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Expert Secrets Book:
Everything You Need to Know
By Marius Kiniulis – September 9, 2025
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Expert Secrets is a bestselling marketing book by Russell Brunson, co-founder of ClickFunnels.
First published in 2017 and updated in 2020, it is the second book in Brunson’s Secrets Trilogy (Dotcom Secrets, Expert Secrets, Traffic Secrets).
The book teaches entrepreneurs, coaches, authors, and course creators how to:
- Build authority by positioning themselves as an “expert” in their field
- Use storytelling and belief-shifting frameworks to connect with audiences
- Apply the Perfect Webinar formula to sell products, services, or ideas
- Create a mass movement around their message
Unlike traditional marketing books, Expert Secrets focuses on influence, persuasion, and leadership, showing how to turn knowledge into a scalable business.
👉 The book is available through a Free + Shipping offer at ExpertSecrets.com, on Amazon (paperback/Kindle), and as an Audible audiobook.
Contents
- Expert Secrets Book:
Everything You Need to Know
- 📚 Overview of the Expert Secrets Book
- 📖 What Are the Editions and Formats of Expert Secrets?
- 📖 Expert Secrets Summary (Chapter by Chapter)
- 🎯 Key Marketing Lessons from Expert Secrets
- 💰 How Much Does It Cost?
- 📕 How to Get the Expert Secrets Book
- 📕 What Are the Other Books in the Secrets Trilogy?
- 📚 Expert Secrets vs Other Marketing Books
- 🔗 Expert Secrets and ClickFunnels
- 👨💼 About the Author: Russell Brunson
- ❓ Expert Secrets – Frequently Asked Questions
- 🚀 Ready to Get Your Copy of Expert Secrets?
📚 Overview of the Expert Secrets Book
Expert Secrets is Russell Brunson’s guide to turning your knowledge, skills, or message into a business by positioning yourself as an authority.
Rather than focusing solely on funnels, this book explains how to inspire people to follow you, believe in your message, and ultimately buy from you.
Here are some key facts about the book:
- ✍️ Author: Russell Brunson, co-founder of ClickFunnels
- 🗓️ First Published: 2017 (Updated Edition: 2020)
- 📖 Length: ~350 pages (depending on edition)
- 📕 Part of: The Secrets Trilogy (Dotcom Secrets, Expert Secrets, Traffic Secrets)
- 🎯 Core Focus: Positioning yourself as an expert, building a following, creating belief-shifting stories, and selling through influence
- 🆓 Availability: Free + Shipping offer at ExpertSecrets.com, Amazon (paperback/Kindle), and Audible audiobook
What sets Expert Secrets apart is its emphasis on storytelling, persuasion, and leadership.
Each chapter gives practical frameworks — from creating your “Attractive Character” to delivering the Perfect Webinar — that help transform expertise into a scalable movement.
📖 What Are the Editions and Formats of Expert Secrets?
Since its release, Expert Secrets has been published in different editions and formats to meet reader preferences:
- 2017 Original Edition – The first release, focusing on positioning yourself as an expert, storytelling, and the Perfect Webinar framework.
- 2020 Updated Edition – Revised with new case studies, updated strategies, and refined frameworks for building movements in today’s digital environment.
Available formats include:
- 📕 Paperback/Hardcover – Standard print editions available through ExpertSecrets.com and Amazon.
- 📱 Kindle eBook – Instant digital download via Amazon Kindle.
- 🎧 Audiobook – Available on Amazon Audible or included as a free bonus when you claim the Free + Shipping offer from the official website.
The 2020 edition is the most up-to-date version, and readers can choose between print, digital, and audio formats according to their preference.
📖 Expert Secrets Summary (Chapter by Chapter)
The book is divided into four main sections, each revealing key “secrets” for becoming an authority, creating belief, and selling your expertise at scale.
Section One: Creating Your Movement
- Secret #1: Finding Your Voice – How to develop your unique style and connect authentically with your audience.
- Secret #2: Teaching Your Frameworks – Turning your knowledge into step-by-step processes people can follow.
- Secret #3: The Three Core Markets or Desires – Identifying the markets of health, wealth, and relationships and where your expertise fits.
- Secret #4: The New Opportunity – Positioning your offer as a new path, not just an improvement.
- Secret #5: More Money for the Same Framework – Leveraging your expertise to deliver more value without reinventing the wheel.
- Secret #6: The Future-Based Cause – Creating a vision that inspires people to join your movement.
Section Two: Creating Belief
- Secret #7: The Epiphany Bridge – Using stories to change beliefs and guide people to new insights.
- Secret #8: The Hero’s Two Journeys – Showing both external results and internal transformation in your stories.
- Secret #9: The Epiphany Bridge Script – A formula for sharing your journey in a way that resonates.
- Secret #10: The Four Core Stories – Essential story types every expert needs to influence and inspire.
Section Three: “10X Secrets” – One-to-Many Selling
- Secret #11: The Perfect Webinar Framework – A proven structure for presentations that sell.
- Secret #12: The Big Domino – Identifying the one belief that makes everything else easier to sell.
- Secret #13: The Three Secrets – Structuring your presentation around three key ideas that build conviction.
- Secret #14: The Stack and Closes – Presenting your offer in a way that increases perceived value.
- Secret #15: Trial Closes – Using small agreements to prepare people for the final “yes.”
Section Four: Becoming Your Dream Customer’s Guide
- Secret #16: Testing Your Presentation Live – Refining your message and delivery through live feedback.
- Secret #17: The Perfect Webinar Shortcut – A faster way to create presentations using proven templates.
- Secret #18: The 5-Minute Perfect Webinar – Condensing the structure for quick pitches and shorter content.
- Secret #19: Plugging Expert Secrets Into Your Value Ladder – Integrating everything into your broader business model.
🎯 Key Marketing Lessons from Expert Secrets
Beyond frameworks and scripts, Expert Secrets delivers timeless lessons on how to position yourself as a leader and inspire people to take action.
Here are the most important takeaways:
- 👤 Find Your Voice
Authority begins with authenticity. The book shows how to clarify your unique message and present it with confidence so people naturally follow you. - 📖 Storytelling Creates Belief
People don’t just buy products — they buy into stories. Frameworks like the Epiphany Bridge and Hero’s Two Journeys help shift beliefs and connect emotionally with your audience. - 🎤 The Perfect Webinar
A proven structure for selling through one-to-many presentations. It turns expertise into offers people understand and want to buy. - 🚀 Creating a Mass Movement
Every successful business is built around a movement. Expert Secrets explains how to combine a leader, a cause, and a new opportunity into a following that grows naturally. - 🧩 Positioning and Offers
Success isn’t about competing in saturated markets — it’s about reframing your product as a new opportunity that makes old options irrelevant. - 📈 Leadership and Scale
Selling at scale means guiding people step by step. The book emphasizes frameworks, scripts, and influence strategies that allow you to impact larger audiences without losing personal connection.
Together, these lessons make Expert Secrets a guide for turning your knowledge into influence, and influence into a thriving business.
💰 How Much Does It Cost?
The retail price of Expert Secrets is $19.95, but it’s also available through the official ExpertSecrets.com website as a Free + Shipping offer.
With this deal, the book itself is free, and you only cover $9.95 for U.S. shipping or $19.95 for international shipping.
This option is typically the most cost-effective way to obtain the book and may also include bonus resources or an audiobook version.
With this offer, you only pay:
- 📦 $9.95 shipping in the U.S.
- 🌍 $19.95 international shipping
Other formats:
- 🛒 Amazon Paperback: typically $14.99-$24.99
- 📱 Kindle Edition: typically $9.99–$14.99
- 🎧 Audible Audiobook: free with an Audible trial, or about $19.95 as a standalone purchase
*Price as of September 9, 2025. Product prices and availability are accurate as of the date/time indicated and are subject to change.
📕 How to Get the Expert Secrets Book
There are a few official ways to access Expert Secrets, depending on the format you prefer:
🆓 Where to Get the Free + Shipping Offer
The book is available at ExpertSecrets.com through a free + shipping offer.
You receive a physical copy by covering shipping, and in many cases, bonus materials or the audiobook version are included.
🛒 Amazon, Kindle, and Other Retail Options
Expert Secrets is also sold on Amazon in paperback and Kindle formats.
- 📖 Paperback: Delivered by Amazon Prime or standard shipping
- 📱 Kindle Edition: Instant download to any Kindle device or app
- 🎧 Audible Audiobook: Available with an Audible subscription or as a standalone purchase
🎧 Where to Get the Audiobook
The audiobook is available in two official ways:
- ✅ Included as a free bonus with the Free + Shipping offer on the official website
- 🛒 Available on Amazon Audible as a standalone download or with an Audible membership
📂 Can You Download a PDF Version?
There is no official free PDF version of Expert Secrets.
Any PDF download you find online is likely unauthorized and may not be the updated edition.
✅ For a digital version, the Kindle edition on Amazon is the legitimate option
✅ For a physical copy, claim the official Free + Shipping offer at ExpertSecrets.com
📕 What Are the Other Books in the Secrets Trilogy?
Expert Secrets is the second book in the three-part Secrets Trilogy.
Each book covers a different stage of building and scaling an online business:
- Dotcom Secrets (2015, Updated 2020) – Focuses on sales funnels, customer psychology, and turning visitors into paying customers.
- Expert Secrets (2017, Updated 2020) – Explains how to position yourself as an authority, create belief with storytelling, and build a following.
- Traffic Secrets (2020) – Teaches strategies for getting consistent traffic from platforms like Google, YouTube, Facebook, and podcasts.
Together, the trilogy provides a complete framework:
- Dotcom Secrets → Conversions and funnels
- Expert Secrets → Influence and authority
- Traffic Secrets → Driving traffic and visibility
📊 Secrets Trilogy Comparison
| Book | Main Focus | Best For |
| Dotcom Secrets (2015, updated 2020) | Sales funnels, customer psychology, conversion frameworks | Entrepreneurs who want to structure funnels and turn visitors into customers |
| Expert Secrets (2017, updated 2020) | Authority building, storytelling, Perfect Webinar, mass movement creation | Coaches, course creators, authors, and service providers who want to position themselves as experts |
| Traffic Secrets (2020) | Driving traffic from Google, YouTube, Facebook, podcasts, and other platforms | Business owners who need consistent traffic and visibility to fuel their funnels |
📚 Expert Secrets vs Other Marketing Books
Many business books focus on general strategies, but Expert Secrets is unique because it’s designed as a step-by-step playbook for turning knowledge into influence and influence into revenue.
Expert Secrets vs. Dotcom Secrets
- Expert Secrets → Focuses on building authority, storytelling, and creating a mass movement.
- Dotcom Secrets → Focuses on funnels, conversions, and customer psychology.
- 📌 Together: One helps you become the expert, the other shows you how to structure funnels around your expertise.
Expert Secrets vs. Traffic Secrets
- Expert Secrets → Teaches how to position yourself as a leader and sell through belief-shifting.
- Traffic Secrets → Focuses on how to get consistent traffic from different platforms.
- 📌 Together: One builds the message, the other drives the audience.
Expert Secrets vs. Generic Marketing Books
- Most books provide theory, motivation, or scattered tactics.
- Expert Secrets delivers frameworks, scripts, and examples that can be implemented directly to sell courses, coaching, or services.
🔗 Expert Secrets and ClickFunnels
Expert Secrets and ClickFunnels are closely connected.
The book explains the principles of influence, storytelling, and the Perfect Webinar, while ClickFunnels provides the software tools to put those principles into practice.
- 📚 Expert Secrets → Shows how to build authority, craft belief-shifting messages, and sell through webinars and presentations.
- 💻 ClickFunnels → Lets you create the actual funnels, webinar pages, and automated sequences to deliver those messages online.
- 🎯 Together → The book gives you the frameworks, and ClickFunnels gives you the platform to execute them.
Many of the scripts and funnel examples in Expert Secrets are directly modeled in ClickFunnels templates, making it easier to apply the lessons immediately.
👨💼 About the Author: Russell Brunson
Russell Brunson is an entrepreneur, author, and co-founder of ClickFunnels, a leading online sales funnel software.
Since launching ClickFunnels in 2014 with Todd Dickerson, he has helped millions of entrepreneurs build and scale online businesses.
Key facts about Russell Brunson:
-
🚀 Co-Founder of ClickFunnels – a platform that has processed over $11 billion in sales for its users
-
✍️ Author of the Secrets Trilogy – Dotcom Secrets (2015), Expert Secrets (2017), Traffic Secrets (2020)
-
🎤 Funnel Hacking Live Speaker – hosts one of the largest annual marketing events in the world
-
🎯 Marketing Educator – known for teaching practical frameworks like the Value Ladder, Attractive Character, and sales funnel stacking
Brunson is widely recognized as one of the most influential voices in digital marketing and funnel strategy, with his books and trainings shaping how modern entrepreneurs approach online sales.
❓ Expert Secrets – Frequently Asked Questions
1. Is Expert Secrets suitable for beginners?
Yes. The book is written in a step-by-step style, making it accessible to beginners while still providing advanced frameworks for experienced entrepreneurs.
2. Can I use the book if I don’t sell courses or coaching?
Absolutely. While many examples focus on experts, coaches, and authors, the principles of storytelling, building authority, and creating belief can be applied to any business model, including e-commerce, services, and local businesses.
3. What’s new in the 2020 edition?
The updated edition features new case studies, refined strategies for digital platforms, and more precise explanations of core frameworks, including the Epiphany Bridge and Perfect Webinar.
4. How long does it take to read?
Most readers complete the book in about 7–10 hours, although many revisit chapters to apply the frameworks in their own businesses.
5. What results can I expect if I apply the strategies?
Readers who apply the lessons often see improvements in audience engagement, conversions, and authority positioning.
The real value lies in creating a scalable system — utilizing stories, webinars, and offers — that consistently attracts and converts customers.
🚀 Ready to Get Your Copy of Expert Secrets?
If you want a proven blueprint for building funnels and turning visitors into loyal customers, Expert Secrets is a must-read.
The best way to get it is through the official Free + Shipping offer.
You’ll receive the book for free — just cover the shipping cost of $9.95 in the U.S. or $19.95 internationally.
Along with your copy, you’ll also unlock access to exclusive bonuses and the audiobook version, making it the most valuable way to start.
ABOUT THE AUTHOR
Marius Kiniulis is a digital marketing strategist and the founder of MarkinBlog.com, where he helps entrepreneurs and small businesses build high-converting sales funnels, grow email lists, and turn digital products into revenue. With over 15 years of hands-on experience in affiliate marketing, funnel building, and conversion optimization, Marius has guided thousands of readers and clients through the exact tools and strategies he uses himself.