Turn your expertise into a thriving business by building a loyal audience and selling with proven strategies.
Article continues below.
Watch nine hours of focused lessons, duplicate the templates, and run your first 12-week cycle on your own schedule.
Get the course plus 12 live group calls. Get weekly feedback and accountability to implement compound growth.
Hire Ewoud as a fractional Head of Growth for one day a week. Your metrics lift while your team learns the system hands-on, then takes over a fully documented playbook at week twelve.
Expert Secrets is a guide to turning your expertise, passion, or knowledge into a profitable business while creating a meaningful impact. Russell Brunson explains how to craft your message, build a loyal following, and offer transformational products. The book breaks down the principles of creating a mass movement, building belief, and designing irresistible offers, making it a practical manual for aspiring entrepreneurs, coaches, or anyone aiming to share their expertise.
Brunson begins by introducing the role of a charismatic leader or attractive character in starting a mass movement. He emphasises that people follow leaders who share authentic stories, represent a cause, and embody the values of their audience. To create this persona, he advises embracing your vulnerabilities and positioning yourself as a guide who has overcome challenges similar to those of your audience.
A successful mass movement requires a compelling cause that promises transformation. Brunson argues that people are drawn to new opportunities rather than improvements on existing solutions. He explains how to position your offer as a unique opportunity, inspiring hope and excitement in your audience.
This concept involves shifting your audience’s focus from their current methods or beliefs to your new opportunity. By showing them how your solution is distinct and superior, you break their attachment to existing ideas and guide them toward adopting your approach.
To convince your audience, you must identify and address the “big domino”—the one core belief that, if accepted, makes all other objections irrelevant. Brunson explains how to craft messaging that builds this foundational belief, ensuring the rest of your sales process is more effective.
Stories are powerful tools for creating belief. Brunson introduces the concept of the epiphany bridge, a storytelling framework that helps your audience connect emotionally with your journey and realise they, too, can achieve similar results.
This storytelling technique involves presenting yourself as a relatable hero who undergoes both an external and internal transformation. Brunson explains how to use this structure to inspire your audience and strengthen their belief in your solution.
Many potential customers have false beliefs that prevent them from taking action. Brunson provides strategies for identifying these limiting beliefs, addressing them with counterarguments, and replacing them with empowering perspectives.
Brunson introduces the stack slide, a presentation technique that builds the perceived value of your offer by layering benefits and bonuses. He also outlines the structure of the perfect webinar, a proven method for delivering a persuasive presentation that converts prospects into customers.
Focusing on one core message keeps your audience engaged and avoids overwhelming them. Brunson explains how to simplify your offer and incorporate trial closes—small, non-committal agreements that lead to the final sale.
Brunson explains how to design sales funnels that guide prospects through the buying journey, from awareness to purchase. He introduces specific funnel types, including email epiphany funnels and product launch funnels, and provides templates for implementing them.
The final section focuses on scaling your business by filling your sales funnels with qualified leads and expanding your reach. Brunson emphasises the importance of continuous learning, testing, and refining your strategies.
Expert Secrets provides actionable insights and strategies for turning expertise into a thriving business while building a loyal community around your message.
I’ve helped B2B service companies scale — not with random tactics, but with clear systems that align marketing and sales into one predictable growth engine. Built on 15 years of hands-on experience — helping teams move from random tactics to repeatable, scalable results.
15 years experience
1,500 marketers trained since 2015
Exited 6 companies
Founders
Springlab
Strategiefabriek
Easy Ergonomics
Nestmanager
The Talent Institute
Transpack Packaging
Booomtag
Stone & Tile Company
Cortazu
Bridgefund
Klup
SOPHIA MAE
Mooie Boules
Snappcar
Amberscript
Ligo
Yaya
Kees de Boekhouder
NU
Decathlon
Friesland Campina
My name is Ewoud Uphof, a marketing strategist with 15 years of experience. I've been fascinated by growth since 2010, and I created this guide out of a passion for sharing what I've learned. These guides are a way for me to give back to the marketing community and are also linked to my video course, which covers these topics in even greater depth.
Kanbox turns LinkedIn into a streamlined, end-to-end revenue engine for B2B marketers—combining advanced scraping, message automation and a live Kanban pipeline in one workspace.
Coda is a hybrid document-database platform that blends pages, tables, and lightweight automation in a single canvas. Teams can draft plans, track work, and build internal tools without juggling multiple apps.
Turn your expertise into a thriving business by building a loyal audience and selling with proven strategies.