Russell Brunson - Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers

Praise for Expert Secrets

Expert Secrets is the map that will allow you to turn your specialized knowledge, talents, and abilities into a business that will work for you! This is one of the shortcuts of the new rich.

Robert Kiyosaki

ALSO BY

RUSSELL BRUNSON

DotCom Secrets

Traffic Secrets

All of the above are available at your local bookstore, or may be ordered by visiting:

Hay House USA: www.hayhouse.com

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Copyright 2020 by Russell Brunson

Published in the United States by: Hay House, Inc.: www.hayhouse.com Published in Australia by: Hay House Australia Pty. Ltd.: www.hayhouse.com.au Published in the United Kingdom by: Hay House UK, Ltd.: www.hayhouse.co.uk Published in India by: Hay House Publishers India: www.hayhouse.co.in

Cover design: Jake Leslie and Rob Secades

Interior design: Julie Davison

Interior photos/illustrations: Arturo Alcazar and Vlad Babich

Cover photography: Dan Usher and Erin Blackwell

All rights reserved. No part of this book may be reproduced by any mechanical, photographic, or electronic process, or in the form of a phonographic recording; nor may it be stored in a retrieval system, transmitted, or otherwise be copied for public or private useother than for fair use as brief quotations embodied in articles and reviewswithout prior written permission of the publisher.

The author of this book does not dispense business advice, only offers information of a general nature to help you in your quest for business success. This book is not designed to be a definitive guide or to take the place of advice from a qualified professional, and there is no guarantee that the methods suggested in this book will be successful, owing to the risk that is involved in business of almost any kind. Thus, neither the publisher nor the author assume liability for any losses that may be sustained by the use of the methods described in this book, and any such liability is hereby expressly disclaimed. In the event you use any of the information in this book for yourself, the author and the publisher assume no responsibility for your actions.

A previous editon of this book was published under the same title (ISBN: 978-1-6835-0458-0).

Cataloging-in-Publication Data is on file with the Library of Congress

Hardcover ISBN: 978-1-4019-6047-6

e-book ISBN: 978-1-4019-6061-2

Audiobook ISBN: 978-1-4019-6082-7

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1st Hay House edition, May 2020

Printed in the United States of America

Throughout this eBook, the author uses screenshots and diagrams. Some of these images may not display well on your eReader device.

You can download a free PDF containing all these images from hayhouse.com. See the section for download details.

To Daegan Smith, who reignited my passion for marketing during a dark time in my journey, when I almost threw in the towel. Im so grateful that your inspiration gave me a second chance.

To the experts Ive met in my life who helped me to become who I am today. Many of you have had a huge impact on my life in wrestling, religion, business, health, and my relationships. Thanks for being willing to contribute so I could grow.

And to my amazing kids, Dallin, Bowen, Ellie, Aiden, and Norah, who have given me a reason to try to make this world a better place. Your future is what drives me today.

New Years Eve 2007.

As the rest of the world went about celebrating the dawn of a new year heading into 2008, I lay in my bed, inside my large home that we had acquired not two years before.

My wife sat up next to me, and I can still remember the current of wind from the ceiling fan that I had become so addicted to, blowing down upon us.

We had these vast shutters over the left side of some giant windows that filled the master bedroom. I could see the moon reflecting through these giant shades off my wifes face.

She turned and looked at me, with tears pouring down her cheeks, and said, I didnt sign up for this. How are you going to fix it?

I lay down and put my hands back behind my head; closing my eyes, I felt every aspect of my being filled with rage.

My mind raced back to the summer, six months before, to me sharing the stage with Tony Robbins at the Mortgage Planner Summit in Las Vegas, Nevada.

My mortgage empire was expanding, and we were dominating, and yet, there I lay, heading into 2008, with everything crumbling around me.

The next four very dark years took me on a journey, trying to avoid divorce while I fought my way through the unknown of my Dark Soul. I discovered the practical science to unlocking measurable results in every area of my life every single day, a science I call the Warriors Way.

My name is Garrett J. White.

Im a married man.

Im a family man.

Im a businessman.

And most important:

Im a Funnel Hacker.

I train married businessmen on the unique process of unlocking (nearly) unlimited power in marriage, business, and life without having to cheat on their wife, get a divorce, ignore their children, leave their church, or sedate themselves with drugs and alcohol through a gamified, metric-based system known as the Warriors Way to Have It All.

I wasnt trying to become an expert.

I wasnt even sure what being an expert meant.

I wanted to set myself free after the banking crisis, and I had no idea that what would start with a decision to change my life would transform into a global movement thanks to the principles, frames, and support of this book you hold in your hands right now.

I launched Wake Up Warrior in 2012 with zero knowledge of online marketing, online sales, sales funnels, or automated systems.

I was a belly-to-belly businessman, and I had always sold products like mortgages, insurance, and real estate in person with prospects.

On top of that, I had never sold a product that was 100 percent created by me, and I had spent most of my career selling other products.

From 2012 to 2014, I struggled to get the message I felt in my heart and soul out to the world. Although we were having some success, I was paralyzed trying to figure out not only the psychology of being an expert online with my message, but also the science and technology of sales funnels.

Then in 2014, a powerful man in Boise, Idaho, I had never heard of launched a software weapon called ClickFunnels.

That same year late in the fall, while creating some sales copy on my MacBook, I got a private message from a client via Facebook chat asking me what I thought about ClickFunnels. (At the time, I had built a duct tape mess of a sales funnel with Kajabi, Infusionsoft, Leadpages, OptimizePress, WordPress, and Zapier. It was a ticking time bomb, but I had finally, after investing well over $200,000 in consultants, managed to get all the software to sort of work together as a junkyard dog of a sales funnel.)

I told my client, No, I havent heard of ClickFunnels, nor am I interested in adding yet another software to the huge mess I have already created!

I was so frustrated in 2014 because it seemed like I had spent the previous three years investing 90 percent of my time into just managing online software systems. I wondered if I was ever actually going to focus on marketing my message or if I was doomed to struggle to get my message out because I wasnt a software coder or web designer.