The Big Secret That Most People Don't Know About Expert Secrets

Welcome to Marketing Your Car, the podcast for funnel hackers everywhere. You're now part of a small group of underground entrepreneurs who are trying to change the world through the products and the services that we believe in. But because we don't rely on venture capitalists, we don't have financial safety nets, so we have to do things differently. We have to do things smarter. We do that through an art and a science we call funnel hacking. This podcast will give you a glimpse at the daily life of a funnel hacker. So let's get started. Good morning everybody, this is Russell. Welcome to Marketing in Your Car. I hope you guys are awake, 'cause today is Certified Partner Day. We've got 40 certified partners, well almost certified partners in Boise at our new office, which is exciting. So I'm gonna head out there in 9 minutes. I'm gonna be, holy cow, 9 minutes, I gotta speed this. Always late for everything. Anyway, good news is, you can't start without me, right? I hope. Anyway, so I just had a quick message for you guys 'cause I thought it was interesting. So it's been fun as I've launching the book, I get to do tons of interviews and podcasts and all this stuff, right? And so people ask you questions. Some questions people ask are the same ones every single time. Other people ask questions that make you, make you go, hmm. How's that song go? Things that make you go, hmm. Anyway, so, and so a couple things got me thinking and I thought of some cool ideas. I wanna share with you guys two things. Number one, came out of one of the conversations. It was funny 'cause someone, I can't remember who it was, they're drilling me about like, why in the world did you write another book? I thought you hated writing books. I'm like, I do, it's so hard. And then I was like, Why, why, why? And finally, it's weird how when you're on the spot live and you can't edit, all of a sudden magic comes out. And I started thinking, I was like, well, I always tell people that this business, there's an art and a science to this business, right? And the problem is people focus too much on the art or too much on the science. If you have the art, it looks good but doesn't make any money. If you have the science, structurally it's right but there's no money. It's gotta have both, right? We talk about increasing the sex appeal, making things exciting, that's the art side of this business. Then there's the science part, which is the funnel structuring. And I was thinking about it, I'm like, DotCom Secrets is like the science It's part of this business. And Expert Secrets is like the art. It's like what you're putting on top of the pages in the structure that make it work, that make it convert, that make people interested and engaged and keep coming back to you. And I said, I was like, that's so cool! DotCom Secrets is the science and Expert Secrets is the art. And you gotta have both 'cause this business is a business of art and science, which is why a lot of people struggle with it. 'Cause they're either really good on the technical side or really good on the artsy side. And it's a blend of the two. Which is why I think most people should have partners because it's hard to have everything. No one's got everything. Well, maybe a couple people, but not everyone. Anyway, so that's number one cool thing I thought was cool. Number two, so if you guys came to Funnel Hacking Live, Todd Brown got there and spoke and he shared an example of two books. One was like, How to Outsource Your Business for Profit or something like that, and one was called The 4-Hour Workweek. And obviously as you know, The 4-Hour Workweek made Tim Ferriss famous and rich and a whole bunch of other really cool things, but it came because the hook was right, right? But both of them are teaching outsourcing, like it was the same concept, just the way they packaged it was different. And I wanted to share with you guys something that some of you know, but most of you don't. This is a little top secret just for you guys who are hanging out with me on the podcast. I've had a lot of friends who are copywriters and it seems like every copywriter wants to go and launch their own copywriting course. And guess what happens to almost all of them? They all bomb. Do you wanna know why? Nobody wants to buy copywriting. It's not exciting or sexy or anything. It's blah. I remember like watching, I remember John, and I love John Carlton, but I remember watching the first time he launched the Simple Writing System. I'm like, this guy's the best copywriter in the world. And I went to the page and I was like, huh. Like, how do you sell copy? It is not sexy or exciting or anything and I just always thought that was interesting. I've had so many copywriting buddies who then go and launch copywriting courses. And I'm like, ugh, nobody wants to buy a copywriting course. There's a few people, but not many. And yeah, so what's interesting, this is my little hint for those who are paying attention. Expert Secrets is my copywriting course. I didn't call it copywriting. What's the book about? It's about finding your hook, finding your angle, finding your offer, finding your market, creating an actual offer, telling stories, breaking belief patterns. It's copywriting, but I didn't call it copywriting. Hohoho, so anyway, that's what I'm gonna give you guys. Think about that, think about how you position your offers because it's the difference between making a little bit of money and making a crap ton of money. It's all in the actual positioning of the offer. So make sure you don't call something How to Outsource for Fun and Profit 'cause nobody wants that. There's a few people, but not many. They want a 4-hour work week, that's what they want. And so understand that, understand that it all ties back to how you, what you call your product. In fact, we're about to launch our new coaching program. 2 different names for, both were cool names that people would not have given us any money for. And we sat there in a room on a whiteboard, actually it was a blackboard with white markers, but that's beside the point, for like 4 or 5 hours, no it wasn't that long, it was probably 2 and a half hours, trying to figure out like the right hook for it and all of a sudden it came out and it was like the angels from heaven were singing, like that's what people would give us money for. And so we changed all the branding and everything because of it, so. Alright guys, I'm walking in, Certified Partner meeting is literally happening in 4 minutes, so I gotta go. Talk to you guys all soon, bye everybody. Thanks so much for listening, we hope you enjoyed the behind the scenes look at our funnel hacking projects. You can also watch the Funnel Hacker online reality show and watch us build and launch funnels live at www.funnelhacker.tv. If you'd like to come hang out with your fellow funnel hackers, come join our Facebook group at www.projectclickfunnels.com. Oh yeah, and don't forget, you can get a free MP3 player with the first 257 episodes preloaded at marketinginyourcar.com. Join us next time, and remember, you're just one funnel away from your dreams.