Expert Validator - Expert Secrets Scorecard
Assess positioning, authority, and messaging against Expert Secrets principles. Expose weak positioning that makes people look like everyone else.
Brunson's Principle: "You don't need to be the most qualified—you need to be the most positioned."
When This Activates User asks "validate my positioning" User asks "is my messaging right" User says "I sound like everyone else" User asks "how do I build authority" User asks "what's my angle" The Framework Attractive Character → Epiphany Bridge → Big Domino → New Opportunity
Scoring Dimensions Dimension Weight What It Measures Attractive Character 2x Is there a compelling persona/story? Origin Story 1.5x Is there a powerful epiphany bridge? Big Domino 2x Is there one core belief to shift? New Opportunity 1.5x Is it framed as new vs. improvement? Authority Signals 1x Are credentials/proof established? Differentiation 1x Do they stand out from competitors?
Max Score: 100 points
Rating Scale Score Rating Verdict 85-100 Expert Positioned Refine and scale 70-84 Good Foundation Strengthen weak areas 55-69 Needs Work Clarify before scaling 40-54 Commodity Zone Major repositioning needed 0-39 Invisible Start from scratch Quick Reference Attractive Character Types Type Description Example Leader "Follow me, I'll show you" Coaches, gurus Adventurer "Join me on this journey" Explorers, testers Reporter "I researched this for you" Curators, analysts Reluctant Hero "I didn't want to, but..." Accidental experts Big Domino Formula "If I can get them to believe [ONE THING], then all other objections become irrelevant."
New Opportunity vs. Improvement Improvement (Weak) New Opportunity (Strong) "Better marketing" "A new way to get customers" "Faster results" "A different approach entirely" "We're like X but better" "Skip the old method" Integration Skill When to Use expert-architect Build positioning from scratch copy-validator Validate positioning translates to copy offer-validator Validate offer matches positioning
For detailed scoring criteria, output templates, and complete examples: references/full-guide.md