Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice

“The goal with this or any kind of business is not to lead with, “How can I sell my product?” Instead, you want to ask, “How can I serve people?”

“I realized that our only real goal in any of our marketing is to identify the false beliefs and false stories our customers are telling themselves—the ones that are keeping them from success—and to rewrite these stories inside their minds.”

“You have life experiences and talents that others don’t have that do give you an unfair advantage. By getting your process to work for others, you lose those unfair advantages and you have to adjust your process to make up for those shortcomings.”

“Showing them that it didn’t just work for you, but it also worked for people just like them, is the key to getting them to believe in your framework.”

“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.”

“the secret to success online wasn’t what I was selling, but how I was selling it.”

“teaching the best content hurts sales. But learning how to identify, break, and rebuild false belief patterns gets people to take the action they need in order to change.”

“That is your job now: to build your own framework after seeing all the other ways and other opportunities people are using to try and achieve that result.”

“If I were to suddenly lose _______ (the results I’ve achieved that others are coming to learn from me), and I only had my framework left and I was starting over with no advantages, what would I do from day 1 to day 30 to get _______ (the big result) back?”

“No matter what you do, in the beginning it’s going to suck, because you suck. But you’ll get better, and you’ll suck less. And as you keep doing this, eventually you’ll suck so little . . . you’ll actually be good.”

“Robert G. Allen, the great real estate investor and coach, once said that he made millions DOING real estate, but he made hundreds of millions TEACHING it.”

“If we were having this discussion three years from today, and you were looking back over those three years, what has to have happened in your life, both personally and professionally, for you to feel happy with your progress?”

“To each there comes in their lifetime a special moment when they are figuratively tapped on the shoulder and offered the chance to do a very special thing, unique to them and fitted to their talents. What a tragedy if that moment finds them unprepared or unqualified for that which could have been their finest hour.”