Behind The Scenes Of My Hour With Tony Robbins

Good morning everyone and welcome to Marketing in Your Car. Welcome to the Marketing in Your Car podcast where you can increase your traffic, conversions, and sales in just 10 minutes a day. And now here's your host, Russell Brunson. Alright, alright, so everyone keeps asking me, I've been getting hit up all over Facebook and Voxer and everything to hear the story of what happened this weekend with Tony Robbins. And so I thought instead of me telling the same story a million times, I just tell it once here. That's the game plan. You guys have a chance to hear what really happened. Yes, if you haven't seen the pictures yet, this weekend we had a chance to go and film Tony Robbins, which was super cool. Kind of the backstory behind it, a little while ago, you may or may not remember, he launched his new book called Money I'm gonna blank on the subtitle right now, of course, but it's basically a wealth and investing book, like how to invest your money to make a whole bunch of money, and he went through and interviewed like 50 of the world's wealthiest self-made billionaires and found out how they did it and wrote a whole book on it. And so when the book launched about 8 or, man, almost 10 months ago, he sent me a preview copy and was kinda telling me what was gonna happen, and I was like, "Oh, there's a whole bunch, I'm really good at this, this whole book funnel thing, let me help you with it." And I showed him some cool tricks and some tips and things we were doing. He said, okay, here's my team that's doing it. I can communicate with them and help them do it, right? So called his team up and his team was not like an internal team, it was a team that he had hired to do this who had never actually done an info product funnel in the past and was very threatened by the fact that I was willing to kind of help him for free because they were getting paid a lot of money to do it. And so they fought me tooth and nail on everything. We actually built the entire funnel in ClickFunnels and it was a million times better than theirs and they still wouldn't use it. It was just nuts. And Tony's like, I'm so busy speaking everywhere, you gotta coordinate these guys, and they just shut me down. So eventually I just gave up, quit trying. 'Cause I'm like, you know what, I tried to help, but if I can't help, then I can't help. So fast forward to like 6 months later, Tony gets ahold of me, calls me on the phone, and I think I might have emailed him my book results and said, hey, here's what we did with our book. Just thought the stats were pretty cool, and if you ever want help with it again, let me know. And then like a month later he called me up, and so we had a call, and I was kinda walking through Things I thought they did right and things I thought they did wrong and some simple tweaks and changes and it kind of ended there. I didn't hear back from him for a little while and then like a month or two later I guess he had let go of that old team and was gonna bring it all in-house and said, hey, we're bringing it all in-house, we wanna redo this thing, we wanna make it the right way, kind of the way you had mentioned. If you wanna coordinate with my team and work then that'd be awesome. So get on a call with their team and this is kind of a newer marketing team that's just been assembled and they're in charge of doing this whole thing and none of them had ever done it before and so they got on a call with me and I kind of consulted them through how to do it And then you could tell the sound in their voice, they were just like, "Oh wow, okay, well good luck. We're gonna have to go figure this out now." And at the very end I was like, "Hey, if you want, I'd be willing to just do it for you guys. It'd be really fun for us." And they're like, "Well, how much are you gonna charge?" I'm like, "Oh, we'll do it for free." And they're like, "What?" I'm like, "Yeah, pretty much my whole goal in life is to make Tony Robbins think I'm cool, so might as well, you know, let's do it for free. It'll be cool." And they were, you should've heard the relief on the other end. They were like, "Are you serious? This would be amazing." They got so excited. And I was like, "The only thing is, if we're gonna do this, we have to redo the video." 'cause the offers are wrong, the sequencing is wrong, like half, almost everything's wrong in this funnel, we gotta redo it all. So you gotta coordinate for time for me to be able to film with Tony so we can refilm the whole thing. So they're like, okay, we'll take care of that. And so that was about a month ago, so over the last month we've been figuring out the right offer, the right sequencing, the right upsells, downsells, the order form bumps, all those kind of things with his team, and then we had to find time to film with Tony, and so we were hoping to go out and film at his house, and it almost happened, but then Tony was doing Business Mastery in Vegas this weekend, and they're like, hey, how about instead of coming to his house, You go and film him during Business Mastery. And we're like, oh crap, alright, fine. 'Cause that would've been really cool to go to his house, but this was almost as cool. And so that's kinda the backstory leading up to this. And so, alright, so then that was this weekend. So this weekend we were flying out, so we woke up, what was it, Friday? No, Saturday night. So Saturday night they told us what hotel he was in, which was not where the event was at, by the way, I found out later. And it was in these towers, and so, they're like, if you can get a room in the towers and film there, that'd be really, really cool. And so we called and we ordered a suite at the towers, and the suites, the cheapest suites, this is funny, the cheapest suites were $2,500 a night, and I'm like, oh crap. So we got one suite for one night so we could do this whole thing, right? So we booked the suite, so we get there, and we got to Vegas, the suite wasn't ready yet, and so I texted Tony's people, I'm like, hey, our suite's not ready yet, set up, but can we come to the event and kinda see what's happening? And that's when they told us, oh yeah, Yeah, sure, but it's over at the Cosmo. And so we jumped in a taxi, drove over to the Cosmo, and got there to the event. And they gave us little name badges that said we were staff, so we could come in and do whatever we wanted, which was kinda cool. So we came in, we sat in the back, and then just watched Tony on stage for like 2 hours, which if you've never seen Tony on stage, it's like amazing. I could sit there and watch that for days and not even get bored. So watched Tony on stage for like 2 hours, which was really, really cool. And then we got a call from the place saying our suite was done, so we had to jump out and leave and go back to go get the suite all ready. So we went and got the suite ready. And we first walked in, it was kind of, you know, for $2,500, I was like, thought we were gonna have this amazing suite with a huge view and everything. We walk in and it's like, it's this really like gold, like busy, nasty, like, I don't know, like it was really an ugly room, to be honest. And then our view overlooked like the dead part of Vegas, there was nothing there. And I'm like, are you kidding me? And so we spent an hour, we got all the lights set up and the equipment and stuff, we couldn't like find a view that looked good outside, like all the lights All the views did not look good. And we're like, ah, dang it. So finally we found this one spot from one of the bedrooms that actually looked over this kind of cool area and the way the sun was hitting it looked really cool. So we set up everything in this one bedroom. So I was working, so everything was kind of going good, putting things together, and I get a text from his assistant and says, hey, do you mind lowering the room temperature in the rooms to at least 63 degrees? I'm like, alright. So we go and crank all the air conditioners in all the rooms down just to get it down to 63. So it's like blowing freezing cold air in there We're all getting stuff set up and ready. And then all of a sudden there's a doorbell at the suite. Ding dong! And we come to answer it and it's one of Tony's, the head of his marketing team who's been helping us with this project. So he came in and kind of was talking with us and we were just talking for like an hour and he was the one communicating with the team and he'd get a text like, okay, Tony's still on stage. And then he was supposed to be there at I think 6 o'clock, no, 5 o'clock he was supposed to be in our room. So we had everything ready by 5 o'clock, boom, we were ready for it to happen. And at 5 o'clock he gets a text like, Tony's still on stage another 10 to 15 minutes. Tony time to me is probably another hour or 2 hours. And so we're sitting there talking to him and waiting, and then every 20, 30 minutes he gets a text like, "Oh, Tony's still on stage." I'm like, "Okay." And so this whole time, as you can imagine, our nerves are building up, and we have this lump in my stomach, and I'm sweating cold sweats, 'cause it's freezing cold in the room, and I'm nervous, and I'm shaking, and I can't stop shaking 'cause it's so cold, and I'm so nervous, you know? And like, it's just crazy. And so finally we're waiting, we're waiting, and then finally we get the text that Tony's left the hotel, Tony's coming towards us, we're like, oh, you know, all excited, going crazy. And so we're getting ready, and you know, 15, 20 minutes later, all of a sudden the doorbell rings at the door, which of course my mind's like, oh man, Tony's here, like we're going crazy. And I had my, you know, some of the people there with us like, here, record this on our iPhones, like we wanna capture like every cool thing that happens. And so they got their iPhones out to record, and I go and answer the door, and it's a lady, and she's like, oh, I'm here to drop off stuff for Tony. And she had like a green drink, and then like some, makeup, like powder for hair and makeup type thing. So she came and dropped her off in the room and she left. I'm like, okay, that was not Tony, but okay, calm back down, relax. We're trying to be all cool and trying to not act like little groupies or whatever. And then a few minutes later, the doorbell rings again. So we're like, ah! So we run over to the door and this man comes in. He's got like a headset thing on and he comes and shakes my hand really strong. I was like, this dude just let me know that if he wanted to crush my hand, he could've. He just shook my hand, I'm like, whoa. And he whispers really quietly, like talking to me, and he's like, "I'm security and I need to do a sweep of the hotel." I'm like, "Oh sure, come on in." So he came in and sweeps all the rooms, you know, doing interior sweep or whatever, I guess. I don't even know, to see if there's weapons or bombs or super fans or I don't know what he's doing. So he's coming in and we're just like, this is so legit. Like he's got security guards sweeping the premise before he comes in. Then the guy, you know, we're cleared, so the guy leaves. And so we're like, okay, and you know, we get a text from, from Tony's people again saying he's in the hotel but he's upstairs prepping from the scripts. I kinda wrote the scripts for all the upsell stuff so he's prepping on the scripts, trying to prepare himself for it. So we're waiting, waiting, and then a few minutes later doorbell rings again. I'm like, "Oh no, it's Tony!" So we're getting all excited again, cameras are out, we come open the door and the security guard is like, "Tony will be down in 10 minutes." I'm like, "Okay, you could've just told me that." Anyway, so we're waiting 10 more minutes and then the doorbell rings again, everyone gets excited, come out, And it's not Tony, it's a security guard again. He's like, "He's coming down the elevator." I'm like, "Why do you have to tell me that? Why can't you just wait outside the door until he's here? You're freaking us out." And so then we're like, close the door and we're waiting like, "He's in the elevator, he's gonna be here any second now." And we're just going crazy and all of a sudden we hear 3, 4, probably 5 people coming down the hall. I'm like, "Oh man, here it is." And they open the door and there's like Tony's whole entourage around him and then he comes in and he's, Just bigger than life as always, and he comes in and he's like, Russell, so good to see you, thanks for taking me on this project. Gives me a hug, which we got the whole thing on tape, which was kinda cool, on one of the iPhones. Gives me a hug and then says, okay, what's the plan, what are we doing? I'm like, okay, we're filming back over here. And we were like over an hour past when we were supposed to start, and he had a hard deadline of an hour, so we have like exactly an hour block now. We're supposed to have two, and we cut it down to an hour, so we're like, okay, we gotta move fast. So moving back over into the room, get 'em all set up, get microphones hooked up, do sound tests, and he's sitting there like in his head, like we heard and the scripts and stuff, and I'm like awkwardly sitting there like, do I say anything, do I not? Like this is Tony Robbins, I don't wanna mess up with his flow, like everything, and then finally he like kind of broke out of state and he came to me and started asking me questions about my wife, my kids, my family, and business, and it was really cool, and we kind of had a moment there just to kind of reconnect, which was fun, and then we said okay, let's get started, and so I kind of prepped him on script number 1, and then he had 3 or 4 of his content team who are these girls that come and they like do all the content stuff and they prep things for him and so he was asking them questions and they were looking up all the answers of different things he was gonna be talking about in the scripts to get exact numbers and stats and details and stuff so they were looking things up and feeding him the lines and everything and then we boom, we start recording, we got the first video done, then we did the upsell video, then the second upsell video and then we did a video for the coaching application for his high ticket sales process and then we were kinda done and we were wrapped up and And then, so we're miking it, you know, he's pulling the mic off, and I'm like, hey, do you mind if I show you something really quick? He's like, sure. And so we had in the other room, we had our laptop set up, 'cause we've been building his funnel out in ClickFunnels, and he's heard about ClickFunnels, but I wanted to show it to him, 'cause I knew he hadn't actually seen it. So I said, okay, check this out, and I came and I showed him ClickFunnels, and he was like, whoa, this software looks amazing, which we were just like, me and Dylan Jones, one of my ClickFunnels partners, were like going nuts, jumping around, like, he thinks it's amazing, you know? And then I showed him my book funnel, I was like, this is how it works, and you see page by page how the stats are, and you see the numbers, and you see everything, and he was just like, this is amazing. He's like, this is more visibility than I had in my book launch. I'm like, yeah, that's why we use ClickFunnels, it's amazing. And then he saw that one of our stats, which was how many people filled out step 1 of the order form but not step 2, it was like, we had like 90,000 leads and then from that we had like, you know, 26,000 sold. He's like, why's that number there? I'm like, well, a lot of people filled in step 1 but they never filled in step 2. He's like, we need to make a video to talk to those people. I'm like, alright, so we ran back in the room, re-miked up, re-got everything ready, and then clicked record and recorded him saying like, Hey, I saw you building step 1 but not step 2, what's the matter? You need to go get your credit card. Anyway, it was really fun, made a fun video there. So we did that and we came back out and then we showed him again ClickFunnels, showed him the rest of the pages, showed him the pages we'd start building for him and he was really excited and then he said he had to go obviously, gave me a hug and just basically said that thanking us for working on this project and if I ever need anything that he's here for me, which was cool, and said that I'm one of the few internet marketers he trusts, which was cool. And then he walked out the door and he was gone. And it was 7:11 when he left, so he was there for almost exactly an hour. And when he left, we were all just like, oh, 'cause we'd been stressing out so bad from everything. The room was freezing cold, so we cranked the heat back up and we were just like, we just sat there for like 10 minutes just talking about how cool that was. And then we're like, we haven't eaten all day, we are starving. So we went down and ate and then just talked for the rest of the day about how cool everything was. So that was the experience, it was amazing. And we're just honored to be part of it and have a chance to help Tony and help him get his message message and everything he's doing out to the world and I'm just so grateful for him for allowing us to have that experience because it was just, it was so awesome for everyone who was involved and it was exciting. So that is what happened, now you guys know. And now hopefully our goal is to have his new funnel up and live by the end of the month. You guys will have a chance to see it. So you should go buy the book and support him and support what he's doing 'cause it is amazing. Alright guys, that's all I got. I'm at the office, time to go work, have some more fun, and I will talk to you guys soon.