Expert-Secrets full book

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One of the biggest secrets about the thank-you page is that you can (andshould) use it to sell people something! We call this a “self-liquidating offer” orSLO. There are a few reasons you want to include this offer here.1. Self-liquidating offer means it liquidates your ad costs. That’sright—often you can completely cover your ad costs from theproduct you offer on your thank-you page. That means everythingyou sell on the webinar is pure profit!2. If they buy something that complements what the webinar isabout, they are more likely to show up live.3. Buyers in motion tend to stay in motion, unless you dosomething to offend them. That means if they buy from youBEFORE the webinar, they are a lot more likely to buy from youON the webinar.I like my SLO offers to be lower ticket, usually $37–$47 or a free (or $1)trial to a membership site. When we launched the Funnel Hacks webinar, wedecided to give away a free trial to ClickFunnels on the thank-you page.(Honestly, it was more of an afterthought, but we did it anyway.) Looking at thestats from the first year of following this model, more than 15,000 people havecreated ClickFunnels trials from that link, and over 4,500 are still active. If youdo the math, we have over $450k a MONTH in recurring cash coming in justfrom our thank-you page!STEP 3: SEND A SERIES OF INDOCTRINATION EMAILS.Between the time someone registers for the webinar to the time you deliver itlive, there are about 10 million distractions that could keep them from showingup. If you’re not careful, the people you paid for with advertising won’tremember who you are by Thursday.So during the in-between time, I send registrants videos to help introducethem to my philosophy, get them excited about the webinar, and presell them.For me, each of the videos is pre-selling them on one of my 3 Secrets.Remember, each of the 3 Secrets is tied to a false belief pattern. So I make avideo talking about that belief pattern, and then tell them that the webinar willhelp them discover why that isn’t true, and why the opposite IS actually true.Don’t answer the questions, just increase the curiosity for what they’re going to
learn on the webinar.The main concern people share with this sequence is “But what if theyregister on Wednesday and they only get one or two of the indoctrination emailsbefore the webinar?”Here’s the thing—the indoctrination sequence is NOT essential to the sale.It’s an amplifier. If they only see one video and then they attend the webinar,that’s okay. Videos 2 and 3 may come after the webinar, and that’s fine. Don’tstress about it. Oftentimes one of the indoctrination emails is the thing that getsthem to watch a replay or to purchase after the webinar is over.STEP 4: SEND REMINDERS.The reminders start on Wednesday. Just send quick emails and / or text messagesthat say something like: “Hey, don’t forget we’re talking about __________LIVE tomorrow at __________.” People don’t always read every email, so I liketo send one the day before we go live, one the morning of the webinar, one anhour or so before we start, another about 15 minutes before, then a final one thatsays, “We’re live—join us!”STEP 5: PRESENT THE WEBINAR LIVE.I like to present my webinars on Thursdays. Others might prefer Tuesdays orWednesdays, but that matters less than following the pre-webinar indoctrinationseries, the Perfect Webinar script, and the follow-up sequences. For the actualwebinar, here are a few things to keep in mind.1. The webinar should be about 90 minutes long. The first 60minutes, you focus on breaking and rebuilding their false beliefpatterns. This is typically the hardest part for people to get right.They try to teach, they try to share cool stuff, and they don’tunderstand why they don’t get lots of sales. The core teaching isidentifying 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 youmaster the section on belief patterns.2. The last 30 minutes is the pitch. You deliver that with the stack,and add in the closes. When the 90 minutes is over, I usuallyspend the remaining 15–30 minutes for Q & A, closing people
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EXPERT SECRETS
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EXPERTSECRETSTHE UNDERGROUND PLAYBO
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DEDICATIONTo Deagan Smith, who reig
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SECTION FOUR: THE FUNNELSSecret #17
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Information is how that’s done. I
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ACKNOWLEDGMENTSI wanted to start by
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WHAT IS EXPERT SECRETS?Expert Secre
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went to Home Depot and bought the p
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families were repaired, and people
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Growing up, Jacob always wanted to
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TO GROW AN EXISTING COMPANYIf you a
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SECTION ONECREATING YOUR MASSMOVEME
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SECRET #1THE CHARISMATIC LEADER /AT
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And it’s a tragedy for a couple o
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the ones who are a chapter or two b
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ocean, which is why it can be diffi
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Question #2: Are the people in this
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moves them to action and helps them
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the most money, is right in the mid
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Here is a quick recap of why each o
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simple thing to confirm the suspici
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Those are a few of the keys to beco
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your own cult-ure.Our job as expert
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create sales funnels to get rich, b
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I had made a million dollars in a s
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company, it was very difficult for
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Your cult-ure needs a Title of Libe
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We took the phrase we created to he
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I’ve broken down the elements of
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We are Funnel Hackers, and these ar
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to revolutionize the music industry
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Dan Kennedy once told me, “If you
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you could increase it in the future
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for the first time, they’re going
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Other times it’s actually switchi
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program. We positioned it as an opp
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But you can’t get good unless you
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“What’s the catch? What’s in
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WHAT, you need to give the class a
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ketosis. And that can happen even i
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most important steps.1. Find a hot
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and I look for people who are alrea
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gives you a really cool asset to us
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SECTION TWOCREATING BELIEFThe first
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implement this in my personal life.
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When someone believes they have to
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SECRET #6THE EPIPHANY BRIDGEAfew ye
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Now at this point you’ve had an e
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the emotional connection with that
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I take this new concept or word tha
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was freezing cold. My whole body wa
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years. He’s the guy that top scre
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• Make the character a victim of
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The Journey of Achievement This is
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In pursuing the goal, there must be
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SECRET #8THE EPIPHANY BRIDGE SCRIPT
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with the same things they are. When
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“Why is that important?”“Beca
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Now that you’ve had the epiphany,
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YOUR ORIGIN EPIPHANY BRIDGE STORYAs
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After I added a potato gun kit as a
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SECRET #9FALSE BELIEF PATTERNSWe al
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Or if your opportunity is about wei
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Bridge story will replace those old
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that could keep them from success;
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funnel in their market.False Belief
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SECTION THREEYOUR MORAL OBLIGATIONS
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this script and process to my Inner
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you’re selling a $97 product, you
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excuse.Element #6: Exclusive Bonus
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madness.) And while it may seem lik
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Notice that the three secrets are n
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SECRET #13THE ONE THINGIt’s time.
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2. Intro / RapportEarlier you learn
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My goal for this presentation is to
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6. Epiphany Bridge Story #1 (Origin
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Page 208 and 209: me, too.What happens if you get gre
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Page 214 and 215: Great! Here’s how it works. My fe
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Page 218 and 219: F. What Epiphany Bridge story do I
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Page 226 and 227: SECRET #22FILL YOUR FUNNELThe milli
Page 228 and 229: From there, I drilled down into a s
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Page 232 and 233: product that you both promote and b
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Page 236 and 237: REFERENCESAbagnale, Frank with Stan
Page 239 and 240: Table of ContentsTitleCopyrightCont
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