Onestrugglemostofushaveaswe try to serveouraudience is theguiltsometimesassociatedwithgetting them topayyou.Thereare two reasons it’sessentialtoTHEIRsuccessthattheypayyou.

First, thosewhopay,pay attention.Over the last decade, I’ve invitedmyfriendsor familymembers tosit inonevents thatothershavepaid$25,000 toattend.Notonceinthose10yearshasasingleoneofthosepeoplewhosatinforfree launched a successful company. Yet in the SAME room sat people who

invested in themselves. They heard the exact same information and, becausetheyhad investedmoney tobe there, turned that same information intomulti-million-dollar-a-yearcompanies.

Yes, those who pay, pay attention—and the more they pay, the closerattentiontheypay.Youareactuallydoingyouraudienceahugedisserviceifyouundervaluewhatyouareselling.

Second,themoresuccessyouhave,thelesstimeyouwillhave.IrememberwhenI first started,howproudIwas that Iansweredallmycustomersupportemails and talked (often for hours) to everyone who asked me a question. Ithought I was serving my audience, but because of how accessible I was toeveryone, I wasn’t able to servemany people at all. Youwill need to put upbarriers to protect your time, so you can servemore people. By charging forwhatyoudo,youare showing thosewhodo investhowmuchyou reallycareabouttheirsuccess.

Rule#6:Offerthemvaluefromtheirperceivedrelationshipwithyou.They’vesubscribedtoyourlist,theyreadyourblogandlistentoyourpodcast—they’rehearing fromyouall the time.Theywant to see some sortofvalue inreturn for the time theyare spendingwithyou.And theywant togetvalueasTHEYdefineit.

Onebigmistakeweexpertsoftenmakeis tryingtoapplywhatWEvaluemost as OTHERS’ standard for success.We are quick to define the value assomeresultweassumetheyareseeking,like“Makeamilliondollars”or“Lose50pounds”.But that’snotalwayshow theydefine thevalue theywant toget.Sometimestheyjustwanttobepartofacommunity.Sometimestheyjustwanttogettoknowyou.Somepeoplelovetoconsumeandlearn,andthat’showtheyfeeltheygetvalue.Wecan’tpushourdefinitionofvalueonthem.WehavetoallowthemtofeelthatinthewayTHEYdefine.

I remember back when I joined my first mastermind group.We were atlunch,andmymentor,BillGlazer,andIwerediscussingthistopic.Hesaid:

Youhave to realize that people joinmastermind groups for differentreasons.Somepeoplecomebecausetheywantanimmediatereturnontheir investment, while others are there just to learn. Others comebecause theywant to show off. Some peoplewant community.Andsome just don’t have anything better to do. If you try to force“success”asyouseeitonthemwhentheyreallyjustwanttobepartofyourcommunityortheyjustlovelearning,it’seasytoalienatepeoplefromyourtribe.Theyhavetogetvalueastheydefineit.

Thoseareafewofthekeystobecomingamoreinterestingandcharismaticleader.Understand, though, that you don’t become that leader overnight. Startsharingyourmessageandbecomeconsistentwithitsoyoucanfindyourvoice.Figureoutwhereyourmessage canpolarize people into true fans.Shareyourbackstoryandflaws.Betransparent.Andovertime,youwillnaturallybecometheleaderyourtribeneeds.

SECRET#2

THECAUSE

The second piece you need in order to create amassmovement is a future-based cause. For every political, social, or religious movement throughouthistory, the charismatic leader paints a picture of the future they are trying tocreateandwhatlifewillbelikewhentheygetthere.

AsImentionedbefore,myInnerCirclemastermindgroupspendsa lotoftime talking about building out your own CULT-ure. I hyphenated the wordbecauseIdon’twantyoutolookatthislikeatraditionalbusinesstryingtobuildacustomerculture.They’reverydifferent.

WhenIgotseriousaboutgrowingmycompanyandtakingmymessagestothe masses, I studied how cults (both positive and negative) were built. Idiscovered several common threads running throughall their stories.Elementsthat are somuchmorepowerful thananythingyou’ll ever readaboutbuildingcustomercultureinatraditionalsense.We’regoingtolookattheseelementsandhowtoincludetheminyourbusinesstocreateyourownpositivemovement—

yourowncult-ure.

Our jobasexpertand leader is tohelpbringpeople tohigherground.Tomovethemfromwheretheyaretowheretheywanttobe.InhisbookTheTrueBeliever,EricHoffersays,“Fearofthefuturecausesustoleanagainstandclingto the present, while faith in the future renders us perceptive to change.” Incircumstanceswherepeoplefearthefuture,theytypicallystopmovingforward.Foryoutohavesuccessinthisbusiness,youhavetogiveyourfollowershopeofsomethingbettersotheywillbeperceptivetothechangeyouaregoingtoofferthem.Youdothatbypaintingavisionofthefuturethattheywant.

Most people want to cast all their faith and personal responsibility intosomethingbiggerthanthemselves.Ithappensinreligion,ithappensinpoliticalmovements,ithappensintheworkplace,anditwillbetrueforyourmovementaswell.Peoplewanttoplugintosomethingbiggerthanthemselves,soit’syourjobtocreatethatvision.Hereareafewkeyprinciplesthatwillhelpyoucreateyourfuture-basedcause.

1.Wherecantheyplace theirhopeandfaith?Earlier today, Iwatchedthe Star Wars movie Rogue One with my kids. Early in the movie, CassianAndor iswalkingwith JynErso on theway to try to get ameetingwithSawGerrera,who they thoughtwouldbe thekey to their rebellion.Cassiansays toJyn,“We’llgiveyournameandhopethatgetsusameetingwithSaw.”

“Hope?”Jynasks.“Yeah,”Cassianreplies.“Rebellionsarebuiltonhope.”Thenlaterinthemovie,whenJynisspeakingtotherebellioncounciltrying

togetthemtofightbeforeit’stoolate,shesays,“WeneedtocapturetheDeathStarplansifthereisanyhopeofdestroyingit.”

“You’re askingus to invadean imperial installationbasedonnothingbut

hope?”theyask.Thensheresponds,“Rebellionsarebuiltonhope.”Boththosesceneswereverymovingtome,butasIthoughtmoreaboutthat

phrase,“rebellionsarebuiltonhope”,Irealizedthatnotonlyrebellionsbutallmassmovementsarebuiltonhope,andit’sessentialthatwecreatethathopeinthe future, becausewithout hope, they can’t have the faith necessary tomoveforwardandchange.AstheysayinProverbs29:18:“Wherethereisnovision,thepeopleperish.”

Ifyouhavewatchedtheelectionsoverthepastfewdecades,you’llnoticethat thecandidateswhowindosobecauseof theirability tocreateavisionofthefuturethatpeoplewantthemost.

In 1992,GeorgeBush had “A Proud Tradition”while Bill Clinton’swas“It’s Time to Change America.” In 2008, John McCain was “Country First”whileBarackObama’smottowas“ChangeWeNeed.”In2016,HillaryClintonused “I’m With Her” and “Stronger Together” while Donald Trump said hewould“MakeAmericaGreatAgain”.Noticehowthewinnerscastacompellingvisionofthefuture,wherethelosersfocusedmoreonthepresent.(Interestinglyenough, as you will see in Secret #3, both these winners presented a newopportunitywheretheloserswereofferingimprovement.)

Aswestartedtobuildourcult-urewithinClickFunnels,Iwantedtocreatesomething thatwould unite all ourmembers and give them faith and hope intheir future with us. If I’m honest, I didn’t know I needed this at first, andactuallystumbleduponitoneday.Buttheminutewediscoveredit,itinstantlycastacompellingvisionofthefutureandunitedourmembers.

Wewereabout to launchour thirdannual“FunnelHackingLIVE”event,andIwastryingtothinkofaheadlineforthesalespage.IrememberreadingastoryaboutthelateGaryHalbertwhenIfirststartedmybusinesswherehesaid,“Youareonlyonesales letteraway fromstriking it rich.” Iknow that forme,that statement created a vision that gotme excited. I didn’t knowwhich salesletterorproductitwouldbeforme,butIhadaperfecthopethatifIwouldjustkeeptrying,somethingwouldwork.ItcreatedfaithinmymindthatwhatIwasworkingtowardwasreal,andeventhoughIfailedoverandoverandoveragain,thatthoughtkeptmemovingforwardthroughtheupsanddownsIexperiencedearlyinmycareer.

As I remembered what that statement did for me all those years ago, Istartedwiththatidea,andtriedtofigureouthowtocreatesomethingsimilarformy members. After thinking about it for a while, I eventually wrote out aheadlinethatsaid,“You’rejustonefunnelawayfrombeingrich.”

AsIlookedatit,forsomereason,Ididn’tfeelit.Iknowthatsomepeople

create sales funnels to get rich, but the majority of our members createdcompaniesandusedsales funnelsnot just toget richbut,more importantly, tochangethelivesoftheircustomers.SoIwentbacktothedrawingboard.Iwroteandrewrotethatheadlinedozensoftimes.

“You’rejustonefunnelawayfromquittingyourjob.”“You’rejustonefunnelawayfromfinancialfreedom.”“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.”ThemoreIwrote, themoreIrealizedthatnomatterwhatIwrote, itonly

wouldreachapercentageofmymembers.SoIdeletedtheendofthesentence,hopingforsomeinspiration,andaftersittingtherefor10or15minutes,Ilookedbackupandsawsomethinginteresting.Theheadlineread:

“You’reJustOneFunnelAway…”That was it! Because having a funnel means something different to

everyone, by not quantifying it, I left it open for their interpretation. So eachpersoncouldfinishthesentenceforthemselves.Iftheircompellingfuturewastoquit their job, then THAT is the future I’m offering them. If their compellingfuture is toshare theirmessagewithmorepeopleand try tochange theworld,thenTHATisthefutureI’mofferingthatperson.

AtourlastFunnelHackingLIVEevent,Itoldstoriesthatshowedhowthisvisionwastrueforme.ItalkedabouteachofthemajorfailuresthatIhadduringmycareer,andhoweachtimeIwasliterallysavedbyafunnel.TwiceI’vebeenonthebrinkofbankruptcy,andbothtimes,onefunnelgotmebacktothetop.Multiple times I’vemadepoordecisions thatcouldhave (andprobablyshouldhave)ruinedme,butafunnelsavedme.Isharedstoryafterstoryabouthowthatwastrueforme,inahopethatitwouldgivethemhopeofwhat’spossible.

Inowusethatmessageinallmycommunicationwithmyaudience.Isignoff in my videos by saying, “Remember, you’re just one funnel away!” I’veaddeditattheendofeveryemailIsendout.It’sthethemeofourevents.It’saconstantandconsistentcallout toour tribe, reminding themof thevision thattheyhaveputtheirfaithandhopeinto.

Tocreatethis,Iwantyoutoimaginethatyou’rerunningforpresident,andthinkaboutwhatthesloganwouldbeforyourcampaign.Whatdoyourpeoplereallywant?Wheredotheywant togo?Howcanyoucapturethat inasimplecallingyoucouldputonacampaignsign?

2. Help Them Break Their 4-Minute Mile I’m sure most of you arefamiliarwiththestoryofRogerBannisterwhobrokethe4-minutemileonMay

6,1954.Priortothat,everyonethoughtitwasimpossible,andafterRogerbrokeit,provingitwaspossible,manypeoplesincethenhavebeenabletodoit.Thecertaintypeoplegetwhentheyseesomeoneelsedosomethingtheythoughtwasimpossible,givesthemthebelieftheyneedtoalsoachievethatsamegoal.

OnAugust17,2004,asimilarrecordwasshatteredthatgavemethebeliefthatIneededtochaseaftermydreams.Ihadstartedmyonlinebusinessin2002while I was wrestling and going to school. My beautiful new bride wassupportingherjoblessstudentathlete,andIfeltguiltybecauseIwantedtohelpprovide. But NCAA rules keptme from having a real job, so I turned to theinternetwith a goal tomake an extra $1,000 permonth. Ifmy little businesscoulddothat,thenIwouldfeellikeasuccess.

Forabout twoyears Iwas learninghowthisgamewasplayed,andhadafewsmallsuccesses,likemypotatogunDVD,butnothinghuge.Ataboutthattime, I heard about an online marketer named John Reese who was about tolaunch a new product he had created called “Traffic Secrets.” I heard rumorsfrom friends that his goalwas tomake amillion dollars selling that course. Ididn’tthinktoomuchaboutitatthetime,butIwasexcitedtobuyacopyofhisnewcourse.

Afewdaysbeforehislaunch,IwentonafamilytriptoalakeinsouthernIdahocalledBearLake.WhenIgottothattown,Irealizedtherewasnointernetaccessanywhereonthelake,exceptinasmalllibrarythathadaveryslowdial-upmodem.Abouthalfwaythroughourtrip,Iwentintotownandwaitedinlinetoget online so I could checkmyemails.When itwasmy turn, I openedmyemailandsawanemailfromJohnReesewithasubject linethatsaid,“wedidit!”

Iwasn’tsurewhathewastalkingabout,soIopenedtheemailandreadastorythatchangedmylife.Hesaidthatearlier thatday,August17,2004, theyhad launched his new course, and in just 18 hours, they had made a milliondollars!AsIreadthat,everythingaroundmesloweddowntoastop.Hehadn’tmadeamilliondollarstotalsellinghiscourse,hehadmadeamilliondollarsinlessthanaday!Hehadbrokenthe4-minutemile.

As I thoughtmoreabout that, I realized thatmygoal tomakea$1,000amonthwassosmall.I thenrealizedthattoaccomplishthisgoal,hehadtosell1,000copiesofa$1,000course.Andsuddenly,itbecamesotangibleandsorealforme,andIrealizedthatthatiswhatIwantedtodo;Iwantedtomakeamilliondollars.ItcompletelytransformedwhatI thoughtwaspossible,andbecauseofthat,Istartedthinkingdifferentlyandstartedactingdifferently.

Withinayearof reading thatemail, Ididn’tmakeamilliondollars,but Igotclose.AndthesecondyearItriedit,andImisseditagain,butwithin3years,

Ihadmadeamilliondollarsinasingleyear!ThenlaterImadeamilliondollarsin a month. And later we actually made a million dollars in a day! It wassomething that I didn’t think was possible. It didn’t make logical sense, theydidn’ttalkaboutthingslikethiswhenIwasinschool,butbecauseJohndidit,IknewthatIcoulddoit.

Ibelievethateverygoodmovementhassomethinglikethisthatpeoplecanaspireto.InsideofClickFunnels,andourFunnelHackermovement,wecreatedaclubwecallour“2CommaClub.”Itisbasicallyafreewebsitewherepeoplecan see pictures and stories about their peers inside ClickFunnels who havecreatedafunnelthathasmadeatleastamilliondollars.Iwantthemtoseethatothersbeforethemhaveactuallybrokenthe4-minutemile,andthattheycanaswell.Iwant themtostart thinkingandactingdifferently, just likeIdidwhenIsawthatJohncoulddoit.

Youcanseehowwedidthisatwww.2CommaClub.com,orbylookingatthisimage:

Whatisthe4-minutemileforyourmovement?Initially,the4-minutemilewillneed tobesomething thatyou’vealreadyaccomplished, soyoucanshowthemit’spossibleandgivethemhopeandbeliefthattheycandoitaswell.

Asyoushiftyourfocustohelpingothersaccomplishthesameresults,andbreakingtheir4-minutemile,you’llnoticesomethingstrangewillhappeninside

ofyourmovement.Yourfocuswillbetakenoffofyoumakingmoney,andintogivingresultstoothers,andforsomeoddreason,assoonasyoumakethatshiftinyourthinking,almostinstantlyyou’llstartmakingmoremoney.

I’mnotsurewhyitworksthatway,butitalwaysdoes.Andasmoreofyourmembers break the 4-minute mile, more people will be attracted into yourmovementanditwillstarttogrowfasterthanyoueverthoughtpossible.

3.LetThemSelf-Identify.Nowthatyou’vehelpedpeopletoseethevisionofwhereyouaretakingthem,thenextgoalistogetthemtoidentifywithyourmovement.Peopleneedtobeabletoidentifywithwhotheyareinyourgroup,ortherewillbenoconnectionwithyouortheothermembers.

When we first launched ClickFunnels, I created a webinar that I calledFunnelHacking,andduringthatpresentationIfirsttaughtthisconcept.LaterIstarted to watch as members of our group started to call themselves “FunnelHackers”.

I thought this was the coolest thing, so we created a t-shirt with FunnelHackeronthefront.WethenstartedtogivethisshirttoeveryonewhoopenedaClickFunnels account.People identifiedwith that name, and it becamepart ofwhotheyare.

IevenhadonepersonwhojoinedClickFunnels,got theFunnelHacker t-shirt,whomessagedmemonthslater.HetoldmethatwhilehehadneverloggedintoClickFunnels,henevercanceledbecausehelovedhisFunnelHackert-shirtandfelt likehewaspartofourcommunity,andhedidn’twant tomissoutonbeingpartofourtribe.ThatwaswhenIstartedtorealizethepowerofhelpingpeopleidentifywithyourmovement.

Aboutayearlater,atourFunnelHackingLIVEevent,wehadideasfor10differentt-shirtsthatweweregoingtogiveouttomemberswhoattended.Weletourmembersvoteonthesayingthatresonatedwiththemthemost.Theshirtthatended up winning by a long shot simply stated: “I build funnels.” It helpedpeopleidentifywhotheyarewithinourmovement.

Whensomeonejoinsyou,theyneedtobeabletoidentifybysaying,“I’ma__________.”Whentheycandothat,theyhaveanidentityshift,whichisveryimportant.Theygetanewidentityaspartofthegroup.Theybecomelikeanewperson,puttingthepastbehindthemandlookingtowardtheirnewfuture.

BrandonandKaelinPoulinfrommyInnerCirclehadbuiltagoodweightlosscompanybasedaroundhermaidenname,Tuell.TheircompanyatthetimewascalledTuellTimeTrainerandtheyhadbuiltupagoodfollowingofpeoplewholovedwhatKaelintaught.

I talked to themabout this conceptofgettingpeople to self-identifywithyourmovement, and they realized that, because of how they had named their

company, itwasverydifficult forothers tobuyinto it.BecauseherbrandwasHERmaiden name, her customers could never identifywith it. Sowhile theyfollowedherasacharismaticleader,shewasn’tcreatingamovement.Therewasnocult-ure.Ipointedthatoutatoneofourmeetings,andtheyknewthattogettothenextlevelintheirbusiness,theywouldneedtomakeachange.

As they were flying home from the meeting, Kaelin had an idea. ShethoughtLadyBossWeightLoss.That’swhatit’sgoingtobe!Thentheywillsay,“IamaLadyBoss.”

By the time they had landed, they had changed their messaging. Theyquicklylaunchedthecult-ure,andwithinthreemonthstheysawtheircustomerchurn drop by 10% (which for them was equal to hundreds of thousands ofdollars a year).On top of that, theirTRUE fans—the oneswhowill purchaseanythingandeverythingtheyproduce—nowidentifythemselvesasLadyBossesandcontinuetogrowbyhundredsofnewpeopleeveryday.

RecentlyI’vebeenworkingonanewsupplementbusiness,andIwastryingto figure out what I could put on our packaging that would get our newcustomerstoidentifywithourproductandmovementwearestartingtocreate.ThenewproductisanenergysupplementcalledIgnite.Iknewitwouldbehardtofigureoutwhooursupplementwasfor,becausethereareliterallythousandsofenergysupplements.

SoI startedaskingmyself,“Who is this for?Everyone?”No, Ineeded tofind my niche within the energy submarket. The problem with most energydrinks is that they’re for everyone, which makes it really hard to compete. Iknowotherstargetpre-workoutsinthefitnesssubmarket,butthat’snotwhoweweretargetingeither.

I knew that ifwewere going to have success,we needed to call out ourpeopleandgetthemtocometous.SoIstartedtothink,“Whoareourpeople?”Whenwecreatedthesupplement,Ithoughtitwasgoingtobeforentrepreneurs,soshouldwecallit“Ignite:EnergyforEntrepreneurs”?ButthenIrealizedthatitwasn’tjustentrepreneurs.Infact,everyonewhowaspullingall-nighterswhenweweretryingtolaunchClickFunnelswasusingit,soitwasalsoforcoders.

And then, almost like a bolt of lightning, I had the inspiration. IrememberedanoldApplecommercialwhereSteveJobsrecitedthisquote:

Here’s tothecrazyones.Themisfits.Therebels.Thetroublemakers.The round pegs in the square holes. The ones who see thingsdifferently.They’renotfondofrules.Andtheyhavenorespectforthestatusquo.Youcanquote them,disagreewith them,glorifyorvilify

them.Abouttheonlythingyoucan’tdoisignorethem.Becausetheychange things. They push the human race forward.Andwhile somemay see them as the crazy ones,we see genius.Because the peoplewhoarecrazyenoughtothinktheycanchangetheworld,aretheoneswhodo.

Afterfindingthatquote,Iknewwhoourenergydrinkwasfor.Nowwecallit “Ignite: Energy For ThoseWho See Things Differently.” People say, “Yes,that’s me! I see things differently. I’m a rebel, an entrepreneur, a coder…someonewhoistryingtochangetheworld.”SothatishowIcreatesomethingthatpeoplecanidentifywith.

To get people to identify with yourmovement, come upwith somethingsimplethatyoucanputonat-shirtyourmemberscouldwearthatwouldmakethem identify with your movement. Think “I’m a __________” or “I__________.”

I’maFunnelHacker.I’maLadyBoss.Ibuildfunnels.Iseethingsdifferently.I’mabiohacker.Whatwouldyourtribewearproudlyontheirchests?4.CreateyourownTitleofLiberty. In theancientAmericas,amilitary

commander namedCaptainMoroni led an army into awar they couldn’twin.Someofhis troopsstarted to lose faith in theirmission,andsomeeven left tojointheenemyforces.Thecaptainneededtodosomethingquicklytosavehisarmy and his people. The story goes that he took his coat and tore it into amakeshift flag.Andhewroteon it, “InmemoryofourGod,our religion, andfreedom,andourpeace,ourwivesandourchildren.”Thenheput that flagontheendofapoleandcalledittheTitleofLiberty.

Whenpeoplesawit,theyralliedaroundtheirleaderMoroni,andinascenethat I can only imagine was similar toMel Gibson’s famous freedom speechfromthemovieBraveheart,theyrenewedtheirfaithinthecauseandwentontowinthewar.

Your cult-ure needs a Title of Liberty. Something they can look atwhenthey’re feeling doubtful—a rallying call. Something thatwill help them knowwhoYOUare,remindthemwhoTHEYare,andrefocusthemonwhereyouaregoingtogether.

TherearedifferentwaystocreateaTitleofLibertyforyourgroup.TitleofLiberty#1:TheMiniManifestoIgottheideaforthisoneafterI

sawsomeofthecoolthingsthatBrandonandKaelinPoulinweredoinginsidetheircult-ure.Theyhadall theirwomensave thisas thebackground imageontheir phone, so every time they turn it on (dozens of times a day), they areremindedwhatitmeanstobeaLadyBoss.

Itdidn’ttakelongafterIsawthattocreateaminimanifestoformyFunnelHackersandgetthemsavingitasthebackgroundontheirphones.Here’swhatwecreated:

Wetookthephrasewecreated tohelp themidentifywithourgroup, thenpluggedinourcorevaluestoremindthemwhatitmeanstobepartofourtribe.

TitleofLiberty#2:TheManifestoDoyourememberthesceneinJerryMaguire where he stays up all night because he’s inspired about how thingsshouldbe,andhewritesamissionstatementthathecalls“TheThingsWeThinkandDoNotSay”?Hetalksaboutwhat’swrongintheirbusinessandhowthingscould,andshould,be.

When IcreatedourFunnelHackermanifesto, I thought througha similarprocess.Whatwaswrong in our industry.Whatwere the things I hated aboutbusinessthatIfeltweren’trightforactualcustomers.Alotofithadtodowithventurecapitalistsandhowtheydestroyentrepreneursandthecult-ureofthosetribes. I wanted to create a divide between entrepreneural startups and VC-backedstartups,something thatmy tribewouldresonatewith. It tookourcorevaluesfromourminimanifestoandmadethembolder,somethingpeoplewould

standbehind.We then had our members print this out and frame it next to their

computers,ormakeit theirdesktopbackground.Thatway, they’dneverforgetwhatwestandfor.Hereisourmanifesto:

Title of Liberty #3: Video Title Sequence (More Advanced) All TVshows startwith a title sequence that people hear over and over again. ThinkabouttheshowFriendsandalmostinstantlyyou’llbesinging“I’llBeThereForYou” by the Rembrandts.What song do you think about when Imention theshow Seinfeld or The Simpsons? These songs are burned into our minds andimmediatelytakeusbacktothefeelingswehaveassociatedwiththoseshows.

I wanted to create something similar for the videos we created for ourFunnelHackercommunity,sowecreatedavideothatbecameourrallyingcall.Whenmycult-urehearsit,theyareveryclearonwhoweare,whytheyshouldbeinvolved,andwherewearegoing.Peoplewhoresonatewithitwilljoinourcause;thosewhodon’twillbepushedaway.

I’vebrokendowntheelementsofmyvideointoascriptyoucanfollowtocreateyourown.Youcanseethevideoatwww.FunnelHacker.tv.Here’showthescriptgoes.

Identifythecharismaticleader.Whoareyou?MynameisRussellBrunson.Identifythemovement.I’m part of a group of underground entrepreneurs you’ve probablyneverheardof.USvs.THEM

•Takeastand.Wedon’trelyoncashfromventurecapitaliststogetstarted,andwe don’t even have goals to go public either. In fact, ourmotivation is theexactopposite.WehaveproductsandservicesandthingsthatweKNOWcanchangepeople’slives.•Whyareyoudifferent?Because we’re fighting against the big brands, people withliterallyunlimitedbudgets,wehave todo thingsdifferently.Wehave to do things smarter.We don’t have financial safety nets.Every test we take is with our own money. We have to beprofitablefromdaynumberone.Sohowdowedothat?Howisthatevenpossible?•Whoorwhatareyoucollectivelyfightingagainst?Ifyouasked theMBAsor look in thecollege textbooks, they’dtellyou thatwhatwe’redoing is impossible.Yet it’shappening.Everysingleday.It’shappeningthroughtheartandsciencethatwecallFunnelHacking.•WhoyouARE!

WeareFunnelHackers,andtheseareourstories!

Doyouseehowpowerfulthatis?Thevideoisn’tlong—onlyaminuteand10seconds.But itclearlydefineswhoweareandwhatourcause isallabout.Peoplewho resonatewith thatmessage are going to say, “HECK, yeah!” andthenjoinus.Thosewhodon’tgetitwilljustmoveon.It’snaturalselectionforthetruebelievers.

Thosearethefourcorethingsweusetocreateourfuture-basedcause.Wherecantheyplacetheirhopeandfaith?Helpthembreaktheir4-minutemile.Letthemself-identify.CreateaTitleofLiberty.It will cast a vision, create hope, and give people the faith they need to

moveforwardandmakechange.Nowthatyou’vegotacharismaticleaderandafuture-basedcause,it’stimeforthethirdpieceofyourvehicleforchange—thenewopportunity.

SECRET#3

THENEWOPPORTUNITY

ThelastpieceofthepuzzleyouneedtocreateyourmovementissomethingIcall the New Opportunity, or the vehicle for change that you are offering topeople. This is by far the most important, yet least understood, part of theprocess.Thedifferencebetweenhavingsomemodestsuccessandchangingtheworldcomesdowntounderstandingandimplementingthenewopportunity.

Whenyoustudythesuccessfulmassmovementsof thepast,you’llnoticethateachoftheleadersofferedtheirfollowersanewopportunity.Christdidn’tgivehis followersabetterway to followMoses’ law,heoffered themaNEWlaw, a new covenant where salvation didn’t come from animal sacrifices andfollowing the letter of the law, but instead came from a broken heart and acontritespirit.Hitlerdidn’toffertheGermansawaytomakeGermanybetterortopayofftheirwarreparationsfaster.HetoldthemGermanywasn’tresponsibleforthefirstworldwar,andthathewantedtotearuptheTreatyofVersaillesandmakeGermanystrongagain.

In2001,SteveJobsstoodinfrontoftheworldandtoldeveryonehewanted

torevolutionizethemusicindustry.Thenhepointedoutallthe“improvement”offersthatpromisedtogetusmoreofthesame.YoucouldbuyaCDandget10–15songs.YoucouldbuyanMP3playerandgetabout150songs,oruseaheavyharddrivethatheldabout1,000songs.Eachproductimprovedtheonebeforeit,gavepeoplemoresongsononedevice.

Jobswantedtocreateanewopportunitywheresomeonecouldbringtheirentiremusiclibrary—ALLtheirCDsanddigitalmusic—everywheretheywent.Andhewantedpeopletocarryitinsidetheirpockets.That’swhenhepulledthefirst iPodout of his pocket, showed everyone thenewopportunity he created,andtransformedthemusicindustryforever.

HediditagainwhenhemadetheannouncementfortheiPhone,andagainwhenhechangedhowcomputerswouldworkforeverwiththeiPad.Thispatterncanbeseenoverandoveragaininbusiness,religion,sports—anywherethere’srealinnovationinanindustry.

InTheTrueBeliever,EricHoffer says, “Thepractical organizationoffersopportunities for self-advancement…a mass movement…appeals not to thoseintentonbolsteringandadvancingacherishedself,buttothosewhocravetoberidofanunwantedself.”

Ourgoalisnottofixwhat’snotworking.OurgoalistoREPLACEwhat’snotworkingwithsomethingbetter.

Mostoften,whenpeoplestartthinkingabouttheproductortheservicetheywanttooffer,theystartbylookingaroundatwhatisalreadyoutthere,andthenthey try to“buildabettermousetrap”.Whenyoudo that,youarenotofferingthemanewopportunity,youareofferingthemwhatwecallan“improvement”offer.

WHYPEOPLEDON’TWANTIMPROVEMENTOFFERSImprovementoffersaremuchhardertosellforalotofreasons.Hereareafewofthemainreasonspeopletendtoavoidimprovementoffersatallcosts.

1.Improvement isHardMostpeoplehave tried to improve inthepast,andforsomereasonitdidn’twork.They’vetriedtoloseweight.They’vetriedtomakemoney.They’vetriedtomaketheirrelationshipsbetter.But if they’recomingtoyou, thenwhatevertheytriedinthepastdidn’tworkforsomereason.Theyknowthedifficultiesthey’vehadtogothroughinthepast,andthereispainassociatedwiththat.

With anewopportunity, theydon’t knowwhat theprocesswillbe, so theydon’thave togo through theknownpain togettheresult.AnotheramazingquotefromTheTrueBeliever:“Theymustbewhollyignorantof thedifficulties involvedintheirvastundertaking.Experienceisahandicap.”2.Desirevs.AmbitionAllpeoplehavedesire,butveryfewhaveambition. My guess is that less than 2% of the population isactually ambitious. Improvement offers are selling to over-achievingambitiouspeople.Ifyoudosellanimprovementoffer,you are automatically excluding 98%of theworld.Youwill befighting an uphill battle.A new opportunity, on the other hand,playsonpeople’sdesiresforthechangetheywantintheirlives.3.Memories of Poor Past Decisions If your followers are inneedof improvement, theymust first admit failure. Inorder forthemtosayyestoyouroffer,theyhavetoadmitthatthechoicestheymadeinthepastwerewrong.Noonewantstoadmitwhenthey’re wrong, yet an improvement offer forces them to admitthey’ve failed.Remember theOne Sentence PersuasionCoursefromearlierinthebook?WewanttoJUSTIFYtheirpastfailures.Anewopportunitydoesthat.4.CommodityPricingWhenyouareselling improvement,youare selling against dozens or hundreds of other improvementoffersoutthere.Youarestuckinthemiddleofaveryredocean,competing with everyone else selling similar options. Thiscompetitionturnswhatyoudointoacommodityandpushesthepricingdown.Itquicklybecomesaracetothebottomintermsofpricing.

DanKennedyoncetoldme,“Ifyoucan’tbethe#1lowestpriceleaderinyourmarket,thereisnostrategicadvantageinbeingthe#2lowestpriceleader.”Inotherwords,ifyoucan’tbethecheapest,thenyouneedtobecomethemostexpensive.Andyoucan’tdothatwhenyouarefightinginsideofthisredocean.Whenyoupresentanewopportunity,youarecreatingablueocean,andallpriceresistancegoesoutthewindow.

But the BIGGEST reason people don’t want improvement offers is soimportantthatIwantedtowriteaseparatesectionaboutit.The#1reasonpeopledon’twantimprovement,andthereasontheywillorwon’tjoinyourcult-ureisSTATUS.

STATUS:THEONLYTHINGTHATCAUSESPEOPLETOMOVE(ORNOTMOVE)Afewyearsago,myfriendPerryBelcherexplainedthisconcepttome.OnceIunderstood it, I immediately changedhow I interactedwith everyone.He toldme that status is theonly thing that causespeople tomove towardyouor notmove at all. That’s it. STATUS is the magic word in this business. Whensomeone ispresentedwithanopportunity, their subconsciousmind isworkingontheanswertothisquestion:

IsthisthingI’mconsideringgoingtoincreasemystatusordecreaseit?

Status as I’m defining it here has nothing to do with how other peopleperceiveyou,butratherwithhowyouperceiveyourself.

Almosteverychoiceinyourlifehasrevolvedaroundstatus—whetheryouknowitornot.Forexample,whatschooldidyougoto?You(oryourparents)pickedaschoolbecauseyouthoughtitwouldelevateyourstatus.Whodidyou

date?Whodidyoubreakupwith?Whodidyoumarry?Youpickthosepeoplebasedonwhoyouthoughtwouldelevateyourstatus.Whatschooldoyourkidsgoto?Whatbooksdoyouread?Whatcardoyoudrive?Whatcardoyounotdrive?

All these thingsare tied intostatus.AlmostEVERYdecisionyou’veevermadewasbasedonthisonesubconsciousquestion:

IsthisthingI’mconsideringgoingtoincreasemystatusordecreaseit?

Whenwe’relookingatanyopportunity,wehavetodecideifitwillmakeusappear smarter, happier, more stylish, more wealthy, more powerful, or moreattractive.All these thingswill increasestatus. Ifapotentialcustomercansay,“Yes,thiswillincreasemystatus.”theywillmovetowardit.

What stops people from taking that new opportunity? Fear of decreasedstatus.Thesale-killingthoughtis“WhatifItrythisanditdecreasesmystatus?Iwillfeelstupid.”There’sthisbalancingactgoingoninourbrainsall thetime.We’re balancing hope of increased status against fear of decreased status. Ifyou’re selling aweight loss solution, and someone has tried and failed on 27differentdiets,thatfearisgoingtobeprettyhigh.You’regoingtohavetoworkprettyhardtogetthesale.

Ifyourbrainthinksthattakinganactionwillreverseyourstatus,thenyouwon’tdoit—UNLESSitfindshopethatbytemporarilydecreasingyourstatus,

you could increase it in the future. Your brain is always asking, “Will it betemporaryand,ifso,willthefuturegaininstatuseventuallybehigher?”

Whenpeoplefirstfindyouandyouroffers,it’sprobablynotthefirsttimethey’vetriedtosolvetheirproblems.They’vetriedtoloseweight.They’vetriedtomakemoney.They’vetriedtodowhateveryourthingis.That’sthebigfear.Iknowif I invest$1,000or$10,000or$100,000with thisexpertand itdoesn’twork,I’mgoingtolookstupid.Mywifeormykidsormyfriendsaregoingtoseethat,andthey’regoingtothinkI’manidiot.

Whensomeoneinvestsinmy$25,000InnerCircleprogram,thatmoneyisleaving them,whichcausesan immediatedecrease in status.Butmymembersknowthatbytakingthattemporarydecreaseinstatus,theendresultofbeingintheInnerCirclewillbeanincreasedstatusfromwhattheylearnandaccomplish.

People are going to weigh the likelihood of success and elevated statusagainsttheriskoffailureandthecostofthatfailure.Yourjobastheexpertistoloaduptheelevatedstatussideofthescaleanddecreasetheriskoffailure.Youcandothatbycreatinganamazingproductandminimizingriskwiththingslikemoney-back guarantees, risk reversals, and done-for-you options. The key tomakingasaleis100%tiedtothisconceptofstatus.

Whenpeople look at your newopportunity, that is the only real questiontheyaretryingtofigureout.Iliketothinkthroughwhattheirperceivedstatusis,andthentrytomakesureIaddasmanythingspossiblethatwouldmakethemincrease their status, and then take away as many things from my offer thatwoulddecreasestatus.AndsoyoucanprobablyseewhythatistheBIGGESTreasonwhywedon’t sell improvementoffers.For someone to sayyes to that,theyhave toadmit topoorpastdecisionsandcreateahugedecrease instatus.Thenyouareforcedtofightanuphillbattlethatfewpeopleeverwin.

Sowhichfactorselevatestatus?Well, it’sdifferent foreveryone,buthereareafewthatareprettyuniversal.

• Appearance of intelligence (anything that makes them looksmarter)•Appearanceofwealth,power,orhappiness•Physicalappearance(weightloss,makeup,supplements,etc.)•Style(thinkMacvs.PC)

Nowyoumight be thinking, “I’mnot affected by status considerations. Iliketodriveareasonablecarandliveinamodesthome.”Ifso,I’dliketoposeaquestion.Why?Why do you like driving a car you feel is reasonably priced?Does ithaveanythingtodowith thefact that ifyoudroveaFerrarihomeoneday, you’re afraid that your friends, family, or neighborswould judge you? Iftheydidjudgeyou,howwouldthataffectyourstatus?

Statusworksonboth endsof the spectrum. It’swhatmakes somepeoplefightforearthlypossessions,andit’salsowhatkeepsothersfromdesiringthematall.Asmuchaswemayhatetoadmitit,weareallslavestowhatwebelieveotherpeoplewillthinkaboutus.

WHYPEOPLECRAVENEWOPPORTUNITIESSonowyouknowwhyimprovementoffersdon’twork.HereareafewreasonswhynewopportunitiesDOwork.

1.NewdiscoveryWhen people discover your new opportunity

forthefirsttime,they’regoingtowanttoshareitbecausesharingsomethingnewgives theman immediate increase in status. Justthink about when videos on YouTube or Facebook go viral.What’s happening behind the scenes? I’ve worked with teamswhocreateviralvideosforaliving,andthey’vefoundthatvideosgoviralwhen they are cool andnewbecauseotherswant tobethe first to show them to their friends. Discovery immediatelyincreasesperceivedstatus.2.NopainofdisconnectBecausetheydon’thavetoadmittheymadebaddecisionsinthepast,thereisnolongerahugepainofdisconnect from what they are currently doing. They can justmove on to something brand new. No pain of disconnect = nodecreaseinstatus.ImprovementofferssellTHROUGHthepain,wherenewopportunitiessellAWAYfromthepain.3. Dream replacement One reason many people struggle tomakethechangestheywantandneedintheirlivesisthefearoffailure. If they try to changeand it doesn’twork for them, thentheirdreamsaredead.Sotheywillgiveuppotentialsuccessforfearof losing theirdreams.Weknowthat“withoutavision, thepeopleperish”.Whenyoumakeanewopportunity,you’regivingthemanewdreamtomovetoward.4.Greener pasturesWe’ve all heard a million times that “thegrass is always greener on the other side of the fence”, right?Instead of trying to convince people that their grass is green orofferingtofix theirgrass,allowthemtofollowyouto theotherside of the fence. That’s where they want to be anyway. Stoptrying to make existing things that aren’t working better, andfocus on fresh, exciting, NEW ideas that will inspire people tofollowyou!

I hope by now you appreciate how important it is to create a massmovementforyourcult-ure.Whenyouhaveacharismaticleader,afuture-basedcause, and a new opportunity, you have the perfect environment for REALchange.Onceyouhavethatenvironment,youcangetpeopletofollowyouandpayyousoyoucanmovethemforwardandchangetheirlivesforthebetter.

But most people get stuck here. HOW do you actually create the newopportunity? And if you are already selling something else, how do yourepositionittobecomethatnewopportunityforyourmovement?

CREATINGTHENEWOPPORTUNITY,THEIRVEHICLEFORCHANGEWhiletherearelotsofwaystostructureimprovementoffers,thereareonlytwoways to position a new opportunity, either as an Opportunity Switch or anOpportunityStack.

OpportunitySwitchingEachofourprospectshasadesireforsomeresult,and theyhavebeen trying toget that result throughsomevehicle.Maybe theyare trying to lose weight, and the vehicle they have currently chosen to loseweight is theAtkinsdiet.Somyopportunity switch is to take themoutof thevehiclethey’recurrentlyusingandputthemintoanewone.SointhisexampleIcould switch them from Atkins to something new, like the Paleo diet. If thePaleodiethasbecomearedoceanwithlotsofpeopleteachingit, thenit isnolonger a new opportunity, and I need to create my own sub-niche like wediscussedinSecret#1.

Intherealestatemarket,theymightbeflippinghousesordoingshortsales.Tocreateanewopportunity,I’mgoingtoswitchthemoutofthosevehiclesandintothenewvehicleIcreated,whichmightbesomethinglikesellinghousesoneBay.Opportunityswitchingtakesthemoutofthepainthey’recurrentlyinandgivesthemhopeforanewfuturethroughanewvehicle.

SometimestheopportunityswitchhappenswhentheyaremovingfromonenichetothenewonethatyoucreatedinSecret#1.

Othertimesit’sactuallyswitchingthemfromonesubmarkettoanother.Forexample, maybe they are moving from making an income in real estate, tomakingtheirincomethroughinternetmarketing.

UsuallythefirstthingIselltosomeonewhentheyenterintomycultureissome type of opportunity switch. Sometimes the new opportunity is offeredthroughawebinar,othertimesit’sthroughabookoravideo.Itmatterslesswhatproducttheyarebuying;it’smoreimportanttounderstandthattheyareleavingbehindwhateveroldbeliefstheyhadabouthowtoachievetheirdesiredresultsandputtingtheirhopeandfaithintothisnewopportunity.

OpportunityStackingAftersomeonehasmadetheswitchintoyournewopportunity, then all future sales to that prospect are typically an opportunitystack, not an improvement offer. I don’t want to switch my prospects fromopportunitytoopportunitybecauseitwillcauseconfusionandbreaktrust.ButIcanoffer themanopportunity stackwithin thenewopportunity that theyhave

justjoined.

Ifyou’vereadDotComSecrets,youprobablyrecognizethevalueladderinthepicture above.You’ll notice that the first thing I offerpeople is this book,because it isanopportunityswitch. Iam trying toswitch thecareerpaths thatyou’ve been following up to this point (your current job, school, real estate,stockmarkets,orotherwaystogeneratewealth).Mygoalistohelpyouseethisnewopportunityofbecominganexpertandhavingamassfollowingwhowillpayyouforyouradvice,andifIdomyjobright,youwillmakethatswitchintoacareerasanexpert.

Afteryou’vedecidedtomakethatopportunityswitch,thenIwilllookfortheothernewopportunitieswithinthisopportunitythatIcanofferthatwillhelptoserveyouatahigherlevel.YoucanseefromtheimagethatIwilllikelymakeyouoffersforthingslikeClickFunnels,FunnelScripts,FillYourFunnel,ormycertificationprogram.Eachof thesearenewtoolsandopportunitieswithin theexpertbusiness thatwillhelpyoumoreeasilyget theresultsyoudesirewithinthisnewcareer.

I also want to point out that an offer can be positioned as BOTH anopportunityswitchanda stack. It alldependsonwhereaprospectentersyourworld. Some people never hear about this book, but they do find out aboutClickFunnels or my certification program. When that’s the case, that offerbecomestheopportunityswitch.

Forexample,whenwelaunchedClickFunnels,wepositionedittospeaktoboth typesofprospects.For thosewhodidn’tknowabout funnels, I’d say, “Ifyou’ve been struggling to sell your products online, you need to switch fromyour traditional website to a funnel” and then we’d offer them ClickFunnels.Andfor thosewhoalreadyhadsuccessfulwebsites,I’dsay,“Youneedtostartusingfunnelssoyoucanmakemoneyfrompaidadvertisingaswell.”

I did a similar thing when we launched our ClickFunnels certification

program. We positioned it as an opportunity switch whenever we sold it topeoplewhohadanyothertypeofjob.Weshowedthemhowthiswasthehighestpaying part-time job in the world. And for those who were already usingClickFunnelsorwhowerealreadyconsultants,weshowedthemhowbecomingcertifiedwouldallowthemtoofferanewservicetotheirclients.(Whenwegetto Section Three on conversion, you’ll see exactly how we speak to bothaudienceswhenwecreateoursalespresentations.)

Nowthatyouknowwhyyourofferneedstobeanewopportunity,let’sdiveintohowyoucancreatethatoffercorrectlyfromthegroundup.

SECRET#4

THEOPPORTUNITYSWITCH

Sofar,we’vediscussedthestrategyforbuildingastrongfoundationsoyoucanbecomealeaderpeoplewillfollow.You’vechosenanicheyouwanttocreate.Notice that I didn’t say “pick aniche”. It’s essential foryou to create aNEWniche,aNEWopportunityforyourpeople.

Andyouknowalittleaboutwhatyouwanttoshare.Butsofaryoudon’thave anything to sell. The relationship between you and your audience isn’tcreateduntiltheypayyou.Ifatreefallsintheforestandthere’snoonearoundtohearit—doesitmakeasound?I’dsayno.Similarly,youaren’tanexpertuntilsomeonepaysyouforyourexpertise.

Sowheredoyoustart?Howdoyoucreatethatnewopportunity?Wellthehardestway,wheremostpeopleseemtostart, isbywritingabook.Whenyouthinkaboutexperts, that’susuallywhatyou thinkof first, right?Theymustbeauthors.

Butthereareacoupleofproblemswiththatapproach.Firstoff,ittakessomuch longer towrite a book thanyou could ever imagine. (This one tookmealmost18months!)Second,ItrulybelievethatyouhavetoEARNabook.IfIhadwrittenthisbookorDotComSecretswhenIfirsthadtheideaover10yearsago,itwouldn’thavebeenanygood.Ineededtoworkwithpeopleforyearsinordertoperfectmymessage.OnlythenwasIreadytowriteatrulyhelpfulbook.

In the beginning stages of your expert career, you won’t be good—andthat’sokay.Asmygoodfriend,GarretWhite,oncesaid:

Nomatterwhat youdo, in thebeginning it’s going to suck, becauseyousuck.Butyou’llgetbetter,andyou’llsuckless.Andasyoukeepdoingthis,eventuallyyou’llsucksolittle…you’llactuallybegood.

Butyoucan’tgetgoodunlessyoustartNOW.Theysaythatthebesttimetoplant a tree was 20 years ago, but the 2nd best time is right now. So let’s getstarted.

Thefirststepistofindabetagrouptoworkwith.Thisisyourtestgroup.You’regoingtoservethemandgetresultsfor them,andyou’regoingtoworkforfree.I’llexplainmoreaboutthatinaminute,butfirstit’simportanttothinkthroughtwothings.

1.WhatistheRESULTyouwantforyourpeople?2.What is theVEHICLEorprocessyouaregoing to take themthroughtogetthatresult?

Onceyouknow those two thingsonabasic level,youcanmove forwardanddesigntheperfectvehiclethatyouraudiencewilllove.

STEP#1:GETEARLYRESULTSBYWORKINGFORFREELetmetellyouastoryaboutakidImetafewyearsagonamedAlecJetsel.Hewas trying to get a summer job the usual way. He filled out, 20 or 30applicationstodifferentstores,butnobodywouldgivehimajob.Itfeltlikehewas just sending them into a huge black hole.He knewhewould be the bestemployeeanycompanyeverhad,iftheywouldjustgivehimachance.

Thenonedayhedecided to takematters intohisownhandsandactuallyprovewhatagoodworkerhewas.Hewentdowntothemallandwalkedintohisfavorite clothing store.Thiswas his dream job—a company hewould love towork for, but they had never given him a chance.Hewalked in and saw thatsome of the piles of clothes were unfolded andmessy. So he went up to themanagerandasked,“Hey,doyoumindifIfoldsomeclothes?”

Themanagerreplied,“Whywouldyouwanttodothat?”Myfriendsaid,“Justbecauseitlookslikeyouneedsomehelp,soIthought

I’dhelpyouout.”

Themanager lookedathimfunnyandsaid,“All right, ifyou reallywantto.”

So Alec spent a couple of hours folding clothes and sweeping up, justgenerallyhelpingout.Whenhewasdone,he said, “Thanks somuch,”andheleft.Everyoneat thestorewaskindofconfused,buttheyweregratefulforthehelpinghand.

Thenextday,Aleccamebacktothestoreandstartedfoldingclothesagain.Hespentanothertwoorthreehourshelpingtheseguysout.Thenwhenhewasdoneat theendoftheday,hethankedeverybodyandstartedwalkingout.Themanagerstoppedhimandasked,“Doyouwantajob?”

Myfriendsmiledandsaid,“Sure,I’dloveone.”Andtheyhiredhimonthespot.

This is a perfect example ofworking for free to get a result.Alec couldhavetriedtosellhimself tothemanager,but insteadheprovedhisworthfirst.Andhegothiredinlesstimethanitwouldhavetakentofilloutanapplicationandwadethroughtheinterviewprocess.

Another good example of this concept is my own Inner Circle coachingprogram.BeforeIlaunchedit,Ididn’thaveatrackrecordasacoachforhigh-achievingentrepreneurs.Plus, Iwanted tocharge$25,000ayear forpeople tojoin.YoucouldsayIhadalotgoingagainstme.Icouldhavedonewhatmostpeopledo—putupawebsiteandsay,“Hey,myname’sRussellBrunson.I’mthegreatestcoachintheworld.Youshouldhireme.”ButIdidn’tdothat,forafewreasons.

First,noonelikestohearyoutalkaboutyourself.It’snotcool.Second,Iknewthatitdidn’tfeelright.IwantedtoservesomepeoplefirstandprovethatwhatIteachactuallyworks.

Ifyou’vereadDotComSecrets,youknowthatoneofthefirstthingsIteachpeopleistofigureoutwhotheirdreamclientis.Ialreadyhadanideaaboutthetypes of entrepreneurs Iwanted toworkwith. So I started looking around forthosepeople,andsoonImetaguynamedDrewCanole,theownerofFitLife.tv.HewasasupercoolguyandhadasuccessfulbusinessinamarketIcaredabout.HerewassomeoneIthoughtIcouldhelp.

Eventually, a mutual friend introduced us. I went to Drew’s house andtalkedwithhim for a bit.Hementioned someof the thingshewas strugglingwith.ThenIaskedhim,“WouldyoumindifIcamebackandjustworkedadayforfreetoseeifIcouldhelp?”

“Sure.Butwhywouldyoudothatforfree?”“If I am able tomake a big impact on your business, then I’ll probably

chargealotinthefuture.Butfornow,IjustwanttoseeifIcanhelpyou.”

“What’sthecatch?What’sinitforyou?”“There’snocatch.Ithinkwhatyoudoisawesome,andit’dbereallyfunto

seeifthestuffIdocouldhelpyouatall.”Finally,hereluctantlysaid,“Sure,ifyoureallywantto,youcancomeout.”Ithinkhestillthoughttherewassomekindofulteriormotive.Aboutamonthlater, I flewoutandmetwith theirwhole team.Wefound

thattheirfunnelsweremakingmoney,buttheyweren’tprofitable.Ihelpedthemfixtheircurrentfunnels,andwebuiltanewfunnelfortheupcominglaunchofasupplementcalledOrganifi.

Overall,betweenthedayIspentintheirofficeandthetimegoingbackandforth through email, I think I spent about amonth coaching them through thewholefunnel-buildingprocessforfree.Attheendofit,theylaunchedtheirnewOrganifi funnel, and it absolutely blew up! They were making $20,000 to$30,000aday,andittotallytransformedtheirbusiness.Itwasawesome!LastIheard,thatfunnelhasdoneover$25milliondollarsinsalesinlessthan3years,andit’snotslowingdown.

Ididn’taskDrewforthis,butinexchangeformyhelp,hemadeavideoformetalkingaboutthetransformationhisbusinesswentthroughandtheresultswegot for them.After I saw that video, I knew Iwas ready to launch the InnerCircle,becauseIhadproof.Ihadrealresultsforsomeonebesidesmyself.

We put the video into an online funnel and launched our new coachingprogram.PeoplesawDrewtalkingabouthistransformation,andalmostinstantlytheprogramstartedtogrow.Wesetacapofonly100entrepreneursinmyInnerCircleatanygiventimeand,despitethefactthatwecharge$25,000peryeartobeamember,rightnowwehavewaitinglistsofpeoplefightingtogetin.

Thegoalwiththisoranykindofbusiness isnot to leadwith“HowcanIsellmyproduct?”Instead,youwanttoask,“HowcanIservepeople?HowcanIprovemystuffworks?HowcanIgetresultsforsomebodyelse?”Thoseresultsaregoingtosellyourproductsandservices.

Itdoesn’tmatterifyou’resellingphysicalproducts,digitalinformation,orservice programs. Go out there and work for free. Get some results. If whatyou’re doing works, then capture those stories and testimonials. Use them toattract and convert yourdreamclients. I’mgoing to showyou exactlyhow tofindthatfirstbetagroupshortly.

STEP#2:DESIGNTHEVEHICLE(YOURNEWOPPORTUNITY)Thenextquestionsarewheredoyoufindpeopletoserve,andwhatshouldyoucreatetoteachthem?AllowmetowalkyouthroughtheprocessI’vebeenusing

to answer thosequestions for over a decade.This processgets the results thatyoucanthenbuildanempireon.You’regoingtodeliverasix-weekopportunityswitchmasterclass.

During this masterclass, you are going to teach a small group of peopleaboutyournewopportunityandhowitwillgivethemtheendresulttheydesiremost. Start by picking a six-week window when you can deliver your class.Aftermorethanadecadeofdeliveringonlineclasses,I’vefoundthatsixweeksis the optimum amount of time. Any less than that, and you run the risk ofpeoplewanting refunds (especially if the class ends inside a 30-dayguaranteewindow).Anylongerthanthat,andpeoplewillstartcomplainingbecausetheyfeellikeit’snevergoingtoend.

Iknowwe’renotsellinganythingyet,butthisbetamasterclasswillbecomethecorecurriculumforthepeoplewhowillbepayingyousoon,soit’simportanttosetitupinthesamewaythatotherswillexperienceitinthefuture.

Thenextstepistobeginbuildingsomeofthemarketingmaterialsfortheclass.Iknowthatseemsbackward.Mostpeopledesigntheclassfirstandthenthinkaboutmarketing,butthatisaformulafordisaster.Justbearwithme,andyou’llsoonunderstandwhyIdoitthisway.

Who / What Statement As a first step, I like to make a Who / Whatstatementthatquicklyaddresseswhichsubmarketmymessageisfor,andwhatnewopportunitytheywillbeswitchingto.Itreadslikethis:“Iamgoingtoteach__________howto__________.”

Herearetwoexamplesofwhatthatstatementcouldlooklike.

•“Iamgoing to teachrealestate investorshowtomakemoneyflippinghousesoneBay.”•“Iamgoingtoteachpeoplewhoaretryingtoloseweighthowtostopdietingandstartdrinkingketones forenergyandweightloss.”

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 dreamcustomers. I try to create a title that focuses on the result this workshopwilldeliver.Idothatbyfillinginthisphrase:

Howto[resulttheydesiremost]Without[thingtheyfearmost]

SoformyClickFunnelsmasterclass,Icouldcreatesomethinglikethis:HowtoCreatea7-FigureFunnelinLessThan30MinutesWithoutHaving

toHire,orBeHeldHostageby,aTechGuy

Orifmynichewere“flippinghousesoneBay”,thetitleofmymasterclasswouldbesomethinglike:HowtoMakeaQuick$10kThisWeekendbyFlippingYourFirstHouseOn

eBayWithoutGettingaLoanFromaBank

IfIcreatedanicheforhelpingkidswithADHD,thetitlecouldbe:HowtoNaturallyDestroyYourKid’sADHDandHelpThemGetBetter

GradesWithoutGivingUpTheirFavoriteAfter-SchoolSnacks

IfIwerearelationshipcoach:HowtoReconnectWithYourWifeandFindthePassioninYourMarriage

WithoutHavingtoGoThroughPainfulCounselingorWastingTimeTalking

IfIweresellingweightlossthroughketosis,I’dusesomethinglike:HowtoStopExercisingandStillLoseWeightThroughaLittle-Known

TrickThatAlmostInstantlyPutsYourBodyintoKetosis,WithoutGivingUpYourFavoriteCarbs

Youcanplugmost opportunity switchmasterclasses into that framework,andcreatequicktitlesthatpeoplewillbeinterestedin.

The5CuriosityHooks /GettingOutofTheRedOceanOkay,you’vewrittendownWHOyou’regoing toserveandWHATthevehicle is.Nextyouneedtomakethatnewopportunityassexyandexcitingaspossible.Youhavetofigureoutthebigideathatwilldrawpeopletoyou.Whywouldtheyshiftfrom

the current vehicle they’re in to yours? Theywill switch if you position youropportunitysopeoplewillbelieve—andbuy.

Awhileback,oneofmyfriendsnamedJasonFladlientaughtmeaconceptcalled the five curiosity hooks. These are just different ways to present anopportunity.It’spossiblethatallthesehookswillworkforyourmasterclass,butyouneedtopickjustonefornowthat’sgoingtoworkthebestforpositioningyouandyournewopportunity.

Herearethefivehooks.

Let’slookatanexamplewherethenewnicheisweightlossthroughketosis(Health WeightLoss Ketosis) to illustrate howyouwould position it foreachofthecuriosityhooks.

1.Little-Known,BigDifferencesThishookshowspeoplesomethingtheyaren’t aware of and how knowing it could make all the difference betweensuccessandfailure.

There’s this little-known thing called ketosis. Hardly anybody istalking about it.Butwhen you learn it and use it, you’ll see a hugedifferenceinyourenergylevelsandhowfastyoucanloseweight.

2.WellKnown,LittleUnderstoodHereiswhereyoutakesomethingthateveryoneTHINKStheyknowabout,andshowhowthey’reactuallysabotagingtheirsuccessbecausethey’remissinglittlenuancesordetails.

Everyone’s talking about low-carb diets, right? We all know thatrefined sugar and carbs are bad for us. But what almost no oneunderstands about low-carb diets is the concept of ketosis. It’s notrestrictingcarbsthathelpsyouloseweight,it’sgettingyourbodyinto

ketosis.Andthatcanhappenevenifyouareeatingcarbs—aslongasyou’redrinkingketones.

3. This Changes Everything With this hook, something new has justhappenedinyoursubmarket.It’srelatedtotheproblemyouraudiencewantstosolve, and letting them know that if they aren’t aware of it, they’re at risk ofmissingoutbig-time.

Areyoutryingtosticktoalow-carbdiet,butfindingthecravingsarejusttoomuch?DoyoustartfresheveryMonday,fail,thenvowtostartagainwiththesameoldstrategy?Youneedtolearnaboutanewtypeof ketones that instantly puts your body into ketosis, kills yourcravings,andhelpsyouloseweighteasily.Thischangeseverything!

4.TheCrystalBallTheoryThisangleshowshowsomethingthat’sbeendone successfully in the past is about to bemadeobsolete.You’re persuadingthem that soon thiswill be common knowledge, but they can get in now andhaveearlysuccess.

Areyoutiredofdietingandcountingcalories,butnotseeingthescalebudge an ounce?Research is showing that low-carb diets just aren’tenough, and staying in a state of ketosis is almost impossible foraveragepeople.Thedietofthefuturetakeslow-carbtothenextlevel—youcandrinkketonesandinstantlyputyourbodyintoketosis.

5.RevisitingtheFundamentalsThishooktakestheapproachthatthingsare getting way too complicated, advanced, or sophisticated for the averageperson.Yournewopportunity,ontheotherhand,takesthingsbacktobasics.

Do you spend hours logging everymorsel you eat, every second ofexercise,andounceofwateryoudrink?Diettrendshavereallygottenoutofcontrollately.It’stimetogobacktothebasics.Withtheketosisdiet,youonlyhave todo two things.Drinkyourketonedrink in themorningandagainatnight,keepyourcarbsbelow20gperday, andyou’regoodtogo.

Thosearethefivecuriosityhooks.You’llprobablynoticethateachoneisspeaking AGAINST a current red-ocean tactic that currently exists in themarketplace.Bychangingyourpositioning,you’llpullyouropportunityoutofaredoceanandplunkitdownintoablueocean.Allyouneedtodoisfigureoutwhichofthecuriosityhooksmakesthemostsenseforyou,andthatwillbecomethehookforyourmasterclass.

Let’sReview Take a few minutes and write down your own statementsbased on the descriptions above. When you’re finished, you should have

somethinglikethis:

•Who /WhatStatement: I amgoing to teachpeoplewhoaretrying to lose weight how to stop dieting and start drinkingketonesforenergyandweightloss.•TheOpportunity SwitchHeadline: How to Stop ExercisingandStillLoseWeightThroughaLittle-KnownTrickThatAlmostInstantlyPutsYourBody intoKetosis,WithoutGivingUpYourFavoriteCarbs•CuriosityHook:There’s this little-knownthingcalledketosis.Hardlyanybodyistalkingaboutit.Butwhenyoulearnitanduseit,you’llseeahugedifferenceinyourenergylevelsandhowfastyoucanloseweight.

STEP#3:GIVETHEMWHATTHEYWANT(THEASKCAMPAIGN)Atthispoint,it’simportanttorememberthatpeopledon’tbuywhattheyneed,they buy what they want. All too often we create a new opportunity givingpeopleexactlywhattheyneed,avehiclethatiscapableofgettingthemtotheirendresult.Butwhentheygetintothevehicle,theydon’tseewhattheyactuallyWANTED, like air conditioning, leather seats, radio options, etc. Because ofthat,theywillleavebeforetheyevergiveyouachancetotakethemtotheresulttheyreallydesire.

Soinadditiontoprovidingthemwiththeirnewopportunity,youalsoneedtofindoutexactlywhattheywantinsideofthatvehicle.Ifyoudothiscorrectly,they’llfeellikethey’vefoundtheirnewhome.

You accomplish this by running a simple one-question surveywe call an“AskCampaign”.TheAskCampaign is based on a simple three-step formulathat I learned from two of my early mentors, Frank Kern and Ed Dale. ThistechniqueisSOsimple,butdon’tskipitbecauseofitssimplicity.It’soneofthe

mostimportantsteps.

1.Findahotmarket.2.Askthemwhattheywant.3.Giveittothem.

That’sit.Simple,right?

Becausewe’retheexpertsinourrespectiveniches,it’seasytoassumeweknowwhatpeoplewant.Andwhilesometimeswemayberight,moreoftenwemissthemark.(Probablybecausewearesoclosetoourownideas.)

For example, I own a company calledOvercomePornography.com.Whenwestarted thatcompany,weassumedthatweweremostlyselling tomenwhowanted to overcome their pornography addictions. But after running a simpleAsk Campaign, we discovered that the people who responded were primarilywives andmothers who were looking for help for their spouses or kids. Justimaginehowthatchangedthefinalproductandhowwesoldit.

WeusedanAskCampaigntocollectlotsofimportantinformationfromourmarket.Andweusedthatinformationtocreateaproductpeoplereallywanted.

Letmeshowyouhowthisworks.First,youcreateaverysimplepagethatasks,“What’syour#1questionabout__________?”

On the same page, I offer people a ticket to the beta group of mymasterclassforfreeifthey’lltellmetheir#1questionaboutmytopic.Thepagereads:

Dearfriend,Iknowyourtimeisvaluable,soI’llgetrighttothepoint.I need your advice. I’m putting finishing touches on a new coursecalled “How to __________Without __________”. I want to makesureIdon’tleaveanythingout,sowillyouletmeknowyourbiggestquestion about how to __________? It could be anything. Youmaythink it’s silly.All you have to do is type your questions in the boxbelow and click Submit. In exchange for your advice, I’ll give youFREEaccesstomymasterclassthat’shappeningon(date).Thiscoursewill sell for $197 in the near future, but you’ll get special access toexperience the course freewhen you letme knowyour #1 question.Okay,hereistheeasyform…

Gettingyourfirst100responsesOnceyouhavethewebpagesetup(wehaveatemplateinClickFunnelstomakeitsupereasyforyou),it’stimetostartpromoting it. Start by telling everyone youknow. It sounds strange, but that’swhereIstarteverytimeI’mcreatingabrand-newniche.IpostitonFacebook.Itextmyfriendsandfamilymembers.ItrytogeteveryoneIknowtocometomyveryfirstmasterclass.That’sthelow-hangingfruit.

Next,IstarttolookatthesubmarketthatI’vebuiltmynewopportunityin,

andI lookforpeoplewhoarealreadyin thosesubmarkets.WhenIgotstartedover10yearsago,Iusedtolookforforumsfullofpeopleinmysubmarket.Soifmynewnichewas about flippinghouseson eBay, then I’d look for forumsaboutrealestateinvesting.Iwouldbecomepartofthosecommunitiesandstartparticipatinginthegroups.

NoticeIdidn’tsay,“Postspammessagesaboutthemasterclass.”Youneedtogivebeforeyoucantake.SoIgoinandanswerquestionsforaweekortwo.PeopleseethatI’mtheretoaddtothecommunity.Andthen,afterI’vebecomeafamiliarfacewhoprovideslotsofvalue,it’susuallyokaytoinvitethosepeopletoanswermysurveyandtakethemasterclassforfree.

Idon’tuseforumsasmuchthesedaysbecausemostofthatcommunicationishappeningingroupsinsideofFacebook.Inthefuture,theremaybeadifferentplatformwherepeoplegatheringroups,butregardlesstheconceptisthesame.Ifyou’relookingforpeopleonFacebook,searchforgroupsinyoursubmarket,and join the active groups. Then become an active participant in thosecommunities and provide value. Then, when it’s appropriate, ask people,“What’syour#1questionabout__________?”andpostalinktoyoursurvey.

Ofcourse,youcanalways runpaidadsdirectingpeople to thesurvey,aswell.Ifyou’reinahurry,someFacebookorGoogleadscangetyouanswersinahurry.Butifyou’dprefernottospendmoneyatthisstage,socialmediagroupsworkwell.

Using the survey data Run traffic to the Ask Campaign page until youhaveabout100responses.Outof those100,you’regoing to find8 to10corequestions people are asking over and over. Those questions will become thetitles of themodules in yourmasterclass. For example,whenwe ran theAskCampaignformy“howtomakeapotatogun”product,peopleaskedthingslike:

•Whattypeofpipedoyouuse?DothePSIratingsonthepipesmatter?•WhichtypeofignitershouldIuse—barbecueorlantern?•HowlongshouldIcutmypipes?•WhattypeofpropellantsshouldIuse?•AmIgoingtodieifImakethegunwrong?

Next I found the most common 6–8 questions people were asking andcreatedanoutline.

•Module#1:How toDecideWhichTypeofGunYouWant toCreate

ºWhat’sapneumaticgun?ºWhatsizegunshouldwebuild?ºHowdoyoubuildabolt-actionspudgun?

•Module#2:HowtoPicktheRightPipesºWhattypeofpipedoyouuse?ºDothePSIratingsonthepipesmatter?

•Module#3:HowtoFindAccessoriesBeforeYouStartBuildingºWhattypeofignitershouldIuse?ºBarbecuelighterorlanternigniter?

•Module #4:How toCut theRightBarrel-to-ChamberVolumeRatio

ºHowlongshouldIcutmypipes?ºWhathappensifmychamberistoobigortoosmall?

•Module#5:HowtoAssemblethePiecesºHowdoIassemblethegun?ºWhattoolsdoIneedtomakemyspudgun?

•Module#6:HowtoIncreasePotatoFlightDistanceºWhattypeofpropellantsshouldIuse?ºWhatifmygunwon’tshoot?

•Module#7:HowtoStaySafeWhileShootingYourPotatoGunºAmIgoingtodieifImakethegunwrong?ºHasanyoneeverdiedfromapotatogun?

After you have the questions and the outline, there’s onemore step that

givesyouareallycoolassettousewhenyoustartsellingyourmasterclassinthefuture.Peoplehave just toldusEXACTLYwhat theywant toknow, right?Sotakeallthequestionsandrewritethemasbulletpointstouseinsalesletters,ads,emails,webinars,andlotsofotherplaces.

Question:What typeofpipedoyouuse?Do thePSI ratingson thepipesmatter?Bullet:Discover theonlypipewewill everuseAND the secretPSIrating thatwillguaranteeyourpotatoesgofartherandyourgun lastslonger.Question:WhichtypeofignitershouldIuse—BBQorlantern?Bullet: Find out which igniter we’ll NEVER use (and hear about ascarynear-deathexperiencethatkeptusfromeverusingitagain),andwhythereisonlyonebrandwetrust.Question:HowlongshouldIcutmypipes?Bullet:You’ll learn thecorrectbarrel-to-chamberratio thatwillkeepyou safeANDhelpyour gun shoot 25% farther! (WARNING:Evenbeing¼inchoffcouldmakeeverypotatoyoushootaflop.)Question:WhattypeofpropellantsshouldIuse?Bullet: Discover the secret propellant we accidently stumbled upon(whenweranoutofhairspray)thatimmediatelymadeourgunshootover50yardsfarthereverytime!Question:AmIgoingtodieifImakethegunwrong?Bullet:Learnthesafetysecretsweusetomakesureeverypotatogunoutingissafeaswellasexciting!

RewritingallthequestionsintobulletpointswillhelpmakewhatyouteachSO much more exciting to your students. And it will make writing yourmarketingmaterialseasierlateron.

Atthispoint,youhaveanoutline,whichisreallyatableofcontents.Youcouldwriteabookfromhere,ifyouwantedto.Allyouhavetodotodeliveranamazingmasterclass is find theanswers to theirquestionsand teach theminaway thatwill facilitate thebest results.Theparticipantswillbehappybecauseyou’reansweringtheirquestions.You’regivingthemexactlywhattheywant.

STEP#4:DELIVERYOURFREEMASTERCLASS

Tomakerunningyourfirstmasterclasssimple,youreallyonlyneedtwotools—aFacebookgroupandFacebookLive(bothfree!)

Set up a privateFacebookgroup so your betamembers can interactwitheach other. A group allows you to post content, give class updates, provideaccountability,anddeliveranybonuses.Lateron,youcanmakeamembershipsite and get a little fancier, but for now you’re just looking at getting someresultsforagroupofpeoplewithyournewopportunity.

Next, you need some technology to help you deliver the masterclass.RecentlywestartedusingFacebookLiveinsideourmembergrouptodeliverthelivetraining.Itworksreallywell,especiallyifyou’restartingonabudget.Thereareotherwebinarplatformsyoucanuseaswell.Platformscomeandgo,butmyfavorites right now are GoToWebinar. com or Zoom.us for webinars, orwww.InstantTeleseminar.comforaudioteleseminars.

You’ll also need to let people know how to access the class.When is itbeingheld?Wheredotheylogin?Whatmaterialsmighttheyneedtobring?YoucangivethemtheinformationinsideyourprivateFacebookgroup.

Asforteachingtheactualclass,everyonehasadifferentteachingstyle.YoumightdecidetousePowerPointslidesandawebinarformat,oryoumightjustwanttotalkonthephonewithateleseminarformat.AndwhileIdon’tthinkitmatterswhat formatyouactually teach it in, Idohighly recommendusing thestorytelling skills that you’ll be learning in Section Two of this book to getpeopletolistenandmakelastingchanges.

So now that you have your vehicle for change in a newly created blue-oceannicheandabetagroupofmembersyoucanstartgettingresultsfor,youmaybethinking,“ButRussell,whendoIstartmakingmoney?”We’regoingtostartaddressingthatinthenextsection.

Afteryou’vecompletedyourmasterclassandhavesomegreat results thatprovewhatyou cando forpeople.That’s thegoal from this first section.Theresultsyougetfromthisbetagroupwillbecomethefuelthatgrowsyourexpertbusiness.

SECTIONTWO

CREATINGBELIEF

Thefirstsectionofthisbookwasallaboutunderstandingwhoyoumustbecomeandwhatyoumustcreatetostartbuildingyourmassmovement.Inthissection,weshiftfocustohowyoucreatecertainbeliefsinthemindsofyourfollowers.These beliefs allow them to be more receptive to the opportunities you’reoffering.Whenpeoplehaveabsolutebeliefinwhatyouaretellingthem,youcanpositivelyinfluencethem.

ThelongerIworkinthisbusiness,themoreIrealizehoweverythingcomesdowntoonething—belief.

Beliefcreatesthecustomer.Beliefcreatestheresults.Youmustpersuadepeopletobelieveinwhatyouaredoing,andyoudothat

bymastering the art of storytelling. Secrets #5 through #10will give you thefoundationyouneedtotellstoriesthatmakeyouraudiencebelieve.

SECRET#5

THEBIGDOMINO

I was sitting in a roomwith about 120 other successful entrepreneurs, all ofwhommadeat leastamilliondollarsayear,a requirement tobe in that room.OneofthefeaturedkeynotespeakerswasTimFerriss,theauthorofThe4-HourWorkweek. After his presentation, he opened up the floor for questions. Awomanstoodupandasked,“HeyTim,youseemtogetsomuchdone.Whatisitthatyoudoallday?”

He paused for amoment, then gave an awkward half-smile and said, “Ifyouwatchedmydaily routine,you’dbeboredoutofyourmind.Mostpeoplewake up every morning with a task list of a thousand things to do. They gothroughthedaytryingtoknockdownallthesethings.Iwakeupeverymorning,andImeditate.Idrinkteaorcoffee.Igoforawalk,andmaybeIreadabook.”He saidhemight spend threeor fourweeksdoing that andnothing else. “Mywholegoalistoslowdownandlookaround.InsteadoflookingforallthetasksthatIcoulddo,I try to identify theoneBigDomino—theOneThingthat, if Icould knock THAT down, all the other dominos would either fall down orbecomeirrelevant.”

Whenhesaidthat,Ihadan“aha”moment.Ihaven’tyetfiguredouthowto

implement this inmypersonal life.ButwhenitcomestohowIsell things,hewas100%right.ThefirststeptocreatingbeliefisfiguringouttheONETHINGyou have to get someone to believe that will knock down all their otherobjections,makethemirrelevant,ordisappearaltogether.

Alittlewhilelater,Iwastalkingtoafriendandmentor,PerryBelcher.Hetold me how he had gone back and analyzed all the different offers that hiscompanieshadcreatedandsoldoverthepast10years.

Hediscoveredthatthemorethingstheyaskedsomeonetobelieveintheirsalespitch,theworsetheofferconverted.Infact,hefiguredoutthatiftheytriedtomakemorethanONEpointorasksomeonetofocusonmorethanONEthinginasalesmessage,conversionratesdroppedbyhalf!Hethensaid,“Lookathowmanythingsaprospecthastobelieveinordertobuywhatyou’reselling.Ifit’smorethanone,youneedtoreworkyoursalespresentation.”

After hearing that, I knewwe had to go back and look at everythingwewereselling.Weaskedourselves,“What’stheOneThing?WhatistheoneBigDomino of belief that we need to knock down?” Every product has one BigDomino, One Thing that will knock down all the smaller objections andresistance—ifwe can get people to believe in that One Thing, then theywillhavetobuyit.

I took a logic class in college that showed differentways to create validarguments.Oneofthemanyvalidargumentformsiscalled“modusponens”.Itlookslikethis:

IfA,thenBAThereforeB

IfIweretoputthisargumentintoasentence,I’dsaysomethinglike:

IfDallindoesn’tfinishhishomework,thenhewillnotgotoclass.Dallindidnotfinishhishomework.Therefore,Dallinwillnotgotoclass.

If you think about it, you’ll start to see patterns of this argumenteverywhere.Religionisaneasyexample.InChristianity,everythinghingesuponthe truthof theBible. Ifsomeonebelieves theBible is true, then theyhaveno

other option than to believe that Jesus Christ is the Savior. If he is truly theSavior,thenalltheotherconcernsyouhaveaboutChristianitydisappear.

IftheBibleistrue,thenJesusistheSavior.TheBibleistrue.Therefore,JesusistheSavior.

As aChristian, if I can get someone to believe theBible—their oneBigDomino—then it knocks down every other domino and makes any otherargumentirrelevanttothepersonwhohasthatbelief.

But it’s not just in religion.We see thishappening everywhere aroundusfrompoliticstosportstothepeoplewespendtimewith.That’swhyit’shardtohave an argumentwith someone about something they truly believe in.Whenthatseedofbeliefisthere,itdoesn’tmatterhowmuchyoutrytoconvincethemotherwise,ithasalreadyknockeddownalltheothersmallerdominosthatyou’retryingtostackbackup.

The One Thing, aka The Big Domino Statement When we launchedClickFunnels,ItriedtofigureouttheonekeybeliefthatIneededmyaudiencetounderstandandbelieve.Icameupwiththisbasicstatement:

IfIcanmakepeoplebelievethat(mynewopportunity)is/arekeyto(whattheydesiremost)andis/areonlyattainablethrough(myspecific vehicle), then all other objections and concerns becomeirrelevantandtheyhavetogivememoney.

IfIcangetsomeonetoTRULYbelievethatthenewopportunityisthekeytowhattheywantthemost,andtheycanONLYgetitthroughmyvehicle,thenthey have no other options but to buy. This is the key to launching yourmovement.Belief.

HereiswhatIusedforClickFunnels:

If I can make people believe that funnels are the key to onlinebusiness success and are only attainable through ClickFunnels,thenallotherobjectionsandconcernsbecomeirrelevantandtheyhavetogivememoney.

Whensomeonebelievestheyhavetohaveafunnel(andtheydo),andthatI’mtheonlywaytheycangetone,thentheyhavetobuyClickFunnels.Thereisnootheroption.

I’ve helped my Inner Circle members create these statements for theirbusinesses.Wediscoveredthatifwe’restrugglingtomakeavalidargumentthatworks,it’stypicallybecausewedidn’tcreateanewopportunity,butinsteadhavean improvement offer. If we haven’t created a blue ocean, then the argumentwon’tbevalid.

Forexample,I’veseenstatementsthatsaysomethinglike:

If I canmakepeoplebelieve that (cutting calories and exercising) isthe key to (losing weight) and is only attainable through (my newweight loss course), then all other objections and concerns becomeirrelevantandtheyhavetogivememoney.

ThatstatementisNOTtrue.Ifthebeliefyouaretryingtogivethemisthattheyneedtocutcaloriesand

exercise,thereareafewproblems.

1.YouareNOTintheProlificZone—youareinthemainstream.2. This is NOT a new opportunity. There are thousands ofidentical programs crowding the niche of “cutting calories andexercising”.3.This isNOTa blue ocean.They could literally buyoneof ahundreddifferentproductstosatisfythebeliefyoucreated.

Iwouldneedtochangemynicheandmyopportunitytobesomethinglikethis:

If I canmake them believe that (getting their bodies into a state ofketosis) is key to (losing weight) and is only attainable through(drinkingPruvit’sketones,whichput thebody intoketosiswithin10minutes),thenallotherobjectionsandconcernsbecomeirrelevantandtheyhavetogivememoney.

The first step is creating your Big Domino statement. Once you have astatementthatworksandistrue,thenextstepistocreaterealbeliefinyourOneThing.

SECRET#6

THEEPIPHANYBRIDGE

Afewyearsago,Ihelpedafriendwhowaslaunchinganewcompany.Oneoftheguysworkingontheprojectwroteascriptforafront-endsalesvideo.Thegoal was to sell people into their new opportunity. After reading the script, Iknew he’d made a huge mistake. He was trying to sell people on why theyshouldjointhisnewopportunity.Here’stheemailIsenthim:

What I’ve found is that ifyou just sell something, it’snot as strong,anddoesn’tcreatetheemotionyouneedtoreallycauseaction.Ifyouwantpeopletoadoptanewconceptandwanttogettheirbuy-in,youhavetoleadthemtotheanswer,butyoucan’tGIVEittothem.Theyhavetocomeupwiththeideathemselves.Youplanttheideaintheirmindswithastory,andifTHEYcomeupwith theanswer, theywillhavesoldthemselves.Thebuyingdecisionbecomestheirs,notyours.Whenthathappens,youdon’thavetosellthemanything.

Hewroteback,alittleconfused,andtoldmethatmyideasoundedlikeitcamefromthemovieInception,andaskedmetotakeashotatwritingthesalesscript.IspentthenextfewhourswritinganEpiphanyBridgescript,whichlaterhelpedthatcompanyacquire1.5millionusersinjustthreeshortmonths.Thatisthepowerofastorywhenyouuseittherightway.

So what is an Epiphany Bridge? It’s simply a story that takes peoplethrough the emotional experience that got YOU excited about the newopportunityyou’representing to them.There’s a reasonyougot excited aboutyournewopportunity,right?Somethinghappenedtoyouatsomepointinyourlife.Youhadanamazingexperiencethatcausedanepiphany.Youthought,Wow,this is so cool! The first time I learned how to sell things online, I had anepiphany.ThefirsttimeIlearnedaboutfunnels,Ihadanepiphany.We’rehavingtheselittle“aha”momentsallthetime.

The first timeyoudiscoveredyour expert topic, SOMETHINGhappenedthat excited you. You had an emotional response that sold you on this newopportunity.Doyourememberwhattheexperiencewas?Doyourememberhowyoufelt?

That first “aha” moment created so much excitement for you that youstarted on a journey where you studied everything you could find about thetopic.Youstartedgeekingoutandgoingdeep into thesubject, learningall theterminologyandunderstandingthescienceandtechnicalaspectsbehindwhyitworked,andthenyoubecamelogicallysoldonthenewopportunity.

Now at this point you’ve had an emotional connection with the newopportunityaswellasalogicalconnection.Then,becauseyoubelievesomuchinwhat you’re learning, you have a desire to share it with other people. Butunfortunatelyforyou,thefirstthingyoutrytodoislogicallyconvinceeveryoneyouknowaboutthisnewidea.Youprobablyexpectedthemtobeasexcitedasyouwere,butquicklyfoundout that theywereresistant to thenewideas.Hasthiseverhappenedtoyou?

Theproblemisthatyoustartedtospeakalanguagewecall“technobabble”.Oneofmyfriends,KimKlaver,wroteabookcalledIfMyProduct’sSoGreat,HowComeICan’tSellIt?Init,sheidentifiestechnobabbleasthe#1saleskiller.

We all love our ideas somuch.Wewant people to understandwhy theyshouldfollowusanduseourproductsandservices.Butforsomereason,assoonaswetrytoexplainourbeliefstosomeone,weautomaticallystart tospewthetechnobabblewe’ve learned, in order to logically convince people to buy.We

talk aboutwhy this concept is thebest andpotentiallymention all the sciencebehind what we do. We talk about how we’re “leading the industry” with“ground-breaking”products.Weshareindustrynumbersandjargon.

But all the logical stuff that strengthened our own beliefs in the newopportunity will not help people buy unless they’ve ALREADY HAD THESAME INITIAL EMOTIONAL EPIPHANY that you had. All the logic,features,andbenefitsyougivepeoplebeforetheepiphanywilljustannoythem.It’s frustrating and often completely offensive. There’s a time and a place forlogic,butyouhavetoconvincethememotionallyfirst,beforethey’llbeexcitedbyyourlogic.

Thinkaboutit.YOUdidn’tbuyintothenewopportunitybecauseofallthelogicaltechnobabble.Youboughtinbecauseofsomeemotionalexperiencethathappened BEFORE you geeked out. You had an epiphany FIRST, and thatcaused you to move forward. People don’t buy logically, they buy based onemotion. Then they use logic to justify the purchase decision they’ve alreadymade.

Forexample, let’ssayIpurchasedaFerrari. Iamemotionally invested inthefeelingIwanttohavewhenI’mdrivingit.That’swhyIboughttheFerrari(or a big house, expensive clothes,watches, etc.)But then I have to logicallyjustifytomyself,myfriends,ormyspousewhyitwasworthspendingall thatmoney.Ihavetoexplainhowitgetsbettergasmileage,itwasonsale,itcamewith a greatwarranty. Logic is justification for the emotional attachment I’vealreadymade.

Ifyouthinkabout it, there’sastatusconsiderationonBOTHsidesof thisequation. I’m emotionally attached to the status that the newFerrariwill giveme,butthenIneedtojustifyitlogicallytomyfriendsandfamilysoIdon’tlosestatusintheirminds.ButgoodlucksellingmelogicallyifIdon’talreadyhave

theemotionalconnectionwiththatcar—it’sprettymuchimpossible.Logicdoesn’tsell.Emotionssell.Sotocreatethoseemotions,youhavetogobackandrememberwhatitwas

thatgaveYOUtheepiphanythatcausedyoutobelieveinthenewopportunity.That story—your Epiphany Bridge story—provides the emotional connection,andbridgesthegapfromtheemotionaltothelogicalside.

If you can tell a story about how you got your big “aha”, and if youstructure the story right, they will have the same epiphany and will sellthemselvesonyourproductor service.Then they’ll look forways to logicallyjustifythepurchaseandlearnall thetechnobabbleontheirown.Yourjobistolearnhowtotellthesestoriesinawaythatwillleadpeopletotheepiphany,andtheywilldotherest.

Somyfirstquestionforyouis“WhatwasyourcoreEpiphanyBridgestorythatconvincedyouoftheOneThingyouaresharingwithothers?”We’llworryabouthowtostructurethatstoryoverthenexttwosecrets,butfornow,Iwantyou to thinkback to theoriginalexperience thatgaveyouyour firstepiphany,thatbroughtyouonthisjourney.

Doyourememberwhathappened?Whatwashappeningaroundyou?Howdidyoufeel?It’simportanttorememberthosedetails,becausetheyarethekeytotellingagoodstory.

EFFECTIVESTORYTELLINGHaveyouevernoticedthat twopeoplecantell thesamestorywithcompletelydifferent outcomes? In one, you’re emotionally captivated and engaged. Thensomeone else tells you a story about the exact same experience and you fallasleep.What’sthedifference?Whatmakessomepeoplebetterstorytellersthanothers?

Therearelotsofreasons,butyoudon’thavetoknowthemalltotellagreatstorythatgetsprospectstobuy.Itonlytakesacoupleofthingstoreallymakeacaptivatingandinterestingstory.

The first key to telling captivating stories is oversimplification. Whenyou’re telling stories, youneed to speak at about a third-grade level.Manyofyouwillstrugglewiththisbecauseyouliketousebigwordsandshowoffyourvocabularyandtrytosoundsophisticatedandsmart.Theremaybeatimeandaplace for that, but it’s not when you’re telling stories. People are used todigestinginformationataboutathird-gradelevel.Whenyougoabovethat,youstart losing people quickly. There is a reason the news stations speak to their

audiencesatthislevel.During the 2016 primary elections, a study looked at the speeches of the

RepublicancandidatesandranthemthroughtheFlesch-Kincaidtestthatshowsthegradeleveloftheirspeech.Trumpaveragedathird-tofourth-gradeleveloneach of his speeches,where other candidates likeTedCruz had a ninth-gradelevel andbothBenCarson andMikeHuckabeewere at an eighth-grade level.Usingbigwordsmaymakeyoufeelsmarter,butitwillnotinfluenceothers.

Butsometimesyouhavetotalkaboutcomplexideas.Sohowdoyoutakeacomplicated idea and simplify it quickly? You do this using a tool I createdcalleda“kinda like”bridge.Every time I run intoawordoraconcept that ispastathird-gradelevel,IstopandthinkabouthowIcanrelatethatconcepttosomething they already know and understand. The same way I would try toexplaincomplexideastomykids.

For example, in one ofmy sales scripts, I was trying to teach a processcalledketosis,which isaway to loseweight. (That sentence right therewasamini“kindalike”bridge!Didyounoticethat?)Inthesalesscript,Imentionedtheword“ketones”andIwatchedastheaudiencezonedout.Idiscoveredthatifthey don’t knowwhat awordmeans, they stop paying attention to everythingyousayafterward.SoIstartedusinga“kindalike”bridgelikethis:

The goal is to get ketones into your body. Now what are ketones?Well, they are kinda like millions of little motivational speakersrunning through your body that give you energy andmake you feelawesome.

Itakethisnewconceptorwordthatpeoplemaynotunderstandandaddthephrase “it’s kinda like…” to the sentence. I’m connecting the new word orconcepttosomethingtheyalreadyunderstand.Somethingthatmakestotalsensetothem,sotheygetit.Myaudienceknowswhatamotivationalspeakeris.Andtheycanimaginewhat itmightfeel liketohavemillionsof littleonesrunningaroundintheirbodies.

Inthatsamescript,Iwastryingtoexplainwhatitfeelsliketobeinketosis,andthat’sahardthingtounderstand.Itfeelsgood.Itfeelsawesome!SoIhadtotakethisconceptandsay:

Whenyou’re inketosis, it’skinda like theoldvideogamePac-Man.Remember?Youspentthewholegamerunningawayfromtheghosts.Buteveryonceinawhile,yougetapowerpelletandsuddenlyyougettons of energy, and thenyou’re actually chasing the ghosts, andyoufeelON.That’swhatitfeelsliketobeinketosis.

Again, I’m taking this concept that’s vague and hard to understand andbridgingitwithsomethingtheydounderstand,usingthephrase“kindalike”.

Any timeyou’re speaking (orwriting) and youhit a friction pointwheresome people may not understand what you’re trying to convey, just say “it’skinda like…” and relate it to something easy to understand. This keeps yourstoriessimple,entertaining,andeffective.Oversimplificationisthekey.

HOWDOESITFEEL?Thenextwaytoimproveyourstorytellingistoaddinfeelingsandemotions.Infilm, it’softena loteasier togetpeople tofeelsomething.Oneofmyfavoriteexamplesof this is from themovieX-Men:FirstClass. In thismovie,wearetakenback into theX-Men’s past andgiven a glimpseofwhat itwas like forthemgrowingupanddiscoveringtheirpowers.

TherewasascenewhereyoungMagnetowastakentoaNaziconcentrationcamp, and as they pulled him and his family into the gates, they noticed themetalfencesaroundtheircompoundstartedtomoveashestartedtoresistthem.Theywantedtoseewhathispowerswere,sotheybroughthimintoaverysmallroomwithaNazileaderwhowantedademonstrationofhispowers.TheyalsobroughtMagneto’smotherintotheroom,sotheycoulduseherasleveragetogethimtodowhattheywanted.

The leader points a gun atMagneto’smother and has him try tomove ametalcoinonthedesk.Henervouslytriestomovethecoin,butisn’table,sotheleader pulls the trigger and kills his mother. And then you see a scene sopowerful that,withoutasinglewordbeingsaid,youactuallyfeel thepain thatMagnetoisgoingthrough.

Youwatchashiseyesshiftfromsadnesstoanger.Hethenuseshispowersto crush a bell on the Nazi leader’s desk. From there, he starts yelling andmoving everything metal inside the room. He crushes the guards’ helmets,instantlykillingthem,andthencompletelydestroyseverythingintheroom.Andthat’swhenhefoundhispower.

When you’re watching the film, you are able to see all of this happenwithoutanywords,becausewecanseehisface,wecanexperiencetheroom,wehearthemusic,andweactuallyfeel,insomeway,Magneto’spainandsuffering.Thatisthepoweroffilms.

Nowmostofusaren’tproducingfilmstosellourstuff,butwehavetolearnhowtotellstoriesinawaythathelpothersfeelthesame.

ImagineifMagnetojustcameinandsaidsomethinglike,“Yeah,sowhenIwasakid, Iwas inaNaziconcentrationcampand theywantedme tomoveametalcoin,butIwasn’tabletodoit,sotheykilledmymom.Iwasreallymad,soIblewthewholeplaceup.”

Did you feel anything there? No, you wouldn’t have had the sameemotionalexperiencethatyouneedtoconnectwiththatcharacter.Yetthat’showmostpeople tell theirstories. Ifyou lookatagoodfictionauthor, they’llhavethecharactercomeintoaroom, thenspendseveralpagesdescribing theroom.Theytalkaboutthelights,howthingslookedandfelt,andeverythingtheyneedtosetupthescene.Thentheygodeepintohowthecharacterisfeeling.Andthatisthekey.Youhavetoexplainhowyoufeel,andwhenyoudothat,peoplewillstarttofeelwhatyouwerefeeling.

Forexample,whatifItellastorylikethis:

Iwassittingathome,andIcouldhearmywifeandkidsintheotherroomplaying.Theyhadnoideawhathadjusthappened.Iwassittingthere freakedoutbecause Iknewthebillsweredue,buthadno ideahowIwasgoing topay them. I started toget a shootingpain inmystomach.Itfeltlikeaheartattack,butitwaslowerinmygut.IfeltthispressurecomingdownandIliterallyfeltlikesomeonewassittingonmyneck.ItgotsoheavythatIcouldn’tliftmyhead.TheonlythingIcouldseewerethepalmsofmyhands,andtheyweresweating,yetI

wasfreezingcold.MywholebodywasshakingandshiveringbecauseIwasinsomuchpainandfrustration,yetIwasfrozenwithfear.

As you read that story, you probably started to actually feel the things Iexplained.Howmanyofyoufeltapaininyourgut,oraweightonyourneck,orsweatypalms?ByexplaininghowIfelt,youalmostinstantlywillfeelsomethingsimilar.When I tell a story thisway, I am controlling the state of the personlistening.

It’sessentialthatIcontroltheirstate,andIdothisbytellingthestoryinawaythatgetsyoutofeelwhatIfelt,sowhenIexplainhowIhadmyepiphany,youcanexperiencethesameepiphany.IfIwantyoutohavethesameepiphanyIhad,youneedtobeinthesamestatethatIwasinwhenIhadthatepiphany.

Haveyoueverhadtheexperiencewhereyoutoldsomeoneastoryaboutasituation thatwas really funny or exciting, and after you told it to them, theydidn’tquitegetit?Theyunderstood,buttheydidn’t“get”whatyouweretryingtosharewiththem.Soyoutrytotellthestoryagainanotherway,andthenagainanotherway,andafterafewattempts,youthrowupyourhandsindefeatandsaysomethinglike,“Well,Iguessyouhadtobethere.”

NowthatyouunderstandthebasicsofanEpiphanyBridge,howtosimplifyyourstories,andhowtogetpeople to feel thingswhenyou tellyourstories, Iwant to transition into story structure.When you learn the right structure fortelling your stories and you apply the concepts you learned here, you willbecomeamasteratstorytellingandstoryselling.

SECRET#7

THEHERO’STWOJOURNEYS

For the past 10 years, I’ve focused on “story selling” to get people excitedaboutthenewopportunitiesIoffer them.Ididn’treallyhavemuchstructure.Ijusttoldalotofstoriesandnoticedthatsomeofthemencouragedmyaudiencetobelieveandfollowme,whileothersdidn’thavemuchimpactatall.

Overtime,Ibecamebetterandbetterattellingstories.Butitwasn’tuntilImet a guy named Michael Hauge that I really started to understand storystructure.OnceIunderstoodstructure,Iwasabletocraftstoriessotheyalwayscreatedtherightenvironmentsforpeopletohavethenecessaryepiphanies.

One ofmy friends, Daegan Smith, startedme on the path to creating orchangingbeliefswithstories.HetoldmetolistentoanaudiobookbyMichaelHaugeandChristopherVoglercalledTheHero’s2Journeys.Michaelhasbeenone ofHollywood’s top script consultants and story experts formore than 30

years.He’s the guy that top screenwriters and directors call tomake sure thattheir movies are following correct story structure for maximum emotionalimpact.

ShortlyafterIlistenedtothebook,DaeganandIhiredMichaeltospeakatoneofourevents,showingushowtousestoriestocreatebeliefinthemindsofourcustomers.Whathetaughtwasfascinating,andhelpedmebecomeabetterstoryteller.Thisjourneyhasbeenahugefocusformeoverthepastfiveyears.

IwanttowalkyouthroughwhatIlearnedfromTheHero’s2Journeys. Itwillgiveyoucontextforwhatagoodstoryneedstobe,andwillhelpyoucraftyourEpiphanyBridgestories.

Goodstoriesarereallysimple.Therecanbelayersofcomplexity,butatthecore theyareallverysimple.DependingonthecomplexitiesIshare,Icantellthesamestoryin60secondsor60minutes—allwiththesamedesiredeffect.

Everygoodstoryisbuiltonthreefoundationalelements(Character,DesireandConflict),alsoknownas“theplot.”

Onceuponatime,therewasagirlnamedRedRidingHood.Shewantedtotake a basket of cookies to her grandma, who lived in the woods.What shedidn’tknowwasthatthebig,badwolfwaswaitingtogobbleherup.

Character:RedRidingHoodDesire:TakeabasketofcookiestohergrandmaConflict:big,badwolfThesearethebasicelementsofeverymovie,book,play,TVshow,opera—

anytypeofstory.Aftershowingmethis,Michaelexplained,“Everygoodstoryisaboutacaptivatingcharacterwhoispursuingsomecompellingdesireandwhofacesseeminglyinsurmountableobstaclestoachievingit.That’sit.Ifyou’vegotthosethreethings,thenyou’vegotagoodstory.”

YourPlotStatementThe firstEpiphanyBridge storyyouwill tell is theone thatgotyouexcitedaboutyournewopportunity in the first place.Takeafewminutestothinkaboutyourstory.

Youare thecharacter, so that step iseasy.Butwhatdesire startedyouonyourjourney?Whatdidyouwanttoachieve?Writeitdown.Next,whatwastheconflict you experienced along theway?Write it down. Boom!You’ve got aplot. Nowwrite out your basic plot in one sentence, like I did for Little RedRidingHoodabove.Hereisanexample:

Once upon a time, there was a guy named Russell Brunson, whowantedtofigureoutawaytosupporthisnewfamilywithouthavingtogetatraditionaljob.Sohestartedsellinginformationproducts(potatogun DVDs) online. But one day, Google’s ad costs tripled, and hislittlebusinessdriedupovernight.

Character:RussellBrunsonDesire:SupporthisnewfamilyConflict:Google’sadcoststripledandhisbusinessdriedupovernight

That is thebasic structureofeverystory.When I’mfirstbuildingoutmyinventoryofstories(whichyouwilldoinSecret#9),Ialwaysstartwithaplotstatement.Thisallowsmetotelltheentirestoryinjustafewseconds,ifIneedto.OrIcanfillinthedetailsandtalkforhours.

Now that you have the basic plot written out, let’s dig deeper into eachelementsoyouhavethetoolsyouneedtofleshoutyourstoriesandreallyhookintopeople’semotions.

1.Buildrapportwiththehero.Thefirst10%ofanymovieisallaboutbuildingrapportwiththehero,sowehaveavestedinterestin their journey. If we don’t build rapport with the hero in thestory, then no one cares what else happens to them on theirjourney.Ifyoudoagoodjobofbuildingthatrapportupfront,theaudiencewillbeengaged throughout thewhole thing.Youwantpeopletogetintoarapportwiththeheroquickly.Thefastestwaytodothatistoconnectwithtwoormoreofthesecoreidentities:

•Makethecharacteravictimofsomeoutsideforce,sowewanttorootforthem.• Put the character in jeopardy, so we worry aboutthem.•Make the character likable, so we want to be withthem.•Makethecharacterfunny,soweconnectwiththem.•Make thecharacterpowerful, sowewant tobe likethem.

After you’ve introduced the identities, it’s time to introduce the characterflawsthathavecausedyou(asthehero)tostruggle.Sharingflawsiscriticaltogaining rapport. No one cares about Superman until we introduce kryptonite.He’sanuninterestingcharacteruntilhehasflawsandweaknesses,andthesameistrueofanyhero.Sometimesit’sscarytosharetheseflawsinyourstories,buttheyarethekeytobuildingrapport.

2. Introduce the desire for something more. Every story isabout a journey either toward pleasure or away from pain. Thehero must have suffered some type of wound, or carry anunhealedsourceofcontinuouspain,inthebackstory.Becausethewoundhasneverhealed,itcausesthefearandpainthatdrivethecharacter.Usually,theherodesirestoaccomplishsomethingtheybelieve will heal that wound. There are four core desires thatdrivemostheroes.Twoof themmovethehero towardpleasure,andtwomoveawayfrompain.

TowardPleasure•ToWin The heromay be trying towin the heart of someonetheylove,ortheymaywanttowinfame,money,acompetition,orprestige.Butasyounowknow,theyarereallylookingforanincreaseinstatus.•ToRetrieve The herowants to obtain something and bring itback.

AwayFromPain•ToEscapeTheherodesirestogetawayfromsomethingthat’supsettingorcausingpain.•ToStopTheherowantstostopsomebadthingfromhappening.

The story describes the journey to achieving the desire. But in all goodstories, thehero is actuallyon two journeys—theone that everyone sees (TheJourney of Achievement), and one that’s hidden (The Journey ofTransformation).Thesecondjourneymaynotbeasobvious,yetit’sthekeytothewholestory.

The Journey of Achievement This is the first journey, the one thateveryone listening to thestory isawareof.There’savisiblegoalwitha finishlinethateveryonecansee.It’sthereasontheherosetsoutonthejourneyinthefirstplace.Theaudienceisrootingfortheherotoaccomplishthisjourney.Whilethisjourneyiswhatdrivesthestoryforward,it’sthesecondjourneythatactuallymatters themost. In fact, inmanystories, theheroneveractuallyachieveshisenddesire.Orifhedoes,hegivesitupfortherealtransformationaljourneythathe’sbeenonthroughoutthestory.

The Journey of Transformation During the first 10% of the story, welearnaboutthecharacterandthebeliefstheyhavethatmakeuptheiridentity.Aparticularidentityisveryimportanttotheheroatthebeginningofthestory,butalong theway theybecome someone else, someonebetter. It’s almost like thedeathoftheiroldbeliefsystems,andtheresurrectionorrebirthofanewperson.Thistransformationistherealjourneythatourherohasactuallybeenon.

Oneofmyfavoritestoriesthatshowsthistransformationofacharacterisfrom the animated movieCars. Lightning McQueen has a very real goal hewants toachieve—towinthePistonCup.Thewholemovieiscenteredaroundhim getting toCalifornia so he canwin.He stumbles upon conflict along theway,buteventuallyhegetstothebigrace.

Inthelastscene,he’sracingandabouttofinallyachieveallhisdesires,butthenthecarheisracingagainst(TheKing)getsintoahugewreck.McQueen’swin is guaranteed. But because he’s been on a journey of transformation, hechooses toslamonhisbrakes just inchesbefore thefinish lineandwatchesasChickHicks racespasthim for thewin.He thenbacksup,drivesover toTheKing,andpusheshimacrossthefinishline.

TheKingthensays,“YoujustgaveupthePistonCup.”To which McQueen responds, “A grumpy old racing car once told me

something—it’sjustanemptycup.”Throughthisjourney,hehasbeendoingeverythingpossibletoachievehis

greatest desires, and then at the last minute, he gives them up to becomesomethingmore.We see thedeath and rebirthofhis identity.We see thenewbeliefshehascreated.Weseehisessence.Thatisthekeytoagreatstory.

3.Introducetheconflict.Desireisessentialtothestorybecauseitshowstheendgoal.Itprovidesareasonforthejourneytomoveforward. But emotion doesn’t come from the desire. It comesfromtheconflicttheherofaceswhiletryingtogainthedesire.

Inpursuingthegoal,theremustbeseeminglyinsurmountableobstacles.Ifitdoesn’tseemimpossiblefortheherotogetwhattheywant,peoplewon’tcareasmuch.Ourprimarygoalasstorytellersistoelicitemotion,andyoucan’tdothatwithoutconflict.

MichaelHaugeshowedmethepatternsofconflictthatareconsistentwithalmost all Hollywood movies. There are five turning points that create theemotion inalmostall films.Asyourevieweachone, thinkabouteverymovieyou’veseenandhowtheyfitintothesefiveturningpointsofconflict.

1. The New Opportunity After you share the character’sbackstory, some event causes the character to physically leavewheretheyareandstartthejourney.Thisnewopportunityiswhatsets themoff toachieve theirdesires.This leadsourhero intoanew situation that seems good at first, until they move intoturningpoint#2.2. Change of Plans At some point, the original desire willtransformintoaveryspecific,visiblegoalwithaclearlydefinedendpoint.This iswhere thehero’soutermotivation is revealed.Fromhere,theywillstarttomakeprogresstowardthatgoal,untiltheyhitturningpoint#3.3.PointofNoReturnAtthispoint,theheromustfullycommittoreachingthegoal.Uptothispoint,they’vehadopportunitiestoturnback.Butsomethinghappensherethatmakesthisado-or-die

situation.It’snolongerashould;it’samust.Theheromustburntheiroldbridgesanddiveinwithbothfeet,orturnbackforever.Thisforcesthemtostartmovingintomorecomplicatedsituationswithhigherstakes,whichleadtoturningpoint#4.4.TheMajorSetback Something happens to the hero, andwebelievethatallislost.Thiseventinitiallyleavestheherowithnochanceofsuccess,butthenweseeasmallglimmeroflight.Theherohasonlyoneoption.Hehas to takeone last all-or-nothingshotatthedesire.Thisleadstheherotothefinalpushthatdriveshimtoturningpoint#5.5.TheClimaxNowourheromust face thebiggest obstacleofthe entire story and determine their own fate. The journey ofachievementwillberesolvedonceandforall,andthejourneyoftransformationwillberevealed.Thenwemoveintotheaftermathof the story—thehero’snew life is revealed, and the journey iscomplete.

Isn’tthatcool?Lookatalmosteverysuccessfulmovieandyouwillseethepatternofthehero’stwojourneys.

WhenIfirstlearnedthiswholeprocess,Igotreallyexcited.Andhonestly,alittleoverwhelmed.SoItriedtofindawaytosimplifyit,butnotloseoutonthekeyelementsneededtocauseemotionandcreateanepiphany.Andthat’swhenwecreatedtheseepiphanybridgescriptsthatInowusedozensoftimesaday.Ifyoulearnnothingelsefromthisbook,masteringthisprocesswillserveyoufortherestofyourlifeineverythingyoudo.

SECRET#8

THEEPIPHANYBRIDGESCRIPT

NowthatyouunderstandtheconceptoftheEpiphanyBridge,andyou’vealsoseen the structure of the hero’s two journeys,we have everythingwe need tostart creating powerful Epiphany Bridge stories. The Epiphany Bridge scriptfollows a similar path as the hero’s two journeys, but I built it in away thatmakestellingyourstoriesverysimple.IhavethisonmydeskandIuseitallthetimewhenI’mtellingmystories.You’llbetellingalotofstories,somasteringthisscriptwillbecomeoneofthemostimportantthingsyoucouldeverdo.Letmejumpinandshowyouhowitworks.

AnEpiphanyBridgestoryhaseightcoresectionsthatpullyouthroughthehero’s two journeys. I have a question that goes with each section, andanswering eachquestion actually creates the story forme. Iwill go intomoredepth for each of the questions below, but let me show you quickly how itworks.

1.TheBackstory:Whatisyourbackstorythatgivesusavestedinterestinyourjourney?2.YourDesires:Whatisityouwanttoaccomplish?

a. External: What is the external struggle you aredealingwith?b. Internal: What is the internal struggle you aredealingwith?

3.TheWall:Whatwasthewallorproblemyouhitwithinyourcurrentopportunitythatstartedyouonthisnewjourney?4.TheEpiphany:Whatwas theepiphanyyouexperiencedandnewopportunityyoudiscovered?5.The Plan: What was the plan you created to achieve yourdesire?6. The Conflict: What conflict did you experience along theway?7.TheAchievement:Whatwasyourendresult?8. The Transformation: What was the transformation youexperienced?

Formanyofyou, thatoutlineand thosequestionswillbeenough togiveyoutheframeworktotellanystory.ButIwantedtodigalittledeeperintoeachquestion so you have a really clear understanding on how to answer thosequestions.

TheBackstory“Whatisyourbackstorythatgivesusavestedinterestinyourjourney?”

Mostgoodstoriesstartwiththebackstory.ForanEpiphanyBridge,thatmeansrememberingwhereyouwerebeforeyouhadyourbig“aha”.Goback to thattimeandplace,andrememberthecircumstancesthatcausedyoutostartonyourhero’sjourney.Usuallythisbackstorystartsataboutthesamepointwhereyourlistenerisintheirliferightnow.

Theydesirethesameresultthatyouhavealreadyachieved.Butwhentheyseeyouastheexpertandseewhatyou’veaccomplished,itcanbereallyhardforthemtorelatetoyouandtrustyou.That’swhyyoumustcomedownfromyourpositioningasanexpert,andreturntothebeginningwhereyouwerestruggling

withthesamethingstheyare.Whentheyseethatyouwereoncewheretheyarenow,theywillhavefaiththatyoucantakethemwheretheywanttogo.

YourDesires“Whatisityouwanttoaccomplish?”

Whenyoucreatedyourplotstatement,youlearnedaboutthethreefoundationalelementsofeverygoodstory.

•Character•Desire•Conflict

Here iswhere you talk aboutwhat it is that you desired themost.Whatmostpeoplemissisthattherearealmostalwaystwotypesofstruggleskeepingyoufromwhatyoudesirethemost:themoresurfacelevelexternalstrugglesand,moreimportantly,thedeeperinternalstrugglesthatyou(andyourlisteners)areexperiencing.

“Whatistheexternalstruggleyouaredealingwith?”

The external struggle iswhat drives the journey of accomplishment—thehero’s first journey. It’s tied to your desire and is usually basedononeof thegoalsyoulearnedaboutearlier:towin,toretrieve,toescape,ortostop.

Peopleareusuallywilling to share theirexternal struggles,“I’m trying toloseweight,butIcan’tgiveupcarbs.”Or“Iwanttostartmyowncompany,butI justcan’t find the time.”But theseare rarely the real issues theyaredealingwith.Tofindoutthetruecauseoftheirpain,youneedtodigdeeperandshareyourinternalconflicts.

“Whatistheinternalstruggleyouaredealingwith?”

Theinternalstruggleisthejourneyoftransformationfromfeartocourage

—thehero’ssecondjourney.Thisistherootcauseofyourstruggles.Sometimes it’s hard to share, or even know, what the actual internal

struggles are. But if you’rewilling and able to get vulnerable and share yourinternal struggles, thiswill build rapport faster than anything else you cando.Why? Because your audience also shares these same internal struggles.Mostpeoplenevertalkaboutthem,butwhentheyhearyougetvulnerableandexposewhat you are really strugglingwith, the audiencewill form an almost instantconnectionwithyou.

I’vefoundthatthesecrettoidentifyingpeople’sinternalstrugglesistotaketheir external struggle, and ask them “Why?” about five or six times. Keepdrillingdownuntilyougettotherealreasontheywanttochange.Here’sahint:It’susuallytiedtoloveorstatus—orboth.

For example, if someone tells you they want to lose weight, ask them,“Why?”

“Well,becauseIwanttobehealthy.”“Why?”“BecauseIhavethreekids,andIwanttokeepupwiththem.”“Why?”“Becauseby5:00p.m.,I’mcompletelyoutofenergy,andIjustwanttolie

down.”“Why?”“BecauseIdon’twantpeopletothinkI’mabadmom.”(Noticethatthefirstfewreasonsarealmostalwaystiedtostatus.)“Why?”“BecauseIwantmykidstoknowthatIlovethem.”“Why?”“BecauseIneverknewwhethermymomlovedme…”BOOM!(Noticethatthisoneistiedtolove.)Orifsomeonewantstomakemoney,ask,“Why?”“SoIcangetabiggerhouse,andmywifecanquitherjob.”“Why?”“SothatIcanprovideabetterlifeformyfamily.”“Why?”“Becausemykidsare indaycare, and I really think they shouldbehome

withtheirmom.”“Why?”“Becausemydefinitionofasuccessfulfamilyishavingmywifestayhome

withmykids.”

“Whyisthatimportant?”“BecausemymomwashomewhenIgothomefromschool,andIwantthat

formykids,too.”“Why?”“BecausepeoplemaythinkI’mabadfatherifIcan’tprovidethiswayfor

them.”(Noticestatusreasonhere.)“Why?”“BecauseIwantmykidstolovemeandlookuptome.”Thereitisagain!The internal struggle is not that theywant tomakemoney, it’s that they

wanttheirkidsandspousetolovethem.Theywantlove,security,status.As you’re telling the story, touch upon the external, because that’s what

they’re willing to acknowledge. But then share your internal struggles, too.Thosepeoplewhoaredealingwiththesameinternalstruggleswillhaveinstantrapportwithyou,andyou’llbespeakingtothematasubconsciouslevel.They’llbethinkingaboutfeelingsthey’veneverreallysharedinthepast,butknowaretrue.

Whenyougettotheendofthestory,typicallyyou’vesolvedtheexternalstrugglesandaccomplishedwhattheherohassetouttodo.Butforyourstorytobereallyimpactful,theheroneedstohavedonemorethanjustaccomplishtheirgoal.Theyneedtohavebecomesomeonedifferentintheprocess.

Infact,sometimesit’sevenmorepowerfuliftheherodoesnotreachtheirinitialgoal.LightningMcQueendidn’twinthePistonCup.RockyBalboalosttoApolloCreed(inPart1),butthatiswhywelovethosecharacterssomuch.Eventhough they failed at their external goals, both of them won their internalstruggles,thejourneyoftransformation.

MichaelHaugesaid that the internal journey isall about thedeathofouridentity, and the rebirth of our essence. Our internal struggles are about usholding onto these things that we’re attached to such as love, our status, ouridentity. Ifyou tookawayall those things,what is leftwouldbeyouressence.Realizing that your kids love you nomatterwhat, and that others don’t reallycareaboutyourstatusthatmuch—thatistheessenceofhappiness.

Sowhilewewantourherotoachievehisgoal,it’smoreimportantthathebecomessomeonedifferentalongtheway.Therehasbeenadeathofhisinternalstrugglesandarebirthofsomethingmore.

TheWall

“Whatwasthewallorproblemyouhitwithinyourcurrentopportunitythatstartedyouonthisnewjourney?”

The backstory builds rapport with the character, then takes the listener to themomentoffrustrationthatcausesourherotostartontheirjourney.Thatwallisthefrustrationyoufeltbecauseofthecurrentopportunityyouhavebeenusingtotry to accomplishyourdesires.This oldopportunity is notworking and is thereason you (as well as your listeners) are willing to go on a journey to trysomethingnew.

This is what drives the emotion for the listener and sets up the correctcircumstancesforthemtoexperiencetheepiphany.Somethinghappenedonyourjourney that has kept you from your desire. The wall is often a point offrustration,fear,orhopelessness.Sobesuretospendtimeheredescribinghowyoufelt.Thiswillhelptogetthemintothesamestateyouwereinwhenyouhadyourbigepiphany.

TheEpiphany“Whatwastheepiphanyyouexperiencedandnewopportunityyou

discovered?”

Sofar, theherohasbeenintroduced,weknowwhat theultimatedesire is,andwealsoknowthewalltheircurrentopportunityhascreatedthatiskeepingthemfromtheirgoal.Thisisthepointwheresomethinghappensthatshowsthemthepath they need to follow. It could be a person who helps them understandsomething. It might be an idea they had while reading, or it could be abreakthrough they discovered while trying to overcome conflict. Somethinghappenedthatgavethemtheepiphany,whichchangedtheirperceptionofreality.

Nowthatyou’vehadthisepiphanyaboutwhatyouneededtodo,whatwasthenewopportunityitledyouto?Theepiphanyisthethoughtortheidea,andthenewopportunityisthevehicleyou’vedecidedtostepintotoaccomplishthatgoal.

ThePlan“Whatwastheplanyoucreatedtoachieveyourdesire?”

Now that you’ve had the epiphany, and you’ve learned about the newopportunity, now we talk about the plan you’ve created to see if this newopportunitywillleadyoutowhatyoudesirethemost.Whatistheplan,andthenwhatarethestepsyoutooktogettoyourgoals?

Inside this plan, you are inevitably going to run into conflict, which iswherewestarttogettheemotionfromthestory.Remember,itisn’tthedesireofthecharacterthatcausestheemotion;itcomesfromtheconflicttheyexperiencewhiletheyaretryingtoreachthatgoal.

TheConflict“Whatconflictdidyouexperiencealongtheway?”

After the hero develops a plan, they move forward on it until somethinghappens,theystarttorunintoconflict.WecallthisthePOINTOFNORETURNbecausebeforethispoint,theycouldhaveeasilyjustwalkedawayfromtheplanand things would have been okay. Here something happens where they musteither decide to go back to their old life, or burn the boats and keepmovingforward.

Thisiswhereyoutakethestepoffaithoutintothedark,onlytofindthatthere’salightjustalittlefurtherahead.Mostpeoplearesoscaredofexecutingonanidea—an“aha”,anepiphany—thattheynevermoveforward.

Inspiteofall the reasonsyoumayhavesaidno in thepast, this time it’sdifferent.ThisiswhenthedesireshiftsfromaSHOULDtoaMUST.Youmovefrom “I should lose weight.” to “I MUST lose weight.” Or “I should start abusiness.”to“IMUST!”

Thiswillsoundlikeabattlecry toyourprospectsbecausethey, too,havebeen“should-ing”fortoolong.It’stimetofinallymakethechangeonceandforall. Theywill see you as someonewho successfully took a stand and shiftedfromSHOULDtoMUST.Andyouwill inspirethemtodothesame.Describeforthemthemomentyoumadetheshift,includinghowitfeltinside.

In all good stories, after the hero hasmoved past the point of no return,things start to fall apart. They discover the journey isn’t as easy as they hadassumed in the beginning. If they had known all the pain they’d have to gothrough,theymightneverhavestartedthejourneyatall.

Describethemajorsetbackandconflictyouexperiencedthatmadeyoufeellikeallwaslost.Butthen…therewasaglimmeroflight,onelastwayyoucouldaccomplishyourgoal.Youalteryourplanandgoforonelastfinalpush.

TheAchievement“Whatwasyourendresult?”

After your final push, something happens. Either you achieve your externaldesires,oryoudon’t.Share theaftermathofwhathappenedsopeoplecanseetheresultsthatyougotfromthenewopportunity.

TheTransformation“Whatwasthetransformationyouexperienced?”

Hereyoutalkaboutwhoyoubecamethroughthisprocess.Thisistheresolutionofyourinternalstruggles,andisthedeathofthehero’sidentityandtherebirthofyournewbeliefsystems.

Asyouwillseeinthenextsecret,thegoalofallgoodstoriesistobreakoldbelief patterns and rebuild themwithnewones.Whenyou create your storiesthisway,youarehelpingpeopletobreakfreefromtheiroldbeliefsystemsandcreateanewfuture.ThatisthegoalofagoodEpiphanyBridgestory.

THEEPIPHANYBRIDGEQUESTIONSThat’sthescriptforwritinganEpiphanyBridgestory.We’vecoveredalothere,soyoucouldunderstandthepowerbehindeachsectionoftheEpiphanyBridgestory. But remember that stories are simple by nature. You can make storiesmorecomplexbygoingdeeperintothesettings,emotions,othercharacters,etc.Butattheircore,theyfollowaverysimpleprogression.

YOURORIGINEPIPHANYBRIDGESTORYAs I’m sure you can tell so far, each chapter builds on itself, and each secretgivesyou thenextpieceyouneed in thepuzzle.SoIwanted tostepbackandtalkaboutafewthings,soyoucanseewhereyourfirstEpiphanyBridgestoryfits.

InSecret#5,wetalkedabouttheBigDomino,theOneThingyoumustgetthemtobelievetojoinyournewopportunity.

HereistheBigDominostatementIcreatedforClickFunnels:

If I can make people believe that funnels are the key to onlinebusiness success and are only attainable through ClickFunnels,thenallotherobjectionsandconcernsbecomeirrelevantandtheyhavetogivememoney.

NowobviouslyIbelievethatistrue,butwhy?WhatwastheepiphanyIhadthatmade that belief become truth forme?That story, the one thatmade youbelieveinyourdominostatement,iswhatIcallthe“originstory”.

SowhatIwantyou todofor thischapter is thinkaboutyouroriginstoryand then answer theEpiphanyBridge questions.This is the story youwill beusingoften in the salesprocess, so it’s important to take some timeandmakesureyoucreateitcorrectly.

Asanexample,I’lltellyoumyfunneloriginstorythatIaffectionatelycall

thePotatoGunStory.

1.What is your backstory that gives us a vested interest inyour journey? I was a broke college student athlete trying tomakemoney online. I learned that people weremakingmoneysellinginformationproductsonline,soIcreatedaDVDteachingpeoplehowtomakepotatogunsandstartedtosellit.Iwasusingthe extra money I made from our potato gun sales to keepwrestlingsoIwouldn’thavetodropoutofschool.2.What is it youwant toaccomplish? Iwanted to be able tosupport my wife so she wouldn’t have to work and we couldeventuallystartourfamily.

a. What is the external struggle you are dealingwith?TheexternalstrugglewasthatIwasonlymakinga few dollars a day, and many days I actually lostmoney, so I wasn’t able to make enough money tosupporther,letaloneanewbaby.b. What is the internal struggle you are dealingwith? The internal struggle was that my wife wassupporting me. I was supposed to be the man in therelationship,butmywifewasworkingtwojobswhileIwas going to school, wrestling, and living out mydreams.Ifeltlikeafailureasahusband.

3.Whatwasthewallorproblemyouhitwithinyourcurrentopportunity that started this new journey? The problemwasthatGooglehadchanged theiralgorithmsand increased theiradcosts. Suddenly my little potato gun website was no longermakinganymoney, so Ihad to turn itoff,which literallykilledmyonlysourceofincome.4. What was the epiphany you experienced and newopportunityyoudiscovered? Imetafriendwhotoldmeabouthowhewasaddingupsellstohisproducts.Bydoingthat,hewasabletomakemoremoneyfromeverycustomerwhocamein,andtherefore all his websites started working again in spite ofGoogle’s increasedcosts. I learnedthatnormalwebsitesweren’tenough anymore to make money online, you needed an actualsalesfunnel.SoIfoundsomeonewhowassellingpotatogunkits,and Ipartneredwith themandstartedselling themasanupsell.

AfterIaddedapotatogunkitasanupsellfortheDVD,Istartedmakingmoneyagain.Iwasspendingabout$10adayinadsandmaking$50or$60back.That’swhenIrealizedthatthesecrettomakingmoneyonlinewascreatingsalesfunnels.5.Whatwastheplanyoucreatedtoachieveyourdesire?Myplanwastostartcreatingsalesfunnelsinothermarketsthathadbetter potential to make money than the potato gun market. Istarted creating funnels and selling products in the weight lossmarket. But we didn’t stop there. We then created and startedselling supplements to people who suffered from diabeticneuropathy. After that, we created funnels in the couponing,dating,andparentingmarkets,andothers.6.Whatconflictdidyouexperiencealongtheway?Eachnewfunnel we created took between 6 to 8 weeks to create, onaverage.Wehadateamof8full-timepeopleincludingdesigners,programmers,andcopywritersjusttogetonefunnellive.Wehadto glue together about 13 different products just to create onefunnel.Onaverage, our costs toget one funnel livewere about$30,000,andthenonlyabout1outof10wouldactuallyrecoupthat money. It took a lot of time and money to find anotherwinningfunnel.7.Whatwastheendresultyouachieved?Weendedupgettingsofrustratedthatwedecidedtocreateaplatformthatwouldmakeitreallyeasyforustocreatesalesfunnels.Theprojectnicknamewhen we started was “ClickFunnels”. We thought if we couldbuild something that would make it possible to build in 1 daywhatusedtotakeus6to8weeks,we’dbereallyhappy.After8months of programming and every penny I had evermade, wecreated ClickFunnels. I can now build in an hour—by myself,withoutanytechpeople—whatusedtotakemeandmyteamof8guys6–8weeks,andthesefunnelsrunfasterandconvertedwayhigher. We then started to let other entrepreneurs useClickFunnels. Within just 2 years, over 30,000 people useClickFunnelstopowertheirentirebusinesses.Infact,in2016,wehad 71 people who made over a million dollars with a singlefunnel.8. What was the transformation you experienced? AftercreatingClickFunnels,Iwasnotonlyabletoletmywifebecomea full-time mom, I’ve also been able to spend a lot less time

working,becausewecancreate thingssoquickly. I’mnowabletobewithmykids,andnevermissanyofthehighlightsoftheirlives.

Nowthatyou’vereadmypotatogunepiphanyoriginstory,Iwantyoutore-readmyBigDominostatementandseeifthatstorygivesyouthe“aha”youneedtobeabletobelievethisstatement:

If I can make people believe that funnels are the key to onlinebusiness success and are only attainable through ClickFunnels,thenallotherobjectionsandconcernsbecomeirrelevantandtheyhavetogivememoney.

If I did this right, then you should believe that you need a funnel to besuccessfulonline,andthattheonlywaytobuildoneisbyusingClickFunnels.Ifyoubelievethat,thenyourresistancetobuyingbecomesalmostzero.

Now that you understand story structure and you’ve created your firstEpiphanyBridgestory, in thenext sectionwearegoing todigdeeper into thefalsebeliefspeoplehaveaboutyournewopportunity,andthenlookatthestoriesweneedtocreatetobreakthosefalsebeliefpatterns.

SECRET#9

FALSEBELIEFPATTERNS

Weall createbelief systems that supportourdecisions.We’vebeendoing itpretty much from the day we were born. Those belief systems form thefoundations for our lives. We create these beliefs to keep us safe and tosafeguardourstatus.Andwhilethey’vebeendevelopedtoprotectus,oftentimesthey’realsothethingsthatkeepusfromprogressinginourlives.

WhenI’mtryingtosellsomeoneonmynewopportunity,almostinstantlytheirsubconsciousmindwillstartthinkingaboutallthereasonsitisn’tpossible,orwhyitwon’tworkforthem.Thebadnewsisthatthesebeliefscanbereallystrong.

Let me show you how these beliefs are created. It all starts with anexperience.Itcouldbepositiveornegative,butimmediatelyaftertheyhavethatexperience,theirmindquicklycreatesastoryaboutwhatthatexperiencemeant.Our brain then takes that storywe created and it becomes a belief. It’s prettysimple,yetthatprocesshashappenedtensofthousandsoftimesinyourlifeandhascreatedthepersonyouaretoday.

It’s interesting that two people can have the exact same experience, butbecauseofthestorytheycreated,itaffectedtheirbeliefsaboutit.Soyouhavetounderstandthatwhenyouspeaktopeopleaboutyournewopportunity,theywillbring thousands of preconceivedbeliefswith them that you have to combat ifyouaregoingtomakethesale.

Thegoodnewsisthatwhenyouknowwhatthosefalsebeliefpatternsare,and you understand the experiences and the stories that your prospects havecreatedin theirminds,youcanactuallyuseEpiphanyBridgestories toreplacetheiroldstories—breaktheirfalsebeliefs—andcreatenewones.

Hereisafunexercisetodemonstratehowthisworks.

Step#1What“falsechainsofbelief”mightyourpotentialcustomerhaveabout your new opportunity? For example, if you’re in networkmarketing ormulti-levelmarketing(MLM),afalsechainofbeliefmightbesomethinglike:

“IfIjoinedanetworkmarketing/MLMprogram,Icouldlosemyfriends.”

Orifyouropportunityisaboutweightloss:“IfItrytoloseweight,I’mgoingtobemiserable.”

If you’re not able to think of false beliefs that your potential prospectsmighthave,thinkaboutthefalsebeliefsthatyouhadbeforeyourbigepiphany.

Step#2Now thatyouhave the falsebelief, thenext step is to figureoutwhatexperiencetheyhadintheirlivesthatcausedthefalsebeliefs.Whatisthemostlikelyexperienceyourprospecthadthatcausedthisbelief?

“One time I joinedanMLM, I tried to signupmyparents, andtheygotmad.”

“I tried to loseweight lastyear,had tocutoutcarbs, and Iwasmiserable.”

Step #3 What is the false story they are telling themselves now that’screatingdoubtaboutyournewopportunity?

“Mystory is thatpeoplehave tobug their friendsandfamily tohavesuccessinnetworkmarketing.”

“MystoryisthatIhavetogiveupthingsthatmakemehappyifIwanttoloseweight.”

Step#4Nowit’syourjobtofindanEpiphanyBridgestory(usuallyinyourownlife,butitcanalsoworkifyousharesomeoneelse’sstory)thatshowshowyouoncehadasimilarbelief,butbecauseofthisnewstory,younowhaveanewbeliefpattern,andthattheoldstoryyouweretellingyourselfwaswrong.

“IalsothoughtIhadtogiveupfriendsifI joinedanMLM,butthenIlearnedthatyoucanactuallygenerateleadsonline.Theinternetisfullofpeoplewhowanttojoinmyprogram!SoIcangrowmyteamwithoutinvolvingmyfriendsorfamily.”

“IalsothoughtI’dhavetogiveupthingsthatmakemehappytoloseweight.ButthenIlearnedaboutketosisandhowIcanloseweightbydrinkingketonesinsteadofcuttingcarbs.”

Isn’tthatexciting?WhenIfirststartedtounderstandthisconcept,Irealizedthatstoriesarethekeystobelief.IfIcanidentifypeople’sfalsebeliefsandtellstories that show them the truth, I didn’t need to “sell” them anything. Thestoriesleadpeopletotherightbelief,andtheysellthemselves.

Ifyou’veeverheardmespeak,youknowI sharea lotof stories. In fact,duringarecentpresentation,oneofmyfriendscountedhowmanystoriesItoldwithinthefirst60minutes.Ihadguessedthenumbermightbe10orso,butthetotalendedupbeingover50—almostoneperminute!Somelongerstoriesmaytakeanywherefrom5–10minutes,whileothersareoftenlessthanaminute.

ButthekeyisIusealotofstorieswhenIamspeaking.Theybreakfalsebeliefs and rebuild thenewbeliefspeopleneed tomakeachange.And that iswhy it’sessential foryou tostartbuildingupyour inventoryof stories.Here’showyoudoit.

Step#1Listallthefalsebeliefsyourcustomersmighthaverelatedtoyournewopportunity.Ifyoustruggletryingtofigurethemout,thinkaboutthefalsebeliefsYOUhadbeforeyougot startedon this path. It’s likelyyour audienceholdsthosesamebeliefs.Itrytolistatleast10,butnormallymylistwillhave20ormore.

Step#2What experiencesmight have caused those false beliefs?List anexperienceforeachfalsebeliefonyourlist.

Step #3 What stories are they telling themselves now because of thoseexperiences? It’s important to know their stories, because your newEpiphany

Bridgestorywillreplacethoseoldstories.Step #4 Think about your own Epiphany Bridge story for each of those

false beliefs.What happened to change that belief for you?As you build outthese steps for your customers, you’ll notice that you had mostly the samebeliefs, experiences, and stories. So just go back in time and rememberwhatgaveyouthebig“aha”thatshatteredthosebeliefsforyou.Makesureyouhaveastoryforeachofthefalsebeliefs.Ifyoudon’thaveapersonalstory,it’sokaytousestoriesfromyourcustomersorevenpeopleinthenews.

You might not use all these stories, but you should start building up aninventoryof stories to use in the future.After you complete all four steps, goback and practice telling your stories using the Epiphany Bridge script fromSecret #6. The better you get at telling the stories, the more effective you’llbecome at persuading others, and you’ll know exactly what to say whencustomersbringupobjections.

SECRET#10

THE3SECRETS

In a perfect world, you would present someone with your new opportunity,you’dknowwhattheBigDominowas,you’dtellanEpiphanyBridgestorytogivethemanewbelief,theBigDominowouldfall,andyou’dhaveacustomerorfollowerforlife.Sometimesthatdoeshappen.Onegoodepiphanystoryandthey’re all in.Many times, though, once you change that big belief for them,they immediately start coming upwith other concerns. This is especially truewithmoreexpensiveopportunitiesandbiglifechanges.

I’vefoundthattherearethreecorebeliefsthatcometothesurfaceandkeepsomeonefrombuying,eveniftheybelievethenewopportunityisrightforthem.

1. The Vehicle: other false beliefs they may have about thevehicleornewopportunityyou’representing2.InternalBeliefs:beliefsabouttheirownabilitiestoexecuteonthenewopportunity3.ExternalBeliefs: falsebeliefs theyhaveaboutoutsideforces

thatcouldkeepthemfromsuccess;thingsbeyondtheindividual’scontrol,suchastimeortheeconomy

Soinamorecomplicatedsale,youneedtoimaginewhattheirfalsebeliefsarerelatedtoeachofthesethreethings.ThegoodnewsisthatifyoucompletedtheexerciseinSecret#9,youalreadyhaveahugelist.Youjustneedtoputeachofthefalsebeliefsintothecorrectcategories.

Soallthefalsebeliefsyoufoundthatarerelatedto“thevehicle”,puttheminto the first column.Falsebeliefsabout theirown“internalbeliefs”go in thesecondcolumn,and“externalbeliefs”intothethird.NowdecidewhichofthosefalsebeliefsistheCOREbeliefholdingthembackineachcolumnandputitatthetop.

Go ahead and do this exercise now. You’ll be using this informationthroughouttherestofthisbook.

Nowthatyouhaveyourlistoffalsebeliefs,youwillalsoneedanEpiphanyBridgestorytogowitheachofthem.YouwillbeusingthestoriesmorewhenwegettoSectionThree.Fornow,justcreatethelistandidentifythe#1reasonineachcategorythatwouldkeepthemfromtakingactiononyournewopportunity.

Letmeshowyouanexample.InmyClickFunnelspresentation,Iinitiallypiquetheircuriositybysharing

myopportunityswitchheadlinewecreatedinSecret#4:

HowtoCreatea7-FigureFunnelinLessThan30MinutesWithoutHaving

toHire,orBeHeldHostageby,aTechGuy

Then my goal is to get them to believe in the Big Domino statement IcreatedinSecret#5:

IfIcanmakepeoplebelievethatfunnelsarethekeytoonlinebusinesssuccessandareonlyattainablethroughClickFunnels,thenallother

objectionsandconcernsbecomeirrelevantandtheyhavetogivememoney.

Then I tell themmypotatogunEpiphanyBridgestory fromSecret#8sotheyhavethefirst“aha”thattheyneedtohaveafunnel,too.ButassoonasIdothat,thecorefalsebeliefsabouttheBigDominorisetothesurface.

FalseBelief#1(TheVehicle)“Funnelssoundcool,butIdon’tunderstandhowtheywouldworkforme.”

False Belief #2 (Internal Beliefs) “I’m sold on funnels, but I’m nottechnicallyinclined,soIdon’tthinkIcouldbuildone.”

FalseBelief#3(ExternalBeliefs)“IthinkIcouldbuildafunnel,butevenifIdid,Idon’tknowhowtodrivetrafficintoit.”

Now that I have the three core false beliefs, I have to find theEpiphanyBridgestoriesthatwillbreakthem.

FalseBelief#1:Idon’tunderstandhowitwouldworkforme.•EpiphanyBridgeStories forFalseBelief #1: For this, I tellthem my Tony Robbins and Porter Stansberry stories showingthem about modeling success, as well as my Funnel Hackingstoryabouthowwemodeled theMarine-D3funnel tobuildourNeuracel funnel and how they can do that with any successful

funnelintheirmarket.

FalseBelief#2:I’mnottechnical.•EpiphanyBridgeStories forFalseBelief#2: I tell the storyabouthowIusedtohaveabigtechteambuildfunnelsthatcostthousandsofdollars,andhowwewereable tochangethatafterwebuiltClickFunnels.Ithenshowthemaproductdemosotheyseehoweasyitiseveniftheyarenottechnical.

FalseBelief#3:Idon’tknowhowtodrivetraffic.•EpiphanyBridgeStories forFalseBelief#3: I tell themmystory about how I reverse engineer fromwheremy competitorsgettraffic,soIcaneasilygettrafficfromthesameplaces.

SoIamplugginginmyEpiphanyBridgestoriesthatIcreatedinSecret#9thatwillbreaktheircorechainsoffalsebelief.

Finally, I rewrite each of those false beliefs and the stories that go withthemintoa“secret”thatcausescuriositysopeoplewillwanttolisten.Curiosityisthekey!

HereishowIrewrotemythreecorefalsebeliefsintomythreesecrets.Secret#1:FunnelHackingHowtoEthicallyStealOver$1,000,000Worth

ofFunnelHacksfromYourCompetitorsforUnder$100Secret#2:FunnelCloningHow toClone a PROVENFunnel (Inside of

ClickFunnels)inLessThan10MinutesSecret#3:My#1TrafficHackHowtoGet theExactSAMECustomers

WhoAreCurrentlyGoingtoYourCompetitorstoStartComingtoYourFunnelInstead!

Nowthatyouhavealltheseelements,youhavethefoundationyouneedtostart creating your sales presentation in Section Three. You will be pluggingthesethreesecretsintoaslidethatlookssimilartothis:

Doyouseethepowerbehindwhatyou’vecreatedhere?You’ve identified the one Big Domino that will get people to believe in

yourmessage,aswellasthethreecorefalsebeliefsthatareholdingthatdominoup.Inthepresentationyouwillbecreatinginthenextchapter,you’llusestoriestosystematicallyknockdowneachofthebeliefsholdinguptheBigDomino.

Whenall threeof thecorefalsebeliefshavebeenknockeddown, theBigDominotumbles.Whenthathappens,youhaveintroducedthebeliefnecessaryfor themto takeaction. It’sallaboutbreaking the falsebeliefpatternsholdingyourprospectsbackandrebuildingtruebeliefs.

InSectionThree,I’llshowyouhowtotaketheseconceptualstrategiesandcreatethetacticalpiecesyouneedtomakethesale.

SECTIONTHREE

YOURMORALOBLIGATION

SectionOnewasallaboutcreatingyourownmassmovement.InSectionTwo,you learned more about how to build up your followers’ beliefs so you canintroducethemtonewopportunitiesthatwillchangetheirlives.Inthissection,we’llshiftgearsandtalkaboutsales.

Oneofmymentors,JayAbraham,saidthat“ifyoubelieveintheproductorservice you’re selling, thenyouhave amoral obligation to try and serveyourcustomersineverywaypossible.”

Oftenwemakethemistakeofthinkingthatbecauseourcontentissogood,peoplewillautomaticallyfollowusandpayforthatinformation.Unfortunately,that just isn’t true. One great example of this is Inner Circle member, JustinWilliams. His company flips more than 100 houses per year, netting over amilliondollars.Andthebestpartishedoesitallinunderfivehoursperweek.

SoJustindecidedtotakehisexpertise,createacourse,andsellit.Hisstoryandtheproofhehadwasamazing.Yeteventhoughhetriedsellingitforoverayear, almost no one bought the course. He was shocked, because this hadchangedhislifeandheknewitwouldforotherpeople,too.Hecouldn’tfigureoutwhynoonewouldbuy it.Thenheandhiswife,Tara,decided to joinmyInnerCircle to learn how to sell their program.Bymastering the strategies inthissection,theytookthislittlecoachingcompanytheyhadalmostshutdowntooveramilliondollarswithinjusteightmonths.

Theterm“sales”sometimeshasanegativeconnotation.Butwhenyoulayersales on top of the strategies I’ve already shown you, this process becomessimple. I’m going to show you how to take the new opportunity and storiesyou’ve created and weave them into a presentation that will convert yourlistenersintocustomers.

Thescriptyouwill learnoverthenext6secretstookmeover10yearstocreateandmaster.It’snowbeenusedbyhundredsofentrepreneursjustlikeyouto sell large groups of people products and services in the shortest amount oftimepossible.

IstillrememberthefirsttimeIsawsomebodysellaproductonstage.They

dida90-minutepresentationteachingaboutaconcept,andthenattheendtheymadethecrowdaspecialoffer.Iwatchedinamazementashundredsofpeoplerantothebackoftheroomandgavethispersonthousandsofdollars!Itwassoexcitingand,asIwascountinghowmanypeoplesignedupandmultiplyingitby his program fee, I realized that he had made over $100,000 in just 90minutes!IknewatthatmomentthatIHADtomasterthatskill.

Soatmyvery first speakingengagement, Ipreparedapresentation that Iknewwasgoingtobeamazingandwouldcausepeopletoruntothebackandsignupformynewprogramjust likeIhadseenothersdobeforeme.Ifinallygot on stage, nervously gavemypresentation, andmade a special offer at theend.Butwhathappenednextwasshockingtome.

Crickets. No…body…moved. No one bought anything. It was sohumiliating,IspenttherestoftheweekendinmyhotelroomhidingandeatingHaagen-Dazsandcoconutshrimpandwatchingmovies,becauseIcouldn’tfacetheotherspeakersorattendees.Itwasatotalbomb!

Iwassoembarrassed,IsworeI’dneverspeakorsellfromthestageagain.Iwasgoingtositbehindmycomputerandjustsellthingsonline.ButIdiscoveredthattheskillsIneededtosellonlinewerethesameskillsIwaslackingwhenIspokefromthestage.SoIdecidedtohumblemyselfandlearn.Ididn’twanttolearn frompeoplewhoweregoodspeakers,but rather frompeoplewhocouldactually SELL from their respective platforms (such as stage, teleseminars,webinars).There’saHUGEdifferencebetweenthetwo.

What Idiscovered from thebestpeople in thebusinesswas that teachingthe best content actually hurt sales. But learning how to identify, break, andrebuildfalsebeliefpatternsgotpeopletotaketheactiontheyneededinordertochange. I learned how to tell stories. I learned how to structure offers and somuchmore.Then,forthreeyears,Istoodonstagesallaroundtheworld,infrontof thousands of people, and tested the presentations over and over and overagain.Iwatchedcloselytoseewhichtopics(inwhatorder)wouldmakepeopleruntothebackoftheroomwiththeircreditcardsinhand.Ialsopaidattentiontowhatslowedmysales.

Then one day I decided I was tired of traveling and leaving my familybehind.SoIquitspeakingfromthestage,despitethefact thatIcouldbringin$250,000 or more from a single 90-minute presentation. Instead I transferredthosesellingskillstotheonlineenvironment.Itestedmyscriptonteleseminars,andthenwebinars.Iuseditforvideosalesletters,FacebookLivepresentations,andmore.

Each time I presented using this script, I’dwatch the response andmaketweaks.Ididitoverandoveragain,foryears.Afewyearsago,Istartedteaching

thisscriptandprocesstomyInnerCirclemembers.Theyimplementedthescriptinallsortsofdifferentmarkets.Dozensofthemhavenowbecomemillionaires,usingthisexactsamescript.

Itworks…It’sperfect…It’sworthmasteringifyoureallywanttogetyourmessagetoyourmarket.

SECRET#11

THESTACKSLIDE

Before I ever start selling anything, my first step is to create an irresistibleoffer.This is theproduct I am selling at the endofmypresentation. I do thatwith something I call the “stack slide”. This iswhere I stack up everything acustomergetswhentheydecidetobuy,includingallthebonusesandextras.

Tostart thisprocess, Inormallystand in frontofawhiteboardandwritedowneverythingIcouldcreateformydreamcustomertogetthemtheirdesiredresult. I spend a few hours brainstorming everything I can think up—fromprovidingacooltemplatetospeeduptheirsuccesstoflyingtotheirhouseandhelping theminperson!Aftermyinitialbraindump,Isitdownandcreate thestackslide.IaddinthecoolestideasfromthewhiteboardthatI’dbewillingtodeliverforthepriceIhaveinmind.

Everyitemonthestackslidehasavalueattachedtoit.Thegoalistoshowthatyou’regiving10 timesasmuchvalueasyou’re asking for inprice.So if

you’resellinga$97product,youwantthestackslidetoadduptoatleast$997,preferablymore.Ifyou’resellingaproductfor$997,thenthevalueneedstobeatleast$9,997.

Some people get concerned about assigning a value to each of the offercomponents.Thinkofitnotasthevalueyou’dsellitfor,butthevaluetheygetfromit.Whatwilltheresultsfromeachelementbeworthtothem?

Overtheyears,I’vedevelopedsixtypesofelementsthatworkbestinmyoffers.

Element #1: The Opportunity Switch Masterclass The first thing toinclude on your stack slide is the actual system that teaches them the newopportunity. This is what you will teach your beta group during your freemasterclass.Afteryouteachitonceforfree,itwillbefleshedoutinmoredetailintheactualcourseyou’llbeselling,oritcouldjustendupbeingtherecordingsfromyourbetamasterclass.

Element#2:TheToolsAssomeoneparticipatesinyourmasterclass,whataresometoolsyoucangivethemtomaketheprocesseasierforthemandhelpthemsucceed?Atoolcanbesomethingcomplex,suchassoftware(oneof thebesttools),orsomethingmoresimple,suchasatemplatetheyneedtofillinorcheckliststofollow.

OneofmyInnerCirclemembers,LizBenny,sellsamasterclassforpeoplewhowanttobecomesocialmediamanagers.Shegivesawayallhercontracts,soher students don’t have to hire expensive lawyers or comeupwith their own.Whiletheycertainlycoulddrafttheirown,andshecouldteachthemhowtodothatinthetraining,it’smorevaluabletojusthavethemalreadydone.

Basically, she’s selling a by-product of her own business. She’s alreadycreatedthecontractsforherself,soit’snoextraworktoofferthemtootherswhoarelearningthesameprocess.Whatby-productshaveyoucreatedthatyoucouldofferyourcustomers?

Extratrainingisrarelyagoodstackitembecausemostpeopleassumethatmoretrainingequalsmorework.Peoplewanttangibleassetsthatmakethecoretraining easier to implement. Scripts, templates, cheat sheets, checklists,timelines,andschedulesareallvaluabletoolsyoucouldcreate.Toolsoftenhaveamuchhigherperceivedvaluethantheactualmasterclasstheypaidfor,soit’sworthinvestingsometimetomakesomethingawesome.

Element#3:Tangible#1(RelatedtotheVehicle)You’llgetdeeper intofalsebeliefpatternsinthenextsecret,butaskyourselfthisquestion:Whatfalsebeliefsdoyourcustomershaveaboutthevehicle/newopportunitythatyou’representing to them?Whatwouldkeep them frombelieving that thisvehicle isright for them?What tangible thing can you create to help them change their

belief?Ilovecreatingcasestudiesorexamplestoincludeasthisbonus.IfIwere

creating a product about flipping houses on eBay, I’d go and find 20–30examplesofmedoingthisprocess,orcasestudiesofmystudentshavingsuccesswith it. I’d put them together into a case study booklet or video training thatpeoplecouldwatchor readasproof that thevehicleworksand toget abetterinsightabouthowothersaredoingit.ThemorebeliefinthenewopportunityIcancreate,themorelikelytheywillbeabletoachievethesameresults.

Element#4:Tangible#2(RelatedtoTheirInternalStruggle)Oncetheybelieve the vehicle is right for them, what beliefs do they have aboutTHEMSELVES that make them think they can’t succeed? For example,someone inyourbetagroupmight say, “That’s cool, but I don’tknowhow to__________.”Or“Ican’t__________.”Theymightbelieveinthenewvehicle,buttheydon’tbelieveinthemselves.Soyouneedtocreatesomethingspecifictohelpthemovercomethesefalsebeliefsaboutthemselves.

Maybetheythinkthey’renot technically inclined.Whatcanyoucreate toshowthemhowtohiretherighttechpeople?Maybetheybelievethey’veneverbeen able to stick to a diet.What tangible can you create thatwill help themovercomethisinternalstruggle?Sometimesthiselementwillbespecifictrainingthat goes beyondwhat’s in themasterclass. It could also be tangible tools ortemplatesthatwillgivethemtheconfidencetorealizetheycanactuallydoit.

Oneofmybest-sellingoffers(myFunnelHackingoffer)taughtpeoplehowtobuildfunnels.Whileitwaseasytogetpeopletobelievethatfunnelswerethefuture, they often didn’t believe that THEY could actually build a successfulsalesfunnelontheirown.Idiscoveredthatoneoftheirbiggestfearswaswritingthecopyforthefunnelpages.Soforthiselement,Igavepeoplemycopywritingcourse,aswellasallmytemplatesandswipefiles,sotheycaneasilycompletethatpartoftheprocess.

Element #5: Tangible #3 (Related to an External Struggle) This isusually the last thingholdingsomeoneback fromgetting results.Theybelievethatthevehicleisright,theybelievetheycandoit,butthereisstillsomeoutsideforcethatmightmakeitdifficultforthemtosucceed.Thisoutsideforcemightbeabadeconomy,lackoftime,orsomethingelseoutsidetheirdirectcontrol.

FormyFunnelHackingoffer,getting trafficwas thebigexternalstruggleeveryonehad.Theybelievedinthevehicle,theybelievedinthemselves,buthadfears that no one would ever click into their funnels. So we created a videocourseshowingthemhowtodrivetrafficintotheirfunnels.

Foryouropportunity,thinkaboutwhatoutsidethingsmightpossiblykeeppeople fromsuccess, thencreate something tohelp eliminateorminimize that

excuse.Element #6: ExclusiveBonus Finally,we need to create something that

will cause urgency and scarcity. In my ClickFunnels presentation, I offer anupgradedaccountforthosewhosignupbeforeacertaindeadline.Inmyhigh-ticketsecretscourse,Igivethefirst10peopleaconsultcallwithoneofmysalesguys.Youcanalsogivethempersonalaccesstoyouviaanaccountabilitygroup,aphoneconsultation,oramastermindevent.

Hereisanexampleofmystackslidethatyoucanmodel:

Onceyouhaveyourstackslideassembled,you’vegotanirresistibleoffer—a vehicle for real change. In the next secret, you’ll learn the script used topresentandsellthisoffer.Keepreading!

SECRET#12

THEPERFECTWEBINAR

Ihesitatedtocallthissecretthe“PerfectWebinar”becauseIdon’twantyoutothink this script onlyworks forwebinars. Itwas initially created forwebinarsunder that name. But since then, we’ve successfully used it for video salesletters, teleseminars,webinars, stagepresentations,email sequences,andmore.It shouldprobablybe titled the“PerfectPresentation”,butourcommunityhasadopted thename the “PerfectWebinar”, sowe’ll keep it the same. Just don’tforget that this script can and should be used in all selling situations, not justwebinars.

In this secret, I’ll break down the script process, then in the next threesecrets we’ll walk through it step-by-step. Everything covered so far will beplugged into specific sections of the script. (Yes, there is a method to my

madness.)Andwhile itmayseemlikewe’redoinga lot in thisscript, there isjustonegoal.

GetthemtobelieveOneThing.That’sit.Ifyouasksomeonetobelieveinmorethanonething,yoursales

willsuffer.JasonFladlienonceexplained:

Theideaistohaveasinglepointofbeliefthatyourmessageisbuiltaroundandisemphasizedoverandoverandoveragainfromavarietyofdifferentangles.

TheBigDominoImentionedearlier—THATisthekeythingtheyneedtobelieve.Thewholepresentationiscreatedtoknockdownthatonedomino,andthat’s it. The three secrets you’re about to learn are not NEW things you’retrying toget them tobelieve.Theyare the toolsyouuse toattack thedominofromavarietyofdifferentangles.ThatisthekeytothePerfectWebinar.Whenyouunderstandthis,you’rereadytobuildoutyourpresentation.

Therearealotofmovingpiecesinthisscript,andeverysingleoneofthemisthereforaspecificreason.Makesureyoudon’tleaveanythingout.Beforewediveintoeachindividualelement,let’slookatanoverviewofthewholeprocess.Therearethreemajorparts.

Part 1: The Introduction / Building Rapport This is where you’llwelcomepeopletothepresentation,buildrapport,piquetheircuriosity,andgetthem excited. Also, this is where you start actually persuading people. Thatdoesn’tbeginattheclose,thatbeginsthesecondyoustarttalking.

Part 2: The One Thing During this section, you’ll try to pique theircuriosity, you’ll identify the Big Domino (the One Thing), and tell your firstEpiphany Bridge story (your origin story). Right off the bat, you’re givingpeople the same epiphany you hadwhen you discovered the newopportunity.ThisisyourfirstattempttoknockdowntheBigDomino.

Part 3:TheThree Secrets (Breaking andRebuildingBelief Patterns)This is the content section of the presentation. You need to identify the falsebeliefstheyhavearoundthefollowing:

1.Thevehicleornewopportunity2.Theirabilitytousethevehicle(internalbeliefs)3.The#1thingtheybelieveiskeepingthemfromgettingstarted(externalbeliefs)

Youalreadyidentifiedtheseearlier,soallyouhavetodois tellEpiphanyBridge stories that break their false belief systems and rebuild themwith thetruth.

Notice that the three secrets are not trying to get people to believeNEWthings.TheyaresimplyfalsebeliefstheyalreadyhaveaboutyourOneThing.Ifyou knock down these three beliefs through the content section of thepresentation,theBigDominowillfallandtheywilljoinyournewopportunity.

Part4:TheStackHereiswhereyoumovefromtheteachingtothesalesportionofthepresentation.(Don’tworryifyou’renervousaboutthis.I’mgoingtogiveyouamagicsentencethatwillmakethetransitionseamlessandnatural.)You’ll then present your offer in a very precise formatwe call the stack, andyou’ll weave in some very specific closes that have been proven to persuadepeopletotaketheactiontheyneedinordertogetresults.Andyes,youwillbeusingyourstackslideduringthisportionofthepresentation.

That is the bird’s-eye view of the Perfect Webinar structure. After youmaster it, you’ll be able to give a presentation like this on the fly. But it’simportanttoreallyunderstandtheobjectivesforeachsection.SothenextthreechapterswillbreakdowneachpartofthePerfectWebinarslidebyslide.

SECRET#13

THEONETHING

It’s time. Are you ready to put your Perfect Webinar presentation scripttogether?Youhaveallthefoundationalpiecesyouneedatthispoint.Sowe’rejust going to go right through the script writing process from start to finish.You’regoingtowriteawholepresentationrightnow.

Typically, I create this either in PowerPoint orKeynote, so I’m going toteach the next few sessions slide by slidewith an image to show the conceptbehindeachone.Ifyou’redoingawebinar,thisgraphicshowswhatyou’dputon the slides. If you’re using this script as an email sequence or some othersellingsystem,use theslidesasa reminderofwhatyouneed tocoverateachphase.

Let’s talk about scripting for a minute. When it comes to presentingwebinars,therearetwokindsofpeople.Someliketojustlookatbulletpointsontheslideandimprovise.Andothersliketohaveanentirescriptwrittenoutthattheycanjustreadwordforword.Personally,I’minthefirstgroup.However,the

reasonwecallthisthePerfectWebinarisbecausewe’vetightlyengineeredittodeliverthemostconversions.Ibelieveit’sasperfectasyoucanget.

So for right now, I strongly recommend that you script out everythingyou’re going to say word for word. That way, you know you won’t forgetanything. Once you’ve delivered the webinar live a few dozen times, it willbecomesecondnatureandyoucanimproviseallyouwant.Andevenifyousay,“No way, I don’t want to read a script!”, at least go through the process ofwritingitdownasyougothroughthissection.Ireallywantyoutobesuccessfulrightoutofthegate.Let’sgo!

THEINTRODUCTIONANDTHEONETHINGIn a traditionalwebinar, this first part of the presentation should take 5 to 10minutes.Ifyouareusingthisinothersellingenvironments,youcandothispartinamuchshorterwindow.Itsjobistobuildrapportandgetpeopleexcitedaboutwhattheyaregoingtolearn.

1.TitleSlide

Thetitleslideisthefirstthingpeoplewillseewhentheylogontothewebinaror watch the replay. It’s got the webinar headline you wrote earlier: How to__________without__________.Thegoalhere is to encourage curiosity andgetpeopletostickaround.

Hey everybody!Welcome to thewebinar. This is __________ and todayI’mgoingtoshowyouhowto__________without__________.

Thisisanexampleofmytitleslide:

2.Intro/Rapport

EarlieryoulearnedaboutOneSentencePersuasionbyBlairWarren.Rememberhesaid,“Peoplewilldoanythingforthosewhoencouragetheirdreams,justifytheir failures, allay their fears, confirm their suspicions, and help them throwrocks at their enemies.” I like to cover this at the very beginning of mypresentationsasawaytobuildinstantrapportwithmyaudience.Here’showwedoit.

Justifytheirfailures.“NowI’mguessingforalotofyouthisisprobablynotyourfirstwebinar.ThefirstthingIwanttomentionisthatifyou’vefailedat__________inthepast,it’snotyourfault.There’salotofinformationoutthere,anditcanbeconfusing.Manytimesthatinformationoverloadkeepsyoufromsuccess.It’sokay.”

Allaytheirfears.“Ifyou’vebeenconcernedinthepastthatyoujustcan’tsucceedwith__________,Iwanttoputthosefearstorest.Youcandothis.Youjustneedtherightpersontoexplainittoyou.”

Throw rocks at their enemies. “The big corporationswant you to thinkyouneedalotofventurecapitalorsomefancycollegedegreetobesuccessful.I’mheretotellyouthey’rewrong.Theyhavetheirownreasonsforwantingyoutothinkthat,butit’snottrue.”

Confirmsuspicions.“Ifyou’veever thought that thegovernmentandthebanksactuallywantyoutofail,you’reprobablyright.Theydon’tbenefitfromyousucceeding.Theywanttokeepyouindebtandinneed.Thedifferencewithusisthatweactuallycareaboutyoursuccessandtrulywanttoseeyoulivingthelifeofyourdreams.”

Encouragetheirdreams.“Sothat’swhatwe’reherefor.Iknowyouhaveadreamtochangetheworldandmakeanimpact,andIwanttoshowyouhowtomakethathappenduringthiswebinar.”

3.TheRuler:Goal#1—TheNewOpportunity(MakeItInclusive)

ThenextslideiswhatIcallthe“ruler.”It’sthemeasuringstickpeoplewillusetojudgeyourwebinar.Ifyoudon’ttellthemwhatyourgoalsare,evenifyoudoeverything perfectly, theymay be upset because their goal was different thanyours.SoIliketotellpeoplerightawaywhatmygoalsare,whatIwantthemtogetfromthepresentation.Iftheyaren’tlookingforasimilargoal,theyhavetheopportunitytoleaveatthatpoint.

Thegoalisalwaystohelpthemtoseethatthisnewopportunitywillgivethem their greatest desires, increase their status, and help them achieve theirgoals.

I also take thisopportunity tobe inclusiveof anypeoplewhoaren’t surewhether they are in the right spot. I don’t want people wondering during thewholepresentation“Is this forme?” Iwant them toknowup front that this isexactlywhattheyneed.

Mygoalforthispresentationistohelptwotypesofpeople.Forthosewhoarebeginners,you’llget[whatthepresentation/newopportunitywill do for them, or how it will fulfill their desires]. For moreexperiencedpeople,you’llget[alternative].

Sometimesmyinclusionisforbeginnersversusadvanced,butothertimesit’sbasedondifferentpartsofthemarketwhomaybewatching.Forexample:

Ifyouownaretailstore,you’llget__________frommypresentation,butifyouownanonlinestore,you’llget__________fromthepresentation.

4.TheRuler:Goal#2—TheBigDomino

Thisnextslideistypicallyanextensionofmygoal,andit’swhereIfirstshowthem the Big Domino. Remember you created your Big Domino sentenceearlier?Itlookedlikethis:

If I can make them believe that [new opportunity] is key to [what theydesiremost], and / but it is only attainable through [specific vehicle], then allotherobjectionsandconcernsbecomeobsolete.

Sothissliderestatesthatsentenceintheformofgoals.

Remember,theyneedtobelievethatyourspecificvehicleistheONLYwaytogetwhattheydesiremost.

5.QualifyYourself

Hereiswhereyouintroduceyourselfandletpeopleknowwhytheyshouldlistento you. I’m not a big fan of bragging, but you need to make sure you haveposturedyourselfinawaythattheyseeyouasanexpertandanauthority.Thisshowsthemyouhavealreadyachievedwhattheydesire.

Don’tgetintothegameofsharingeverystataboutyourselfandreadinga10-pagebio.This isannoyinganddoesnotbuild rapport.Briefly touchon theexternalresult,butthendigalittledeeperandtalkabouttheinternalresultyourachievement gave you as well. These are the two things you’ll be discussingwithyourfirstEpiphanyBridgestory.

6.EpiphanyBridgeStory#1(OriginStory)

ThisiswhereyoutransitionintoyourbackstoryforyourfirstEpiphanyBridgestory.Tellyouroriginstory,theseriesofeventsthatfirstconvincedyouthisnewopportunitywas the vehicle for you. This will be your first attempt to knockdowntheBigDomino.UsetheEpiphanyBridgescripttotellthestoryinawaythat gives them the same epiphanyyouhad. If you succeed, theywill be soldafter this first story.Andeverything elseyou say from this point forwardwillstrengthentheirinitial“aha”.

7.LikenYourStorytoThem

Afteryoutellyourepiphanystory,somepeoplewillthink,“That’sgreat,butithasnothingtodowithme.”Sonextyouneedtomakeitrelevantforthem.Thewayyoudothatistoreframeitinsomewaythat’sfamiliartotheirsituation.Tellthemwhat’straditionallybeendone.Thenexplainwhythat’shardorconfusing.Finally,explainhowyoursolutionmakesiteasyorbetter.

Youguysprobablydon’twanttobeinthepotatogunbusiness,butfunnels

stillapplytowhateveryoudo.Here’showyoutraditionallysellyourproducts—you put a whole bunch of products on a web page and hope visitors buysomethingbeforetheyleave.Here’swhythat’shard—youhavenocontroloverwherethey’reclickingorwhatthey’reseeingnext.It’sjustabighodgepodgeofproducts.

Funnelsmake e-commerce scalable, because you’re leading the customerdown a pathwhere they only have to look at one product at a time.And theupsellshelpyouearnmorefromeachcustomer.

8.CaseStudy/Proof

Ifyouhaveaquickcasestudyofsomeoneyou’veworkedwithhavingsuccesswith this, or an example that helps them see how it will work for them, youwouldincludethathere.

Notonlyhasthisworkedforme,buthereisastoryaboutTrey,whowasonthissamewebinarrecently,andlookatthetransformationhe’shadinjust6shortmonths!

9.Transitiontothe3Secrets

Formanypeople,theinitialstorywillgetthemexcited,butobjectionsandfalsebeliefswill also start topopupas soonasyou introduce thenewopportunity.Thisiswhereyoutransitiontothecontentsectionofthewebinar,whereyouwillstartbreakingandrebuildingtheirfalsebeliefpatterns.

Introducewhatyou’regoingtoteachduringthewebinar.The3Secrets,ofcourse,aredesignedtocounteractornegate the topthreefalsebeliefsyoujustmentioned. You already created the titles of these 3 Secrets, so you can plugtheminhereandintroducethemtoeveryone.

Here’swhatwe’regoingtocoverduringthenext45minutesorso.

Secret #1: Funnel Hacking > How to Ethically Steal Over $1,000,000WorthOfFunnelHacksFromYourCompetitorsForUnder$100

Secret#2:FunnelCloning>HowtoThenCloneTheirPROVENFunnel(InsideofClickFunnels)inLessThan10Minutes

Secret#3:My#1TrafficHack>HowtoGetTheExactSAMECustomersWhoAreCurrentlyGoingtoYourCompetitors’Funnels…ToStartComingToYourFunnelInstead!

Okay,nowyou’vegotthefirstpartofthepresentationscripted.Next,let’sdiveintotheactualcontentdelivery.

SECRET#14

BREAKINGANDREBUILDINGBELIEFPATTERNS

Everything you have done to this point has been designed to encouragecuriosity, build rapport, and introduce the new opportunity. Now we’retransitioning to the content section of the presentation. You’ll be tempted toswitchintoteachermodeatthispoint.Andifyou’renotcareful,itwilldestroyyoursales.

This isnota teachingpresentation; this isapresentation to inspirepeopleandcausethemtoactuallytakeactiontochangetheirlives.Theteachingiswhatyou do AFTER they have purchased. Teaching does not have a place in thewebinar. It’s the surest way to kill sales. Remember, you are focusing onidentifying their falsebeliefpatterns,breaking them,and rebuilding themwiththetruth.

I’msurethatforsomeofyouthisconceptdoesn’tmakesenseoryougotalittleupsetaboutit.WhenIfirsttriedtosellsomethingIhadcreatedthatIknewwould change people’s lives, I did it in teachermode. I taughtmy best stuff,knowingthatassoonastheyheardit,they’dwantmore.Right?Wrong.

Instead, people told memy content was amazing, but then they just leftwithall thecoolnewstuff theyhad learned.Theyneveractually implementedwhatIhadcreatedforthem.WhileIwastryingmybesttohelpthem,itactuallyhurtthembecausetheydidn’tshifttheirbeliefs,didn’tbuyanything,andneverchangedtheirlives.Iwasafailedexpertandcoach.Ihonestlybelievethatthegreatestserviceyoucanprovideforsomeoneisgettingthemtobuysomething.Theactofbuyingcreatesacommitmentthatcausesthemtoactuallytakeaction.

Dozens of my friends have come to my events as free guests, wheresomeonesittingnexttothemhadpaid$25ktobeinthesameroom.Thestrangethingisthatsofarnoneofthosefriendshaveeveractuallylaunchedsuccessfulbusinessesfromtheinfotheygotattheevent.None.Yetforthosewhopaidtobeintheroom,oursuccessrateisalmost100%.

Oneofmyearlymentors,BillGlazer,explainedthatIwasactuallykeepingpeople from success because Iwas teaching them. Iwas SO confused, and ittookmeafewyearsbeforeIunderstoodwhathemeantandhowtochangemymethodsoitworked.

Overtheyears,Islowlylearnedhowtostructuremycontentinsuchawaythatitteachesandinspires,butalso(andmostimportantly)causespeopletotakeaction.Forsomeofyou,thiswillfeelstrangeatfirstbecauseyouaren’tteachingthemall thecool stuffyouwant to share.Butyouneed tounderstand that thetypeofteachingyouaredoinghereisthefoundationforchange.

IrememberbeingfrustratedthefirsttimeIdidapresentationthisway,butwhen Iwas done, twoverydistinct things happened. Insteadofmaking just afewsales like Inormallydid, Imadehundredsofsales.Andsecond,10 timesmorepeoplethanusualtoldmethatthecontentchangedtheirlives.

It’skindof funny.Even though Iwasn’t “teaching” them, Iwasbreakingbeliefs that had held them back for years and giving them new, empoweringbeliefs. This is actually teaching in itsmost pure form, it’s just different thanwhatyou’reused to.The timefor teachingstrategyand tacticswillcome.Buttheyneedtocomeinwiththerightbeliefsystemsfirst.

10.StatetheSecret

Hereyouquicklystatethefirstsecret.

Secret#1:HowtoEthicallyStealOver$1,000,000WorthofFunnelHacksFromYourCompetitorsForUnder$100

Thenyoutransitionimmediatelyintothenextslidebysaying,“Nowletmetellyouaquickstory…”

11.ShareYourEpiphanyBridge

Next, youwill tell your secondEpiphanyBridge story,whichwill kill the #1falsebelieftheyhaveaboutthenewopportunityyouarepresenting.Thisstorywill help the audience better understand the new opportunity. Remember, thegoal isn’t to teach them, but to tell the stories around it to give them theepiphanies that will create desire and belief. They have to figure it outthemselves.

12.ShowOtherPeople’sResults

The audiencewill immediately think,That’s great for Russell, but he’s like asuperhero! You’ve already positioned yourself as an expert, as someonesuccessful.Soyoushowsomeresultsthatordinarypeoplehavegottenfromyourvehicle.Gobacktoyourinitialbetagroupandstartsharingsomeofthosegreatresults,testimonials,andstoriesthataretiedtothisfirstsecret.

Thecoolthingisitdidn’tjustworkforme,itworksforallkindsofpeople.Look,here’sJoe,andhealwaysthought__________wastrue,butafterhetookthatleapoffaithandtriedthingsthisway,thisiswhathappened…

13.BreaktheRelatedBeliefs

Of course, people are going to have lots of other false beliefs and objectionsaboutthissecret,right?WemadealistofalltheirfalsechainsofbeliefinSecret#9,thenyoulistedeachonethatwasrelatedtoitinSecret#10.Soit’s timetorevisittherestofyourlistfromearlier.It’stimetobreakanyothercorebeliefstheymighthaverelatedtothevehicle.

I learned a cool way to do this from Jason Fladlien. We were doing awebinarandhekepttrackofeveryobjectionhecouldthinkofduringthewholething.Thenattheend,hespentabout90minutesbustingeveryobjectiononthelist. He’d say, “You’re probably thinking __________, right? Well,__________.”

You’reprobablythinkingyouneedalotofmoneytodrivetraffic,right?Wellactually,youonlyneed100clicksaday.You’reprobablythinkingyouneedtoknowhowtocode,right?Well actually, you can just clone other people’s funnels right inside

ClickFunnels.Hewent on and on like that for about 50 false beliefs that I hadn’t even

mentionedinthemainwebinar.Iwasstartingtosweatbecausewe’dbeenonforthreehoursandhewasstilltalking.Whatwerepeoplegoingtothink?Butwhatactuallyhappenedwasamazing.

Attheendofthewebinar,wesoldthreetimesmoreduringhis90minutesof“You’reprobablythinkingX,right?”thanwesoldinthefirst90minutesofthewebinar.Wewereliveforthreehoursandhadarecord-breakingday.Hejustkeptbreakingfalsebeliefsuntiltherewerenomoreobjectionsthatanyonecouldpossiblythinkof.Therewasabsolutelynoresistanceleft.

Anditdidn’tjustworkthatonetime.OurInnerCircleclientsBrandonandKaelinPoulinwerealreadykillingitontheirwebinars,sellingaround$200,000amonth.Thentheyheardmementionthisstrategyandtrieditout.Attheendoftheirwebinar,theywentonfor30minutesjustbustingthroughfalsebeliefs,andendedupdoublingtheirsales!

Sogobacktoyour listsoffalsebeliefsyoucreated inSecret#9, find theones associated with this secret, and quickly break those beliefs that may beholding your followers back. These stories are usually told in 30–60 seconds.Justmentionthefalsebeliefandgiveaquickstoryoroneortwosentencesaboutwhythatbeliefiswrongandwhatthetruthis.

14.RestatetheNewBeliefasanUndeniableTruth

Finally, you’re just going to restate the secret as an undeniable truth. The oldbeliefpatternhasbeenshattered,andyou’veinstalledanewone.Andthat’sthemostpowerfulthingyoucandoasaneducatorandanexpert.

SonowI’veshownyouhowyoucanethicallystealoveramilliondollars’worthofFunnelHacksforunder$100.Isn’tthatawesome?

15.–24.RinseandRepeatforSecrets#2and#3

Once you’ve gone through these steps for the first secret, go back and repeatsteps10through14fortheothertwosecrets.That’sgoingtobethemajorityofyourwebinarcontent.

Whenyouchangeyourpresentationtothisstyle,youaregivingthemmorethan just strategies and tactics. You’re giving them a paradigm shift. You’rechanging theirworld fromICAN’T to ICANand IWILL.That’s thebiggestgiftyoucangivepeople—hopeandbeliefinthemselves.Whenyougothroughthisprocess,you’llspend45to60minutesbreakingthoseunderlyingissuesand,allofasudden,thehugedominofallsdown.TheyhaveanewbeliefintheOneThing,andthewholeworldisopentothem.

After the webinar, you’ll hear people saying, “I learned somuch in thatwebinar.Ihadthisemotionalchange.”Again,youastheeducatormightfeellikeyou didn’t teach that much. But you did more than teach. You completelytransformedthewaytheyviewtheworld,whichiswhatyouneedtodoifyou’reexpectingthemtoadoptyournewopportunity.

25.TheTransitiontoSelling

AsIstarttomovefromthecontentsectiontothestackandcloses,Iuseafewtechniquestocementthenewconceptsintotheirmindsandmakeasimple,non-stressfultransitiontothesellingsectionofthepresentation.

Thefirstthingistoshowthemhowtheycouldactuallygettheresultstheydesiremost,iftheyactuallyfollowwhatIshowedthem.SoI’llgobackthroughmy3Secretsandsaysomethinglike:

So letmeaskyouaquestion. Ifyoufollowedwhat I showedyou inSecret #1 and found a funnel that is already working, then you didwhatIshowedyouinSecret#2andusedClickFunnelstobuildoutasimilarfunnel in just10minutes,andthenyouusedSecret#3 togettrafficfromtheSAMEplaceyourcompetitorsaregettingitfrom,doyouthinkyoucouldbesuccessful?

Whenyoubreakitdownlikethatsotheycanconnectthedots,theyhavetosayyes. If they’vesaidyes to thatquestion, thatmeansall the internalbeliefshavebeenknockeddown,andtheBigDominohasfallen.

WhenI’mspeakingonstageandcanactuallysee theaudience, thosewhoarenoddingtheirheadstothatquestionaretheoneswhoenduprunningtothe

backoftheroomtobuy.Ifanyoneisn’tnodding,somethinginmypresentationdidn’tconvincethemtheBigDominowastrue.

Whenyou sell in person, youhave the ability to ask follow-upquestionsandfigureouttheirspecificfalsebeliefs.Thenyoucanaddressthoseconcernsandclosethem.Youdon’thavethatluxuryingroupsaleslikewebinars.Soyouhave to include as many objections and false beliefs in the presentation aspossible.

That first transition question will help you gauge whether they are sold.Anditwillhelpthemconvincethemselvesthattheyaresold,aswell.

26.TheQuestion

Nowit’stimetostarttheactualsalessectionofthewebinar.You’vetaughtthe3Secrets.You’vebrokenfalsebeliefs.It’stimetorevealwhatyouhavetooffer.Thehardestpartofsellingonawebinarformostpeopleistransitioningintotheclose.Theygetnervousandshaky—thehesitationandlackofconfidenceshowsin their voice and body language. I used to get nervous too, until I learned amagicquestionfromoneofmymentors,ArmandMorin.Hetaughtmethatthebestwaytomakethattransitionistosimplysay:

Letmeaskyouaquestion…

That’s the secret. It takes off all pressure and lets you make a seamlesstransition.

Ithenaskthemafewthings.

Howmanyofyouareexcitedaboutwhatwejusttalkedabout?!How many of you are feeling a little overwhelmed because we’ve

coveredsomuch?

ThenItrytogetthemtolaughbyshowingthemapictureofsomeonewithafirehoseintheirmouth.Thatusuallygetsalaugh,anditallowsmetoexplainhow it’s impossible to show themeverything theyneed to get results in a 60-minutepresentation,butthatItriedtocoverasmuchaspossible.ItellthemthatIcreatedaspecialpackageforthosewhoarereadytomoveforwardandwanttoimplementthisnewopportunity.

ThenIASKPERMISSIONtoshareitwiththem.

Is it okaywith you if I spend 10minutes going over a very specialofferIcreatedtohelpyouimplement__________?

ThenIwaituntil theysayyesorIseeheadsnodding.Iwant themtosayyes first. Once you get permission, all the awkward feelings about sellingdisappear.

Intheraretimeswhennoonespeaksorthereisanawkwardsilence,Isaysomethinglike:

All right, it’s totallyfine ifyouguysdon’twant toknowthisstuff. Ialreadyknowit.Thisisn’taboutme;thisisforyou.AreyouokayifIspend10minutesandshowyouhowitcanchangeyourlife?

Ifyou’vefollowedthescriptuptothispoint,they’regoingtosayyesandyoucanintroduceyouroffer.Thistransitionhelpsyourecapeverythingyou’vesaidinthewebinaruptothatpoint,andonceagainsetsthosenewbeliefpatternsinplace.Onceyoutransitionintoyoursalespitch,you’regoingtouseoneofmyfavoritetechniques—thestack.

SECRET#15

THESTACK

I consider thismy secret weapon. I learned it after watching ArmandMorinspeakonstageinfrontofover1,000people.Heclosednearlyhalftheroomwithalmost no effort. I pulled him aside to find out what he was doing, and heexplained the stack. I started using it immediately and went from closing anaverage5–10%ofa roomata liveevent toconsistentlyclosing40%ormore.ThenIstartedusingitonmysaleswebinarsandsawadramaticincreaseinsaleseachtime.It’sworkedsowellandsoconsistentlythatIwillnevergiveasalespresentationagainwithoutit.

Thebigideaisthattheonlythingprospectsrememberwhenyousellisthelastthingyoushowedthem.Heexplainedthatmostsalespresentationsfocusonthecoreoffer,thenalistofbonusesandacalltoaction.Soallpeoplerememberisthelastbonusmentioned.Iftheydon’tthinkthelastthingyouofferedisworththeprice,theysimplywon’tbuy.

RememberthestackslideyoumadebackinSecret#9?It’s time touse it.Asyougothroughtheofferwithyouraudience,you’llexplainthefirstelementofyouroffer,thenshowitonthestackslide,allbyitself.Thenrevealthesecondelement of your offer, and come back to the stack slide that shows the firstelementalongwiththesecondone.Youdothisforeachelementintheoffer—you talkabout it, thenadd it to thestackslide.So theaudiencesees thevalue

addingup.TheLASTthingyoushowthembeforeyourevealthepriceisthefullstack slide with the entire offer. When you present this way, the audienceassociates the price with the FULL OFFER, and not just the last thing youmentioned.

I’mgoingtowalkyouthroughalltheslidesInormallyusewithmystack,soyoucanseehowthisworks.Ialwaysleadinwiththetransitionquestionfromthelastchapter,thenIstartrevealingwhatthey’regoingtoget.

27.WhatYou’reGonnaGet…

Here I usually showadigital image representing the course content. I explainthatwhentheyinvestrightaway,theywillgetinstantaccesstomymasterclass.

28.QuickHigh-LevelRecapofDeliverables

Abigmistakepeoplemakeisgoingdeepintoeachmoduleexplainingwhatwillbecoveredeachweek.Don’tdothat.Itoverwhelmsandconfusesyouraudience.Justgivethemahigh-levellookateachmodule.Gothroughthisreallyquickly.Itshouldonlytakeabout30seconds.

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__________.ThenbyWeek4,you’llbereadyfor__________.Week5welookat__________.Andfinally,inWeek6,wewrapitallupwith__________.

Now let me show you some people who’ve had a chance to go throughthis…

29.Show3CaseStudies

Hereyouwillhighlightthesuccessstoriesfromthebetagroupyouranearlier.Overtime,you’lladdinothersuccessstoriesastheyhappen.

Letmeintroduceyouto…(TellCaseStudy#1.)

Thenthere’s…(TellCaseStudy#2.)Andprobablymyfavoritestoryis…(TellCaseStudy#3.)

30.WhoThisWorksFor(All-Inclusive)

Afteryoupresentthecasestudies,peopleoftenthink:That’sgreat,butitwon’tworkforme.Theythink:ThatpersonlivesinAustralia.OrThatpersonisinadifferent industry. They think their business or personal circumstances aredifferent from thecase studydetails, so itwon’twork for them.This iswhereyoumakeablanketstatementaboutall thedifferentpeopleitworksfor.Beasinclusiveaspossiblehere.

SoIwanttogobackandmakesureyourealizewhothisisfor.(Businessexample) It’s forpeople juststartingoutor thosewho

arealreadysuccessfulandwanttoscale.(Weight loss example) It’s for people who have 100 pounds to

loseorthosewhoonlyhavefivemoretogo.Itevenhelpspeoplewhodon’tneedtoloseweight,butwanttobuildhealthymuscle.

31.Destroythe#1ReasonPeopleDon’tGetStarted

Usually there’s a common reason people don’t get started right away. It’s theelephant in the room.Address it head on so theydon’t keep thinking about itthrough the rest of your presentation. The biggest excuse I hear withClickFunnels is that they don’t have a product to sell yet. So I tell them theydon’tneed tohaveaproduct.Theycanuseaffiliateproducts.Andweactuallyteachthemhowtomakeaproduct,ifthat’swhattheywanttodo.Destroyyouraudience’s#1objectionaboutthetrainingrighthere.

Youmightbethinkingyoucan’tgetstartedwiththisbecause…Here’swhythat’samistakethatwillholdyoubackfromsuccess…

32.StackSlide#1

Reveal the first stack slide with the six-week masterclass on it. Be sure toincludethevalueoftheitemontheslide.

When you sign up, you’re going to get instant access to my six-weekmasterclass,atotalvalueof$__________.

33.IntroduceElement#2:TheTools

It’s time to introduce the toolsyoucreatedonyourstackslide inSecret#11. Itellthemthatwhentheyinvesttoday,theywillalsoreceivethisextracoolthing.Quickly review the tools they’re going to get. Don’t go too deep or you’lloverwhelmpeople.

Aspartofthispackage,you’regoingtoget…It’satooltohelpyou…

34.You’llBeAbleTo…/You’llBeAbletoGetRidOf…

Iwantthemtorealizethatinvestinginthisthingshouldn’tcostthemanymoney,itshouldonlysavethemmoney.Soremindthemwhattheyarenowabletodo,butalsowhattheywillbeabletogetridof.Hopefullythemoneytheysavewillbemore thanwhat they are actually paying. That way, it’s a truly irresistibleoffer.

Whenyouhavethistool,you’llbeableto__________.Whenyouhavethistool,you’llbeabletogetridof__________.

35.TheProblemThisToolSolvedforYou

WhenIwasfirstfiguringthisstuffout,Iranintoabigroadblock.Ididn’tknowhowto__________.SoIhadtocreate__________formyself.

36.HowMuchTime/MoneyThisToolWillSaveThem

Talk about all the time and money you had to spend to overcome that bigroadblock that the tool saved you from. Maybe you had to spend a yeardevelopingemail templates,oryouhad tohire expensive lawyers todraft justthe right contracts. Then explain that they won’t have to because you’re justgoingincludethetoolforthem.

Waybackthen,Ihadtospend__________and__________tofigureoutanefficientwaytohandlethisproblem.ButIdon’twantyoutohavetorecreatethewheel.I’vealreadygotproven__________.AndI’mjustgoingtogiveit/themtoyouwiththispackage.Soundcool?

Whenyouusethistool,notonlydoyousavethetimeandmoneyIspenttodevelopit,butyoualsosavewhatcouldbemonthsoryearsofwastedtimeand

moneybecauseyou’llbedoingitrightthefirst time.There’snotrialanderrorperiod.

37.BreakRelatedBeliefsAbouttheTools

Aswe’vedoneinothersections,hereImentionanyfalsebeliefstheymayhaveabout the tools or their abilities to use them, and I quickly break and rebuildthosebeliefpatterns.

38.StackSlide#2

This iswhere themagic startshappening.Show the stack slide againwith themasterclassontopandthetoolsonthesecondline.Thenupdatethetotalvaluepriceatthebottomtoshowwhattheofferisnowworth.

39.IntroduceTangibleBy-Product#1(RelatedtoSecret#1)

Hereyou introduce thenext component of theoffer they’ll receivewhen theyinvest.It’sthetangibleby-productyouidentifiedpreviously.

When you invest today, you’re also going to get access to __________,whichwillhelpyouwith__________.

40.PainandCost

Hereyoutalkagainaboutthepainandcostyouhadtogothroughtocreatethisfirstby-product.

Ihadtogothrough__________and__________toget__________.Butyouwon’thavetobecauseI’mgivingyou__________asaspecialbonus.

41.EaseandSpeedforThem

Whatever the pain and cost was to you doesn’t matter, because the bonus isgoingtomakeiteasierandfasterforthemtogetresults.

This bonus is going tomake it faster and easier for you to __________.How?Becauseit__________.

42.BreakRelatedBeliefs

Aswe’vedoneinothersections,hereIdiscussanyfalsebeliefstheymayhaveaboutthebonusortheirabilitiestouseit.ThenIquicklybreakandrebuildthosebeliefpatterns.

43.StackSlide#3

Doyou see how thisworks now?Youmention an element, then add it to thestack.Mentionanotherelementandaddittothestack.Sometimesyoumayfeelyou’regetting repetitive,but that is thekey. Ithelpsyouraudienceunderstandthe offer completely.The first few times I did this, I felt silly each time I re-stackedit.ButafterIaddedit,andstartedclosing300%morepeopleduringmypresentations, Iquicklystoppedfeelingsilly.This is theKEYtosuccesswhensellingtothemasses.

44.–53.IntroduceYourOtherTwoTangibleBy-ProductsRepeatsteps39through43foryoursecondandthirdtangibles.Showthepainandcostsyouhadtogothroughtocreateit,thenshowtheeaseandspeedofusethiswillcreateforthem.Breakanyfalsebeliefs,thenstackagain.

After you’ve done that for the second and third tangibles, youhave yourfullstackslide.

54.StackSlide#5(TheBigStack)

I call this theBigStack slide, because it has the entire contentsofyouroffer,includingthevalueofeachpiece.Youalsowanttototaleverythingupandhavethevaluebe10timesasmuchas theactualpricewillbe.(If thevaluedoesn’treach that level, consider adding something more valuable to your offer.) Itshouldlooksomethinglikethis.

55.If/AllStatements

Nowthatwe’vegiventhemthebigvalueprice,weneedtoconvincethemthatthisofferisactuallyworththatmuchandgetthemtoadmitittothemselves.WedothatbyusingsomethingDaveVanhoosecalls“If/All”statements.

An If / All statement reads like this: “If all this package did was__________woulditbeworth$__________?”

I usually transition by saying something like: “Now obviously, I’m notgoingtochargeyou$11,552.ButIfIDIDchargeyou$11,552,andallitdidwas__________,woulditbeworthittoyou?”

ThendothreeIf/Allstatementsbasedonyourthreesecrets.

Vehicle(Secret#1)Ifallthissystemdid/gotyouwas__________(relatedtoSecret#1),woulditbeworth$__________?

STOPandwaitforthemtoindicateyes.

Internal(Secret#2)And if all it didwas__________ (related toSecret#2),would it beworth$__________?

STOPandwaitforthemtoindicateyes.

External(Secret#3)And what if all it did was __________ (related to Secret #3), thenwoulditbeworthit?

STOPandwaitforthemtoindicateyes.

They’venowsaidyes3timeswhenyouaskedthemifwhatyouaresellingis actually worth the total value, usually a 10-time markup. Now when youdiscount theprice towhatyou’reactuallysellingit for, theyaregettinga90%discountfromwhattheybelieve(andhavesaid)it’sworth.

56.IHad2Choices

I liketousethe“Ihadtwochoices”closeat thispointbecauseitgets themtoagreethatyoushouldchargethemmoreinordertomaketheprogrambetter.

Ihadtwochoiceswiththis.Icouldgoascheapaspossibleandtrytosellasmany as possible. But the problemwith that is I couldn’t really stack on thevalueforyou.SoIdecidedtogowithasecondoption,whichobviouslyrequiresa slightly higher investment on your side. But in exchange for that, we candedicatemoretime,energy,andresourcestohelpguaranteeyoursuccess.

57.WhatWouldtheEndResultbeWorth?

Beforeyourevealtheactualprice,askthemwhattheendresultwouldbeworthtothem.

Soifyouhadasuccessfulfunnel todaythatwasmakingyoumoney,whatwoulditbeworthtoyou?

AndthenISTOPandwaitforthemtoanswerthatquestionintheirminds.

Howmuchwouldyoupaytohavethatonesuccessfulfunnel?

AndthenISTOPandwaitforthemtothinkaboutitforafewseconds.

You can probably see why people pay $__________ for a similarresultfromme…becauseit’snotacost—it’sanINVESTMENT.

58.PriceDrop

Now I come back to the full price I showed them right before the If / Allstatements.

You’vealreadyseenhowit’sworth$__________.Andevenat$__________,whichIchargethepublic,it’sagreatdeal.Butbecauseof__________,I’mgoingtogiveyouaveryspecialoffer…

59.PriceReveal

Hereisthefirsttimeyourevealtheactualprice.Tellthemtherealpriceandgiveyourfirstcalltoaction(askingthemtoclickonabutton,gotoacertainwebsite,orcallaphonenumber).Everyslideafterthiswillhaveacalltoactionlink,sowhentheyareready,theycansignup.

60.PriceJustification

Foryears, Iendedmysalespresentationswith thepriceon the last slide.As Igainedexperience,IrealizedthattheelementsthatcomeAFTERtheinitialpricerevealarevitallyimportanttoclosingthesale.Sowegivetheinitialprice,andsomepeoplewillstillhavestickershock.IneedtoletthatpricemarinateforawhileasIjustifywhyit’sactuallynotthatexpensive.

My first price justification isusually related to either showing themwhatthefullpricewouldbeoutsideofthecurrentpresentationorcomparingittothepriceofotheroptionsforgettingasimilarresult(applesvs.oranges).

(Fullpriceexample)Nowletmeput this intoperspectiveforyou. Ifyouwent tomy regularwebsite right now, you could buy this sameproductfor$__________.Butbecauseyou’veinvestedthistimewithme, and you’ve proven that you really want to get this result, I’mmakingaspecialofferjustforthiswebinar.

(Applesvs.orangesexample)Ifyouweretohireaprofessionaltodo this for you, it might cost $__________. But because you’relearninghowtodo ityourselfANDI’mgivingyouall the toolsandresourcestomakeithappenfast,youonlypay$__________.

61.You’veGot2Choices

NowIliketomentionthechoicestheycanmake.

Soat thispointyouhavetwochoices.Choice#1is todonothing.Ifyoudonothingwiththeinformationyou’velearnedoverthelasthour,whatwillyouget?Nothing.

Oryoucanchoosetotakealeapoffaith.Justtestitouttoseeifitwillworkforyou.

62.Guarantee

ThenIrevealthatit’sokayifitdoesn’tworkforthem,becausethey’recoveredwithour30-daymoney-backguarantee.Theycantest-driveitnowandseeifitwillworkforthem.Theyhavenothingtolose.

63.TheRealQuestionisThis…

Now that they know they have nothing to lose, I like tomake their choice assimpleaspossible.Helpthemseethatthisreallyisano-brainer.

Therealquestion is this: Is itworthgamblingafewminutesofyourtime to check this out? Even if it only does HALF of what I’veclaimedtoday,itwillpayforitselfassoonas__________.

64.StackSlide

Next I show them the Big Stack slide one last time, with everything they’regoingtogetandthetotalvalue.Igothrougheachelementlinebylineonelasttimetocementtheofferintheirmindsbeforemyfinalpitch.

65.Urgency/ScarcityBonus

Thetwomostvaluabletoolsinmarketingareurgencyandscarcity.Hereyou’regoing to add a bonus upgrade that’s only available right then.You can createurgency and scarcity by offering something special to a certain number ofpeople,orforacertainamountoftime(orboth).

Donotskipthispart!Itisthekeytogettingpeopletobuyimmediately.Ifthey leave thewebinar, thechancesof themcomingbackandbuying laterarealmostzero. In fact, Iusuallygiveabonusonly for thosewhoareactuallyonlivethatIdon’toffertothosewhoonlywatchthereplayslater.Thatencouragespeople to show up live, but it also gives them a reason to sign up before thepresentationisover.Thedeadlineisthekey.

66.ClosingCalltoAction/Q&ASlide

This is the slide I endmy presentationwith, and it stays up during the entirequestionandanswersession.Thereareafewkeycomponentstothisslide.

•Recapoftheoffer

•Countdownclockfor30minutes•Price•Calltoaction

Thenit’stimetoanswerquestions.Sometimes I’ll takequestions live from theaudience, andother times I’ll

actuallypre-writemanyofthequestionsIknowpeopletypicallyhave.Ithengothrough those questions, and give another call to action after each one. Thatgivesmelotsofopportunitiestorepeatthelinkforpeopletobuy.

Ialsotrytothinkaboutanyotherfalsebeliefstheymaystillhave,thenuseoursentence:“You’reprobablythinking__________,right?”

Andthat is thestack.Thatsingleconcepthasmadememoremoneythananything else I’ve ever done in this business. Study it.Master it. There is nogreatergiftIcouldgiveyouthanthis.

SECRET#16

TRIALCLOSES

Iusetwotypesofclosesinmypresentations.Thefirsttype,“trialcloses”,Iusealmost every 60 seconds or less. The other I use throughout the stack.You’llwanttousebothkindsinyourpresentationsaswell.Let’stakealookateachofthemandhowtheywork.

TRIALCLOSESYears ago, I had heard rumors of a guy nicknamed “The Pied Piper of RealEstate”.HisrealnameisTedThomas,andheisarealestatespeakerfamousforbeingsogoodatsellingfromthestagethathewouldhavehundredsofpeoplelineupbehindhim,wavingtheircreditcardsintheairandwalkwithhimtothebackoftheroomtobuyhisprogram.OnedayIhadthechancetowitnessthisinperson,anditwasoneofthecoolestthingsIhadeverseen.

Afewyearslater,IwasspeakingataneventandnoticedthatTedwasintheaudience. Iwas sonervous.Oneof thebest closers in theworldwasabout towatchme try to close this room. I didmybest to ignore thebutterflies inmystomach and delivered a pretty good presentation. While I did get a lot ofsignups,Ididn’tgetahugetablerush.

Aftermypresentation,Tedintroducedhimselfandinvitedmetolunch.As

weate,hestartedaskingmecasualquestions.Afterafewminutes,hestartedtogrin.Iaskedhimwhyhewassmiling.Helaughedandsaid,“What’syourheaddoing right now?” I realized I was noddingmy head up and down—and hadbeensincethemomentwestartedtalking.

Hesaid,“WhatI’vebeendoingisalittletechniqueIcalltrialcloses.”I’vebeen askingyoudozensof little yes-or-noquestionswhere theonly answer isyes.Youinstantlystartednodding,andyoudidn’tstopuntilIpointeditoutjustnow.”

He thenwent on to explain that the reason I didn’t get a table rushwasbecausethefirsttimeIaskedtheaudiencetosayyeswaswhenIwasaskingfortheirmoney.“Whenyouwatchmespeak,you’llnoticethatalltheheadsintheaudiencearenoddingtheentiretime.Iamconstantlyaskingsimplequestionstogetpeopletosayyesoverandoveragain,sowhenIaskthemtogivememoneyattheend,they’vealreadytoldmeyeshundredsoftimesbeforethat.”

I thought thatwas pretty cool.But to be completely honest, I thought hewasover-simplifyinghisskills.Ididn’tthinkhistrialclosescouldpossiblyhavethatbigofanimpactonsales.ButIdecidedtotestitout.

At the time, Ihadanautomatedwebinar thathadbeenrunningprofitablyforfiveorsixmonths.IlistenedtotherecordingandfoundafewdozenplaceswhereIcouldaddintrialcloses.Irecordedjustthetrialclosesandinsertedthemintotheaudiofile.Ididn’texpectmuch,butwhathappenedwasamazing!Thatwebinarwentfrommaking$9.45perregistrantto$16.50perregistrant—justbymeaddinginthetrialcloses.

Fromthatdayforward, Iwassold. Iwroteoutsimple trialclosesonnotecards and put them around my desk. As I worked through my variouspresentations,every timeI’dseeacard, I’duse that trialclose.Herearesomeexamples of trial closes that I’ve used dozens of times in each of mypresentations.

•Areyoureadytogetstarted?•Areyouallgettingthis?•Isthismakingsense?•Canyouimagineifthathappenedtoyou?•Whoherewantsafreecopyof__________?•Wouldyouliketobeournextcasestudy?•You’veheardthemtalkaboutthisbefore,right?•Isn’tthatcool?•Isn’tthatexciting?

•AmIright?•Canyouseeyourselfdoing__________?•I’msureyou’venoticedthistoo,right?

I could go on and on. It’s become ingrained in how I write and speak.You’veseenmeusingtrialclosesthroughoutthisbook,haven’tyou?(SeewhatIdid there?) (Whoa! I did it again, didn’t I?) Get used to using lots of littlestatements thatgetyouraudience to thinkorsayyesoverandoveragain.Themoreyoucangetthemtosayyes,themorelikelytheywillaccepttheepiphaniesyou’vesharedwiththemandtheofferpresented.Trialclosesareahugepartoftellingeffectivestories.

THE16CLOSESWhenyougettotheendofthepresentationandstartthestack,therearelotsofreallygoodclosesyoucanuse.But Ihave16favorites that Iuse repeatedly. Idon’tusealloftheminallpresentations,butIpickahandfulofthosethathelpstrengthenmyargument.

Ialreadybuiltsomeofmyfavoritesintothestackforyouabove.Iwanttoshowyouallofthemthough,soyoucanpickandchoosewhichonestoplugintoyour presentations.Somewillworkbetter thanothers for different typesofpresentations. So just choose the ones that flow naturally andmake themostsense.

Foreachclosebelow,IwillbrieflyexplaintheconceptthenshowyouhowIwouldusethatcloseinmyownpresentations.

MoneyisGood:Thegoal is togetpeople todisassociate their fearaboutspendingmoneywithyou.Moneyisa tool forexchange.Youspendmoneytogetsomethinggreaterinreturn.

SoIwantyoutothinkaboutsomethingforaminute.Whatismoney?A lot of people have fear aboutmoney, and even bigger fears aboutspendingmoney,butyouneedtounderstandthatmoneyisgood.It’sjustatoolthatwascreatedforexchange.

Otherthanthat,thereisnorealvalueinmoney.Youcan’tuseittostaywarm,youcan’teatit,youcanonlytradeitforsomethingelsethat you want. Just think, everyone who exchanges money forsomething does it because they feel that what they are getting in

exchangeisgreaterthankeepingthemoneyorusingitforsomethingelse. At least that’s what I expect when I buy something. I don’tactuallyknowforsureuntilIdobuyitandtryitout,andcanseetheresults.

Butmyquestionforyouisthis.Wouldyouexchangethatmoneyforthoseresults?Iftheanswerisyes,thenyouneedtogetstartedrightnow.Andifyouhaveanyfearthatitmightnotbewhatyouexpected,orthatyoumightnotbeabletogetthoseresults,justletusknow,andwe’llgiveyouyourmoneyback.

DisposableIncome:Thegoalistohelpthemrealizethattheyarespendingthedisposableincomeonthingsthataren’tservingthemwell,andbyspendingthat money on things that will help them grow, they will have long-termfulfillment.Whenyouuse theDisposableIncomeclose, theyget that theyDOhavethemoneytoinvest.’

Mostpeopleinthisworldlivepaychecktopaycheck.Everycoupleofweekstheygetpaidandtheypaytheirfixedcostslikerentandfood.Then there’s usually some money left over.We call that disposableincome.

Most people are going to blow that every singlemonth. If theyhave$1,000indisposable income, they’regoingtospendituntil it’sgone.Theymightspenditonmoviesoricecreamortravel—allshort-termpleasuresthataregoneinaninstant.

Butthecoolthingisthatmoneyreplenishes.Everytwoweeks—boom!There’s another $1,000 in disposable income they can spend.Mostpeople spend that cashon things that don’t really addvalue totheirlivesinameaningfulway.Whatyou’retryingtodoishelpthemspendtheirmoneyonsomethingvaluablethatwillmoveyouforwardtoward one of your goals. You should be investing that money intoproducts,programs,andservices.

That’s the power of disposable income—it comes back. Everytwoweeks—boom!There’smoremoney.

MoneyReplenishes:Thegoal for thisclose is tohelppeople realize thatwhileeachmonthmoneycomesback,timedoesnot,andifthey’renotcareful,

theywillrunoutoftime.

Doyouthinkit’sokaytodipintoyoursavingsorleverageyourcreditand spendmoneyyoumightnothave toget started today?This is aseriousquestion.Doyouthinkit’sokayornot?Somepeoplesayyesandsomesayno.Let’stalkaboutthisforaminute.

Everymonth,moneyreplenishes,right?Butthisisthekey—timedoes NOT replenish. It disappears. So you could go out and spendmonths or years of your valuable time to figure something out—butyouwill never get that time back. Instead, you could save that timeand effort, because I’ve already spent it for you, and work directlywithmeinstead.Itwillcostyoumoneytogetstarted,butthatmoneywillcomeback,whereasthetimeawayfromyourfamilyintrialanderroriswastedeffortandisgoneforever.

BreakOldHabits:Thegoal for this close is to help them realize that iftheyleavetodaywithoutinvesting,nothingintheirlifewillchange.

Habitsarereallyhardtochange.Icouldleavethewebinarrightnowandgoenjoytherestoftheafternoon.I’malreadysuccessfulwith__________.Thisisalreadyworkingforme.Butthisisnotaboutme.This isaboutyou.IfYOUleavenow,youmight thinkyoulearnedalotofcoolstuff,butmyguessisthatbymorningtomorrowyou’llhavealreadyslippedback intoyournormal routines.Right?You’d justdowhatyou’vealwaysdone.That’swhatmostpeopledo.

But because I’m your coach, your friend, yourmentor, I’m notgoing to let yougoback toyouroldhabits. I’mgoing tomake sureyou’resuccessfulbybreakingthem.Ifyouwantreal, lastingchange,youneedrepeatedexposuretothefullsystem.That’swhatyou’llgetwhenyouinvesttoday.

InformationAlone:Mygoalforthiscloseistohelpthemunderstandthat,while they have gotten some awesome information, they can’t rely oninformationalone.Theyneedcoachingandaccountability,too.

Sonow I’ve toldyouhow thewhole systemworks. I’ve shownyouhow you can __________. I’ve shown you that you only need__________ to make this all work. But you know what? To besuccessful with this, you’re going to need more than informationalone.

Iknowyoucanbesuccessfulwiththissystem,butyou’regoingtoneedcoaching.Youwillhavequestions thatneedanswering.Andyoumightneedhelpintheaccountabilitydepartment,too.Letmetellyou, I takemy jobasacoachveryseriously. Iwon’t letyouquitonyourself.Wewillgetthrougheverythingtogether.Ican’tdothatwithjustafewvideosandsomePDFs.Informationalonewon’tcutit.

Mysuccessratewhenpeoplegoat thisby themselves isalmost0%. But my success rate for those who work with me is closer to__________%.If informationwereenough, thenyoucouldhavejustturned toGoogle.Youneedaguidewhohasbeen therebefore,whocantakeyouthererightnow.

MoneyorExcuses:The goal of this close is to get them to quitmakingexcusesaboutwhytheycan’tbuy.

I’vebeenin thisbusinessa longtime.AndI’vefoundthereareonlytwo kinds of people. Thosewho are good at (makingmoney, losingweight,etc.)andthosewhoaregoodatmakingexcuses.Youcan’tbeboth. If you’re theonemakingexcuses…Ihate to say it, but I thinkyou’regoingtohaveareallyhardtime__________.

Thegoodnewsisthatyougettochoose.Inthismoment,youcanchoosewhich type of person you’re going to be.Don’t be someonewhomakesexcuses,besomeonewhoactually__________.

YourTwoChoices:Thegoalof thisclose is for themtounderstandwhyyouarechargingsomuchmoney,andtomakesuretheyareokaywiththat.

Whenweweredecidinghow toprice this,wehad twochoices.Thefirstwastogoascheapaspossibleandsellasmanyaswecould.Nowtheproblemwiththatiswewouldhavenorealincentivetopileonthevalue.Itwouldcostusmoreforthosebonusesthanthewholecourse

wouldbeworth.Oursecondchoicewastoraisethepricealittle,andgiveyouabsolutelyeverythingyouneedtosucceed.

TheirTwoChoices:Thegoalforthiscloseistohelpthemrealizetheyarecrazyiftheydon’tinvestwithyoutoday.

Theway I see it, you’ve got two choices.Your first option is to donothingandnottakethisleapoffaith(whichis100%riskfree).

Your second option is to pony up this tiny investment today(comparedtoallthevalueyou’llgetinreturn)andjustgiveitashot.Seeif it’llworkforyou.If itdoesn’t—forwhateverreason—yougetyourmoney back.There’s no risk.You have nothing to lose but thestressandheadaches.

Usvs.ThemThegoalforthiscloseistocalloutpeopleaseitherdo-ersordabblers.

I’mguessingtherearetwokindsofpeoplelisteningtomerightnow.You’reeitherado-eroradabbler.Thedabblers lovetositandlistenand learn, but they rarely ever do anything and often look for anyexcusenottomoveforward.

Someofyouaredo-ers.You’renotsurehowthisisgoingtoworkforyou,butyouseehowit’sworkedformeandforotherpeople,soyouhavefaiththatitwillworkforyouaswell.AndwhatI’vefoundisthatit’sthedo-erswhogetaheadinlife,whilethedabblersdon’teverreallyseemtoprogress.

TheHandHold:Thisclose iswhereyouactuallywalk themthroughthesign-upprocess.

Whenyouarereadytochangeyourlife,thisiswhatyouneedtostartdoing.First, openup a browserwindow—Idon’t care if it’sGoogleChrome, Firefox, Safari. I’m going to open Chrome right now andshowyouhowthisworks.

Typeinwww.__________.com.Onthispage,you’regoingtosee__________. Then you’re going to click here and fill out this form.After that, you’ll be taken to this page, where you can create youraccount. If you have any issues, this link will connect you to mysupportdesk,where__________canansweranyofyourquestions.

SayGoodbye: In this close I want to show them all the pain that willinstantlydisappearaftertheyinvest.

Once you’ve been through this training and have everything set up,youcansaygoodbyetothestressof__________.You’llneverhavetoworryabout__________again.Canyouimaginewhatlifewillbelikewhen those things have instantly disappeared from your life?Whatwillyoudowithalltheextra(time,energy,money,etc.)?

Now& Later: In this close, I want to paint a picture of their life nowcomparedtowhatitcouldbecomeiftheyinvest.

SoIwant topaintapictureofwhereIwasbeforeIstartedwith(thenew opportunity). I struggled with __________. I wasn’t able to__________.Thingswerehardbecause__________.Doesthatsoundfamiliar?

ButnowIwantyoutogetavisionofwhatlifecouldbelike.Eversince(newopportunity),I’vebeenableto__________.NowI’mableto __________, and things are amazing.Can you imaginewhat thatwouldbelike?

OnlyExcuses:Thegoalofthiscloseistocalloutanyexcusesthatmightbekeepingthemback,andthendiffusethem.

Ifyoudidn’tsignupimmediately,you’reprobablythinkingoneoftwothings. First, you might be thinking __________. Don’t worry. Wespend the whole first module showing you __________. I’m alsogoingtoshowyouhowwefiguredout__________.I’mgoingtogive

you templates tohelpyoufigure itout. Ipromiseyou,by theendofWeek1,you’llknowexactlyhowto__________.

Second,you’reprobablyalittlenervousaboutsettingitallup.Igetthat.ButIpromiseyou,it’snothard.OnWeek2,we’regoingtowalk step-by-step through the whole setup process. I know__________canbescary,butwe’llbethereforyou.

The third reason might be that you think it’s too expensive. Ifthat’s your reason, I don’t know how I can help you. This is aninvestment and a decision you need to make for yourself. When Iinvested in learning thisprocess, Ipaid$__________,butIgotback__________within__________.

ReluctantHero: The goal of this close is to help them believe they canactuallydoit.

Iwantyoutoknowsomethingaboutme.I’mnoonespecial. Idon’thaveanysupernaturalgiftsoranything.Iactuallyreallystrugglewith__________.Andthat’swhatIloveaboutthissystem—Idon’thavetoworryaboutthatanymore!

IfYouOnlyGot:Thegoalofthiscloseistoshowthemwhattheyalreadygotforfree,andwhattheycanpossiblyachievewhentheyinvestwithyou.

Okay,soIcouldstoprighthere.IfIstoppedrighthereandyouonlygot __________, it would still be worth the investment, right? Butyou’re also getting __________ and __________. But you’re alsogoingtoget__________and__________and__________.Iwanttomakesurethatnothingisstandinginthewayofyoursuccess.

Close Close: This close is the final push to get them over the edge. Itypicallydothisoneseveraltimesduringthequestionandanswersectionattheendofthewebinar.

If you’re still on the fence, now is the time to open a new browser

window, go to www.__________.com, and get started. Rememberthereisnorisk,andwehavea100%money-backguarantee.Buttheonlywayforyoutoknowifthisisrightforyouistogetstartedrightnow.Youcangetyouraccountat__________.com.

Thereyougo—16closesyoucanusethroughoutthestacktohelpsellyouroffer. I like touseaclose rightbefore I introduceanewelement in the stack.SometimesI’llevenusetwoorthreeclosesinbetweenelements.Theyjustflownaturallyoneintotheother.

Atthispoint,youknowhowtodeliveraPerfectPresentation.Nowit’stimetolookatthedifferentfunnelsyou’lluseandhowyou’llworkthissystemweekafterweek.

SECTIONFOUR

THEFUNNELS

AswemoveintoSectionFour,let’slookathowfaryou’vecome.You’vestartedyourownmassmovementbyidentifyingyourattractivecharacter,creatingyourfuture-basedcause, andcreatingyournewopportunity.You’ve learnedhow tocreatebeliefbytellingstoriestherightway.You’vebuiltoutasalespresentationthattellsyourstoriesinawaythatwillcreateintensedesireforpeopletobuyinto your newopportunity.And you’ve learned to create a stack thatwill causethemtotakeaction.

Thenextstepisgettingtherightpeopletocomeintoasellingenvironmentwhereyou candeliver yourmessage and encouragepeople to followyou intoyournewopportunity.Youdothatbycreatingsalesfunnelsusingasoftwaretoolcalled ClickFunnels and then filling those funnels with qualified prospects.That’swhat thisnext section isallabout. It’s the fuel foryour fire.Whenyoumasterthispiece,you’llhaveaconstantstreamofpeopletoshareyourmessagewith.

SECRET#17

THEPERFECTWEBINARMODEL

For those who have been in this information business for a while, this nextsection will be counterintuitive. You will fight me on it, because in the pastyou’ve made money by creating an offer, selling it to your audience, thencreatinganotherproductthenextmonthtoselltothosesamepeople.WhenItellyouthatyouneedtodotheEXACTsamewebinareveryweekforthenext12months (minimum), you’re going to think I’m crazy. Yet thismodel tookmycompanyfrom$0to$10millionwithin12months,andthento$30millionjust12monthslater.

For the first 10years ofmybusiness, I focusedonbuilding a cult-ure ofpeoplewholovedwhatIdid.ThenIstoppedbringinginnewpeople.IhadmyfollowingandIwouldsellthemsomethingneweachmonth.Apercentageofthepeoplewouldbuyandtherestwouldsayno.TheonlywayIcouldmakemoremoneythefollowingmonthwastocreateanewproductandsellittothissamelist ofpeople.Sowe’d create anewproduct, launch it, get paid, then start allover again for the nextmonth. This is howmost experts run their businessesthesedays.

Forme, thiswas a horrible cycle,which forcedme to create new thingseverymonth.Ihadnoleverage,andmycompanyalwaysmaxedoutatabout$1–3millionayear.

ThenonedayIhadachancetotalktooneofmyfriendsMaryEllenTribby.MaryEllenhasauniqueabilitytotakecompaniesthataredoingwellandquicklyscale them to much higher profitability. One of her successes was with acompanycalledWeissResearch.Shetookthemfrom$11millioninsalesto$67millioninjust12months.Shehadsimilarresultswithseveralothercompanies.Iaskedhertosharehersecret.Howcouldshepossiblygrowacompanythatfast?

Shesaid,“Internetmarketerslikeyouaresosmartandsodumbatthesametime.”

Iwasalittleshocked,butshehadmyinterest.“Whatdoyoumean?”Shewentontosaythatwhatwedoeachmonthistheequivalentofcreating

aBroadway show. “Youhire thebest screenwriters in theworld.Youhire thebest actors. You practice for months, then you open the show in downtownBoise,Idaho.(Becausethat’swhereyouhappentoliveandyouspendamonthpromoting it.) You open the show to a sold-out crowd and they give you astandingovation.Thatnight after the show isdone,youpull everythingdownandstartwritingyournextplay toopennextmonth in thesameauditoriuminBoise.”

Ikindalaughednervously,thenasked,“Okay,thenwhatshouldIbedoing?Whatwouldyoudodifferently?”

“ItakecompanieslikeyoursthathaveanawesomeshowinBoise—Itakethemontheroad.ItakethatshowtoChicago,toNewYork,toLA,andIkeeprunningituntilitstopsmakingmoney.”

IrealizedthenandtherewhatIwasdoingwrong.Ineededtolearnhowtotakemyshowontheroad.Inotherwords,learnhowtodrivemoretraffictothesamewebinar everyweek. After I understood that principle, I sketched out amodel, and told my team I was going to stick to this model for the next 12months.Thisiswhatitlookedlike.

This model is based on a live event schedule. My favorite day to dowebinarsisThursday,becausethenIhaveadequatetimetopromoteitduringtheweek.

I startmy promotions onMonday and keep pushing hard until Thursdaybefore the webinar. I send emails. I drive Facebook ads. I work with jointventurepartners, andawholebunchofotheractivities thatdrive traffic tomy

sign-uppage.WhateverIcandotogetpeopleontothisliveevent,Ido.Whenthewebinar starts, I stop all promotion because the rest of theweek is aboutconvertingthoseprospectsintobuyers.

Every market is different, but I like to spend only $3–$5 per webinarregistrant. If thecostsaregettingabove that, thenmy landingpage isn’t right,mymessageisn’tinteresting,I’mtargetingthewrongpeople,orsomethingelseisoff.Asyourcostsclimbhigherintothe$7–$8range,itbecomeschallengingto stayprofitable on the front end.Here aremypersonal goals for this funneleachweek.Yourgoalsmaybedifferent,butthiswillgiveyouanideawhattoshootfor.

$3PerRegistrant 1,000RegistrantsPerWeek($3kAdSpend)25%Show-upRate(250People)10%CloseRate@$997(25Sales/$25k)DoubleSalesonFollow-UpReplays(Additional$25k)

With that formula, I’m putting $3,000 aweek into ads andmaking back$50,000aweek insales,whileadding1,000newpeople tomy list!Thosearethegoalseachweek.Someweeks,wedon’tgetthefull1,000registered;othertimeswe’llget2,500peopleormore.But setting that as thegoal anddoingawebinareveryweek(yes,theSAMEwebinaroverandoveragain)istherecipefornewconsistentleadsandcashflowintoyourcompany.

SoeachweekIdoaLIVEwebinarsellingpeopleonmynewopportunity.Ispend Monday through Thursday morning promoting that webinar to get asmanypeople aspossible to showuponThursdaynight. I present thewebinarlive on Thursday night and make my special offer. Then I show replays onFriday, Saturday, and Sunday. At midnight Sunday, I take down the offer forthosewhohadregistered.ThenIstartagainonMondayfillingmyeventfortheupcomingThursday.That’sit.That’sthewholemodel.

The next question I get from peoplewhen I explain this to them live is,“ButRussell,insideofClickFunnels,Icancreateanautomatedwebinar.Can’tIjustautomatethissoIdon’thavetodoitliveeveryweek?”Andmyanswerisyes…eventually—butrightnow,youHAVEtodoitlive.

Irecommendpresentingthewebinarliveafewdozentimes(atleast)beforeyoueverautomateit,andhere’swhy:MyFunnelHackspresentationhasmademeover$10milliondollarswithinthefirstyear.ThefirsttimeIdeliveredit,Ididitataliveseminarandwasabletoclose33%ofthepeopleintheroom.Not

tooshabby,right?Thenextday,asIwasleavingtheevent,oneoftheattendeeswhoheardthe

presentation toldmeshe loved it,butsinceshewasacoachanddidn’thaveasupplementtosell,shecouldn’tuseClickFunnels.

Igaveherapuzzledlook.She pointed out that all the examples I had showed were people selling

supplements,butshedidn’thaveone.ItoldherthatIuseClickFunnelsformycoachingbusiness,andshowedherafewofmyfunnels.Shegotsoexcited,sheranbackintotheeventandgrabbedtwoofherfriends.TheyallfilledoutorderformsandhandedthemtomebeforeIleftthehotel.Iclosedthreepeoplewhohadn’tsignedupbefore!

This interaction showed that my presentation wasn’t perfect. So on myflighthome,ItweakeditbyaddingafewmoreslidesshowingdifferentfunnelsandgivingexamplesofhowotherindustriescanuseClickFunnels.

Thenextweek,Ididthepresentationlivetoabout600entrepreneursonawebinar.Whenitwasover,wehadsoldabout$30k,whichwasn’ttoobad.ButIknewitshouldhavebeenmore.Ihadtodeliverthewebinaragaininafewhoursto another group of entrepreneurs, so I tweaked it again. I exported all thequestionspeoplehadasked,reviewedthem,thenchangedmyslidesbasedonthequestions they had during my presentation. I saw all the spots where I hadexplained things wrong or didn’t give enough detail or flat-outmissed thingspeopleactuallywanted.

Four hours later, I delivered this revised presentation to about 500entrepreneurs, and this timewe sold $120k live! I repeated this same process60+timesoverthenext12months—doingalivewebinar,exportingquestions,andadjustingthepresentation.

It’s probablywhy one ofmy friends and conversion experts, JoeLavery,saidthisafterwatchingmypresentation:

Soyes,eventuallyIwillsuggestthatyouautomatethewebinar,butnotatfirst. You need to get people’s feedback, make changes, and perfect yourwebinar.It’smorework,buttheresultcouldbeworthtensofmillionsofdollarstoyouovertime.

NowI’msuresomeofyousawthatI’mspendingover$3,000perweekonFacebookalone togetpeople intomywebinar, andgot a littlenervous.Don’tworry about that now. In Secret#22, Iwill be showing youways to fill yourfunnelwiththerightpeoplewhoarereadytobuy.Therearemethods(liketheFacebook strategy) that costmoney, but there areotherways that you cangetpeople to attend yourwebinars for free.When you are spendingmoney, startwithaloweradbudgetatfirst.Runyourwebinarafewtimestogetthekinksoutandknowwhatconversionratestoexpect.Thenyoucanspendmoremoneyonadsbecauseyou’llknowwhatkindofreturntoexpect.

Inthebeginning,allkindsofthingscouldhappen.Facebookcouldmessupyourads.Yourwebinarsoftwarecouldfailtorecordorfunctionright.Youcouldlosepowerinthemiddleofyourbroadcast.Thingshappen.Sometimesnooneevenshowsupatall!

It’simportantnottogetdiscouraged.Sticktotheplan,andworkitweekinandweekout.Thebeginningcanberoughforsomepeople.Don’tquit!Itwon’tbe long before you start hitting consistent numbers. Now that you know themodel, let’s take a look at the funnel you’ll be using to move people fromregistrationthroughthepurchase.

STEP1:SENDTRAFFICTOTHEWEBINARREGISTRATIONPAGE.Comingup inSecret#22 (FillYourFunnel), I’ll showyouhow to get peopleintoyourfunnel,butfornowlet’s lookat theactualfunnel itself,startingwiththe registration page. I wanted to share a few things you should do on yourregistrationpagetogetthemostpeopletoregister.

Thekeytoahigh-convertingwebinarregistrationpageis…CURIOSITY.That’sit.Ifyourregistrationpageisn’tconvertingwell,it’sbecauseyou’re

showingpeopletoomuchandtheyassumetheyknowtheanswer.Iftheythinktheyknowwhatyou’regoingtotalkabout,thentheywon’tregisterorshowup.If they can’t figure outwhat it iswithout registering, then you’ll get them toregisterANDshowup.

The headline I showed you earlier, “How to __________ without__________”, is typically the key to getting people to register. Here is anexampleofthetypeofheadlineIusedonmyFunnelScriptswebinar:

SometimesItweakmyheadlinetoincreasethecuriosityfactor.ThisisthemainregistrationpageweusedthefirstyearfortheFunnelHackswebinar.

Iwantyoutonoticeafewthingsaboutthispage.

1.ThepicturemakesNOsense.Whenyoulookatit,youhavenoideawhatitisorwhyI’mdoingit.Itarousescuriosity.Findapictureofyouthat’skindarelatedtothetopicbutkindastrangetohelp increase your conversions dramatically. I do NOTrecommendputtingvideoonawebinarregistrationpage.Rarely(if ever)will it beat a strange image.But if youdo a video, be

suretotestthepagewithoutavideoaswell.2.TheheadlinebuildsaTONofcuriosity.MyWeird Niche Funnel That’s Currently MakingMe $17,947PerDay…AndHowYouCanETHICALLYKnockItOffInLessThan10Minutes!

Thisheadlinegivesyouahintaboutthepresentation,butitleavesSOmanyunansweredquestions.

•Whatnicheisit?•Isitreallypossibletomake$17,947perday?•CanyoureallyETHICALLYknockitoff?How?•Injust10minutes?

3.Thepageusesurgencyandscarcity.Nothinggetspeople toact(register,showup,andbuy)betterthanurgencyandscarcity.Theseareyoursecretweapons—usethem.

STEP2:SENDREGISTRANTSTOATHANK-YOUPAGEWITHASELF-LIQUIDATINGOFFER.Afterpeopleregister,wetakethemtoathank-youpagewherewegivethemthebasic information for thewebinar.On thispage, IDO like to include avideo,withmetalkingaboutwhyI’msoexcitedfor thewebinar.TheyNEEDtofeelmypassion for the subjector theywon’t showup.Remember, the registrationpage is about curiosity. The thank-you page is about your passion andexcitementforwhattheyareabouttoexperienceonthewebinar.

Oneof the biggest secrets about the thank-you page is that you can (andshould)useittosellpeoplesomething!Wecallthisa“self-liquidatingoffer”orSLO.Thereareafewreasonsyouwanttoincludethisofferhere.

1.Self-liquidatingoffermeansit liquidatesyouradcosts.That’sright—often you can completely cover your ad costs from theproductyouofferonyourthank-youpage.Thatmeanseverythingyousellonthewebinarispureprofit!2. If they buy something that complementswhat thewebinar isabout,theyaremorelikelytoshowuplive.3. Buyers in motion tend to stay in motion, unless you dosomething to offend them. That means if they buy from youBEFOREthewebinar,theyarealotmorelikelytobuyfromyouONthewebinar.

IlikemySLOofferstobelowerticket,usually$37–$47orafree(or$1)trial to amembership site.Whenwe launched the FunnelHackswebinar,wedecided to give away a free trial to ClickFunnels on the thank-you page.(Honestly,itwasmoreofanafterthought,butwediditanyway.)Lookingatthestatsfromthefirstyearoffollowingthismodel,morethan15,000peoplehavecreatedClickFunnelstrialsfromthatlink,andover4,500arestillactive.Ifyoudo themath,wehaveover$450kaMONTH in recurringcashcoming in justfromourthank-youpage!

STEP3:SENDASERIESOFINDOCTRINATIONEMAILS.Between the time someone registers for thewebinar to the timeyoudeliver itlive,thereareabout10milliondistractionsthatcouldkeepthemfromshowingup. If you’re not careful, the people you paid for with advertising won’trememberwhoyouarebyThursday.

Soduring the in-between time, I send registrantsvideos tohelp introducethem tomyphilosophy,get themexcited about thewebinar, andpresell them.For me, each of the videos is pre-selling them on one of my 3 Secrets.Remember, eachof the 3Secrets is tied to a false belief pattern. So Imake avideo talkingabout thatbeliefpattern,and then tell themthat thewebinarwillhelp themdiscoverwhy that isn’t true, andwhy the opposite IS actually true.Don’tanswerthequestions,justincreasethecuriosityforwhatthey’regoingto

learnonthewebinar.The main concern people share with this sequence is “But what if they

registeronWednesdayandtheyonlygetoneortwooftheindoctrinationemailsbeforethewebinar?”

Here’sthething—theindoctrinationsequenceisNOTessentialtothesale.It’s an amplifier. If theyonly see one video and then they attend thewebinar,that’sokay.Videos2and3maycomeafter thewebinar,and that’sfine.Don’tstressaboutit.Oftentimesoneoftheindoctrinationemailsisthethingthatgetsthemtowatchareplayortopurchaseafterthewebinarisover.

STEP4:SENDREMINDERS.TheremindersstartonWednesday.Justsendquickemailsand/ortextmessagesthat say something like: “Hey, don’t forget we’re talking about __________LIVEtomorrowat__________.”Peopledon’talwaysreadeveryemail,soIliketosendonethedaybeforewegolive,onethemorningofthewebinar,oneanhourorsobeforewestart,anotherabout15minutesbefore,thenafinalonethatsays,“We’relive—joinus!”

STEP5:PRESENTTHEWEBINARLIVE.I like to presentmywebinars onThursdays.Othersmight prefer Tuesdays orWednesdays,butthatmatterslessthanfollowingthepre-webinarindoctrinationseries, thePerfectWebinar script, and the follow-up sequences. For the actualwebinar,hereareafewthingstokeepinmind.

1. The webinar should be about 90 minutes long. The first 60minutes, you focusonbreaking and rebuilding their falsebeliefpatterns.Thisistypicallythehardestpartforpeopletogetright.They try to teach, they try to share cool stuff, and they don’tunderstandwhytheydon’tgetlotsofsales.Thecoreteachingisidentifying their false belief patterns. If you do this right, theproduct will sell easily. If you do it wrong, you’ll struggle.Review the Perfect Webinar section a dozen times until youmasterthesectiononbeliefpatterns.2.Thelast30minutesisthepitch.Youdeliverthatwiththestack,and add in the closes. When the 90 minutes is over, I usuallyspend the remaining 15–30minutes forQ&A, closing people

betweeneachquestion.3.Thebest timeofday foryourwebinardependsa lotonyourmarket. I schedule my webinars during the day because mostpeople in mymarket are entrepreneurs who usually havemorefreedomovertheirschedulesduringtheday.Othermarketswherepeople have 9–5 jobs usually require nighttime webinars. SoWHENyou present thewebinarwill depend on your particularaudience.4.IlikepresentingmylivewebinarsonGoToWebinar.com.SomeofmyfriendsuseWebinarJamorothersoftware.Eachsystemhasprosandcons,soyouhavetofigureoutwhat’sbestforyou.5.Typically,about25%oftheregistrantsshowuponthewebinar.If fewer than 25% attend, focus more on the indoctrinationsequence, sending text message reminders before the webinar,emailsonehourbeforethewebinar,andagain15minutesbefore.You’ve paid a lot of money to get them registered, and you’regoingtohavetopushhardtogetthemtoshowup.6.When I transition from the content to thepitch, I checkhowmanypeoplearestillonthewebinar,andIbasemyclosingstatson that number. So if I have 250 people who are still on thewebinarwhenIstartthepitchatthe60-minutemark,andIknowthatItypicallyclose15%,I’llprobablymakeabout$37,500.

Whatwillyourcloseratebe?Atfirst,itwillprobablybeprettylow.That’swhyyouneedtodoitlivesomanytimes.Whenyouhavea5%closerate,youhaveagoodwebinarandarelikelygoingtobeprofitableonthefrontend.Whenyou get it to 10%, then (I believe) you have a million-dollar-a-year webinar.Whenyougetabove10%…Well, I’ll just say thatat15%,wedid just shyof$10million the firstyear.So itpays tokeeprefiningyourconversion ratesbytweakingandpresentinglivepresentations.

STEP6:SENDFOLLOW-UPSANDCREATELAST-MINUTEURGENCY.As soon as a webinar is over, we shift focus to the replay campaign. Somepeople get REALLY intense with their replay campaigns, but the basics areurgencyandscarcity.That’swhatgetspeopletotakeaction.IusuallyDOUBLEmysalesbetweenthetimeIendthewebinarandwhenweclosedowntheoffer

Sundayatmidnight.Friday,Saturday, andSundayyouwill deliver follow-up emails including

thewebinarreplaylink.Thefirstday,Italkaboutwhatagreatresponsewehadon the livecall andoffer themachance towatch the replay…if theyaccess itquickly.Whenthecartcloses,thereplaylinkdisappearsaswell.

Sometimesinmyfollow-upsequenceI’llsendaPDFcheatsheet(similartoCliffsNotes)thatbrieflysummarizeswhatwecoveredinthewebinarorevenaPDFversionofmyslidessotheycanseewhatwecoveredinthewebinar.Somepeoplearemorevisual learnerswhoprefer to read textoverwatchingavideo.People are busy and they may not have time to go watch your 90-minutepresentation—but theyWILLscanoveryourPDF. In thisemail, Ialsoremindthem that the offer is only live until Sunday. These few days are all aboutampinguptheurgencyandscarcity.Ifpeoplethinktheyhaveallthetimeintheworldtobuy,theywon’t.

On the last day, I send a couple of emails reminding them that the cartclosesatmidnight.Irecapthemainreasonstheyshouldbuyandleaveitatthat.It’s amazing how many people will hit the Buy button one minute beforemidnight!

STEP7:CLOSETHECART.Sundayatmidnight, it’s time toclose thecart.Theoffer isdone, and theBuybuttons are deactivated. That’s it. You’ve completed your Perfect Webinarfunnel.

REPEATMondaymorning, you start all over again with Step 1: Driving Traffic. Eachtimeyougo throughthisprocess,youwill improve.You’ll figureoutdifferentwaysofpresentingthatgetmorepeople tobuy.You’llanswermorequestions.You’ll fine-tune your ad targeting. The point is to never stop after one try—ESPECIALLYifyouhaddisappointingresults.

No one showed up for Liz Benny’s first live webinar. She had a fewhundredpeopleregistered,yetforsomereasonnooneshowedup.Shehadspentmonths preparing, and not a single soul attended.But she didn’t give up. Shekeptrefiningherprocess.Andshewoundupmakingjustoveramilliondollarsinherfirstyear.

Would that beokaywithyou? If youknewyou couldmake six or sevenfiguresinayear,wouldyoukeepgoinginthefaceofdisappointment?Yeah…

me,too.Whathappensifyougetgreatresultsfromyourfirstlivewebinar?Should

you automate it andmove on to something else?No! This is a hugemistakepeoplemake—automatingtoosoon.IrantheFunnelHackingwebinar60+timesbefore we finally decided to automate it. One full year of the same webinar,weekinandweekout.SomeweeksIdidit5or6times.Infact,tothisdayIstilldoitliveafewtimesamonth.

By the time we finally automated it, that presentation was as tight as itcouldbe.Wehadeveryobjectioncovered.Weknewexactlyhowtogettraffic.We had just the right follow-up sequences. And now it’s all down to thenumbers. Because we spent so much time perfecting the webinar, we getpredictableresultsfromtheautomatedversion.

So the last step is to repeat yourwebinar.Again and again.Run it everyweek for a full year, andwatchwhat happens to your bank account and yourexpertstatus.

SECRET#18

THE4-QUESTIONCLOSE(FORHIGH-TICKETOFFERS)

ThewebinarprocessandthePerfectWebinarscriptyou’vejustlearnedworksreallywell foroffersbetween$297and$2,997.Butwhenyou’re sellingmoreexpensiveoffers,youneedtoaddanotherstep.Insteadofjustsendingpeopletoanorderform,sendthemtoapagewheretheyfilloutanapplication.Thengetonthephoneandinterviewthemtoseeifthey’dbeagoodfitfortheprogram.Thisworksfortworeasons.

•Reason#1:It’smucheasiertosella$2,997–$100,000programonthephone.Thatextrastephelpspeoplefeelmorecomfortablepayingthehigherdollaramounts.•Reason #2: At the higher-level programs, you are typicallygoing to beworkingmore closelywith people.You can screenthemtomakesureyou’llenjoyworkingwiththem.Iftheyaren’tagoodfit,thendon’tacceptthemintoyourprograms.

InDotComSecrets, Ishareda two-stepphonescript thatworksreallywellwhenyouhavesalespeopleworkingforyou.Forthatscripttowork,youneedtwopeople: a setter and a closer. Itworks amazinglywell, but onlywhen theexpertISN’Ttheoneonthephone.Atleastinthebeginning,youwillbedoingthesesalescallsyourself,andforthatIrecommendacompletelydifferentscript.

THE4-QUESTIONCLOSESCRIPTIlearnedvariouspartsofthisstrategyfromafewdifferentpeople.DanSullivan

wrote a book calledTheQuestion, which thiswhole script is based on. PerryBelcher coached a few of my friends through the script, and Greg CassarcoachedmeandmyInnerCirclethroughtheprocess.Eventhoughthisiscalledthe 4-Question Close Script, it’s more like a 4-phase script. There are fourprimaryquestions,butyouwillbeaskingfollow-upquestionstodigdeeperandgetmorecompleteanswers.

Before prospects get on the phone with you, they fill out an applicationform so you can pre-qualify them. Then you should have an assistant contactthemtosetupa30-minutecall.

Onceyou’reonthecall,mostpeoplewillwanttoopenwithsmalltalk.Thatinvitesthemtorambleonandwastetime.Youdon’twantthat.Youwanttosetyourselfupas theonerunning thecall right fromthestart.Soyou’regoing tosay:

Hey, this is Russell and I’m excited to be on the call with you. Sohere’s how these calls work. I’m going to ask you four questions.Dependingonhowyouanswerthemandhowwellwegetalong,we’lldecidewhethertomoveforward.Soundfairenough?

They should answer yes, or the call can end right there.You’re getting amicro-commitment here, a little yes right at the start. You’re also setting theground rules soyoucan steer the conversationwhereyouwant it togo.Oncetheyagree,it’stimetostartaskingthequestions.

Imagine you and Iwere to startworking together today. I teach youeverything I know and do everything I can to help you get results.Now imaginewe’re sitting in a coffee shop a year from now.Whatwouldhavehappenedinyourlife,bothpersonallyandprofessionally,for you to feel happy with your progress? What would make youbelievethatthiswasthebestdecisionyouevermade?

You’retryingtogetthemtodescribetheirexternalandinternalgoalshere.Youwanttoheartheirtruedesires.Iftheycan’tanswerthisquestion,youdon’twanttoworkwiththembecauseyou’llneverbeabletosatisfythem.Nomatterhowmuch you accomplish—and nomatter howmuch they pay you—if theycan’tarticulatetheirdesires,thenyouwon’tbeabletomakethemareality.

Mostlikely,they’llstartbydescribingexternaldesires.Theywanttomake$10,000amonth.Or theywantaboatorafancynewhouse inabetterschooldistrict.Theywanttoloseweightorhaveabetterrelationshipwiththeirspouse.Thisisagreatstart,butyouwanttodigdeeperandgettotheinternaldesiresaswell.Soaskfollow-upquestionsbasedontheiranswers.

Question#1Whydoyouwant tomake$10,000amonth?Whydoyouwant thatfancynewhouse?What’ssoimportantabouttheschooldistrictyou’rein?

Thenthey’llstartrevealingthevaluesandbeliefsthataretrulyimportanttothem.Maybetheywant$10,000amonthtoprovetotheirfamilythatthey’reagoodprovider.Ormaybetheyhaveafavoritecharitytheywanttosupportinabig way.Maybe they want to be in a good school district because their kidsaren’t being challengedwhere they are.Ormaybe they are childless and theirspousehasgivenuphopeofeverhavingafamily.Theyarehopingthatmovingtoagoodschooldistrictwilldemonstratethatthere’sstillhope.

Do you see how very different those inner desires can be for differentpeople,eventhoughtheywantthesamethings?YouneedtoknowthoseinnerreasonsWHYtheywantwhattheywant.Sokeepdigginguntiltheyrevealthosedeepemotionalconnections.

Attheendoftheday,weallwantthesamethings—respect,inclusion,andpurpose.Whenyoudiganddigandeventuallytheysaysomethingthatreveals

one of these three things, you can stop andmove to the next question. Theymightsay,“I justwantmyfather torespectme.”Or“Iwantmylife tohaveapurpose,soIliveonwhenIdie.”Or“Iwanttobepartofsomethingbiggerthanmyself.”Trainyourself to listencarefully for thesecues.Thenmoveon to thenextquestion.

Question#2Clearly, you know what you want. You’ve painted a really greatpicture forme. So letme ask you this—why don’t you have it yet?What’sbeenstandinginyourwayorholdingyouback?

Hereyou’re looking for theirobstacles andobjections. If theydon’thavewhattheywantyet,theremustbeareason.Andyouneedtoknowwhetheryoucanhelpthemwiththoseobstaclesornot.Iftheystartblamingotherpeople,youcan’thelpthem.Listenforthemtosaythingslike“Myspousedoesn’tsupportme”, or “I tried XYZ program and it didn’t work. That guy was useless.” Ifthey’re blaming other people or outside circumstances for their failures, youreallydon’twantthemasaclient.

You want people who will take responsibility for their own actions. Solisten for someversionof “Idon’tknowhow.”Maybe they say, “I triedXYZprogram,butIjustdidn’tunderstandthefinerdetails.Ineedtotakethetimetomastertheprocess.”ThekeyhereisthewordI.Iftheytalkaboutthemselvesalot,thenchancesareyoucanhelpthem.Iftheydon’tknowhowtodosomethingandyoucanhelpthem,you’regoingtohaveasuccessfulrelationship.

Nextit’stimetogetthemthinkingaboutpossibilities.

Question#3Iwantyoutothinkaboutwhatresources,connections,talents,orskillsyou have access to that you’re not currently utilizing 100%, thatwecouldusetohelpovercomeyourobstaclesandachieveyourgoals.

Give them some time to think about it. Theymight come upwith somegreatanswers,ortheymightcomeupwithsomethingoff-the-wall.Thepointistogetthemthinkingaboutthepossibilities.

Whatever they come upwith is good. Encourage them to keep thinking.Keepasking,“Whatelse?Whatelse?”untiltheyrunoutofideas.Whentheydo,

yousaythis:Okay,solet’sreviewforaminute.

1.Itlookslikeyouknowexactlywhatyouwant.Youtoldmeyouwant__________because__________.2. Now you haven’t been able to achieve that before primarilybecauseof__________and__________,right?

Now I briefly talk aboutmy experiencewith the sameobstacles they arestrugglingwith,andaskthemiftheythinkIcouldhelpthemtoovercomethoseobstacles.

3.And last, it looks likeyouhaveall theseresourcesyoucouldleveragethatyou’renotleveragingyet,right?

Ithenaskthem,“Howmuchmoremoneydoyouthinkyou’dmake(orhowmuchweightwouldyouloseorhowmuchbetterwouldyourmarriagebe)ifyouwereabletoeliminatetheobstaclesandleveragethoseresources?”

Iletthemexplaintomewhatwillhappen.

“Ohman, if I could do that, I’m pretty sure I couldmake amilliondollars(or losea tonofweight,besomuchhappier inmymarriage)…”

Ithentransitiontothefinalquestion.

Question#44. So I only have onemore question.Do youwantme to helpyou?

ThenIstoptalking.Idon’tsayanotherworduntiltheyanswer.Mostofthetime,theywillsayyes.ThenallIhavetodoissay:

Great!Here’showitworks.Myfeeis$__________.Forthatmoney,youget__________.I’mheretohelpyou.Icantransferyouovertomyassistanttotakecareofthefinancialdetailsrightnow.Wouldyouliketodothat?

If they sayyes,you’redone.Usually theonly reason theywon’t agreeatthispointisbecausetheydon’thavethemoney.Ifthat’sthecase,youcanofferapaymentplan.

Ifyou’vedoneagoodjobwiththequestions,andtheycanaffordyourfee,thenyoushouldclosemostofthepeopleyoutalkto.Justsendthemofftoyourassistanttohandlethecreditcarddetails,andyou’reallset.Andthat’showthe4-QuestionCloseworks.

SECRET#19

THEPERFECTWEBINARHACK

As you can see, it takes time to create aPerfectWebinar presentation.Mostpeoplespendaweekortwocreatingtheirfirstone.AndeventhoughI’vebeenusing the format for years, I’ll often spend a couple of days creating onepresentation. While that’s really not a long time to create the foundation ofmillionsofdollarsinabusiness,sometimesyoudon’thavethatmuchtime.

For example, about two years ago, Iwas helping a close friend launch anew company that sold automatedwebinar software.His sales process lookedvery traditional, and they were getting average sales driving traffic into hisfunnel.Thenhedecidedtolaunchanaffiliatecontestwherethewinnergot$50k.

Ithoughtitwouldbefuntocompete,butIknewtheonlywayIcouldwinwas to change how he was selling his product. I had planned on creating aPerfectWebinar,butasthedeadlinetowinthe$50kgotcloser,Iranoutoftime.Iwascompetingagainst100otheraffiliateswhohadbeenpromotingforseveralweeks,andIwaswaybehind.Therewereonlyafewdaysleftbeforethecontestended.

Iwasabouttogiveupandjustblowitoff,butthenIhadanidea.WhatifIcould quickly create a Perfect Webinar and launch it—in the next 10–15minutes?Ha!(Ihadtolaughatmyselfforaminute.ThenIgotserious.)IknewIcouldneverpullitoffwithtraditionalPowerPointorKeynoteslides.ButwhatifIjustwroteoutthekeycomponentsonawhiteboard?

Ihadnoideaifitwouldwork,butitwasmyonlyshot.SoIstartedaskingmyselfalotofthequestionsI’vecoveredthroughoutthisbook.I’mgoingtorunthroughthemquicklyforyourightnow—becausethat’sallIwasabletodointhe 15 minutes before I went live with this presentation. (NOTE: All theseelementscouldhavebeenmuchstrongerifI’dhadmoretime,butIonlyhad15minutesbeforeIwentlive,soIhadtothinkREALLYfast.)

Iwantyoutoseewhatyoucanpulltogetherwhenyouusetheconceptsin

thisbookasguidelines.

Question#1:What’sthenewopportunityI’moffering?Answer:Increasingwebinarsalesusingmyweeklywebinarmodel

For thisproduct,weweresellingautomatedwebinarsoftware,whichwasnothing new. So I offered them a NEW opportunity to sell more throughwebinarsusingmyweeklywebinarmodel.Thiswasanewopportunitythatmostpeople(atthetime)hadneverheardof.

Question#2:WhatistheoneBigDominoforthisoffer?Answer:IfIcangetthemtobelievethatdoingwebinarsthroughmymodelistheonlywaytheycangetto7figuresinthenext12months,thentheyhavetogivememoney.SoIwroteoutthistitle:

HowtoMake(atLeast)7FiguresNextYearwithTHISWebinarModel

Question #3: What special offer can I create for those whopurchase?Answer: I spent fiveminuteswritingoutmystackonawhiteboard,includingeverythingIwouldgivepeoplewhopurchasedthroughmyaffiliate link. His software helped people conduct webinars, so IbrainstormedthingsIalreadyhadthatwouldcomplementwhathewasselling.Hereiswhatmystacklookedlike:

•WhatYou’reGonnaGet…•ThePerfectWebinarScript$497•ThePerfectWebinarTraining$9,997•VideoofMyClosingLIVE$2,997•PerfectWebinarFunnel$997•MyWebinarFunnel…Priceless

TotalValue:$14,988

Question#4:WhatismyEpiphanyBridgeoriginstory?Answer:ThestoryabouthowIbombedatmyfirsteventandArmandMorintaughtmehowtodothestack

Question#5:Whatarethreefalsebeliefstheyhaveaboutthisnewopportunity(the3Secrets),andwhatEpiphanyBridgestorieswillItelltobreakthosefalsebeliefpatterns?

Ibrokethemdownlikethis:

A.What is their #1 false belief aboutwebinars (the vehiclewewereputtingtheminto)?B.WhatEpiphanyBridgestorydoIhavethatgotmetobelieveinwebinars?

IknewmyepiphanyhadoccurredwhenIlearnedthescriptforhowtosellonwebinars(whicheventuallybecamethePerfectWebinar).SoIthenwroteonthewhiteboard:

Secret#1:It’sAllAbouttheScriptThenIwentintoSecret#2.

C. What is their #1 false belief about their personal ability toexecuteonthisvehicle?D.WhatEpiphanyBridgestorydoIhavethatgotmetobelieveinmyabilities?

For me, my big epiphany was understanding how the webinar modelworked,andthatIcouldactuallydoit.SoIthenwroteonthewhiteboard:

Secret#2:UnderstandingtheModelFinally,Ithoughtaboutthethirdsecret.

E.What is their #1 false belief or outside force that they thinkwillkeepthemfromsuccess?

F. What Epiphany Bridge story do I have that got me tounderstandthetruth?

Forme,myepiphanywasunderstanding that thisonlyworks ifyoudo itLIVEeveryweekuntilitconvertstoactualresults.Ithenwrotedown:

Secret#3:YouhavetodothisLIVEuntil…Nowthoseprobablyweren’tthebesttitlesintheworld,andI’msurewitha

fewdaysofmassagingthem,Icouldhavemadethemamazing.Butthiswholeprocessonlytookmeabout15minutes.

ThenIhadtofigureouthowtopromotethismessagetothemostpeopleintheleastamountof time.Ididn’thavetimetosetupawebinarfunnelandgetpeople into a sequence. I needed to start getting sales IMMEDIATELY. So Iopened up two of my phones, turned on Facebook Live and Periscope, andclicked“GoLive”onbothplatforms.BecauseIalreadyhavestrongfollowingsinbothplaces,Iwasliveinfrontofhundredsofpeoplewithinseconds!

I did the presentation by just talking off the top ofmy head, sharingmyEpiphanyBridgestories,andthengoingintomystackandclose.

Within26minutesand32seconds,mypresentationwasdone.Ihadnoideaifitwasgoodorbad—itwasallsoquick.ButasIlookedatmystats,Isawthesalesfloodingin.

I was then able to promote those presentations on Facebook and otherplacesforthenextthreedaysuntilthecontestwasover.Duringthistime,over

100,000peoplesawthispresentation.Weendedupdoingover$250,000insalesandIwonthe$50kcashprize!Notbadforonly15minutesofpreparation!

AndwhileIthoughtthatwasprettycool,evenmoreexcitingwasthefactthatBrandonandKaelinPoulinsawwhatIdidanddecidedtomodelit.Withinafewdays,theylaunchedaFacebookLivesession,anddidalmostthesamething.They had their stack written down on a whiteboard, and Kaelin wrote her 3Secretsonpaper,whichsheshowedasshewasteachingandtellingherstories.

Theirfirst tryat thisprocessmadethemover$100,000,andthey’vegoneontodoiteachmonthsince.Infact,recentlytheydidover$650,000fromONEFacebook Live presentation, using the Perfect Webinar script without anyPowerPointslides—justawhiteboardandafewsheetsofpaper.

AsyoumasterthePerfectWebinarscriptandyougetbetterattellingstoriesanddeliveringyouroffer,youcanuse it tosellalmostanyproductwith justafewminutes notice. The PerfectWebinar is perfect. The only time it doesn’tworkiswhenpeoplemessitupbynotfollowingwhatI’velaidoutinthisbook.In fact, if you try it and it doesn’t work, I can tell you from experience it’sprobablyforoneofthesereasons:

1.Youpickedabadmarketandnoonewants tohearwhatyouhavetosay.

2.Youbuiltanimprovementofferandnoonewantstobuyit.3. You slipped into teaching mode and didn’t create anenvironmentforchange.

Ifyoupickagoodmarket,makeanewopportunitythatistrulyirresistible,andthenuseyourpresentationtobreakandrebuildtheirbeliefpatternsaroundthatnewopportunity…itworks.Ipromise!

Asyou followwhat Idoonline,you’ll seemeusing this scriptandstoryprocess in all sorts of situations, including video sales letters, teleseminars,productlaunchvideos,GoogleHangouts,FacebookLivevideos,andeveninmyemailsequences.

OnthefollowingpageisacheatsheetyoucanusetostructureyourPerfectWebinarsfast.

PERFECTWEBINARCHEATSHEET

Question#1:What’sthenewopportunityI’moffering?Question#2:WhatistheoneBigDominoforthisoffer?Question #3: What special offer can I create for those whopurchase?Question#4:WhatismyEpiphanyBridgeoriginstory?Question#5:Whatarethreefalsebeliefstheyhaveaboutthisnewopportunity(the3Secrets),andwhatEpiphanyBridgestorieswillItelltobreakthosefalsebeliefpatterns?

A.FalseBelief(Vehicle)B.EpiphanyBridgeStory(Vehicle)C.FalseBelief(Internal)D.EpiphanyBridgeStory(Internal)E.FalseBelief(External)F.EpiphanyBridgeStory(External)

SECRET#20

EMAILEPIPHANYFUNNELS

One ofmy biggest breakthroughs happenedwhen I realized that I could usethisPerfectWebinarprocessinALLareasofmymarketing,includingemail.InDotComSecrets,ItalkedaboutaconceptIlearnedfromAndreChaperoncalledSoapOperaSequences(SOS),whicharetheemailsyousendtosomeonewhentheyfirstjoinyourlist.Hecalledthemsoapoperasequencesbecauseeachemailendswithahookthatdrawsyoutothenextepisode,justlikeasoapoperadoes.

Foryears, I hadbeenusingSOSemailswithdifferent story structures. (IevensharedsomeintheDotComSecretsbook.)ButwhenIstartedseeingpeopleuse the PerfectWebinar in different situations like Facebook Live and videosales letters, I had a thought…I wonder if this would also work as an emailsequence?Infact,IwonderifIcoulddoALLthesellingbyemail,andnotevenpush them into attending a presentation. It seemed so crazy, I figured it justmightwork.SoItookthePerfectWebinarandbrokedownthefourcorestoriesand the stack, added each into an email, and tested it out.The resultswere…well, theywereamazing!Somuchso thatwearenowgoingbackandadding

themintoeveryfunnelwehave.Thereareafewdifferentwaysthatwe’vesuccessfullyusedthissofar.The

firstwasjustwritingouteachstoryfortheemails.Thesecondwaywasmakingvideos telling each of the stories, and then linking to the video inside of theemails.Honestlythewaytheyreceivethestorymatterslessthenfollowingtheactualstorystructurethatyoulearnedaboutearlierinthisbook.

Oneofthekeystorememberinsoapoperasequencelikethisisthateachemailneedstopullpeopleintothenextstoryinthenextemail.Thinkabouthowgood soap operas, reality shows andmost shows on TV are able to pull youthroughthecommercialbreaksandweektoweekbygettingyouexcitedbywhatis about to happen, then cutting it off.We do the same thing in these emails,teasingaboutthenextemailthat’scomingsotheyareanxiouslywaitingforit.

SECRET#21

EPIPHANYPRODUCTLAUNCHFUNNELS

WhenClickFunnelswasgettingclose to itsone-yearanniversary,wewantedto create a new funnel in hopes that we could get some of the same affiliatepartnerswhohadpromotedourPerfectWebinarinthepasttopromoteagain.Weknew thatmanyof themwouldnotwant to just promote the samewebinar totheir followers again, so we decided to switch from a webinar to a productlaunchfunnel.

Inside theDotComSecretsbook, Ialsosharedourproduct launch funnels,aswell as the scriptswe’vehad successwith in thepast insideof theproductlaunch funnels. But I knew that the messaging and stories in our webinarsworked really well, so why not just use them again here? And with that, webasicallyjustrecreatedthePerfectWebinarandEpiphanyBridgestories insideoftheproductlaunchfunnelstructure.

Irecordedanintrovideotellingmyoriginstory, thenhadthemopt infortherestofthevideosinthesequence.Thenvideo#1becameSecret#1,which

toldthemaboutthenewopportunity.Secret#2focusedontheirinternalbeliefs,andSecret#3theirexternalbeliefs.Thenvideo#4wasjustavideoofmedoingthestack.

Itworkedamazinglywell,andsincethenI’veseendozensofotherscreateproduct launch funnel versions of their Perfect Webinars. One of the mostpowerfulwayswe’veused—andthatI’vestartedtoseeothersadoptaswell—isaftersomeonecomesthroughyourwebinarfunnel,tosendemailstothosewhodidn’t show up to thewebinar, and have them go through the product launchsequence instead. That way, those who didn’t get a chance to consume yourmessagecangetitinadifferentformattheymaybemorelikelytowatch.

SECTIONFIVE

WHAT’SNEXT?

Nowthatyouhavecreatedyourpresentationandthefunnelsthatpeoplewillgothrough toget yourmessage, thenext questions I get a lot are “Howdo I getpeopleintothosefunnels?WhatisthefuelthatwillignitemyfollowingsoIcanstartamassmovement?”

Thissectionwillshowyouhowtofillyourfunnelsandmentionsomeotherthingsyoucandotojump-startyoursuccessasanexpert.

SECRET#22

FILLYOURFUNNEL

The million-dollar question everyone asks after they learn about funnels is“Howdoyouactuallygetpeople into those funnels?” Ihad thesamequestionwhenIgotstarted.Infact,Irememberaskingafriendwhowashavingalotofsuccessonlineatthetime,“Howdoyoucreatetraffic?”

Hesmiledandsaid,“Russell,youdon’tneed tocreate traffic, it’salreadythere. People are already online.You just have to figure out how to get thosepeopletoleavewheretheyareandcometoyouinstead.”

Thewheels inmyheadstartedspinning.IstartedthinkingaboutWHEREmydreamcustomerswerealreadycongregating. I realized that, inmostcases,thepeopleIwantedtoservewerealreadyinthemarketlookingforsomething.AndifIcouldpresentthemwithMYnewopportunity,Icouldgetthemtoleavewheretheywereandstartfollowingme.

Aboutthatsametime,Iheardaboutaconceptcalledthe“Dream100”fromoneofmyfriendsandmentors,ChetHolmes.EarlyinChet’scareer,heworkedfor Charlie Munger, who you may know was Warren Buffet’s partner inBerkshire-Hathaway. Chet sold advertising for one of the company’s legalmagazines.At the time, theywere really struggling.Chetwasworkingwith adatabaseofover2,000advertisers.Hemadecallsandsentoutmaterialseveryday.Buttheywerestill#16outof16magazinesintheirindustry.Deadlast.

ThenChetgotsmart.Hedidsomeresearchanddiscoveredthatoutofthose2,000advertisers,167ofthemwerespending90%oftheiradvertisingbudgetswith his competitors. So he defined those 167 as his best buyers—the onesspending all the money in the industry. Once he figured that out, he stoppedmarketing toeverybodyand insteadfocusedhis timeandeffortson those167.Hesentoutdirect-mailpieceswithlumpyobjectsinthemeverytwoweeks,thenhefollowedupwithafewphonecalls.Twiceamonthhe’dmail,twiceamonthhe’dcall.

Now Chet was known for what he called “PHD”—Pig-HeadedDetermination.Sohejustkeptgoingafterthosesamepeoplemonthaftermonth.Because thesewere thebiggest buyers, theywere thehardest people to reach.Buthedidn’tgiveup.Afterfourmonthsoffollowingthisstrategy,hegotzeroresponse.(Prettydiscouraging,right?)

Then in his fourth month, something changed. He landed his first bigaccount—Xerox.Itwasthebiggestadvertisingbuyeverforthecompany.Bythesixthmonth,hehadlanded29ofthe167.Andwiththose29,Chetdoubledthesalesover thepreviousyear.Theywent from#16 to#1 in the industry in justoverayear.Andhekeptdoublingsalesforthenextthreeyears.

Lateroninhiscareer,ChetwroteascreenplayandwantedtosellittoabigHollywoodstudio.SohefollowedthesameDream100strategy.Heresearchedand found 100 Hollywood producers, actors, directors, and other people whocouldmakehisfilmareality.HefocusedonhisDream100listandrelentlesslypursuedtheseguys.Andyes,eventuallyhedidsellhisfilmtooneofthosebigstudios.

Sowhatdoesthishavetodowithyou?Well,whenIfirstheardChetexplainhowtheDream100worked,Irealized

that there were probably 100 people who already had MY dream customers.Theyhadthetraffic.Ididn’tneedtocreateit,Ijustneededtofigureouthowtogetthosepeopletocomeandseemynewopportunityinstead.

The first step in this Dream 100 process was going back to Secret #1.RememberwhenIcreatedmynewniche?Westartedwiththethreehotmarkets(health,wealth,andrelationships).

Fromthere,Idrilleddownintoasub-nicheinsideofoneofthosemarkets.Thenwithinthatsub-niche,Icreatedmynewopportunity.

IfoundthatthekeytotheDream100wastostepbackfrommynicheandgobackup to the submarket level. Inside of that submarket are all the nicheswhere my traffic is already congregating. All I needed to do was figure outWHOwascontrollingthattraffic.

Iquicklyrealizedthatthepeoplewhocontrolledthattrafficweretypically

oneoffourtypes:listowners,bloggers,podcasters,orsocialmediainfluencers(includingYouTube,Instagram,Twitter,Facebook,etc.)Istartedsearchingandfound list ownerswith email lists of 20,000 to 200,000ormore ofmydreamcustomers!Bloggers and podcasterswho hadmillions of readers and listenersand social media influencers who could drive tens of thousands of clicks toanything theywanted to talkabout. Isawtheirpower,soIstarted tobuildoutmyDream100listofthesepeopleandcompanies.Initially,Itriedtofind25listowners in my submarket, 25 bloggers, 25 podcasters, and 25 social mediainfluencers.

After I filled out that list, I had the 100 people who already had theattentionof thoseIwantedtoserve.ThenIput togetheraplantoinfiltratemyDream100.

The first goalwas to start building relationshipswithmyDream100.AsHarveyMackay said, you want to “dig your well before you’re thirsty”. The

WORSTtimetocontactyourDream100isthedayyouneedthemtopromotesomething for you. The best time to start building relationships is NOW. Sowhenyouarereadytoaskthemtopromoteyou,thatrelationshipwillalreadybethere.

Dig YourWell Strategy #1 I started by following them, sending friendrequests,subscribingtotheiremailslists,blogs,andpodcasts,andbuyingtheirproducts.IwantedtoputthemonmyradarsoIcouldseewhattheyweredoingandgettoknowwhotheywerebeforeImademyfirstcontact.

There isnothingworse thangettingameetingwith an influencer andnotknowingwho theyare,what they’reworkingon,orwhat’s important to them.I’vemet a lot of people through theyearswho somehowmake it throughmygatekeepers,butwhentheygeton thephone, they’resofocusedonsellingmesomething thatwenevergetpast the first fewminutes. Ifyouwant tobuildarelationshipwithyourDream100,youneedtobeprepared.

Dig YourWell Strategy #2 After I know who they are and understandwhat’simportanttothem,Iwanttogivethemaplatformthathelpstopromotethem,butatthesametimegivesmetheabilitytobuildarelationshipwiththem.Myfavoritewaytodothatistointerviewthemformypodcastormyblog.Icanusuallyget30–60minutestoaskthemquestionsandbuildarelationshipduringthatinterview.

When I promote that interview, it helps them as well. Most of my bestpartners started with me interviewing them and then taking that relationshipfromtheinterviewintoStrategy#3.

DigYourWellStrategy#3NowthatIhaveabasicrelationshipwiththem,oneofthemainthingsIliketoask(andIlearnedthisfromSeanStephenson)iswhatprojectthey’reworkingonthatismostimportanttothematthemoment.After theytellme,I figureoutwhatextravalueIcanoffer tohelp themreachtheirgoal.Andthat’sit.It’ssimple,butit’showgreatbusinessrelationshipsarebuilt.I’mdiggingmywellBEFOREI’mthirsty.

Whenshouldyoustart“diggingyourwell”?Well, thereisanoldChineseproverbthatsays,“Thebest timetoplanta treewas20yearsago.Thesecondbesttimeisnow.”YouneedtostartthisstrategyNOW,nomatterwhereyouareinyourbusinesstoday.

After you’ve spent time digging your well, start looking for ways toleveragetheserelationshipstogainaccesstotheirfollowers.Ifyouhavecreatedatrulynewopportunitythatwillservetheiraudience,thentherearelotsofwaysyoucanworktogether.Ifyou’ve“picked”aniche,thenyou’lllikelybeindirectcompetitionwithmanyofyourDream100.Butifyou’vecreatedyourniche—your new opportunity—then you should be complementary to most of them.

Thismakesthepromotionprocessaloteasier.PromotionStrategy#1TheeasiestandbestwaytoworkwithyourDream

100istogetthemtopromoteyouandyournewopportunitytotheirfollowing.That’smy#1goal.Ifocushardontherelationship.Andwhenthetimeisright,Iaskthemtopromotemywebinar.IreachouttomyDream100bysendingthema physical newsletter and package in the mail every month with informationaboutthespecialpromotionswearerunningandhowtheycanbepartofthem.Even though my Dream 100 has grown to nearly 600 people, I still send apackageandgivethemacalleverymonth.

NoteveryoneonmyDream100willpromotemyproducts.Infact,manyofthem I can never even get on the phone. But I consistently market to them,becauseoneYEScanputmeinfrontoftheiraudienceofhundredsofthousandsofpeopleormore!I’vehadtimeswhenonepersononmyDream100hassaidyes,andwithinthreemonthsthatrelationshipnettedoveramilliondollars.It’sworth consistently building relationships with those people. I would say thatabout30%ofthetrafficintomyfunnelscomesfromthisstrategy.

PromotionStrategy#2Whilemymain goal is to getmyDream100 topromotemyproduct,oftentimes theycan’torwon’t, and that’sokay.Over thepast few years, most of the social networks have opened up their advertisingplatforms so I can promote to the fans and followers of specific people orcompanies. For example, I can go to Facebook and show ads to all the TonyRobbinsfans(oneofmyDream100).YoucouldgotoTwitterandtargetAshtonKutcher’sfollowers(ifhe’sinyourDream100).

SoIcreatespecificadstotargetthefollowersofeachpersononmyDream100list.Eachnetworkisdifferentandtheychangefrequently,soyou’llneedtostay on top of the networks you want to use. But if you go towww.FillYourFunnel.com, you can see the most up-to-date training for eachnetwork.About40%ofmytrafficcomesfromthisstrategy.

Promotion Strategy #3 So where does the last 30% come from?About10%comesfrommarketing,searchengineoptimization,andotherthingswe’redoing each day, but the last 20% comes from something I learned called“integration marketing” from my first mentor, Mark Joyner. He wrote anawesomebookbythesamenamethatshowsyouhowtointegrateintothesalesflowofyourDream100.

Ifyoulookat thesalespath thatcustomersofpeopleonyourDream100are going through, you can find places where it would make sense for yourproductsorservicestobeoffered.Theideaistointegrateyouroffersintotheirnaturalsalesfunnel.Canyouputoneofyourproductsononeoftheirthank-youpages? Can you put your ad in a PS on their emails? Could you co-create a

product that you both promote and both get customers from? How can youintegrate into your Dream 100 sales funnels? This way, it’s not just one anddone,insteadyouwillgetacontinuousstreamofcustomers.TherearethousandsofcreativewaystointegratewithyourDream100.

Therearesomanywaystodrivetrafficandfillyourfunnels.ButALLmystrategiesarebuilton the foundationof theDream100.Whenyouunderstandthe strategy behind how andwhy thisworks, you can quickly and easily startgetting customers into your funnel.Again, the tacticswill change. But if youmastertheDream100strategy,youwillalwaysbeabletofillyourfunnelswithnewpeople.

CONCLUSION:YOURINVITATION

Phew!I’m sure that right now you’re probably feeling like you have been drinkingfroma firehose,and I totallyunderstand that.Theconcepts I’ve laidoutheretookmeover10yearstodiscoverfromdozensofdifferentmentorsandawholelotoftrialanderror.IwishI’dhadsomethinglikethiswhenIgotstarted.Ihopethat instead of feeling overwhelmed, you’ll realize that this is actually a hugeshortcut.

Ionlysharedinthesepagesthosethingsthathavebeenproventoworkinmyownandourothermembers’businesses.Youcanhave faith,knowing thatyou’re not implementing stuff that has been proven in hundreds of differentmarkets.

ThediagramsthatIincludedineachchaptershouldalsohelpyouquicklyrecallthecoremessagessoyou’llbeabletoreflectonthemoverandoveragainandrefer to themquicklyasyoubuildyourcult-ure,createyourproducts, tellyourstories,andbuildyourfunnels.

Ifyou’rewonderingwhereyoushouldstart,thisiswhatI’drecommend.

1.BecomeVERYclear aboutwho youwant to serve andwhatnewopportunityyouwillcreate.2.Get results foryourbetagroup.Your resultswillbecome thefoundationyourexpertbusinesswillgrowfrom.3.Become amaster storyteller. This is themost important skillyoucanlearn.4. Change the world. Your message has the ability to changepeople’slives,souseit.

I hope that reading this bookhasbeen agreat investmentof your time. Ispentover18monthswritingitandrewritingitbecauseIwantedittobeperfectforyou.Butnomatterhowgoodyoumakeabook,itcanneverbeasgoodas

havingme ormy teamworkwith you personally on your funnel, stories, andpresentation.Ifyou’dliketoworkmorecloselywithustodevelopyourexpertbusiness,IinviteyoutoattendoneofourFunnelHack-a-Thonevents.

During these events, we spend a few days in a small group workingtogether to build your mass movement, create your stories, build yourpresentation, and launchyour funnels. If you’dbe interested in coming to ournext Funnel Hack-a-Thon, you can get more information atwww.FunnelHackAThon.com.

Afteryouapply there, someoneonmy teamwill contactyou. Ifyou’reagoodfit,wecouldbemeetingatmyofficelaterthismonth.I’mabigbelieverthatmoneyfollowsspeed.Don’tletthisopportunitypassyouby—let’sgetyourmessageouttotheworld.

I also invite you to join our private Facebook group of fellow FunnelHackerslikeyourself.Youcanmeetotherswhoareusingthisprocessandcansharetheirstorieswithyou.Joinusatwww.ProjectClickFunnels.com.

Now that we’re wrapping up Expert Secrets, I want to end where westarted.Throughoutourlives,wegothroughdifferentstages.Formostofusinthis expert space, there was a time when we focused on growth.We studiedbooks, learnedand tested things, andbecame thepeoplewe feltweneeded tobecome.Weeachfollowedourownpath.

Andnomatterhowmuchtimewefocusedongrowth,afterawhile itgotold.Westartedtowonder,Isthereanythingelse?There’sgottobemore.Wegettothatstagnationpoint,becausegrowthisjusthalfofwhatweneedtohavetruefulfillmentinlife.

Thesecondhalfoffulfillmentcomesfromcontribution.

Iwanttocongratulateyoufortakingthatnextstep—movingbeyondmerepersonal growth and deciding to use your life lessons to contribute and helpothers.Iknowthatasyoudothat,you’llbecomemoreandmorefulfilled.Thisis one of the wonderful benefits of launching an expert-based business andsellingproductsandprograms.

Throughoutthisbook,I’vetalkedalotaboutconversionratesandhowtomakethemostmoneyfromtheleastamountofadspend.Andthat’sgreat.It’simportant.Butwhat itallcomesdownto—whatmatters themost—isnothowmuchmoneyyoumake. It’s howmany livesyou impact.Themoney is just acoolwaytokeeptrackofwhat’shappening.

Gettingpeopletogiveyoumoneyisalsooneofthebestwaysyoucanholdthem accountable to their goals. I struggledwithmy business for almost twoyears because Iwas so scared of investing inmyself. Iwas never able to askotherpeopletoinvestintheproductsandservicesIcreatedeither.Itwasn’tuntilIstartedmakingfinancialcommitmentswithdifferentcoachesandmentorsthatIwasfinallyabletobecomecongruent.BecauseIwasinvestinginmyself,Iwasable to go out and ask others to invest in themselves with my products andservices.

Iknowsellingmaynotbeyourfavoriteactivity.Butwhenpeoplepayyou,itgivesthemthetransformationtheyneedtochangetheirlives.It’sacoolcyclethatwehave a chance to go through—youget to create something, test it outand,ifitworks,yougetpaid.Themoreyoufocusonthatcycle,themorelivesyouwillbeabletochange.

TheExpertSecretsprocessfocusesononecorefunnel,thePerfectWebinar—getting you into the habit of producing a live event every single week.Consistencypays!AndifyouspendanytimeinsidemyClickFunnelsorFunnelHacker communities, you know there are lots of otherways tomonetize yourknowledge, provide value to your customers, and make money. You can justkeepstackingfunneluponfunnelbasedonwhatyouraudienceneedsandwants.

Iwant toinviteyoutohangoutwithmeandtheotheramazingpeopleinmyworld.SpendtimeinourFacebookgroups,watchourvideos,cometoourevents,andmakefriendswithotherpeoplelikeyou.Theymaybeinadifferentmarketandhaveadifferentmessage,but theyhave thesamemission.They’retryingtochangetheworldintheirownlittleway.That’sbeenmydrivingforcefor the last decade, and I just feel so blessed to have a chance to work withentrepreneurslikeyouwhoaredoingtheexactsamething.

Withthatsaid,Iencourageyoutomastertheskillsinthisbook.Becomeamasterstoryteller.ReallybecomethevehicleforchangethatIknowyoucanbe.Afteryou’vedonethat,Iencourageyoutogodeeper.Spendmoretimewithusand figureouthow to takeyour company,yourbusiness, andyour customers’livestothenextlevel.

Thanksforspendingthistimewithme.I’lltalktoyousoon.RussellBrunsonPS:Remember,you’rejustonefunnelaway…

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TableofContentsTitleCopyrightContentsForewordAcknowledgmentsWhatIsExpertSecrets?IntroductionTheTwoTypesofExpertBusinessesSECTIONONE:CREATINGYOURMASSMOVEMENT

Secret#1TheCharismaticLeader/AttractiveCharacterSecret#2TheCauseSecret#3TheNewOpportunitySecret#4TheOpportunitySwitch

SECTIONTWO:CREATINGBELIEFSecret#5TheBigDominoSecret#6TheEpiphanyBridgeSecret#7TheHero’sTwoJourneysSecret#8TheEpiphanyBridgeScriptSecret#9FalseBeliefPatternsSecret#10The3Secrets

SECTIONTHREE:YOURMORALOBLIGATIONSecret#11TheStackSlideSecret#12ThePerfectWebinarSecret#13TheOneThingSecret#14BreakingandRebuildingBeliefPatternsSecret#15TheStackSecret#16TrialCloses

SECTIONFOUR:THEFUNNELSSecret#17ThePerfectWebinarModelSecret#18The4-QuestionClose(ForHigh-TicketOffers)Secret#19ThePerfectWebinarHackSecret#20EmailEpiphanyFunnelsSecret#21EpiphanyProductLaunchFunnels

SECTIONFIVE:WHAT’SNEXT?Secret#22FillYourFunnel

Conclusion:YourInvitationReferences