Expert Secrets Summary

Everyone has knowledge someone else would pay to learn – the challenge lies in packaging that knowledge into a thriving business.

1. Everyone has an expertise that can be monetized

Many people question their own expertise, often dismissing their unique abilities as ordinary or unremarkable. However, what feels second nature to you might be a valuable skill or insight for someone else. Turning this realization into a mindset shift is the first step to building an expert business.

Breaking down the process starts with identifying your specific area of expertise. Consider what people frequently seek your help or advice on – whether it’s cooking, financial planning, fitness, or even niche activities like building potato guns. Recognize that this expertise is not common knowledge and could benefit others significantly.

Your expertise has value because it provides solutions. For example, someone struggling with fitness might desperately need information that makes workouts approachable and effective. Others could resonate with your way of solving problems and be willing to pay for those solutions.

Examples

• A pianist might teach others how to master complex compositions.
• A mechanic could offer video lessons on motorcycle repair.
• A tech-savvy individual could show entrepreneurs how to build simple websites for free.

2. Narrow your audience with niche targeting

To succeed, don’t try to reach everyone – focus on narrowing your audience to those who resonate most with your skills. Start by positioning yourself within one of the three evergreen markets: health, wealth, or relationships, and drill down into more niche areas.

Finding a niche within a submarket increases your chances of success because it reduces competition and allows your voice to stand out. For example, in the health market, instead of targeting general fitness, you could focus on yoga for postpartum recovery. A narrow focus helps meet specific needs.

Keep your niche relevant and unique. Ask yourself, what’s missing in the current offerings that my skills and experiences can address? By speaking directly to an underserved audience, you can create a product or service that feels tailored specifically to them.

Examples

• Real estate investor: Specialize in teaching people to flip houses via online platforms like eBay.
• Diet coach: Focus on intermittent fasting techniques for busy professionals.
• Wedding consultant: Cater to small-budget DIY weddings.

3. Consistency builds credibility and an audience

Once you solidify your niche, commit to consistently publishing valuable content. It doesn’t matter whether it’s podcasts, blog posts, or TikTok videos – your reliability matters more than the medium. Through regular publishing, you refine your message and discover what people respond to.

This dedication isn’t just for your audience – it’s vital for you. Repeatedly sharing your knowledge helps you develop confidence in your voice and brand. Initial audiences may be small or nonexistent, but practicing consistency allows you to naturally grow a loyal following over time.

By showing up daily, you position yourself as an authority. As people come to trust your expertise, they’ll look to you for guidance, paving the way for your eventual product or service offerings.

Examples

• Posting weekly YouTube tutorials on DIY crafts.
• Writing daily blog posts about personal finance hacks.
• Recording podcasts to share tips on managing small business workflows.

4. Design a six-week masterclass to validate your idea

Before jumping to sell, test your content with a live masterclass. A six-week beta class allows you to offer your material for free to a small group while gathering feedback to refine your offering. Their responses will shape your core curriculum.

The planning starts with surveying your audience. Create a webpage asking, “What’s your ##1 question about [your topic]?” Collect these responses and identify recurring themes or challenges. These questions become the framework for your class modules.

Teaching the beta group not only polishes your content but also establishes proof of concept. When participants see results, their testimonials become strong social proof to attract paying customers.

Examples

• A fitness instructor asking, “What’s your top challenge with staying motivated to exercise?”
• An artist surveying, “What’s your biggest obstacle in learning watercolors?”
• A digital marketer polling, “What confuses you most about driving online traffic?”

5. Build belief – the secret weapon in sales

Selling isn’t just about convincing someone to buy; it’s about leading them to believe in your solution. The way to get there is by crafting a “One Thing” statement that simplifies your value proposition and erases objections.

People make decisions based on their beliefs, so identify and counter their doubts with stories or evidence. For instance, if potential buyers fear they’ll fail at a task, show them how you or others overcame a similar fear and succeeded.

A powerful belief can override excuses. If your audience believes your offer is their best solution, they become motivated to take action – often turning into lifelong customers.

Examples

• ClickFunnels builds belief by demonstrating how its software simplifies sales processes.
• A nutrition coach countering, “Diets are always miserable,” with her joyful results from plant-based eating.
• A leadership trainer sharing transformation stories of clients inspired by their workshops.

6. Create compelling webinars that convert

High-quality content alone won’t tempt people to buy – you must build an emotional connection through webinars or presentations. Start by engaging your audience and revealing your story so they identify with your journey.

Webinars are structured to lead participants to an epiphany – the moment they realize they can change their circumstances using your expertise. Address and dismantle their limiting beliefs, one by one, with relatable examples and solutions.

End strong: clearly outline your offer, emphasizing that the value far exceeds the price, and create urgency by adding time-sensitive bonuses. These techniques push wavering customers toward a decision.

Examples

• Weight-loss coach: illustrate value by offering a $500 personalized meal plan for free alongside a program.
• Tech company: salesperson ends webinars with exclusive after-sale support bonuses.
• Public speaking coach: guarantees students will book speaking gigs within 90 days of completing her program.

7. The power of repeating your winning process

While innovation is attractive, don’t reinvent your approach every few weeks. Stick with your successful webinar, refining it and driving more traffic to increase sales. The structure of repetition strengthens your sales.

Rerunning a strong campaign ensures you’re reaching new audiences each time. It’s more effective than creating scattered promotions or rolling out unrelated products, which may confuse or disengage your existing followers.

Consistency compounds over time. People hearing your message often begins to trust you more deeply, especially as they see your systems work for others too. This cycle builds reliability and traction.

Examples

• A health coach repeating her online detox seminar every quarter.
• SaaS company focusing all 2023 promotions on one popular onboarding webinar.
• Author leveraging a single book funnel to drive every new offer.

8. Partner with your ‘Dream 100’

Don’t try to grow your audience alone – focus on building mutual relationships with influencers who already have access to your target audience. Known as the “Dream 100,” these individuals can extend your reach exponentially.

Develop rapport with these key players by offering value first: follow their work, promote their projects, and participate in their conversations. Build genuine connections before introducing collaboration opportunities.

Once relationships form, request their help in amplifying your product. Their endorsement can give instant credibility and bring your brand to thousands, if not millions, of potential customers.

Examples

• A fitness startup partners with popular Instagram trainers.
• A tech app creator negotiates with YouTube influencers for demonstrations.
• An author sends signed copies of their book to a top blogger list for exposure.

9. Funnels drive targeted business growth

A sales funnel isn’t just a digital tool – it’s the journey you take your customer through, from learning about your service to making a purchase. Optimizing this pathway ensures you turn interest into revenue.

Start by focusing your funnel on attracting quality traffic. Your ideal customers should be coming from reliable sources, which is where “Dream 100” plays a big role. Once they enter your funnel, nurture their attention with value at each stage until they’re ready to buy.

Funnels create predictability in sales, enabling you to prioritize your best buyers and convert them more reliably. It’s easier to manage and scale than a random promotional strategy.

Examples

• A webinar funnel collecting emails to nurture leads before pitching.
• An educational course unlocking the first lesson free to welcome prospects.
• Email drip campaigns keeping users engaged post-masterclass.

Takeaways

1. Identify a niche within a broader market to stand out and create tailored content.
2. Use a six-week free masterclass to test and refine your ideas while interacting with potential customers.
3. Build relationships with influencers who can introduce your solutions to their audience to scale your reach.