Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers

To create a movement, you’ll need an expert or guide, a new opportunity, and a future-based cause.

Phase #1: The Backstory What is your BACKSTORY that gives us a vested interest in your journey? What is the DESIRE or result that you want to achieve? External: What are your external desires? Internal: What are your internal desires? What are the OLD VEHICLES that you tried in the past to get this same result that didn’t work for you? Phase #2: Th

When you are selling, you do not teach the tactics. You teach the what (strategy) but not the how. Your audience’s desire for the how is the reason they are going to give you money at the end of your presentation.

You have to step away from the technobabble, meet your dream customers where they are, and help them feel the emotion you felt when you had your epiphany so they can move with you.

If I had a chance to sit down with my dream customers and ask them one question, I would ask them this: “If we were having this discussion three years from today, and you were looking back over those three years, what has to have happened in your life, both personally and professionally, for you to feel happy with your progress?”

CREATING YOUR OWN CATEGORY (AND BECOMING THE CATEGORY KING)

In one of my favorite books of all time, Play Bigger, the authors define the leader of a niche or category a “category king.”17 This is the company that is the big player inside that market. The data shows that category kings usually eat up 70–80 percent of the category’s profits and the market value.

Learning how to create offers and build Stack Slides is one of the most important things you can learn to do in this business. This is not a one-time activity. Every time you have a new offer, you will go through this exercise again. Each step in the value ladder will have an offer and a Stack Slide.

The other way you can use this is to look at your existing frameworks and see if there is a physical product that you could create to help make the framework easier to implement. I’ve seen a lot of information-based companies create journals as a tool to make the implementation of their framework easier.