Expert Secrets – Russell Brunson
Understand your customer, and build your marketing framework.
Casting The Vision: The Steps
Step #1: Launch Your “Platform” to Be Your Dream Customer’s Guide to the Result
Step #2: Give Them an Identity Shift
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Step #3: Create Milestone Awards (Journey of Achievement)
Step #4: Unite with a Social Mission (Journey of Transformation)
Creating Belief: The Epiphany Bridge
Your goal isn’t to try to sell anyone anything. Your goal is to guide them to their own decision.
Epiphany Bridge: a story that takes people through the emotional experience that got you excited about the new opportunity you’re presenting. Your epiphany is the aha moment when you learned about your new opportunity
Oversimplification: speak at about a third-grade level
“Kinda like” bridge: if you need to teach a concept that’s past a third-grade level, say, “It’s kinda like…” and relate it to something customers already know
Making them feel: add feelings and emotions. Your customer needs to be in the same state that you were in when you received your aha moment
Introduce the Desire
Every story is about a journey, either toward pleasure or away from pain.
There are four core desires that drive most heroes:
Win: the heart of someone they love, fame, money, competition, or prestige.
Retrieve: wants to obtain something and bring it back.
Escape: desires to get away from something that’s upsetting or causing pain.
Stop: bad things from happening.
The Journey, the Conflict, and the Villain
The villain’s role in the story makes us want the hero to succeed.
A person can be the villain, or it can be a false belief system. Our job is to demonize and defeat the belief system so that we can tell our audience the truth.
Rooting For The Hero
We are all rooting for the hero to complete this journey. While this journey is what drives the story forward, it’s the second journey that matters the most. In fact, in many stories, the hero never actually achieves their end goal.
Or if they do, they give it up for the real transformational journey that they’ve been on throughout the story.
- During the journey, the hero meets a mentor or guide to help them along the way.
- For our purposes with storytelling, the guide is the person who gives us the epiphany and the framework.
- The journey then becomes the hero, using the plans/framework they receive from the guide to defeat the villain and achieve their desire.
The Achievement and the real, hidden journey
As the hero finally ends their journey, they’re transformed into a new person.
Sometimes heroes get what they have been trying to achieve throughout the story, and oftentimes they don’t.
This is the hero’s second, real journey. Who have they become, and how have they evolved? This journey is the death of their old identity and their rebirth as a new person.
The Four Core Stories
1. Your origin story with the new opportunity. This is the Epiphany Bridge story that tells how you discovered your new opportunity
2. Vehicle framework story (how you learned or earned it).
3. Internal beliefs story.
4. External beliefs story.
Building a story inventory
1. False belief chains List all of the false beliefs that your customers may have about your new opportunity, followed by vehicle frameworks, internal false beliefs, and external false beliefs.
2. Experiential learning. Write the type of experience they may have had that gave them that false belief next to each false belief you listed.
3. Narratives. Write the story that the experience inspired in their mind next to each experience.
4. New Bridges to the Light. Consider your own Epiphany Bridge story for each of these myths.