Expert-Secrets full book

you search my name (or anyone’s name who has tried to create change in
others), you’ll find tons of fans, as well as people who don’t like us. It’s just the
nature of being a true leader. You’ve got to become okay with that, because
without the polarity of your message, you can’t get to your true fans and help
create the change they need.
One tip I learned from Dan Kennedy that helped me cope with the small
percentage of haters who will disagree with your message was this: “If you
haven’t offended someone by noon each day, then you’re not marketing hard
enough.”
And Jay Abraham said, “If you truly believe that what you have is useful
and valuable to your clients, then you have a moral obligation to try to serve
them in every way possible.” And that is why I am so aggressive in my
marketing. I honestly feel like I have a moral obligation to share my message,
because it’s changed my life and I know it can do the same for others as well.
I want you to start thinking about your niche. What do you teach, and where
is it on the Prolific Index? Many times, people are either playing it safe with the
mainstream, or they are way out in crazy land where there is no money. You
need to find your sweet spot between the middle and crazy land.
Rule #4: Understand how to use persuasion. Throughout this book, you
will learn how to persuade people. In fact, everything you learn in both Sections
Two and Three of this book are all about persuasion. But before we get too deep
into that, I want you to understand the core foundation of persuasion.
One of my favorite books on this topic is The One Sentence Persuasion
Course by Blair Warren. Blair is a persuasion expert who spent over a decade
studying and using persuasion. During that journey, he broke down exactly how
to persuade people in one simple sentence:
People will do anything for those who encourage their dreams, justify
their failures, allay their fears, confirm their suspicions, and help them
throw rocks at their enemies.
When I first read that, it made such a big impact, I wanted to remember it
forever. So I made this graphic as a reminder.