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142 - Behind The Scenes Of My Hour With Tony Robbins

Behind The Scenes Of My Hour With Tony Robbins

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What REALLY happened during the 60 minutes we had with Tony…

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And was very threatened by the fact that I was willing to help him for free because they were getting paid a lot of money to do it. So they fought me tooth and nail on everything. We actually built the entire funnel in Click Funnels and it was a million times better than theirs and they still wouldn't use it, it was just nuts.


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Good morning everyone, and welcome to Marketing in Your Car.

All right, all right, so everyone keeps asking me. I've been getting hit up all over Facebook and Voxer and everything to hear the story what happened this weekend with Tony Robbins.

And so I thought instead of me telling the same story a million times, I'd just tell it once here. So that's the game plan. So you guys have a chance to hear what really happened.

If you haven't seen the pictures yet, this weekend we had a chance to go and film Tony Robbins, which was super cool. So 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 blanking on the subtitle of course, but it's basically a wealth investing book about 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.

When the book launched about 10 months ago, he sent me a preview copy and told me what was going to happen. I was like, "I'm really good at this whole book funnel thing. Let me help you with it." I showed him some cool tips and tricks and things we were doing.

He got all excited. He said, "Here's my team that's doing it. Can you get with them and help them do it?" So I called his team up and his team was not like an internal team. It was a team 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 help him for free because they were getting paid a lot of money to do it. So they fought me tooth and nail on everything. We actually built the entire funnel in Click Funnels and it was a million times better than theirs and they still wouldn't use it, it was just nuts.

And Tony was like, "I'm so busy speaking everywhere. You've got to coordinate with these guys." And they shut me down. So eventually I just gave up and quit trying.

I was like, "I tried to help, but if I can't help, then I can't help." So fast forward to like six months later, Tony gets a hold of me and calls me on the phone.

I think I might have emailed him my book results and said, "Hey, here's what we do with our book. I thought that was pretty cool. If you ever want me to help you with it again, let me know." And like a month later he called me up so we had a call and I just walked him through the things I thought they did right and the 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 let go of that old team and was going to bring it all in-house.

He said, "We're bringing it all in-house. We're going to redo this thing, do it the right way, kind of the way you mentioned. Do you want to coordinate with my team and work with them? That would be awesome."

So I get on a call with their team. And this is kind of a newer marketing team that has just been assembled and they're in charge of 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 by the sound of their voices they were like, "Well, okay, good luck. We have to go figure this out now."

At the very end I was like, "If you want, I'd be willing to do it for you guys. It would be really fun for us."

They were like, "How much are you going to charge?"

"I'll do it for free."

They're like, "What?"

"Yeah, pretty much my whole goal in life is to make Tony Robbins think I'm cool, so I'm going to do it for free to make him think I'm cool."

And they were really relieved on the other end. They were like, "Are you serious? That would be amazing." They got so excited.

I said, "The only thing is if we're going to do this, we're going to have to redo the videos, because the offering is wrong and the sequencing is wrong. Almost everything is wrong in this funnel. We've got to redo it all. So you've got to coordinate time for me to go film with Tony so we can re-film the whole thing."
They were like, "Okay, we'll take care of that."

So that was about a month ago. So for the last month we've been figuring out the right offer, the right sequencing, the right upsells, downsells, the order form bumps, all kinds of things with his team. And then we had to find time to film with Tony.

So we were hoping to go out and film at his house, and that almost happened. But then Tony was doing Business Mastery in Vegas this weekend and they were like, "How about instead of coming to his house you go and film him during Business Mastery."

I was like, "Oh, crap. All right, fine." Because that would have been really cool to go to his house. But this was almost as cool. So that was kind of the backstory leading up to this.

So then that was this weekend. So this weekend we were flying out. So we woke up 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. So they were like, "If you can get a room in the towers and film there, that would be really cool."

So we called and we ordered a suite at the towers suite. This is funny, the cheapest suites are $2,500 a night. I was like, "Oh, crap." So we got one suite for one night so we could do this whole thing.

So we booked a suite. So we get there. When we got to Vegas the suite wasn't ready yet so I texted Tony's people like, "Hey, our suite's not ready yet. We're set up. Can we come to the event and see what's happening?"

That's when they told us, "Sure, it's over at the Cosmo." So we jumped in a taxi, drove over to the Cosmo and got there at 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 kind of cool.

So we came in, we sat in the back. And then I just watched Tony onstage for like two hours. Which if you've never seen Tony onstage, it's like amazing. I could sit there and watch that for days and not even get bored.

So I watched Tony onstage for two hours, which was really, really cool. Then we got a call from the place saying our suite was done. So we had to jump out and leave and go back and get the suite all ready.

So we went and got the suite all ready. When we first walked in, for $2,500 I thought we were going to have this amazing suite with this huge view and everything. We walk in and it's this really gold, busy, nasty, I don't know. It was a really ugly room to be honest.

And then our view overlooked the dead part of Vegas where there was nothing there. I was like, "Are you kidding me?" So we spent an hour getting lights set up and equipment and stuff. We couldn't find a view that looked good outside. All the views did not look good.

I was like, "Aw, dang it." So finally we found this one spot from one of the bedrooms that actually looked over this kind of cool area and it looked really cool. So we set up everything in this one bedroom.

So everything was kind of going good, putting things together. Then I get a text from his assistant that says, "Hey, do you mind lowering the room temperature in the rooms to at least 63 degrees?"

I'm like, "All right." So we go and crank all the air conditioners in all the rooms down 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 the sudden there's a doorbell at the suite. Ding dong! And we go and answer it and it's the head of Tony's marketing team who's been helping us with this project. So he came in and was talking with us and we were talking for like an hour and he was the one communicating with the team.

Then he gets a text, "Okay, Tony is still onstage." I think he was supposed to be there at 5:00 in our room. So we get everything ready by 5:00. We were ready for it to happen.

And at 5:00 he gets a text like, "Tony's still onstage for 10 or 15 minutes." Which in Tony time probably means another hour or two hours. And so we started talking to him and waiting and every 20 or 30 minutes he gets a text like, "Tony's still onstage."

Okay. And so this whole time you can imagine our nerves are building up and I've got this lump in my stomach and I'm sweating cold sweat because it's freezing cold in the room and I'm nervous and I'm shaking and I can't stop shaking because it's so cold and I'm so nervous.

It's just crazy. So finally we're waiting, we're waiting. And finally the text that Tony has left the hotel and is coming towards us. We're all excited, going crazy. So we're getting ready. And 15-20 minutes later all of the sudden the doorbell rings at the door.

And of course in my mind I'm like, "Tony's here!" I'm going crazy. I had some people in there and I was like, "Record this with your iPhone. I want to capture every cool thing that happens."

So they got their iPhones out to record. I go to answer the door and it's a lady and she's like, "I'm here to drop off stuff for Tony." She had like a green drink and then some makeup, some powder for hair and makeup type things.

So she came and dropped it off in the room and she left. "Okay, that was not Tony. But calm back down, relax." We're trying to be all cool and not act like little groupies or whatever.

And then a few minutes later the doorbell rings again. So we run over to the door and this man comes in. He's got a headset thing on and he comes and shakes my hand really strong. This dude just let me know that if he wanted to crush my hand he could have.

He like shook my hand and I was like, "Wow." He whispers really quietly, talking to me.

He's like, "I'm security. I need to do a sweep of the hotel."

I'm like, "Sure, come on in."

So he came in and sweeps all the rooms, does an interior sweep or whatever. I don't know, to see if there's weapons or bombs or superfans. I don't know what he's doing. So he's coming in and we're like, "This is so legit."

He's got security guards sweeping the premise before he comes in. Then the guy says, "We're clear." So the guy leaves.

So we get a text from Tony's people again saying he's in the hotel. He's upstairs prepping with the scripts. I wrote the scripts for all of the upsells and stuff, so he's prepping on the scripts, trying to prepare himself for it.

So we're waiting, waiting and a few minutes later the doorbell rings. I'm like, "Oh no, it's Tony!" So we're getting all excited again. The cameras are out and it's the security guard.

He's like, "Tony will be down in 10 minutes."

I'm like, "Okay, you could have just told me that." Anyway, so we're waiting 10 more minutes. Then the doorbell rings again, everyone gets excited, we come out and it's not Tony.

It's the 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."

Then we close the door and we're waiting, like "He's in the elevator. He could be here any second now. We're just going crazy and all of the sudden we hear three, four, probably five people coming down the hall."

I'm like, "Oh man, here it is." I 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.

He comes in and he's like, "Russell, so good to see you. Thanks for taking on this project." He gives me a hug, which we got the whole thing on tape, which was kind of cool on one of the iPhones.

He gives me a hug and then says, "What's the plan? What are we doing?"

I'm like, "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 had like exactly an hour block now.

First we had two but then we cut it down to an hour. So we're like, "Okay, we got to move fast."

So we move him back over to the room, get him all set up, microphones set up, do sound test. And he's sitting there in his head rehearsing the scripts and stuff. And I'm like awkwardly sitting there like, "Do I say anything? Do I not? This is Tony Robbins. I don't want to mess with his flow."

And finally he broke out of state and came to me and started asking me questions about my wife, my kids and my family and business and it was really cool. We kind of had a moment there just to reconnect, which was fun.

Then he said, "Okay, let's get started." So I kind of prepped him on script number one. He had three or four of his content team, who are these girls and they come and like do all the content stuff and they prep things for him. So he was asking questions and they were looking up all the answers for different things he was going to 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 lines and everything. Then 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 kind of done and we wrapped up. And so he's pulling the mic off and I'm like, "Do you mind if I show you something really quick?"

He's like, "Sure."

So we had in the other room our laptops setup because we were building his funnel out in Click Funnels. He had heard about Click Funnels but I wanted to show it to him. I knew he hadn't actually seen it. I was like, "Hey, check this out."

So I showed him Click Funnels and he was like, "Wow, this software looks amazing." Which we were just like, me and Dylan Jones, one of my Click Funnels partners, we were going nuts jumping around like, "He thinks it's amazing."

And then I showed him my book funnel. I was like, "This is how it works. You see page-by-page how the stats are. You see the numbers and you see everything."

He was like, "This is amazing. This is more visibility than I had in my book launch."

I was like, "Yeah, that's why we use Click Funnels. It's amazing."

And then he saw one of our stats, which was how many people filled out step one of the order form, but not step two. We had like 90,000 leads and then from that we had like 26,000 sold.

He's like, "Why is that number there?"

I'm like, "Well a lot of people fill in step one but they never fill in step two."

He's like, "We need to make a video to talk to those people."

I'm like, "All right." So we ran back in the room, re-miked up, got everything ready. And then clicked record, and recorded him saying, "Hey, I saw you filled out step one but not step two. What's the matter? You need to go get your credit card."

It was really fun. We made a fun video there. We did that and then came back out and we showed him Click Funnels again, showed him the rest of the pages, showed him the pages we had started building for him.

And he was really excited and then he said he had to go obviously. He gave me a hug and just basically thanked us for working on this project and said if I ever need anything that he's here for me, which was cool.

He said that I'm one of the few internet marketers he trusts, which was cool. And then walked out the door and he was gone. It was 7:11 when he left, so he was there for almost exactly an hour.

And when he left, we all were like, "Ah…"

We were stressing out so bad from everything. The room was freezing cold so we cranked the heat back up and we just sat there for like 10 minutes talking about how cool that was.

And then we were like, "We haven't eaten all day. We are starving." So we went down and ate and just talked for the rest of the day about how cool everything was. So that was the experience. It was amazing.

We're just honored to be a part of it and to have a chance to help Tony and help him get his message and everything he's doing out to the world. We're just so grateful for him for allowing us to have that experience.

Because it was so awesome for everyone who was involved and it was so exciting. So that is what happened. Now you guys know. And now hopefully our goal is to have this new funnel up and live by the end of the month.

You guys have a chance to see it. So you should go buy the book and support him and support what he is doing, because it is amazing. All right, guys, that's all I got.

I'm at the office, time to go work. Have some more fun and we'll talk to you guys soon.


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