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YouTube Transcript: English (auto-generated)
- All right, everybody.
So over the last few episodes,
we’ve been talking about the Dream 100.
You saw how I’ve used this over the last 15 years
to get in and become friends,
and then eventually business partners
with Dean Graziosi, Tony Robbins, and others.
But now, I wanna show you it’s not just me,
and it’s not just a way to get in with Tony Robbins,
but it’s the foundation for all businesses.
And so, I wanna take a moment with all the people
who were the top affiliates for the mastermind.com launch,
all the people who are here in Namale.
This is the best of the best,
the best business owners, the best affiliates,
the cream of the crop.
And, I want to run around Namale here this last day,
and just kinda quickly grab each of them,
and have them tell you in their own words
how the Dream 100’s been crucial
to building their companies.
So, what we’re gonna do right now is I’m gonna
run around Namale before everyone flies
out today, and we’re gonna get each of their stories
about how they use the Dream 100,
so you can learn the strategies,
and start figuring out exactly how to implement it for you,
and your business, so you can
get into your Dream 100 as well.
So, today we’re talking about Dream 100
with everybody, kinda getting some of their thoughts,
and what they’ve done personally to build up
their Dream 100, potential partners,
and things they wanted to go with.
And, I know that you’ve done some of this
in your business as well, as you’ve grown.
Be curious, some of your stories, you’ve had
as you go look at your Dream 100.
- I think, so, as I think about the whole Dream 100 concept,
for me, I’m a big fan of
producing a result for someone else.
That’s my secret weapon.
So, for example, with you,
you sent couple thousand customers click funnels, right?
So, I think that’s a good thing to do,
send a bunch of customers, and then make you feel great,
and then make me feel great, and then it opens up doors,
right? - Yeah.
- Same thing with Tony and Dean, right?
I’ve been following Tony for over a decade, right?
So, it’s like, how do you get his attention?
How do you get Deans attention?
How do you get your attention?
It’s like, well, send a bunch of customers,
promote your stuff–
- And, get on the radar.
- And, get on the radar, right?
I think that’s the best way.
Personally, that’s just been my own…
That’s really been my way of doing it,
is either going and serving in some capacity,
meaning contributing in some way, for free,
and adding value in that way,
or I think one of the best ways,
that I like the most is, okay, let me just perform,
and then as the results get produced,
then it opens up a dialogue, it opens up a conversation.
(pool balls click)
- All right, so… - [Nick] Boom.
- So, I call it a Dream 100, what do you call it
in your business?
- So, in my business, I call it the anchor client strategy.
- Okay, why do you call it that?
- So, if you think of a commercial strip mall,
there’s all these different retail stores,
and if one has a Walmart, or a Starbucks,
in real estate, they’re the anchor tenant,
and so, the way I look at it is,
if you go out and get an anchor client,
that’s somebody that has significant influence,
that basically brings all the people,
just like in real estate.
If you have a Starbucks, they bring the people,
everyone else benefits.
So yeah, that strategy has been something
that’s been huge in our business.
- So, my question for you is,
as you guys were launching BioTrust,
how did you use consummate Dream 100’s,
or affiliates, or people like that,
that you wanted to go after to be able to
kinda grow initially, when you guys first launched it?
- First of all I’m gonna putt,
with a wrong-handed putter. (laughs)
So, okay, I wanted to get
into the e-book business,
so I invited the top e-book players
out to Austin Texas, and had a conference.
- What year was this? - This was
And so, I invited Joel Marion, Mike Erre,
Isabelle De Los Rios, Rob Pollose, John Benson,
all those guys.
Invited them out, and how I got them there was,
Tim Ferriss had been a friend for a long time,
and he had launched The Four Hour Body,
and so he wanted to get in front of
a bunch of fitness people, so I called
a favor in to Tim, and I said,
"If you wanna sell a lot of copies,
"of The Four Hour Body, you could come present
"at this conference I’m gonna have,
“and the top fitness affiliate marketers are there.”
And, Tim’s like “I’d love to do that.”
And, Tim came and spoke, and then Bill Phillips,
a guy I used to work for-- - Body for Life.
- Body for Life, EAS Supplements, all that stuff.
He presented as well, so I called in some favors.
Everyone came out, and that’s where
I met my business partner, Joel Marion, met Mike,
met all these people,
all from having-- - So, you basically got
all your Dream 100
into a room all at one time. - All Dream 100 into a room,
all at one time. - They know you were
trying to pitch them on promoting your e-book,
or was it just… - It was just like,
and I charged nothing for…
Oh, here’s the funny thing, at the time,
I’d gone through 2008, 9, 10,
and the economy was terrible,
and a lot of stuff happened in the company.
The company wasn’t doing well, and I had this idea
for the event,
and we weren’t doing well financially,
and so, we charged like $1,500,
and paid for all these meals.
It was so cheap, it was ridiculous,
but I just wanted to get people there.
And, at the end of it, I go to Kim,
she’s got a little calculator out,
I’m like "How much money did we make or lose?
" I hope we made money, because we need money."
She’s doing all this stuff, she goes, “We made $7.00.”
- For the whole-- - So, I had a conference,
after everything was paid for,
we paid for the conference center, all the meals,
all the boats, we did boats and jet skis in the afternoons,
we played in the afternoon, we made $7.00.
But, from there, literally, we made hundreds of millions
of dollars from the connections, because BioTrust took off.
In the first full year of business,
we went from 0 to $100,000,000 in sales, which was crazy.
- Two for one. - Same time.
- All right, ready? - Three, two, one.
(bowling balls bang)
- This is my time! - Yeah, Oh!
- [Russell] Come on. - Did you get my strike?
- All right. - All right, so my question
for you is, when you first got started,
who were the people, or the partners
that you wanted to work with, like your Dream 100,
and how did you figure out a way
to get in to some of those people?
- Really good question.
- If I think all the way back, it’s funny,
because we’re here in Fiji, on Tony’s island, at his house,
him and I, just got done playing golf.
But, I would have to say, not only did I want him to be,
someone to do business with some day,
I just wanted to meet the dude.
I mean, you probably felt the same way.
Before I knew him, his books,
his courses, his days-- - He Made such a big impact.
- He made such an impact on my life.
I mean, I think, Tony’s probably on the list,
if you said, who you can meet anybody in the world,
15 years go, probably woulda been Tony.
But, there’s other business people too,
that were on my list immediately,
and I would say, if I give an example,
with Tony, that’s kind of an extreme,
because he meant something to me, personally.
But, the one thing I’ve done, and I’ve watched you
do it really well, is I always wanna deliver value,
but not fake value, not kiss someones ass,
or pretend to do something.
Like, with Tony, we were friends…
I know this is a longer version than most people wanna see,
but we were friends for like, 5 years before we even talked
much about business.
And, before then, I helped his team
with a marketing campaign, I saw some follow-up
that his team was missing out on, nobody does better events
than Tony, but after the event, I felt like they were
missing things, so I literally wrote
a post UPW, Unleash the Power Within…
I wrote a post email campaign,
and I wrote the videos that Tony should do,
and then I filmed the videos, as if I was Tony,
and I just gave them to his team,
without even telling him, and it trickled back
to him eventually, and he was grateful.
So, I think, one of the things, if I say “Tony…”
Just, I guess looking at the other,
turning this around, and maybe this is a long answer,
but at this phase in my career, I get a lot of people
that wanna do business with me,
and I get a lot of people approach me
that ask me to do business before they say hi,
before they know me, before any relationship,
but it’s hard to decipher.
But, if you look at our relationship,
it’s been mutually beneficial since day one.
We sit and talk.
I’ll talk about your campaigns, you’ll talk about mine.
You’ll open up, and be like, "Oh my God, I just
So, think about that, when it was time to do
KBB, or time to do things that you do,
there’s nothing you couldn’t ask for,
that I wouldn’t do, and I think the same with me.
And, I think the foundation of that is,
we’ve just been so willing to give to each other
without asking first.
- So, for you as a Podcast host,
there’s people you wanna get to, that you wanna
get on your show, people that are not traditionally easy
to go get access to, how have you done it?
What would you do to go get access toúthose people?
- Two words, be strategic.
There are times in every entrepreneur,
businessman-woman’s life when we’re in promotion-mode,
we’ve just launched a book, we’ve launched a product,
a course, a committee, you name it.
You have to be strategic.
When I launched Entrepreneurs on Fire
in the first 90 days, I had Barbara Corcoran,
Gary Vaynerchuk, Tim Ferriss, Seth Godin, Chris Brogan,
all on my podcast.
And, people are always going back, and saying,
“How did you do that?”
I said, "Well, listen, I didn’t just say,
“can you just come on my show?”
I waited strategically during that 90 day window
until they were in promotion-mode.
Tim had just launched “Four Hour Body”,
Barbara had just launched her book,
Seth Godin had just launched “The Icarus Deception”,
Gary Vaynerchuk had just launched
“Jab, Jab, Jab, Right Hook.”
So, I went to them strategically, said "Hey Gary,
"you’re getting up at 5:00 am in the morning,
"you’re driving to some radio station to interview
"for your book, that’s being listened to by
a couple hundred not-interested people."
I go, "How about coming Entrepreneurs on Fire
"for 25 minutes.
"We’ll talk about Jab, Jab, Jab, Right Hook.
"My audience are entrepreneurs on fire.
"They need your book, they want your book,
“they just need to hear about your book.”
Did the same thing with Tim, same thing with Barbara.
And, so, since I was strategic, I was able to get them on.
Same exact thing happened with Tony Robbins.
I didn’t go, and just try to chase him down,
I waited until he launched “Money, Master the Game”,
then I let it be known to his team that,
"Hey, Tony’s trying to get this book out to as many people
"as possible, “Entrepreneurs on Fire” has over a million
"listens per month, I’d love to get him on.
"My audience needs to learn these principles
"about money, that Tony teaches from Ray Dialo, Jim Brockle,
"all these other greats.
"Let’s get him on, 25 minutes, we’ll be in, we’ll be out.
“I will promote the crap out of it to my audience.”
So, being very strategic, and going at it
with that irresistible type of offer
is the only way to go.
- [Host] So if you’ve got entrepreneurs who are trying to
do what you do, they wanna start a podcast,
they wanna get into it, and they’re starting a new business,
whatever, how important, why is it, for them to really
start focusing on those relationships,
both as a peer group, but also like a mentor group?
- I just think social capital
is the most valuable currency for me.
And, so, getting mentors 10 years ago,
when I was just starting out, was all I really had.
I didn’t have money, I didn’t really have the skills,
I didn’t have a product, or a business, or tools
that I could sell, so I just started building relationships
with influencers, and mentors,
who could guide me and help me.
And, I think that social equity
is what I’ve carried along over the years.
It’s the most important thing in my mind,
because you can have the skills, you can have the tools,
you can have a business, but if you don’t have partners
who can support you in promoting or get the word out,
then it’s just hard to grow your business.
So, without those relationships that you have,
without the relationships that I have,
it would be hard for us to get the word out there,
and build an audience, and build a customer base.
So, I think the importance is in finding those key people,
and figuring out how can you add
as much value to their life, and not make it about you,
but make it about them.
It’s a simple concept.
I know you talk about that all the time.
And, that’s what I really try to focus on
when I’m reaching out to people,
is what’s in it for them to wanna talk to me?
Why are they gonna give me five minutes?
When they are getting asked by so many people
to meet with them, all the time,
what can I offer them that no one else can offer?
The people that reach out to me on Instagram,
or email me, who give me something that
no one else can offer me, I wanna talk to them,
I wanna give them a few minutes,
I wanna give them an opportunity, a shot,
whatever it may be.
But, for people just saying, "Hey, I wanna meet you,
“and I want help.”
It’s hard to give those people that time,
but when someone is like,
"Hey, I wanna make 10 videos for you,
“that you can use for social media.”
But, just gives them to me, and says, “Here you go.”
without even telling me he’s going to make them…
Someone did that for me a few weeks ago,
and I’ve been posting his videos on Instagram.
They’re getting a lot of traction,
and I’m just like "This is value for me.
"I wanna pay this person now.
“I want to meet with this person.”
So, it’s figuring out what’s in it for the people
to even talk to you.
For me, what’s in it for The Rock to get on my show?
He doesn’t need me.
He’s got all the influence in the world,
he doesn’t need to come on my show.
So, what’s the thing he does need,
that I could give him,
that makes it a no-brainer for him to say,
"Yeah, I’ll go on that guys podcast,
"because he’s willing to give me something
“I’ve never had on my own.”
So, that’s, I need to come up with those ideas
to reach my list even more.
And, I think people watching and listening,
need to figure out, what can they offer someone,
that no one else can offer.
- For a young entrepreneur, should I solidify this,
and figure out, who are those people that
are gonna try to get in to,
what advise would you give those people?
- I mean, peer group is everything.
Who you hang out with, is who you become.
You got kids, you want your kids to go to the good school.
If you wanna be fit and healthy, hang out with
fit and healthy people.
So, it’s huge, and I think entrepreneurs
fall a lot into the pattern at the beginning
of doing everything by themselves,
working 80 hours a week, 90 hours a week,
and not looking up at all.
And, I think that everything I’ve learned is,
you gotta get quality people around you,
whether they’re in the same industry,
or even in a different industry,
but a similar stage of life, it’s usually important
to go, where are the three to five people,
that are gonna be my key friends, or my key relationships,
and just put time and effort into building that early.
If I look back on my life, I go, "I probably
“shoulda done that a decade earlier,” really.
Look at your network, and wouldn’t say network,
your relationships, and who you know,
and the time you’ve put into them,
how valuable they are, not just economically,
but as a person, and a husband, and a father,
sometimes we don’t do that until it’s a little late,
so, I’d say, do it early.
Don’t be the, I’m gonna climb the mountain by myself.
What do I say?
Going on your own you can go faster,
but going with a team, you can go further.
So, I’d say be building that team early, yeah.
- Thinking, is this an important thing,
or is this the important thing?
How you feel about this is the strategy?
- So, I can say,
with 100% certainty,
for me personally,
that this strategy put me on the map,
and it’s why I’ve had huge opportunities in my life,
my business, and it is one of the very first things
that we teach our clients.
So, I would say that this isn’t like,
ya know, maybe I’ll consider doing this,
it sounds really cool, this persons doing it.
This is like, this is something
that absolutely should and must happen in your business,
because the difference is, you’re either going to be
experiencing friction, and, ya know,
you have a big dream in business,
you’re like Oh my gosh, I’m so excited
to build this business, build funnels,
do this, this, and this, and then it loses its fun,
when there’s friction, because your clients are not ideal.
And, it loses its fun when it’s really hard to make money.
And, then all of a sudden, you bolt on to this strategy,
and you get high paying clients, you create influence
for you, for your business, those around you,
then the result is higher level clients,
and, I mean, afterwards, business can be fun.
Ya know what I mean?
And, that to me, is a huge game changer,
is leveraging the strategy to make business fun.
So, it’s a must.
- All right, so to wrap it up.
Then, if you were given a new entrepreneur,
who’s just watching this, and like, ah, how do I get in?
And, maybe they’re trying to get a job,
like their dream job, or ya know,
whatever the thing might be,
what would be two or three tips of the steps
you’d have them go through, to have them get in?
- So, one of the biggest things, is learning how to pitch,
and how to pitch in a way that is memorable,
so it’s not like, what is in it for me,
but like, how can I serve other people?
I would say most of the people on my team today,
have reached out, in my inbox, and told me a way
that they could serve me, that maybe I didn’t recognize,
or things like that.
So, one, just show up with service.
I think people say that a lot, but really
when you take the time to know your mentor,
or their brand, and you can say, "Hey, here’s a gap,
“and here’s how I can fill it,” it’s like holy cow,
yeah, come help!
So, I’d say, show up with service.
I would say, really just keep it real online.
The real connections like, me and Colette
connected right away.
We had so much in common, because of the way
that we show up online.
She felt she knew me.
We had things that we could talk about.
So, when you show up online in a way that’s relatable,
people can connect with that.
And, then lastly, I would just say,
make those investments in yourself,
whatever that looks like,
if it’s a free workshop, if it’s an online course,
if it’s a Mastermind, if you’re not investing in yourself,
it shows me that you don’t believe in yourself
enough to think that what you’re doing is worth it.
So, all of those micro-investments.
I mean, we all side hustled, and worked so hard
to just get to a point where we could afford
a $150 course, we’ve been there.
But, all of those little investments pay off huge.
- Tell us about your weird Dream 100 experience
with the list. - Oh.
Joanna Gaines, Lauren Conrad, not because she was
on “The Hills”, she’s on MTV “The Hills”…
That’s probably my flight.
Lauren Conrad, Oprah Winfrey, obvy, Michelle Obama.
I mean, I’ve got this dream list.
Sara Blakely, founder of Spanx.
I mean, there’s…
I’m getting close to a lot of them too, I’m real excited.
But, there’s just a lot of women,
especially mothers, that I admire the balanced career,
and motherhood, in a way that is so awesome.
I mean Russell Brunson, you’re on my list too.
- I get it, they’re cooler than I am.
What is the craziest thing you’ve ever done
to get in with a Dream 100 partner,
someone you wanted to work with?
- Go scuba diving, and float down a river
in pitch blackness, and just, in Fiji,
in the middle of nowhere with nobody that you know,
with no cellphone service, and no life jacket.
I’ll give you guys perspective.
So, like, five years ago, I…
10 years ago, I saw Tony Robbins first video on YouTube,
I probably saw Dean somewhere around that.
Five years ago, I see this guy, Russell Brunson,
and I learned so much from each of them,
so to be here, hanging out all weekend,
it’s just so full circle and crazy.
And, then, it was nice too, because all of them
lived up to the hype, and then some, even Russell.
- Oh, thanks.
- [Woman] Thank you so much.
- Thank you, thank you, thank you.
- [Russell] Boola, boola everyone.
This is Russell Brunson, wanna welcome you guys back
to the marketing secrets podcast.
So, for the last week, I have been in Fiji,
and we just got done with a big huge Mastermind meeting
for everybody who was part of the mastermind.com launch,
and those top 10 affiliates gotta come to here,
so we had so much fun with some amazing people.
If you ever been to Tony event,
he says that "most of us as humans will overestimate
what we can do in a year, but we’ll underestimate
what we can get done in a decade."
So, to keep moving forward ya gotta put 10 years
into whatever it is you’re pursuing,
whatever it is you’re going for.
And, how many peoples lives could you affect,
could you change if you just keep pursuing,
what you’re pursuing?
(upbeat music) (laughs)
And, I hope that someday, you guys have a chance
to be sitting in Fiji, here with me,
and we can talk about, like, "Oh my gosh, Russell,
So, with that said, we are gonna be jumping on a plane,
and go see our little kid, which I’m so excited for,
and then we get back to it.
(acoustic guitar plays)
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