Expert Secrets Review (2026): What's Inside Russell Brunson's Free-Plus-Shipping Book?
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Expert Secrets in One Minute
Expert Secrets is a book by Russell Brunson, the co-founder of ClickFunnels. It's the second in his "Secrets" trilogy, after DotCom Secrets and before Traffic Secrets. The book teaches how to turn knowledge into an offer people want, and how to use stories, a clear message and a "new opportunity" to build a following of customers.
It's sold through a funnel as a free book: you pay $9.95 shipping in the US ($19.95 internationally). The book is about 384 pages and comes with five bonuses. Like most free-plus-shipping offers, the order form includes optional add-ons, so it's worth knowing what's coming before you check out.
| Product | Expert Secrets (book) |
|---|---|
| Author | Russell Brunson |
| Price | Free + $9.95 US shipping ($19.95 international) |
| Length | About 384 pages |
| Bonuses | 5 |
| Retail price | $24.95 |
| Series | DotCom Secrets, Expert Secrets, Traffic Secrets |
What the Book Teaches
| Idea | What It Means |
|---|---|
| Attractive character | Show who you are and the story behind your expertise |
| New opportunity | Sell a new way to get a result, not an improvement on an old one |
| Epiphany bridge stories | Tell the story of how you discovered your method |
| False beliefs | Identify and address the beliefs that stop people buying |
| The perfect webinar | A presentation script for selling an offer |
| Building a movement | Gather people around a cause and a future you promise |
The book's best-known part is the "Perfect Webinar" framework, a structured presentation that tells your story, introduces your method, breaks false beliefs and then presents the offer. Many coaches and course creators use some version of it.
What It Really Costs
The book itself costs only shipping. The order process has been reported to include:
| Offer | Reported Price | Type |
|---|---|---|
| Book | Free + $9.95 shipping | Main offer |
| Expert Secrets Black Box | $37 | Order bump |
| Storytelling Secrets | $37 | Order bump |
| Audiobook | $47 | Upsell |
| Expert Evolution System | $197 | Upsell |
You don't need any add-on to read the book. Just uncheck the bumps and decline upsells if you only want the book.
How to Use the Ideas
- Choose the specific result you help people get.
- Write the story of how you discovered your method.
- List the false beliefs that stop people from buying.
- Package your method into one clear offer.
- Present it in a webinar, video or sales page.
- Collect leads and follow up by email.
You'll need software to put the ideas into practice: a funnel, an email list and a way to take payments. ClickFunnels is the platform the book is built around. If you want a free starting point, Systeme.io includes funnels, email and webinars on its free plan. For email alone, AWeber has a free plan.
Who Gets the Most From Expert Secrets
The book is best for coaches, consultants, course creators and anyone selling expertise. It's less useful if you're an affiliate promoting other people's products, or if you don't have a skill or result to teach yet. Some readers find the style heavy on Brunson's own story and ClickFunnels examples, so expect a sales angle throughout.
The Rest of the Trilogy
DotCom Secrets covers funnel strategy and value ladders, while Traffic Secrets covers getting visitors. If you're deciding where to start, read DotCom Secrets for funnel basics, Expert Secrets for your message and offer, and Traffic Secrets for traffic. The One Funnel Away Challenge is Brunson's training that puts the ideas into a 30-day plan.
Is Expert Secrets a Scam?
No. It's a real, widely sold book, and you get it for the cost of shipping. It's also the start of a sales funnel, so expect add-on offers at checkout and follow-up emails afterwards.
Pros and Cons
What Stands Out
- Free book, pay only shipping
- Clear frameworks for offers and stories
- Perfect Webinar script is widely used
- Five bonuses included
What to Weigh Up
- Bumps and upsells at checkout
- Heavy focus on ClickFunnels
- Less useful for affiliates without expertise
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Frequently Asked Questions
Is Expert Secrets Really Free?
The book is free; you pay $9.95 shipping in the US or $19.95 internationally.
Who Wrote Expert Secrets?
Russell Brunson, co-founder of ClickFunnels.
What Are the Upsells?
Reported offers include a $37 Black Box, $37 Storytelling Secrets, a $47 audiobook and the $197 Expert Evolution System.
Do I Need ClickFunnels to Use It?
No. The ideas work on any funnel or email platform.
Which Secrets Book Should I Read First?
DotCom Secrets for funnels, Expert Secrets for offers, Traffic Secrets for traffic.
Our Verdict on Expert Secrets
Expert Secrets is a useful, low-cost book for anyone selling expertise. Grab the book, skip the add-ons unless you need them, and apply the frameworks to your own offer.
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