YouTube ClickFunnels™ - Bonus - Video (Russell Brunson - FunnelHackerTV)
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YouTube Transcript: English (auto-generated)
(seagulls shrieking) (upbeat trumpeting)
- The Dream 100, so what is the Dream 100?
It’s something I talk about a lot.
I try to get entrepreneurs to build out a Dream 100 and to
focus on that as the core foundation of their business.
Yet most people don’t ever listen to it,
let alone actually apply it.
So, I wanted today tell you guys the story
about how I used the Dream 100
to get to meet a whole bunch of amazing
people that I wanted to get to know.
Now, most importantly my number one Dream 100,
who was Tony Robbins, and how I used this strategy to
first off become his friend, second off to getting to
promote ClickFunnels, to promote us
and more recently to actually become a partner with him.
And so, that’s what I’m talking about today.
- Your reveal? - Come on in bro!
- The reason why Tony Robbins has been one of my Dream 100
I remember 15 years ago when I first heard about him
and I saw him on “Shallow Hal”
and I was like, who is this guy?
- Okay. - Now, close your eyes.
- So, I went to eBay and I bought every single
Tony Robbins course I could find and I plugged in,
and I would listen to Tony talk to me every single day.
It started to slowly shifting my mindset,
shifting my body, shifting all the things.
As I was growing my company I always thought,
man, it’d be so cool to work with Tony on something.
I just said, I wanna figure out a way
to get to know him and get to work with him.
So, to kinda put it in perspective
about how hard it is to get through all the gatekeepers,
since he is a celebrity that’s bigger than life.
Again, he’s been on movies.
More recently he’s got his own Netflix documentary.
He speaks to millions and millions
of people around the world.
- Tony Robbins is one of the most
sought after seminars in the world!
- I’d always had this thing that I wanted to meet Tony.
- He’s about six foot nine and he speaks like this!
- He coaches Presidents of the United States,
runs 54 different companies,
five or six billion dollars a year in sales.
I always think I’m the busiest person in the world
until I look at Tony, I’m like, me times 54.
For me the question’s like how am I,
a 22-year-old kid supposed to figure out
how to get access to Tony Robbins?
Literally the biggest person in my industry
and probably 40 different industries.
- You think he’s at home now watching this?
- I don’t know Jay, I don’t know where he–
- I was right here!
- So, what I did, that built on the Dream 100,
of who are the people who may be around Tony that I could
get access to, people a couple of tiers down below him.
At that time my Dream 100 list
included a lot of those people.
People like Frank Kern and John Reece and Eben Pagan.
All of them lived in San Diego close to Tony.
And so I Dream 100 them, got to know them,
and then one day one of them had
a chance opportunity to go and meet Tony Robbins.
When he got in there, he talked to Tony,
and introduced Tony to all the
rest of the people at that level.
I actually didn’t know I was in at first
until one random day I got a phone call
from Tony and his team to ask me
if you wanna come and experience UPW
and then have a chance to actually
sit down and meet with Tony in person.
- How you doin’ out there
Toronto? (audience cheers)
- So, I flew up to Toronto to attend
Unleash the Power Within and I came as attendee.
- Not consciously but unconsciously through a problem!
- He invited me to sit in a private
section right in the front. (upbeat music)
And every time he’s talking about different topics
he keeps looking at me and keeps looking at me
and I’m like, oh my gosh, all leading up to that night
we had a chance to do the Fire Walk with Tony
which is what UPW is famous for, you get to walk on fire.
- The purpose of the Fire Walk is
just a great metaphor for taking things
you once thought were difficult or impossible
and showing you how quickly you can change.
- And he came to me and said, Russell,
so glad to have you, and gave me this huge hug.
And he said, come on, let’s go walk on fire.
(audience cheering and clapping)
I remember going to bed that night I called my wife,
I was like, oh my gosh, I walked on fire
and I met Tony, it was crazy!
And I just I knew that that little piece of him I got
I was like, I want more of this.
I want more for myself, for my family.
And so, that’s kinda where it really began.
And when Tony was in his hotel room talking to me,
one of the first things he said,
he said that I read about your story.
I know a little bit about you
and you got started with potato guns, right?
I was like, how did you know that?
He’s like, ah, I watched this video of you.
And I’m like, ah, so embarrassing
that you know about my potato guns!
But when I got back from UPW I was thinking,
what’s something I could send him?
What’s something I can, a man who can buy anything,
who has everything, what can I send him that’s unique?
And all of a sudden I had this idea.
I should send him a potato gun.
The actual potato gun that we made
in the DVD “How to Make a Potato Gun”.
And so, I waited for a month and then two months.
And I didn’t hear anything back
and then one day I get this email from Tony saying,
Russell, I just got to my home and there’s
this big, huge box on the front porch.
He told me that that night him and Sage
and everybody went out and they
shot the potato gun in his backyard.
I wanted to send him a potato gun,
because I wanted to figure out a way
that Tony’s gonna remember my name.
And I thought, what’s gonna be unique that he
will always associate with me?
And I thought the most unique thing
I could possibly send him would be a potato gun.
(phone rings) One night I got a random call.
And I didn’t know who the number was but I answered it.
And it was Tony Robbins’ assistant.
They said. - Hey, Tony wants to know
if you wanna speak in Fiji?
And Collette’s sitting there and I was like,
Tony wants me to speak in Fiji?
And she heard that and she goes,
tell him yes, tell him yes!
I was like, when is this? - Next week.
- You want me to speak in Fiji next week?
And she starts jumping on the bed like,
tell him yes, tell him yes, mouthing that to me.
And I’m like, yes, yes, we’ll come!
And that was 10 years ago.
We actually stayed in this exact same
house that we’re in right now.
And the kids were playing right here.
And the first time we got here
I’m like, what should we do?
And there’s a projector here so that night we sat down
and we actually watched “Shallow Hal”.
- Please stand up and give a big hand
to Russell Brunson, ladies and gentlemen!
- First off, I know a lot of you guys have businesses
that are bigger than mine that have been around longer.
But at the same time I hope
that I can bring some value to you guys,
because I do have a skill set,
we in our company generate a lot of leads online.
Tony sat in the back of the room
taking notes the entire time.
After the event we were supposed to fly home
and he asked, he said, hey, I’m creating this new product
called the New Money Master series.
Do you wanna be on one of the DVDs?
I was like, are you kidding me?
And so. - Let’s get to it!
Russell, I just wanna really thank you
for coming all the way to Fiji.
- Yeah thanks, it’s been amazing so far!
So, all this amazing (mumbles) and stuff happens
and there’s all this momentum, there’s progress.
We’re moving our way in!
And then, nothing, for years.
Not just like a year, multiple years.
Like four or five years (chuckles).
And I got an email from someone on his team like,
hey, do you wanna help promote
Tony’s book when it comes out?
And I knew that they were gonna do it wrong.
And I was like, ah!
And so I messaged Tony, I was like,
hey, I know you’re about to launch your book.
We just launched ours, we got a huge success.
I would love to jump on a call with you
or someone on your team to kind of explain what we did
'cause I think it’ll help you sell
a lot more books if you put it through a funnel.
And he said, I wanna build a funnel.
Cool, we have this new software called ClickFunnels.
We’d love to build the whole thing for you.
And he was like, okay, how does it work?
I’m like, oh, I need some of your time.
And he’s like, coordinate this with my team
and we’ll figure it out. (phone calling tone)
we called his team like, we need a day.
And they’re like. - No.
- Okay, can we have half a day?
They’re like. - No, there’s no way.
- And we’re like, well, we have to get him on video,
talking about his book. - I can give you an hour.
- I’m like, an hour? - That’s all.
That’s stretching it even.
- Okay so, we flew to Vegas, we got our own hotel room.
We rented the nicest suite possible
'cause we needed a good place to go film videos.
How you doin’? - It’s been a long time!
- Okay, we got everything set up for an hour.
We film all the videos we needed for this funnel.
We gave it to him as a gift and then they used that funnel
during the book launch. - Thank you!
- In his newest book "Money Master the Game
Seven Simple Steps". - And everybody here
is getting a book! (audience applauding)
- It was on every single news channel.
Today show, CNN, everything, all pushing back to this
one book funnel that we’d helped create for him.
- You gotta learn from rich people.
He lived in a car!
He ain’t always had this book! (Tony laughs)
- It was successful, he was grateful.
And after that we didn’t hear from him again.
Obviously he’s like one of the busiest,
if not the busiest man on earth.
- He’s clearing out. (door clicks)
- About that time is when we had launched
our FunnelHacking Live event.
We had our first event and we had no keynote speakers.
Our second event, right,
we should get a big keynote speaker.
We’re like, you know what’d be really cool is Tony Robbins.
We can’t afford Tony, let’s just get somebody else.
As it moved in to FunnelHacking Live number three
that’s when we’re like, okay we should try to get Tony.
And I didn’t know how that worked.
I don’t know what he’s charged, I had no idea.
(gasps) But I was like, you know what?
First off, if I wanna build this relationship with Tony
I need to give him access to our platform.
Number two, if I wanna build a deeper connection
with my audience I need to introduce them to Tony.
Tony changed my life and I know that
he could change their life as well.
And so, no matter how much money it cost
we decided to go for it and to just do it.
- Okay, go, okay go! - Here he comes, here!
- We have Tony for the event! - We got Tony!
(the men cheering) - What?
- I don’t do that many talks anymore, private talks.
I pick the ones that I wanna do and there’s very few.
But I’m here because of Russell.
He is truly, yes, give a hand for him.
(audience applauding) (upbeat music)
- He went up there and spoke for almost five hours.
And when he got off, I came back on stage and it was crazy!
- [Audience] Russell, Russell (clapping)!
- The entire audience was standing
and they started cheering my name!
- [Audience] Russell, Russell, Russell, Russell (clapping)!
- And it was kind of weird for me
'cause I didn’t do anything, Tony did it.
But because I had brought Tony
to them they were so grateful.
After the event was over I knew
that Tony was in the middle of launching his new book.
And we wanted to help support this book as well
and so we set up time after the event
up in the hotel room for me to actually
go up there and interview Tony about his book.
I’m excited 'cause I read his original books
like 20 years ago and-- - Yeah, that’s the last time
I wrote a book (chuckles)!
- And then there was no books forever
and then that’s when I started going through
the courses, and the CDs and the events, and.
And then after it got done, him and his entourage
were cleaning up and they’re about to head out the door.
And what he didn’t know at the time is that in my pocket
I had the very first copy of the “Expert Secrets” book.
And so as he was racing out I said,
hey, really quick Tony before you go,
I just finished my second book and I would love
to give you a copy of it and hopefully
you have a chance to flip through it on your flight home.
He looked at me for a second, to the book,
gave me a hug and then he took off and he was gone.
Now I can fall asleep!
And we were just kinda like, ah, crashing!
Like mission accomplished, we did it!
We took the interview and we promoted it
and sold a ton of copies of his book.
Again, trying to figure out how
we can provide as much value as possible.
So, we did that by being an affiliate
and selling a ton of copies of his book as well.
I’d known him at this point for about 10 years.
I had built book funnels for him.
I had paid him to speak.
I’d given him access to our platform.
I’d consult for him for free as often as I could.
I’d try to provide value as much as I can
and it was the first time that I ever
went to ask Tony for anything.
And it was for the launch of the “Expert Secrets” book.
It was coming out.
He is of all experts the ultimate expert
in so many different fields that I thought
if I can get Tony to interview me
on his fan page that would be the best thing in the world.
I was so nervous, I think a lot of people when they pursue
a Dream 100 they’ll do all the work
but the scary part is asking the question.
Will you promote me?
And I had been so nervous to do it.
Finally I said, you know what?
If I don’t ask, I’ll never know.
So, I sent him a message and within like a minute,
Tony texts back and said, yep, I’m in, I’ll help you.
I was like, oh my God!
- Tony Robbins is doing a Facebook Live
with Russell tomorrow at noon, yeah!
- Are you serious? - No way!
So, at the time his fan page had like
three point nine million fans.
(camera man laughs) - The moment!
It happened today!
100%! - This is so exciting!
- We’re clicking go and went live on his fan page.
- There’s a new book out called “Expert Secrets”.
The subtitles help you define your message,
build a tribe and change the world.
Yes, hold that up so we all see that (laughs)!
- There it is (laughs)!
So, we’ll see the stats over here on John’s computer.
- Hearts and love baby, hearts and love!
The stats man!
- That video was viewed over three million times.
Tony really opened up his entire brand to me.
Allowing me to be able to share my message
and my story and my book with all of these
millions and millions of people.
And that was really the power of
building a relationship with someone
to get exposure and access to their entire audience.
- So, if you got my text, right?
You got my text? - Yeah, yeah.
- Yeah, okay what if you text me on,
I don’t have time, do I?
I have people come here in five minutes, I apologize.
- [John] Some people’s coming here in like five minutes.
- Well, thank you people for waiting.
Oh! (the guys chuckle)
- Dude, that’s awesome, my gosh!
- [John] That’s so sweet!
- All right, so this time ClickFunnels was growing.
We’re a little bit more financially secure.
The next FunnelHacking Live we’d sold over 3,500 tickets.
And so we said, you know what,
we’re at a point now when we can book Tony again.
So, we called him back up and booked him for
FunnelHacking Live in Orlando as well.
And this was the FunnelHacking Live
where we introduced Operation Underground Railroad
which is a charity that Tony’s part of.
Tony’s the number one donor
of Operation Underground Railroad.
And then, after the event was done we were breaking it down
and we had a really cool moment behind stage.
- Congratulations, this makes me so happy!
You’ve made a giant contribution.
Right, you know that will save a whole lot of kids’ lives,
that’s just amazing and beautiful.
- I think one of the sub-lessons here
for the Dream 100 is that by doing that,
and it wasn’t something we orchestrated,
it was just something where Tony
and I both share the same value.
And for him to be able to see that
and see it wasn’t just something we talked about
it was something we actually did and put it into practice.
It’s just something that builds the connection,
the friendship, the relationship, that much closer.
And so, it’s important to find people
that you share values with as you’re building your Dream 100
because that’s what makes those relationships really matter.
So, after that FunnelHacking Live.
When I fast-forward about six months later
I got invited by Brendon Burchard
to go to a private mastermind group in Wyoming
with a whole bunch of amazing people.
And it was a private mastermind
group that nobody knew about.
We flew in helicopters to get to this location.
Go fishing, shoot shotguns,
a whole bunch of other cool things like that.
And on the flight home, Dean and I were actually
sitting next to each other, talking to each other.
We’re talking about different projects and ideas and
we’re sitting on a plane, both in first class,
and some guy walks past and he’s like,
hey, I’ve read both of you guys’ books!
And we’re like, who’s was better?
(Dean chuckles) And it was really–
- True story!
- And Dean starts telling me this story.
He’s like, hey, I’m working with Tony on this project.
And he starts going through the whole thing.
And I was like, dude,
Tony doesn’t even do real projects with anybody!
And he’s telling me this whole thing
and I’m getting more and more jealous.
- Oh, can I jump in here one minute?
I just wanna tell you what this guy does behind the scenes.
So, he’s like, you and Tony are doing this thing.
Tony and I built a software and a course
on how to extract your knowledge and run masterminds.
- He’s like, I wanna create a masterclass.
But for masterminds.
He said, instead of buying a course
from Michael Jordan about how to play basketball,
imagine going to Michael Jordan’s house
and actually playing basketball with him.
And he’s like, that’s the difference.
And I was like, I get it, and I was like,
what are you calling this thing?
And he’s like, oh, he had a couple of different names.
I’m like, dude, you should buy mastermind.com.
And he’s like, someone already owns that, I can’t get it.
And I thought, oh, that’s too bad.
That would’ve been amazing.
And then a couple of days later
I was thinking about his idea and his project.
And I was like, I wonder who owns mastermind.com.
So, I went to mastermind.com.
And sure enough there was the site there.
It looked like it had been fully developed.
And I was clicking through the site.
I went to the About Me page, it showed a picture of
the founders of mastermind.com.
And they we’re literally holding a
2 Comma Club award in their hands!
I was like, oh my gosh!
I have access to these people, I can get a hold of 'em!
- So, here’s the cool part.
So, he tells me, you should have mastermind.com.
It’s only a million bucks, I’m like,
I don’t really wanna spend a million bucks.
- I was like, no dude, you have to have it!
you have to have that domain!
So, I’m like, Dave a million bucks is too much.
See if you can negotiate.
So, Dave goes back to negotiating with these guys.
And then, we had the idea.
- Do you wanna know this guy, the way he plays?
He negotiates, buys mastermind.com for 600 grand.
And gifts it to Tony and I. (audience cheering)
I’m not done, I’m not done.
But he’s no fool!
Tony and I saw that reciprocity
and now we made him a partner.
(audience cheering) Nice move!
- Dream 100 at its best!
It was one of those things where it’s just like
you’re, wow, this dream’s come true!
Something I hadn’t even fathomed 12 years earlier,
or 10 years ago when I was in this room.
To be not only friends with Tony and Dean
but to be business partners with them.
We launched mastermind.com.
It was the biggest launch in
the history of internet marketing.
Doing over 38 million dollars in sales
in a two week period of time.
The top 10 affiliates
is gonna fly with us in Tony’s private plane to Fiji!
Insane! (audience cheers)
It’s gonna be fun! - Yeah.
- That’s why we’re here on this trip.
That’s what we’ve been doing.
And that’s why the Dream 100 strategy is so important.
Looking back on it it’s crazy to think
we used this strategy first off to get in the door,
so that Tony knew who I was.
Second off to build the relationship and build a friendship.
And eventually to build a partnership.
Right, it’s not necessarily the fastest way to grow
a company, but it’s the long-term strategy.
Tony always says.
- But most of us overestimate what we’re gonna do in a year.
Then we get disappointed.
We underestimate what we can do
in a decade, or two, or three.
And that’s why very few people fit there.
But I’m here, because this young man has true integrity.
He really delivers.
I know you know that by the passion that you have here.
The skill sets that he gives you in there,
but also everything he does is with integrity.
Which sounds kinda corny and boring, but it’s rare.
So, I really wanna acknowledge Russell,
and his lady, and his team, for being the kind of people.
- Year number one if you look in my Dream 100 strategy with
Tony would look like a complete failure.
I met him for five seconds and that was it.
Looking at it over a decade now, it was a smashing success.
So, that’s why the Dream 100 is so important.
That’s why it’s important to start planting those seeds now.
And if you do that now, today,
not tomorrow, not in the future,
not when you’re ready, you start today,
you start planting those seeds,
it gives you the ability in a year from now,
five years from now, 10 years from now,
to harvest those seeds at a level
you never thought was even possible.
(screen clicks off)
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