Expert Secrets FOREWORD
“Expert Secrets is the map that will allow you to turn your specialized knowledge, talents, and abilities into a business that will work for you! This is one of the shortcuts of the new rich.”- by Robert Kiyosaki
You have something special inside you. Something you can teach. You are already an expert. We all have this something special inside of us and, if we use it right, we can change the world—and become rich in the process.
Information is a powerful tool. It can be used to attract interest, increase desire, demand attention, and sell. But information alone isn’t enough. It’s the skillful application of the right information at the right time that can change your life.
If you aren’t familiar with my work, I teach a system called the cash flow quadrant. In the cash flow quadrant I explained that you are in one of four places in your work life. You’re either an employee (E), you’re self-employed (S), you own a business (B), or you’re an investor (I). Most of us start out as E, and some never leave this stage to become financially free, though, you must move through the quadrants and get to the business and investor stages as quickly as possible.
Information is how that’s done. Information that’s already inside you. Think about it. What do you know? What can you teach others?
My rich dad company is essentially an expert business. I offer financial education through a variety of products, programs courses and mentorships. It started with CASHFLOW, a simple game that lectures and books and coaching platforms. My information business transforms lives, with lessons it teaches then we expand and you grew organically
In Expert Secrets, Russell Brunson has masterfully laid out the steps to becoming a thought leader and building a following of people who will pay you for your information. You can literally start from zero and by the end you will have your own profitable business. He gives you the concepts, the scripts, the technology—everything. And by the time you a business owner.
Russell has compiled decades of study and distilled the process down so you can succeed no matter where you’re starting from. And you can do it all based on what you already know, even if you don’t feel confident just yet.
As Russell explains in this book, “regular” businesses can use the Expert Secrets process to create and sell information, too. Doctors, dentists, professional services, and even retail stores can all use what they know to create useful information that attracts customers. In fact, if you attach an information business to the front end of your existing business, you can reduce your customer acquisition costs to practically zero (and even get paid for every new customer that enters your world).
If you’re an employee, you can use the Expert Secrets process to set up your own business quickly. If you’re self-employed or run a small business, you can use the Expert Secrets process to grow that company.
And because expert businesses are some of the most profitable businesses in the world, you will be able to take the profits from your company and become an investor. That is how you build true wealth.
You’ll read case studies in this book that show how real people just like you have moved through the quadrants at incredible speed. In fact, you might just skip a quadrant or two.
In the past, there were incredible technical and financial hurdles that had to be overcome in order to move through the quadrants. If you were an employee and wanted to start your own business on the side, you either hired a web designer or learned how to do it yourself. You either hired a copywriter or learned how to do it yourself. You either hired someone to run your shopping cart or learned how to do it yourself, all of which was expensive and time-consuming.
But when you use this book with ClickFunnels (a software tool Russell created that we use in the Rich Dad organization), you’ll have all the tools you need to handle the complex technical aspects of running an expert business as well! You don’t need to pay tens of thousands of dollars to designers and coders anymore. The financial and technical barriers have been removed so you can focus on sharing your message with the world.
People often ask me, “What does it take to make money?” My answer is that it takes a dream, a lot of determination, a willingness to learn quickly, and the ability to use your God-given assets properly.
Expert Secrets is the path. You hold in your hand the step-by-step roadmap to turning those assets into wealth and prosperity. Then they ask “how do you do that? What is the path?”
- Take action.
- And enjoy the ride.
Robert T. Kiyosaki
WHAT IS EXPERT SECRETS?
Expert Secrets is the second half of a journey you have already started. Something you experienced in your life started you on this path, which caused you to want to become more. You started to read books, study, and experiment with the things you learned, and by doing so you have become who you are today, an EXPERT.
But as most experts soon find, no matter how much personal like you and development you achieve, there will be a point where you can no longer progress. The only way to continue to grow is by helping others become like you. Yes, true growth and fulfillment comes from your contribution to others.
Your message has the ability to change someone’s life. The impact that the right message can have on someone at the right time in their life is immeasurable. It could help to save marriages, repair families, change someone’s health, grow a company or more…
But only if you know how to get it into the hands of the people whose lives you have been called to change.
- Expert Secrets will help you to find your voice and give you the confidence to become a leader…
- Expert Secrets will sho and is only w you how to build a mass movement of people whose lives you can affect …
- Expert Secrets will teach you how to make this calling a career, where people will pay you for your advice…
As Sir Winston Churchill once said:
To each there comes in their lifetime a special moment when they are figuratively tapped on the shoulder and offered the chance to do a very special thing, unique to them and fitted to their talents. What a tragedy if that moment finds them unprepared or unqualified for that which could have been their finest hour.
Your message matters and this book is your figurative tap on the shoulder.
I had just gotten married earlier that year, which meant I was one of just two married guys on the Boise State wrestling team. It was spring break and all of our friends had jumped into their cars to make the six-hour drive to Vegas to celebrate. But Nathan Ploehn and I were stuck at home because the beautiful women we had married earlier were working hard to support their jobless, wrestling husbands.
I was a sophomore at Boise State University. For months leading up to spring break, I had been studying marketing and learning how to sell things online. At that point, almost everything I tried failed. I tried selling on eBay and made a little bit of money, but not enough to cover the shipping and listing fees. I tried selling things on Craigslist. I tried becoming an affiliate.
Nothing seems to work, and I was a little desperate to figure out
something that actually made good money. It’s funny looking back now. I didn’t set out to become a potato gun expert, but that’s exactly what happened.
On the third day of spring break, after we’d watched about a dozen movies, we decided we had to get out of the house and do something. That’s what Nate said, “Hey, we should make the potato gun.”
I had heard of potato guns before, but I’d never actually seen one. He told me how you could make them by gluing PVC pipes together. When they’re dry, you jam a potato down the barrel, spray hairspray into the chamber, create a little spark, and shoot them a few hundred yards! I was so excited I could barely contain myself!
There was only one problem – we didn’t know how to make one.
So we found some websites that had free potato gun plans. During our research, we found out a bunch of interesting things. We learned you had to have the correct barrel-to-chamber volume ratio or your potatoes wouldn’t shoot very far. We found out the right propellant to use, the correct pressure for the pipes, and lots of other important details. We also learned how to keep ourselves safe (meaning which kinds of pipes and propellants would blow up and which ones wouldn’t). It didn’t take long before we knew a ton of great information about potato guns.
Armed with this information, we were ready to make your first gun.
So we went to Home Depot and bought the pipes, glue, barbeque igniters, and other things we needed. We spent the next few days making the gun and, when he was finished, we found a secluded location and started shooting it. We had one of the best times of our lives. It was so much fun!
We spent the rest of that week making more guns, trying out other plans, and even creating some designs of our own. During that week, we learned more about potato guns than 95% of the world would ever know. In fact, you might say we became experts.
Next Monday when school started back up again, I remember sitting in a finance class wishing I was out shooting potato guns, and I had a flash of inspiration. I thought, I wonder if anyone else besides me searched for information on how to make potato gun plans last weekend.
There are places online where you can see how many searches in Google are happening each month. So I went to one of those websites, typed in the keywords “potato gun”, and found that over 18,000 people that month had searched for the phrase “potato gun plans”!
At that time, there were no products, no plans, and no other experts out there teaching people about potato guns. There was a lot of free stuff, but nothing for sale. It occurred to me that this was my chance. This was my opportunity to become an expert in potato guns, and to sell my advice see. I figured I knew about as much as any other “potato gun expert” out there, so all I needed to do was create a product and sell it. I called Nate and convinced him to help me record a demo of us making potato guns. We borrowed a little video camera and drove up to Home Depot.
When we got there and started filming, someone asked us what we were doing. We told them we were recording a video about making potato guns. Apparently, Home Depot didn’t want that type of liability, and they threw us out. So we drove to the next Home Depot in town, and this time we went into stealth mode. I hid the camera under my jacket, then pulled it out and started recording what we were buying as we bought the pipes, barbecue igniters, and propellants.
We returned home and filmed ourselves assembling the guns. We described each step as we did it, shared the secret barrel-to-chamber volume ratios we’d discovered, told them about our favorite propellants, and instructed them how to keep safe. Eventually, we had a video explaining the whole process. That returned our home may be due in two a DVD to sell online.
While I never became a millionaire as a potato gun expert, we did make sales. In fact, we averaged anywhere from $20 to $30 a day selling that product, which was huge for a couple of college kids. It completely transformed my life and helped me understand the power of an expert business.
Now as inspiring as selling potato gun DVDs can be, I believe the true value of an expert business isn’t the money you make, but the people’s lives you’re able to change through your message. And while the people who bought my DVDs were able to have a great time making potato guns, I felt like what I had learned from the process of selling
bigger. Something I was meant to do. Little did I know at that time that this was where my first information product was just a stepping stone for something my real journey would begin. A journey that has lasted over a decade now.
I started to find other experts in areas of life that fascinated me. We took their messages and promoted them through this Expert Secrets system I was developing. Many of the early projects we worked on failed. But with each failure came a lesson on what worked and, more importantly, what didn’t work. I became obsessed with why people buy
Even more rewarding was the impact that the right message can have on someone and what you can do to influence their purchasing decisions at the right time in their life. Like when someone is trying to lose weight, and they find an expert who resonates with them, inspires them, and gives them the right opportunity to finally make that change. Or the person who is trying to do better in school, or a couple trying to strengthen their marriage, or an entrepreneur who wants to grow a company—we all need help to grow. And we seek out experts for that help.
One of our companies helps people overcome pornography addiction. We partnered with an expert, created an information product, and started selling it online. Our message landed in the hands of men who were struggling with this addiction. Wives and mothers found our courses and used them to better understand the people they love who struggled with this addiction. We started to make money but, more importantly, we watched as marriages were saved, families were repaired, and people’s lives were changed forever. That’s a real impact. That’s powerful
THAT is what this book is about.
Yes—if you follow the system, then you will make money. But that is not the point, that is merely the by-product of helping others. Zig Ziglar once said:
“You will get all you want in life, if you help enough other people get what they want.”
THE TWO TYPES OF EXPERT BUSINESSES
Before we get too deep, I want to point out that there are two types of Expert business. The tactics behind both of the same, but the strategies are a little different. Let me explain each of them so you can see which one best fits what you are trying to create
EXPERT BUSINESS #1: SELLING INFORMATION PRODUCTS
the first type of expert business is the one that most of you would probably be creating. It involves you taking the life lessons that you’ve learned, and packaging them into information products, coaching, and consulting. Being an expert and selling information products is (in my opinion) the greatest start-up in the world. You don’t need venture or start-up capital, just a passion for what you’re teaching, as well as learning how to tell stories in a way that will get others excited about it as well.
I have hundreds of fun stories I could tell you about people who have taken their talents, ideas, and unique abilities to grow expert- based companies. One of my favorite stories is from one of my friends, Jacob Hiller.
Growing up, Jacob always wanted to be able to dunk a basketball but, for whatever reasons, he wasn’t able to. It bothered him so much that he made it a mission to figure out how to increase his vertical jump. He researched all sorts of different regimens and became a human guinea pig, testing these ideas out one by one. As he started having success, he would record videos showing the techniques that worked and post them on the YouTube channel he created.
At first, nobody really cared. But he was focusing on himself and improving his own vertical jump, so it didn’t matter. He recorded the videos for free and put them online because he loved it. Over time, people started noticing. They started to share his message with their friends, and soon he built this nice little following of people just like him who were interested in learning how to jump higher.
He went from having 0 followers to 100…then 1,000…and 10,000…and beyond, just by sharing what he was passionate about. This is how many experts start. You find something your passionate about, and your obsession with learning and applying helps you become an expert who can lead others. His viewers kept asking for more, and that’s when he realized he’d built something incredibly unique. He then started creating products to teach others what he had learned and turned it into a company that now makes millions of dollars teaching people how to jump.
As cool as Jacob’s story is, it’s not unique. Another one of my friends, Jermaine Griggs, struggled with reading sheet music and became great at playing piano by ear. He now makes millions a year from helping others learn how to play piano by ear. My student Liz Benny was an amazing social media manager for herself and others, but when she became an expert and started teaching others how to do it, she made millions.
Robert G. Allen, the great real estate investor and coach, once said that he made millions DOING real estate, but he made hundreds of millions TEACHING it.
That’s how it typically starts. We get excited about a topic start geeking out on it. We learn, we read books, we study examples, we we listen to podcasts, and we consume a lot of information. Then we start using it for ourselves. At some point, we realize the only way to keep growing isn’t to learn more, but instead to shift our focus from personal growth to contribution. It’s only by shifting our focus to helping others that we continue to grow. We coach others, we create information products, and we start contributing to other people’s growth. When you do that, you learn more about yourself and the process as you do it.
Contribution is the key to continued growth.
The first time I truly understood that, I was in high school. I was a state champion and an all-American wrestler. I read and watched everything I could about wrestling. My dad and I would study videos and practice moves every day.
Then the summer before my senior year, one of my coaches asked me if I’d help coach at the wrestling camp. I’d never coached wrestling before, but thought it would be fun. When I started, I was coaching the younger wrestlers on moves I was intuitively good at, but that others couldn’t figure out. At first it was really difficult to break down and explain why the move worked and how they were supposed to do it. But as I taught the kids, I started to notice why the move wasn’t working for them. And I’d say, “It’s not working because your arm is bent the wrong way.” Or “You’re at the wrong angle.” By teaching, I had to dissect what I was doing and learn WHY it worked.
As I became aware of those details, I was able to better teach them to the kids. And the awareness I gained from coaching also made me a much better athlete. Contributing to other people’s success helped me grow more than focusing on my own success.
The process with most expert businesses is the same. First we become passionate about a particular topic. We study, we learn, we implement, but The process which most expert business is a same first, we eventually we can’t grow anymore from study alone. We then shift our focus to helping others with what we have learned, and that contribution helps them, which in turn also helps us continue to grow.
EXPERT BUSINESS #2: LEVERAGING INFORMATION PRODUCTS TO GROW AN EXISTING COMPANY
If you already have a company, you can use this Expert Secrets system to quickly grow your company and get customers for free. I was hesitant to title this book “Expert Secrets”, because I didn’t want people to dismiss it simply because they sell other types of products or services besides information.
Many people ask me how we turned ClickFunnels into the fastest growing SAAS (software as a service) company in the history of the Internet without venture capital or any kind of start up backing. The answer is that I first focused on selling information products as an expert that indoctrinated our customers, and made them desire the real service we were trying to sell them.
Our competitors and venture capitalists who have tried to invest with us couldn’t understand how our cost to acquire a customer was better than free. As you’ll soon see, each of our customers purchases an information product from us to start, and we actually make money on that first transaction. Later, we did use those customers to ClickFunnels, making our cost to acquire a customer less than $0—because we already got paid when they purchased our information products!
We’re actually getting paid to acquire customers, which gives us the ability to acquire tens of thousands of customers, almost overnight without spending any money out of our pockets.
When you start using the Expert Secrets process for your company, you’ll find that if you amazing things will happen
- Complicated sales will become easy because the information products will indoctrinate potential customers about WHY they need your product or You will be positioned as an expert instead of a commodity, and people will pay you MORE for the same thing they could get somewhere else. All other options will become irrelevant, price resistance will disappear, and future sales will become easier.
- You will be able to acquire unlimited customers for free, so every back and say you make will result in 100% profit.
- You’ll be able to grow MUCH faster.
This book has taken me over a decade to earn through trial and error, making thousands of offers to millions of people. I’m only sharing Strategies and tactics with you that are proven to work.
I hope you enjoy this book and that it will help amplify your message to the world.