Expert-Secrets full book

to answer those questions for over a decade. This process gets the results that
you can then build an empire on. You’re going to deliver a six-week opportunity
switch masterclass.
During this masterclass, you are going to teach a small group of people
about your new opportunity and how it will give them the end result they desire
most. Start by picking a six-week window when you can deliver your class.
After more than a decade of delivering online classes, I’ve found that six weeks
is the optimum amount of time. Any less than that, and you run the risk of
people wanting refunds (especially if the class ends inside a 30-day guarantee
window). Any longer than that, and people will start complaining because they
feel like it’s never going to end.
I know we’re not selling anything yet, but this beta masterclass will become
the core curriculum for the people who will be paying you soon, so it’s important
to set it up in the same way that others will experience it in the future.
The next step is to begin building some of the marketing materials for the
class. I know that seems backward. Most people design the class first and then
think about marketing, but that is a formula for disaster. Just bear with me, and
you’ll soon understand why I do it this way.
Who / What Statement As a first step, I like to make a Who / What
statement that quickly addresses which submarket my message is for, and what
new opportunity they will be switching to. It reads like this: “I am going to teach
__________ how to __________.”
Here are two examples of what that statement could look like.
• “I am going to teach real estate investors how to make money
flipping houses on eBay.”
• “I am going to teach people who are trying to lose weight how
to stop dieting and start drinking ketones for energy and weight
loss.”
The Opportunity Switch Headline Now that you know the WHO and