- Hey this is Russell again, I want to welcome you back
to part three of my interview with Tony Robins.
I hope you've watched part one and part two.
If you haven't yet, go back to the beginning of this
playlist and watch those first.
Help you get all the context of the interview
and now we are transitioning into the third part of
the interview.
Which is, for me, my favorite part.
It is understanding the mastery and mastering
a concept called the Epiphany Bridge.
What is the Epiphany Bridge?
It is the way you tell stories to get customers, to
get people, to get prospects to come and become leads,
become costumers to buy your products and your services.
And these concepts they work in all types of businesses.
In fact, during the interview, Tony asked me, well how
does this work for a real business?
Not a infomart, you know information business or an internet
business, but a real business.
And I shared a story about one
of my friends whose a chiropractor.
I don't want to ruin that part of the story, you're gonna
love it.
But, how he used these epiphany bridge stories to grow
his practice here locally in town as well.
And so, there's a whole bunch of cool things
you can learn about storytelling, story selling,
how to give people the transformations they need
when their buying your products and your services.
You're gonna love this.
It's my favorite part of the whole thing, so let's jump
right in now to part three of the interview with my friend
Tony Robins.
- Tell us about the Epiphany Bridge and how you can use that
concept to sell just about anything,
without actually selling anything.
- Actually, got a little white board for you to show this.
I did my homework, prepared for today, so this is funny,
most people if they're trying to sell you something,
they come to you and they try to
pitch you logically on the thing,
like why they believe in their thing.
So I drew this out one day, and this has been huge for me
and for everyone that goes through my coaching stuff.
Is this thing called the Epiphany Bridge.
What happens is like, this is us, right here, right?
And we're living our normal life, I could use this
example, before I met you, before I started going
to your things, life was good,
I thought everything was perfect.
And then I was introduced to you and I had this epiphany
where it was like life is good, but I'm
seeing things in black and white, now things are colorful.
For me, it was huge.
So I went on this journey where I went on this big
Epiphany Bridge and what happens is we come over here
to this side of the bridge.
What happens over here is we start studying,
we start learning, we start geeking out.
And so, I went to all your events, read all your books
multiple times, your courses.
For you, I'm in the Tony world, right?
I understand your language patterns.
And then I go to my wife and I'm so excited to tell
her I learned all this stuff, and the first thing
that we all do is we jump over here, and this says
techno babble, we jump and we start trying to logically
convince the people around us.
Like, oh yeah, you could learn this thing,
and we spew out this techno babble and they freak out.
They're like, "ugh" and they run away right?
What we have to do, if we want to sell something
to somebody, we have to come back to this thing.
We have to remember what was the emotional experience
that we had that gave us that big epiphany.
If you understand an emotional experience,
then that's how you sell someone.
I come back and I tell a story, when I tell that story,
my goal is to get people to have the same epiphany
that I had, if they have that same epiphany then I
don't have to sell them anything.
They have that epiphany, they go "wow that's true"
and they'll go sell themselves logically all day long.
I just have to come back here, remember the experience
I had, and become really good at telling it.
In the book, it's not just like telling a story,
I walk through like the process and the scripts,
and how to control their state, and this is a huge thing
I learned from you, 'cause how many people tell a story
and one person tells a story and something happened,
and you're like "okay cool", you try to explain it three
or four times and finally you say, oh man, I guess you
had to be there, if you were there you would've
experienced it.
The biggest thing I've always seen people struggle with
they try to get into business, they try to sell their
advice, and things like that, is they get into this
used car salesman mode of trying to learn how to close
people, and I'm like "no, it's not closing"
What was it that got you fired up, if you can remember that
moment, and you get really good at telling that story
then they'll feel that and they'll get fired up too,
and that's the key.
And so we understand that and this book is all about that.
- As you know leadership is all about transferring emotion
because logic does not get us to take action, there's not
enough juice in the logic right?
When will we have enough logic to
justify an emotional decision?
What do think is the biggest misconception
about marketing today, and what do people, if they only
did one thing to change their marketing for the better,
what would it be?
- I think the biggest misconception is that people
and this comes down to everything I learned from you,
People are so tied to their significance that when they
try to sell themselves their business that they try
to posture themselves all the time and posturing deflects
people, even though it makes you feel, I don't know
what it is, the more vulnerable you get, the better it is.
We have our high end coaching programs for less, how do
you sell that Russell?
I'm like "I show a ten minute video of me telling my story
of my wife and we're trying to have twins,
cried three or four times in it, and I tell that story,
I'm super vulnerable, and people connect with me and
then they follow me.
It's about connection and being vulnerable is that's
what get people to draw into you, it's not significance or
stature, its vulnerability, and that's what gets people in.
And that works for any business, I had a friend who's a
chiropractor, I was trying to help him, and it was funny,
'cause he was trying to sell like all the other
chiropractors talked about their fees and all this stuff,
and how the adjustment and alignment and all this
technical stuff and I kept asking him, finally one day,
I was like "why are you a chiropractor", and he told me this
amazing story about his wife got in a car wreck and
he was in dental school at the time, and she got injured
really really bad and took her to a medical doctor,
a couple places and nothing helped.
Finally he took her to a chiropractor, and he adjusts her
and literally changed her life and he loved it so much
he dropped out of dental school, and then he went and
became a chiropractor, now he loves it.
And so we got a video of him telling that story,
that emotional, I got chills just telling it again
told that story, put it on Facebook, and his practice
was struggling, as he was trying to be a salesperson,
blew up overnight as he started sharing his story
and becoming vulnerable with people.
That's the future market, it used to be slick sales letters,
good copy, all that kind of stuff, that's what worked before
today, as people are watching your video, they're Googling
your name, and Facebooking you, doing everything, if you're
not vulnerable at all times, and being yourself all the time
it's too easy to not know and it's all about just that
connection, that's marketing today,
and that's where it's going.
- That's what I love about you brother,
you're the real thing, it's so rare unfortunately, 'cause
you know the more you try to prove you're the best and
try to convince people and try to be significant, the
more they want to prove they're more significant than you.
You've never done that, I love that you share openly
everything, your failures, successes, but the level of
succession generated is second to none, I really
want people to get your book, so what's your offer for them
so they can go pick that up?
- I pre-bought a whole bunch of copies of this during our
launch, so I've already paid for the book, so I ship them to
Boise, and now they're in a warehouse in Boise, and we've
gotta ship them to you, so I think in the US it's $7.95
international I think it's $14.95 but we'll ship it out
to you and basically, I want people to read this,
I tell everyone, I believe this book will change your life
but more importantly, it's gonna give you the tools
you need to help change other people's lives, and that's
the gift I have for everybody.
I hope you guys read this book and you love it, and
I want to thank you for letting me share this with your
audience, I just appreciate you, you've changed my life,
my wife's life and half our staff, you know, everyone here,
so grateful for you.
Hey this is Russell again, and thank you so much for
watching the third and final segment of my interview
with Tony Robbins, how cool is that?
If you missed any of the other ones, go back in the playlist
and watch video one, video two, video three, to get the
entire picture of everything you need.
Now, on top of that, I want to be able to keep giving you
amazing business building advice just like this.
So what you need to do right now, number one, you need
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