Expert-Secrets full book

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you could increase it in the future. Your brain is always asking, “Will it betemporary and, if so, will the future gain in status eventually be higher?”When people first find you and your offers, it’s probably not the first timethey’ve tried to solve their problems. They’ve tried to lose weight. They’ve triedto make money. They’ve tried to do whatever your thing is. That’s the big fear. Iknow if I invest $1,000 or $10,000 or $100,000 with this expert and it doesn’twork, I’m going to look stupid. My wife or my kids or my friends are going tosee that, and they’re going to think I’m an idiot.When someone invests in my $25,000 Inner Circle program, that money isleaving them, which causes an immediate decrease in status. But my membersknow that by taking that temporary decrease in status, the end result of being inthe Inner Circle will be an increased status from what they learn and accomplish.People are going to weigh the likelihood of success and elevated statusagainst the risk of failure and the cost of that failure. Your job as the expert is toload up the elevated status side of the scale and decrease the risk of failure. Youcan do that by creating an amazing product and minimizing risk with things likemoney-back guarantees, risk reversals, and done-for-you options. The key tomaking a sale is 100% tied to this concept of status.When people look at your new opportunity, that is the only real questionthey are trying to figure out. I like to think through what their perceived status is,and then try to make sure I add as many things possible that would make themincrease their status, and then take away as many things from my offer thatwould decrease status. And so you can probably see why that is the BIGGESTreason why we don’t sell improvement offers. For someone to say yes to that,they have to admit to poor past decisions and create a huge decrease in status.Then you are forced to fight an uphill battle that few people ever win.
So which factors elevate status? Well, it’s different for everyone, but hereare a few that are pretty universal.• Appearance of intelligence (anything that makes them looksmarter)• Appearance of wealth, power, or happiness• Physical appearance (weight loss, makeup, supplements, etc.)• Style (think Mac vs. PC)Now you might be thinking, “I’m not affected by status considerations. Ilike to drive a reasonable car and live in a modest home.” If so, I’d like to pose aquestion. Why? Why do you like driving a car you feel is reasonably priced?Does it have anything to do with the fact that if you drove a Ferrari home oneday, you’re afraid that your friends, family, or neighbors would judge you? Ifthey did judge you, how would that affect your status?Status works on both ends of the spectrum. It’s what makes some peoplefight for earthly possessions, and it’s also what keeps others from desiring themat all. As much as we may hate to admit it, we are all slaves to what we believeother people will think about us.WHY PEOPLE CRAVE NEW OPPORTUNITIESSo now you know why improvement offers don’t work. Here are a few reasonswhy new opportunities DO work.1. New discovery When people discover your new opportunity
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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
Page 16 and 17: went to Home Depot and bought the p
Page 18 and 19: families were repaired, and people
Page 20 and 21: Growing up, Jacob always wanted to
Page 22 and 23: TO GROW AN EXISTING COMPANYIf you a
Page 24 and 25: SECTION ONECREATING YOUR MASSMOVEME
Page 26 and 27: SECRET #1THE CHARISMATIC LEADER /AT
Page 28 and 29: And it’s a tragedy for a couple o
Page 30 and 31: the ones who are a chapter or two b
Page 32 and 33: ocean, which is why it can be diffi
Page 34 and 35: Question #2: Are the people in this
Page 36 and 37: moves them to action and helps them
Page 38 and 39: the most money, is right in the mid
Page 40 and 41: Here is a quick recap of why each o
Page 42 and 43: simple thing to confirm the suspici
Page 44 and 45: Those are a few of the keys to beco
Page 46 and 47: your own cult-ure.Our job as expert
Page 48 and 49: create sales funnels to get rich, b
Page 50 and 51: I had made a million dollars in a s
Page 52 and 53: company, it was very difficult for
Page 54 and 55: Your cult-ure needs a Title of Libe
Page 56 and 57: We took the phrase we created to he
Page 58 and 59: I’ve broken down the elements of
Page 60 and 61: We are Funnel Hackers, and these ar
Page 62 and 63: to revolutionize the music industry
Page 64 and 65: Dan Kennedy once told me, “If you
Page 68 and 69: for the first time, they’re going
Page 70 and 71: Other times it’s actually switchi
Page 72 and 73: program. We positioned it as an opp
Page 74 and 75: But you can’t get good unless you
Page 76 and 77: “What’s the catch? What’s in
Page 78 and 79: WHAT, you need to give the class a
Page 80 and 81: ketosis. And that can happen even i
Page 82 and 83: most important steps.1. Find a hot
Page 84 and 85: and I look for people who are alrea
Page 86 and 87: gives you a really cool asset to us
Page 88 and 89: SECTION TWOCREATING BELIEFThe first
Page 90 and 91: implement this in my personal life.
Page 92 and 93: When someone believes they have to
Page 94 and 95: SECRET #6THE EPIPHANY BRIDGEAfew ye
Page 96 and 97: Now at this point you’ve had an e
Page 98 and 99: the emotional connection with that
Page 100 and 101: I take this new concept or word tha
Page 102 and 103: was freezing cold. My whole body wa
Page 104 and 105: years. He’s the guy that top scre
Page 106 and 107: • Make the character a victim of
Page 108 and 109: The Journey of Achievement This is
Page 110 and 111: In pursuing the goal, there must be
Page 112 and 113: SECRET #8THE EPIPHANY BRIDGE SCRIPT
Page 114 and 115: 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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For many people, the initial story
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I’m sure that for some of you thi
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12. Show Other People’s ResultsTh
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Finally, you’re just going to res
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back of the room to buy. If anyone
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SECRET #15THE STACKI consider this
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A big mistake people make is going
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Usually there’s a common reason p
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35. The Problem This Tool Solved fo
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Here you introduce the next compone
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Do you see how this works now? You
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Now that we’ve given them the big
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Before you reveal the actual price,
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For years, I ended my sales present
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Now that they know they have nothin
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• Countdown clock for 30 minutes
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we ate, he started asking me casual
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exchange is greater than keeping th
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So now I’ve told you how the whol
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Type in www.__________.com. On this
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window, go to www.__________.com, a
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SECRET #17THE PERFECT WEBINAR MODEL
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sign-up page. Whatever I can do to
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So yes, eventually I will suggest t
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Sometimes I tweak my headline to in
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One of the biggest secrets about th
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between each question.3. The best t
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me, too.What happens if you get gre
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wrote a book called The Question, w
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one of these three things, you can
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Great! Here’s how it works. My fe
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this book as guidelines.Question #1
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F. What Epiphany Bridge story do I
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2. You built an improvement offer a
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them into every funnel we have.Ther
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told them about the new opportunity
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SECRET #22FILL YOUR FUNNELThe milli
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From there, I drilled down into a s
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WORST time to contact your Dream 10
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product that you both promote and b
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having me or my team work with you
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REFERENCESAbagnale, Frank with Stan
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