This article is a summary of the chapter “Secret n ° 1: the charismatic leader” of Russel Brunson’s Secret Expert
In his book, Russel Brunson reveals the secrets of how to position yourself as an expert in a niche.
One of the secrets revealed in the book to position yourself as an expert and develop your business is to establish the status of a charismatic leader.
Here is the summary of 6 rules.
Introduction
According to the author, we all have a unique talent. We must not only discover it, but we also have to make it known to the broader world.
We must first acquire solid skills in the chosen field. Then, it is a question of learning substantial expertise in the transmission of its knowledge.
To teach, you don’t necessarily have to be the person who knows the most about your field in the world.
For example, in the film “Stop me if you can,” the main character pretends to be a sociology professor without having exceptional skills in the field.
When the usurpation was exposed and asked how he had done it, he said it was enough for him to be one chapter ahead of the students.
In the same way, Olivier Roland, a blogging expert, explains that neophytes have launched some successful blogs in a field.
The blogger first transmits what he learns to his audience. In a second step, he acquires the skill in question and becomes an expert in the field.
In these two cases, the author tells us that we must develop our quality of leadership, and here is the first rule.
Rule # 1: Become an attractive leader and live the life your audience dreams of living
The idea is to show the difference between the life your audience leads and the life you lead.
For example, on YouTube in the “Make Money” niche, videographers are continually showing themselves with beautiful cars, in luxurious places or with expensive Swiss watches.
Some go so far as to rent cars and pretend that they belong to them to create the illusion.
For my part, I encourage you to remain of unfailing honesty towards your audience who trusts you.
The trust your audience places in you is invaluable compared to views of a video or article.
However, you can mark this difference by showing your audience how far you have come in achieving the results you are now teaching.
It can be difficult to reveal your past because you then show your vulnerabilities.
But it is necessary, on the one hand, to open the field of possibilities to your listeners (you indicate that you too were like them one day).
On the other hand, through the story of your journey, you show them a procedure to follow.
Rule # 2: Maintain Absolute Certainty
Often in a debate, the one who wins is the one who has the most excellent certainty in his message.
How do you want to be believed if you don’t believe your message yourself?
To work and develop the “muscle” of certainty, the author advises sharing our message as much as possible.
The more we make our voices heard, the more confident we become of our message.
At the same time, we learn to build it, we learn to communicate it, and we notice the criticisms that come up frequently.
You have to publish extremely regularly on different platforms. By “extremely regularly”, the author means “daily”.
Applying this rule is also what Tom Kuegler advises in this recent article.
Please note that the chosen platform is less critical than always sharing your message.
Even at the beginning, when nobody reads or listens to us, it is of paramount importance to continue to do it for yourself.
This is how you discover your voice.
Indeed, it allows us to get valuable feedback on what works and what doesn’t.
Subsequently, this consistency will give us assurance in all respects.
Rule # 3: Don’t be boring
Crowds must be polarized. So you get great fans. Indeed, when we are in the mainstream area, we do not acquire a super-fan who will fully adhere to our movement by defending body and soul our message.
This is why the author tells us that our message must be placed in the prolific zone. It is an area that lies between the mainstream and madness.
In this area, new ideas are proposed, presented in an attractive way for the listener.
For example, in the health and well-being niche, we find the Wim Hof method, which offers intense exposure to the cold.
Saying “practice positive thinking” is mainstream. To say, “stop eating completely” is crazy.
But the fact of offering exposure to the cold with scientific demonstrations in support, it is prolific.
It is in the prolific zone that you will meet a mass of people who will be ready to pay you dearly for your teachings.
The author gives us an interesting statistic: “For 100 super fans, you will have one person who will not love you and who will make almost as much noise as the 100 super fans”.
But here are the two quotes he uses to reassure himself.
The first from Dan Kennedy:
“If you haven’t offended someone before midnight each day, it’s because you’re not doing enough Marketing. “
The second from Jay Abraham:
“If you deeply believe that what you do is useful and brings value to your customers, then you have a moral obligation to try to serve them by all possible means.”
Rule # 4: Understand How To Use Persuasion
In this section, the author gives us the definition of persuasion by Blair Warren from his book “The One Sentence Persuasion Course”.
“People will do anything for those who encourage their dreams, justify their failures, eliminate their fears, confirm their suspicions and help them throw stones at their enemies. ”
So to persuade your audience, here are the five keys:
- Encourage their dreams
- Justify their failures
- Eliminate their fears
- Throw stones at their enemies
- Confirm their suspicions
Rule # 5: Genuinely Care About Your Audience
If we have chosen the right niche and ideal client, Russel Brunson tells us that we should be ready to help him for free.
However, there are two essential reasons for our audience to pay as soon as we acquire the level of monetizing our teachings.
The first is that by paying, the listener will be much more attentive.
Indeed, he will have committed money in his learning process and will be more willing to have a return on investment.
And the second reason is that with success, we have less time. This is why we cannot continue to offer all our teachings free of charge.
Rule # 6: Offer them value based on the perceived relationship they have with you
The needs of those who join your “tribe” differ. In reality, some people in the audience want to be part of a community while others want to know us personally.
For example, the author has noticed that in a mastermind, there are people who simply want to show themselves, others who only want to learn because they love knowledge and still others who want an immediate return on investment.
To recap, here are the 6 rules for becoming a charismatic leader, according to Russel Brunson:
Rule # 1: Live the life your audience dreams of living
Rule # 2: Maintain Absolute Certainty
Rule # 3: Be in the prolific zone
Rule # 4: Understand How To Use Persuasion
Rule # 5: Genuinely Care About Your Audience
Rule # 6: Offer value based on the perceived relationship they have with you
