Expert-Secrets full book

I’m sure that for some of you this concept doesn’t make sense or you got a
little upset about it. When I first tried to sell something I had created that I knew
would change people’s lives, I did it in teacher mode. I taught my best stuff,
knowing that as soon as they heard it, they’d want more. Right? Wrong.
Instead, people told me my content was amazing, but then they just left
with all the cool new stuff they had learned. They never actually implemented
what I had created for them. While I was trying my best to help them, it actually
hurt them because they didn’t shift their beliefs, didn’t buy anything, and never
changed their lives. I was a failed expert and coach. I honestly believe that the
greatest service you can provide for someone is getting them to buy something.
The act of buying creates a commitment that causes them to actually take action.
Dozens of my friends have come to my events as free guests, where
someone sitting next to them had paid $25k to be in the same room. The strange
thing is that so far none of those friends have ever actually launched successful
businesses from the info they got at the event. None. Yet for those who paid to
be in the room, our success rate is almost 100%.
One of my early mentors, Bill Glazer, explained that I was actually keeping
people from success because I was teaching them. I was SO confused, and it
took me a few years before I understood what he meant and how to change my
method so it worked.
Over the years, I slowly learned how to structure my content in such a way
that it teaches and inspires, but also (and most importantly) causes people to take
action. For some of you, this will feel strange at first because you aren’t teaching
them all the cool stuff you want to share. But you need to understand that the
type of teaching you are doing here is the foundation for change.
I remember being frustrated the first time I did a presentation this way, but
when I was done, two very distinct things happened. Instead of making just a
few sales like I normally did, I made hundreds of sales. And second, 10 times
more people than usual told me that the content changed their lives.
It’s kind of funny. Even though I wasn’t “teaching” them, I was breaking
beliefs that had held them back for years and giving them new, empowering
beliefs. This is actually teaching in its most pure form, it’s just different than
what you’re used to. The time for teaching strategy and tactics will come. But
they need to come in with the right belief systems first.
10. State the Secret