Marketing Secrets with Russell Brunson - My 12 Year Dream 100 Campaign With Tony Robbins

Episode Date: December 16, 2019

In this special episode that is taken from a recent YouTube video, Russell talks about how he used the Dream 100 strategy to build a relationship with Tony Robbins over the last decade and a half. Here are some of the amazing things you will hear in this episode: Find out how Tony and Russell met. Hear why it took such a long time for the relationship Russell had with Tony to progress over the years. And see how eventually he was able to become partners with Tony. So listen here to get the whole story of Russell's friendship with Tony Robbins, and don't forget to watch the video on YouTube. Transcript - https://marketingsecrets.com/blog/267-my-12-year-dream-100-campaign-with-tony-robbins Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, what's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Right now I am in a penthouse in the top of the Cosmopolitan Hotel for a couple of reasons. Number one is I am finishing the rewrite of the Expert Secrets book.

This has been such a crazy journey, but it's almost done. He is going crazy. Like just the story, or the section on stories right now is insane. Oh, anyway, but I'm also here because I'm with my wife. We have a couple of days away. And, um, during the breaks between me writing, I'm going shopping to buy clothes for

funnel hacking live because funnel hacking live is soon. If you don't have your tickets yet, like you must go now. We are almost sold out. Funnelhackinglive.com. We're going to have 5,000 insane funnel hackers in Nashville, Tennessee at the end of January. And you need to be there. So go get your tickets really, really quick. Um, but so that's what we are doing right now. And I'm not going to do a podcast episode like a new one right now because instead I want to do is this week we launched two new YouTube videos that were insane. It was from our trip to Fiji. One was a video we made talking about me and the Dream 100 process I did with Tony Robbins over the last decade to become, first off, you get to know him, to become friends, be promoted by him,

and eventually become business partners with him. And so that video is amazing. If you haven't seen it yet, go to the YouTube channel and watch it because the visuals are insane. We have video clips from every single point of the journey. And so I recommend you go back there and watch it. But I'm going to play the audio here because regardless, the lessons in it are amazing. So this first episode is going to be all about the Dream 100 and how I Dream 100 Tony over the last decade and a half of my life. And hopefully you get some good ideas from it. But again, I highly recommend going back and watching YouTube videos as well, because the visuals behind this episode are amazing. So with that said, um, all you gotta

do is go to YouTube, type in Russell Brunster, funnel hacker, uh, Tony Robbins, dream 100, and it'll pop up. Uh, it's really easy to find. Um, and if you're not subscribed to my YouTube channel at this point, anyway, what are you waiting for? Come on, let's do it. All right. Uh, with that said, I'm a cute theme song. When we come back, you'll have a chance to listen in on the dream 100 episode. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital? We're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things

that we believe in out to the world and yet still remain profitable? That is the question. And this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets. 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, 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 to tell you guys a story about how I used

the Dream 100 to get with a whole bunch of amazing people that I wanted to get to know, and most importantly, my number one Dream 100, who is Tony Robbins, and how I used this strategy to, first off, become his friend, second off, to get him to promote ClickFunnels, promote us, and more recently, actually become a partner with him. So that's what we're talking about today. You have a reveal? Hi there, buddy.

Hello. 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 Howl, and I was like, who is this guy? 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 slowly shifting my mindset, shifting my body, shifting all the things. And 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 want to figure out a way to get to know him and get to work with him. So to kind of put in perspective about how hard it is to get through all of the gatekeepers. Like 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 make 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 and when I look at Tony, I'm like, me times 54. For me, the question's like, well, how am I, like a 22-year-old kid, supposed to figure out how to get access to Tony Robbins, literally the biggest person in my industry

in probably 40 different industries. You think he's at home now, watching this? I don't know, Jay, I don't know where he was right here. So what I did is I built up a 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 those people,

people like Frank Kern and John Rhys and Evan 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 asking me if you want to come

and experience UPW and then have a chance to actually sit down and meet with Tony in person. How you doing out there, Toronto? So I flew up to Toronto to attend Unleash the Power Thin, and I came as an attendee. Unconsciously, but unconsciously through a problem. He invited me to sit in a private section right in the front. 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, like all leading up to that night, we had a chance to do the firewalk 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 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. I remember going to bed that night. I called my wife. I was like, oh my gosh, I walked on fire.

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 kind of where it really began. When Tony was in his hotel room talking to me, one of the first things he said, he said,

I read about your story. I know a little bit about you. You got started with potato guns, right? I was like, how did you know that? He's like, I watched this video of you. And I'm like, oh, it's so said, you know, I read about your story. I know a little bit about you. You got started with potato guns, right? He's like, how did you know that? He's like, I watched this video of you. And I'm like, oh, it's so embarrassing that you know about my potato guns. But when I got back from UPW, I was thinking, like, what's something I could send him? What's something I could, you know, a man who could buy anything, who has everything.

Like, what could I send him that's unique, that's special? And all of a sudden I had the idea. I was like, I should send him a potato gun. Like, the actual potato gun that we made in the DVD, How to Make a Potato Gun. And so I waited, you know, for a month. And then two months, How to Make a Potato Gun. And so I waited for a month and then two months and 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 a potato gun in his backyard. I wanted to send him a potato gun because I wanna figure out a way that Tony's gonna remember my name. I thought, what's gonna be unique

that he will always associate with me? And I thought the most unique thing I possibly sent him would be a potato gun. One night, I got a random call. 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 want to speak in Fiji.

And Colette is sitting there. I was like, Tony wants me to speak in Fiji? And she heard that, and she goes, she's like, tell him yes, tell him yes. I was like, when is this? She's like, next week. You me to speak in Fiji. And she heard that. She goes, she's like, tell him yes, tell him yes. I was like, when is this? Like next week. You want to speak in Fiji next week? And she started jumping on the bed, like, tell him yes, tell him yes. Like now from 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, like, what should we do? and there's a projector here so that night we sat down and we actually watched

shallow hell and 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 um but at the same time i hope that i can bring some value to you guys because um i do have a skill set we um in our, 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 want to be on one of the DVDs?

I was like, are you kidding me? And so, let's get to it. Russell, I just want to really thank you for coming all the way to Fiji. Yeah, thanks. It's been amazing so far. So, all this amazing world and stuff happens, and there's all this momentum, this progress, like we're moving our way in, and then nothing for years. Not just like a year, like multiple years, like four or five years.

And I got an email from some of his team, like, hey, do you want to help promote Tony's book when it comes out? And I knew that they were going to 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 had a huge success. I would like, hey, I know you're about to launch your book. We just launched ours. We had 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 because I think it will help you sell a lot more books if you put it through a funnel. He said, I want to 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, well, I need some of your time.

And he's like, okay, coordinate this with my team and we'll figure it out. We called this team. We're going to need like a day. And they're like, okay, how does it work? I'm like, well, I need some of your time. And he's like, okay, coordinate this with my team, and we'll figure it out. We call this team, like, we're going to need, like, a day. And they're like, no. We're like, okay, can we have, like, a half a day? They're like, no, there's no way. And we're like, well, we have to get him on video, like, talking about his book. I can give you an hour. Like, an hour?

Like, that's all of it. Like, that's stretching it even. Like, okay, so we flew to Vegas. We got our own hotel room. We rented the nicest suite possible because we needed a good place to go film videos. They got everything set up for an hour. We filmed all the videos we needed for this funnel.

We gave it to them as a gift, and then they used that funnel during the book launch. Thank you. In his newest book, Money, Master of the Game, seven single... Everybody here is getting a book. He was on every single news channel, Today Show, CNN, like everything,

all pushing back to this one book funnel we had helped create for him. You got to learn from rich people. He lived in a car. He ain't always had this book. So it was successful. He was grateful. And after that, we didn't hear from him again. Obviously, he was like one of the busiest, if not the busiest man on earth.

About that time is when we had launched our Funnel Hacking Live event. We had our first event. we had no keynote speakers. Our second event, we were like, we should get a big keynote speaker. And like, you know, it'd be really cool. It was Tony Robbins. We're like, we can't afford Tony. Like, let's just get somebody else.

And as we moved into Funnel Hacking 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 know what he's charged. I had no idea. But I was like, you know what? First off, if I want to build this relationship with Tony, I need to give him access to our platform.

Number two, if I want to build a deeper connection with my audience, I need to introduce him to Tony. Tony changed my life. I know that he could change their life as well. And so no matter how much money it costs, we decided to go for it and to just do it. Here he comes, here he comes. We got Tony.

We got Tony. Oh! I don't do that many talks anymore, private talks. I pick the ones I wanna do and there's very few. But I'm here because of Russell. He is truly, yes, give a hand for him. He went up there and spoke for almost five hours. When he got off, I came back on stage. It was crazy.

The entire audience was standing, and they started cheering my name. And it was kind of weird. I was like, I didn't do anything. Tony did it. But because I had brought Tony for them, they were so grateful. After the event was over, I knew that Tony was in the middle of launching his new book. We wanted to help support this book as well. 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 was excited because I read his original books like 20 years ago and then- Last time I read a book. 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 like-

And then after it got done, him and his entourage were cleaning up and they were 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 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 hopefully have a chance to you know flip through on your on your on your flight home he looked at me for a second took the book gave me a hug and then he took off and he was gone. Back in fall season.

I remember just kind of like, oh, crashing, like, you know, mission accomplished, we did it. Took the interview and we promoted it and sold a ton of copies of his book. Again, trying to figure out how can we 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 had known him at this point for about 10 years. I had built book funnels for him. I'd hate him to speak. I'd give him access to our platform. I'd consult for them for free as often as I could. I'd try to provide value as much as I could. And it was the first time that I ever wanted 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, like the ultimate expert in so many different fields. And I thought, if I could 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, like, they'll do all the work, but the scary part is, like, asking the question,

like, 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 him a message and within like a minute Tony text back he said yep I'm in I'll help you that's like Robbins doing Facebook live with Russell tomorrow at the time his fan page had like 3.9 million fans we're clicking go and went live on a fan page. There's a new book out called Expert Secrets

that sometimes help you find your message, build a tribe, and change the world. You just hold that up so we all see that. There it is. You should be able to see stats over here on John's computer. Hearts and love, baby. Hearts and love.

Those stats, man. That video was viewed over three million times. You know, Tony really opened up his entire brand to me, allowing me to be able to share my message, my story, and my book with all of these millions and millions of people. And that was really the power of, you know, building a relationship with someone

to get exposure and access to their entire audience. So if you just, you have my text, right? You have my text? Yeah. Yeah. Why don't you text me on that? I don't have time to wait on Pitbull coming here in five minutes, I apologize. Pitbull's coming here in like five minutes.

Well, thank you, Pitbull, for waiting. Dude, that's awesome! My gosh! That's so sweet. All right, so this time, ClickFunnels was growing. We were a little bit more financially secure. The next Funnel Hacking Live, we sold over 3,500 tickets. And so we said, you know what?

We're at a point now where we can book Tony again. So we called him back up and booked him for Funnel Hacking Live, we sold over 3,500 tickets. And so we said, you know what? We're at a point now where we can book Tony again. So we called him back up, booked him for Funnel Hacking Live in Orlando as well. And this was the Funnel Hacking Live where we introduced Operation Underground Railroad, which is a charity that Tony's part of. Tony's our 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 made a giant contribution. That'll save a whole lot of kids' lives. That's just amazing and beautiful. Congratulations. I think one of the sub-lessons here for the Dream 100 is that by doing that, it wasn't something we orchestrated.

It was just something where Tony and I both share the same values. And for him to be able to see that and see it wasn't just something we talked about, but something we actually did and put 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 fun hiking live, I want to fast forward about six months later. I got invited by Brendan Bouchard 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.

We're sitting on a plane, both in first class, and some guy walks past. He's like, hey, I've read both of your guys' books. And we're like, whose was better? It was really, um... True story. And Dean starts telling me the story. He's like, Hey, I'm working with Tony on this project. He starts going through the whole thing. And I was like, dude, Tony doesn't do like real projects

with anybody. And he's telling me this whole thing. I'm getting more and more jealous. Can I jump in here a minute? I just want to tell you the, the, 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 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 want to create masterclass, but for masterminds. He said, you know, 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. He's like, that's the difference.

And I was like, I get it. I was like, what are you calling this thing? And he's like, oh, you know, 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. I thought that like, that's too bad. That'd been amazing. And a couple of days later, uh, I was thinking about his, his idea and his project. And I was like, I wonder who owns mastermind.com. I went to mastermind.com and

sure enough, there's, there was a site there and it looked like it had been fully developed. And I was clicking through the site and went to the about me page. It showed a picture of the founders of mastermind.com and they were literally holding a two-comma club award in their hands. I was like, oh, my gosh. Like, I have access to these people. I can get a hold of them. 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 want to spend a million bucks. I was like, no, dude, you have to have it. Like, Masterclass.com, Mastermind.com. Like, 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.

You want to know this guy, the way he plays? He negotiates, buys mastermind.com for 600 grand, and gifts it to Tony and I. What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. And Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love.

It's something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, J Morgan Chase did a study and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right. Less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy has been lately. It's not the time to be gambling with your finances. So Taylor put together this book called The Revolving Pricing Method, and it's awesome. It helps you

turn every client you close into a long-term profit machine. We're not talking about one-time paydays. We're talking about creating sustainable and real predictable income for the long haul. Now here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my Marketing Secrets listeners. And if you go over to wealthyconsultants.com slash secrets, you can grab The Revolving Price Method book and over $150 worth of bonuses and get this all. It's at 70% off. And I promise you guys as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com slash secrets, grab your 70%

off deal, and let's start turning your clients into long-term revenue. Again, that's wealthyconsultant.com slash secrets. Do not miss out. Hey, this is Russell Brunson, and I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment

they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. Uh, I took it for myself. I had my team take it. And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you got to figure out,

make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Um, normally this assessment, you can go to workinggenius.com and there's two G's in the middle, workinggenius.com. But I got you a 20% discount on the assessment, which is only $25. So don't stress, it's not an expensive test at all. But you get a 20% discount off

when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two G's, workinggenius, two G's in the middle, workinggenius.com. And then use promo code secrets, S-E-C-R-E-T-S at checkout. Get 25% off. But then go take the test. Again, it takes you 10 minutes.

But even in a 10-minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's going to be the most joy, number one. But then number two, it's going to make sure that you are, with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code secrets for 20% discount. Take this test for yourself and for your team.

And I promise you, it'll change the working dynamics amongst everybody and help your company to grow. 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. Nice move. Dream 100 at its best.

Anyway. It was one of those things where it's just like your wildest dreams come true. Something I hadn't even fathomed, you know, 12 years earlier. Ten 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, I think like $38 million in sales in like a two-week period of time. The top 10 affiliates. Just get a fly with us in Tony's private plane to Fiji. Insane. It's been fun. So that's why we're here this trip. That's what it's been fun. So.

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, to let Tony know who I was. Second off to build the relationship and build a friendship and eventually to build a partnership. It's not necessarily like the fastest way to grow a company

but it is the long-term strategy. Tony always says, But most of us overestimate what we're going to do in a year and 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. His skill sets that he gives you are there. But also, everything he does is with integrity, which sounds kind of corny and boring, but it's rare. So I really want to acknowledge Russell and his lady and his team for being the kind of people they really are. Year number one, if you look at my Dream 100 strategy with Tony, it would look like a complete failure.

I met him for five seconds and that was it. Looking at over the 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. When 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. Hey, this is Russell again. And really quick,

I want to thank you so much for listening to the marketing secrets podcast. I hope you enjoyed this episode. And if you did, can you imagine what it would be like to experience this for four days with 5,000 other insane funnel hackers, people who are just like you, who think like you, who believe like you, who have vision like you. If you would like to do that, then you need to be at this year's Funnel Hacking Live. It's coming up very, very soon. If you don't have your ticket yet,

you can go to funnelhackinglive.com and it gives you the ability to leave your home, leave where you're trying to create and dream and come to a place with a whole bunch of people who think like you, who believe like you, who see visions like you of what they can create and what they can become. Funnel Hacking Live is not just a marketing event. It's not just a personal development event.

It's both of those things wrapped into one and it is an experience that will change your life forever. So I want to make sure you get your tickets. If you don't have them yet, go to funnelhackinglive.com, get your tickets. We have sold out five years in a row. We will sell it this year as well. And after you get your tickets, you will be there with 5,000 other insane, crazy, fun,

funnel hackers talking about how to grow their business, sharing all the best marketing secrets, things that are working today. You gotta go get your tickets now at funnelhackinglive.com. Thanks so much and I'll see you in Nashville.