The UnderGround PlayBook
Having knowledge on social media advertising, copywriting, SEM, and SEO is great. However, your
business still needs some fundamental marketing aspects in order to be effective. Expert Secrets explores
the thought process of unearthing important things you may have missed while starting your business, in 4
elements. These elements are designed to prompt people to take action on the products or services you are
offering. They resonate in every mass movement from time immemorial, from Jesus Christ to modern
presidential electoral campaigns.
Once you integrate these elements into your business, you can inspire the masses to support your cause.
Russell subtly talks about copywriting, which basically refers to the art of writing words that sell. People
normally pay a lot of money (hundreds or even thousands) for copywriting courses, and the skills are
required in any type of business that is selling something. Additionally, Expert Secrets actually provides a
practical strategy that anyone can use to reach their target customers. But when it comes down to the
bottom line, the book explains the importance of using storytelling to attract buyers and then gives you the
framework to build your story.