# The Dream 100 (Part 3 of 3)

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- Published: 2018-11-12T09:00:00-07:00
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The Dream 100 (Part 3 of 3)

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On today’s episode we get to hear the final portion of Russell’s presentation at
Dream 100 Con. Here are some of the awesome things in this final piece:

 * Hear as Russell goes into detail on how to dream 100 several different platform
   choices.
 * Find out why you need to pick just one platform to obsess over at first, instead
   of trying to do all of them.
 * And Find out how Brian Dean at Backlinko.com does SEO using the dream 100 as 
   well, even though that’s not what he calls it.

So listen here to have everything you need to know about dream 100 from the final
episode dedicated to Russell’s presentation at Dana Derricks Dream 100 Con.

—Transcript—

Hey everyone, this is Russell Brunson. Welcome to the third and final part of my
presentation at Dream 100 Con. I hope you’ve been enjoying so far. If you’re just
jumping in right now, go back and listen to episode one and two, this is all part
of 90 minute presentation I gave at Dana Derricks Dream 100 Con where I was going
into the Dream 100 and how it works inside of your business. It is the foundation
for all traffic. It’s the foundation for how we grow and how we scale companies.
It’s the foundation for everything.

And it also happens to be the first two chapters of the new Traffic Secrets book.
I hope you guys are getting some anticipation and excitement for the book that will
be coming out next year. It’s going to go deep into this stuff, but this is a really
good foundation to help you guys understand how the Dream 100 works, and how it 
fits in context with the other platforms and ad networks, and everything like that.
Without any further ado, I’m going to jump into the third part of this presentation
from Dana Derricks’ Dream 100 Con. I hope you enjoy it, and I’ll see you guys after
the intro.

Alright, so now that you kind of have that context, I want to talk about, I want
to go into these channels here and talk about growing these different channels.

Each channel, when you start going through these you have to understand each channel
is a little bit different, the way that they all work. So the first one is Facebook,
we’ll talk about that.

So Facebook for me is closest to like a talk show. It’s interesting, when you look
at when new movies come out…in fact, it’s going to be fun, as we go through all 
these I want you guys thinking about this. All of us see these things every single
day, but if you start seeing what’s happening in the real world and see how it correlates
with what we’re doing today, it should get you really, really excited.

So when the Expert Secrets book was coming out we’re trying to figure out, how do
we launch this thing? How do we get it out there to the whole world? And one night
I was watching late night TV, I can’t remember what show it was or whatever, I can’t
remember what actor. But basically there was a movie coming out and the actor was
on the show, let’s say it’s Ben Affleck. So Ben Affleck was on Jimmy Kimmel talking
about the movie, they show a little clip of it, and then boom. Then Ben Affleck 
went to the Today Show and then Good Morning America, and this does this circuit
and hits all the different talk shows talking about the movie and then that Friday
the film goes live and they sell a ton of tickets.

So what does Hollywood do? They do the same thing. They go and find a distribution
channel, they get this person in front of all of it, and they do two things, number
one, they work their way in. They get Ben Affleck, or whoever the celebrity is in
the movie, to get on the show and actually talk about the show, so they work their
way in. But they also go and buy their way in, okay. During the break there’s all
sorts of commercials for the show as well. So they’re buying their way in, they’re
working their way in, in front of core audiences. They know we’re going to buy the
movie to get all the hype and buzz. And then they go and people show up to the movie
and hopefully it’s a big blockbuster.

So I’m watching this and I see this whole thing happen, I watch the movie blow up
in sales. And I’m like, gosh, I wish I could get on all these shows. I would love
to be on the Today Show and Good Morning America and all these things, but unfortunately
traditional media thinks I’m a big internet nerd and that I’m just trying to sell
stuff and they don’t like people like me. At least that’s the story in my head, 
it’s probably not true. But that’s my belief right. So I’m like, I can’t get on 
these shows, that’s frustrating.

Then I was like, wait a minute. Facebook is similar to talk shows. People have built
these huge distribution channels, what if I went and just did what Ben Affleck just
did, but I do it on everyone’s Facebook channels. So the first step we did, me and
Dave sat down freaking out, Steven was there at the time too. We sat down and said,“
Let’s build a Dream 100 of everyone on Facebook who’s got big huge Facebook following.”

We sat down and built a huge dream 100 just….actually not true. This is a mistake
I made that I want to teach you guys through too. We built our initial dream 100
and the first time it was like everybody and then the goal was to go do talk shows
on all these people’s Facebook channels. What was interesting is that, we had some
people who had huge email lists, and we did Facebook lives on their Facebook platform,
and they got like 4 people to show up and it was a huge waste of time.

One thing I want you to understand, this is like a really simple, but really powerful
concept, people who listen to podcasts, they listen to podcasts. People who read
emails, read emails. People who read blogs, read blogs. People who watch things 
on Facebook, watch things on Facebook. People kind of pick their platforms. I’m 
curious, just in this room alone, how many of you guys get the majority of your 
media through YouTube? How many of you guys get the majority of your media reading
blogs or through like medium.com? How many get the majority of your media through
podcasts, that’s what you like to consume? How many get the majority of your media
through Facebook Lives?

It’s really fascinating. So what we found, I was trying to this dream 100 strategy
with someone with a big email list, but they had no people on Facebook, it was a
huge waste of my time. So for you, if you come back down, it’s really figuring that
out. Like, “I’m just going to do the Dream 100 on this platform because this is 
the platform where these people live. If I’m going to get people on Facebook to 
follow me on Facebook, that’s where they’re all going to be at.

So again, we came back here with Facebook, we did our own Dream 100, built out a
huge Dream 100 of everyone who had a big Facebook following and started calling 
them up and said, “Hey can Russell come on your Facebook page and do an interview
with you?” It was like a virtual book tour. We had a ton of people say yes, which
was really cool.

So I was on all these different people’s channels doing Facebook Lives, “Hey this
is Russell.” And I got interviewed by Tony Robbins, by Grant Cardone, by a bunch
of you guys here in this room, we did a ton of them. I remember we were doing like
10 a day for like two weeks, it was really exhausting. But we did the whole circuit
of that. So I worked my way into all of these different shows.

The second thing we did, and this was kind of a cool, unique strategy. We got agreements
from all the people doing Facebook Lives, for me to actually go into their ads account
and buy ads. So then I started buying my way in.

So Tony Robbins gave us access to their ad account, where I could plug in, and John
on my team could actually take our interview and boost it. That’s how we got 3.2
million people to see the interview with Tony, because we were buying ads and growing
it up. So I both worked my way in, and I bought my way in to grow that thing. I 
did the same thing with Grant Cardone, and every single person’s audience.

And if you look at that effect from that whole thing, we sold tens of thousands 
of copies of the book, then my Facebook channel, because I’m being interviewed by
Tony, by all these people, so in the thing you see my head and his head, my channel
grew by over a hundred thousand subscribers during that time. So my channel started
growing, my channel started getting bigger.

So for each of these, I’m going to kind of go through some of the strategy behind
each of these, but I want you guys to understand, most of you aren’t going to go
and build a channel on all of these. I would pick just one right now. If you’re 
trying to do podcasting and Facebook lives and blogging and insta….all these things,
it’s going to be like super diluted and this is going to be really hard for you 
guys to do it.

 So pick like, and I would recommend whatever platform you’re the most obsessed 
with is the one you should plug into. If you love listening to podcasts all day,
you should be a podcaster, because you’re going to understand that medium so much
better. If you love Facebook Lives, you should be doing Facebook lives. Initially
at least, pick the one medium that you like the best and start focusing on that.
As you start growing you can pick the second one or the third one, but if you triple
down on one, it’s going to be way better for you, I promise you that.

So I’m going to go through the core ones here and then I want you guys to kind of
think through it for yourself what you want to do. Okay, now each, in fact let me
come back to the first image. For each of these different platforms, my goal again
is the same thing from right here. I’m building my own podcast show, I’m building
my own FAcebook following, I’m building my own instagram. Pick the platform you 
want to focus on, but just pick one right now. Then the question, the thought is,
how do I buy my way in, how do I earn my way into that one.

So if it’s Facebook Live, I build my Dream 100, okay can I get these people to interview
me on their page? That’s going to build my platform, if not can I buy ads to their
people, that’s going to build my platform? Can I buy my way in? Can I work my way
in? Or can I do both?

If I’m doing a podcast, same thing. In fact, how many of you guys have ever listened
to the Art of the Charm podcast? The Art of the Charm Podcast. It was one of the
top podcasts in all of iTunes and the dude who started it, his name was Jordan Harvenger,
it’s interesting because for some reason him and his business partners got in a 
fight or something and he left that podcast and then he started his new podcast 
called the Jordan Harvenger show, and I’d never listened to that other podcast, 
but all the sudden I started hearing him. All my favorite podcasts I was listening
to, he was popping up on the first one, and the second one and the third one. And
everybody is interviewing this guy.

I’m like, “I’m so confused.’ And on every one of them they’re like, “how did you
build the biggest podcast out there, number one or two on all of iTunes?” and he
said, “Well, we launched a show and then I went to every other podcaster and I did
interviews with them, and then my call to action was if you like me, go listen to
the Jordan Harvenger show. And what’s interesting is people who listen podcasts 
listen to podcasts. So I leveraged all the podcasts in my dream 100 listeners to
go and fuel and build up my podcasts.”

If you go listen, that’s all he’s doing. Interview after interview, after interview,
just building these things up. You could do the same thing now, find out all the
other big podcasts and buy ads to build a platform, but all he’s doing is try to
build his platform for round two. So look at somebody who built one of the biggest
podcasts in the world, how he builds his second one is the same thing we talked 
about. Build your platform and come back and earn your way in, work your way in,
or buy your way in, or both.

So whatever platform you’re picking, that’s kind of the process. So let me come 
back to here. So that’s the talk show. So again, if you’re going to do Facebook,
you’re like, “Number one, I’m going to focus and double, triple down and build a
huge Facebook following, that’s my goal.” Cool, so you build your page, come back
and say okay, “I’m going to work my way in, I’m going to buy my way in. I’m going
to Dream 100 all my people, who from these people can I work my way in? Who can 
IJ buy my way in?” and that’s how you start growing up the channel.

Alright, number two direct mail and email. So old school, if you think of the old
school method of this, and you can learn a lot looking at the old school as you’re
looking at what’s new. So many of you guys obsessively study direct mail? Me and
Dana probably, a couple of people. So I don’t know, I still love the old guys the
best. When Dana was joking about me and him getting in bidding wars on EBay, that’s
actually a true thing.

Every Sunday night I sit on my bed in EBay and I have like 12 searches that are 
always preloaded, one’s Dan Kennedy, one’s Gary Halbert, all the old school people,
I’m searching for the new thing to pop up and I buy everything. It’s really fun 
because I love the old stuff. It’s my favorite because there’s so much you can learn
that relates back to what we’re doing today in our world.

So direct mail is just like talk shows, if you look how Hollywood does the talk 
show circuits, it gives us the model of what we should be doing. The same thing 
is true with direct mail. So you look at direct mail back in the day, this is how
the whole thing worked. Initially with direct mail, what you would do, this is you
and direct mail is similar to the dream 100, there are lists out there.

If you look at the history of direct mail, initially what people would do is they
would go and just try to mail everybody right. They would try to get the phone book
out, and just get a whole bunch of names and send them out stuff. How many think
that is efficient or effective or anything? It’s really bad.

 In fact, it’s funny when I was first learning about direct mail when I was 12 I
remember them talking about this whole concept and it was similar to email where
basically they’re like, “I get a list of 100 thousand people, you mail them out 
a letter and 3% of people respond, this is how the money works, and you make a bunch
of money.” So as a 12 year old kid I got all excited.

So I wrote a sales letter on blue paper because that’s all we had in the printer,
my parents printer. For my birthday I asked for stamps, I’m such a nerd, so my parents
gave me 36 stamps because that was the equivalent of what they were willing to spend
on my birthday present. I took my 36 stamps, I wrote out a one page sales letter
on the blue paper, because that’s all we had, then I folded it in half because I
couldn’t afford envelopes, I put a sticker on it and I hand wrote out 36 addresses.
And I didn’t know where to get a list, so I literally got my phone book and I opened
it up and I was like, “That guys getting a letter.” And I wrote his name in, I flipped
it over, “That guys getting a letter.” And I found 36 people randomly from the phone
book in Salt Lake City, Utah and I took those letters and I mailed them.

And I was just like, “Oh my gosh, this is going to be huge. If 1% buy…” I’d do the
math and I was so excited. My sample size was 36 and I mailed these letters out 
and nothing happened. Not a single person responded, and it was really heartbreaking.
But it was really hard to read, black ink on blue is really hard to read. And I 
was like, “I wish my parents had white paper.” But for some reason they didn’t. 
Who knows?

So that was traditional, when direct mail first started, people just tried to mail
the phone book. And there’s only one campaign in the history of the world that ever
actually worked with the phone book, and it was a campaign that Gary Halbert did
called the Coat of Arms Letter. Who has ever heard this story before? Ah, the old
school stories are the best.

So I actually had a chance to meet Gary Halbert, I interviewed him once before he
passed away. But he is one of the most amazing people in our industry ever. In fact,
if you go to the garyhalberletter.com you can still see all of his old newsletters
that he’s published for the last decade before he passed away. They’re all there
and you can read them. And just reading them, you’ll learn more about marketing 
than you will almost any other way.

So the Gary Halbert letter, anyway, as I’m studying Gary’s stuff he tells this story
about the Coat of Arms, it was actually an interview with him and my first mentor,
Mark Joyner and he’s telling this story. So what he did is he tried a whole bunch
of different things and he found this family crest, like a coat of arms thing, and
it cost him like 30 cents to like photo copy it and like put it out to people. What
he did is like, “This has got people’s names on it, I could actually use the phone
book.”

So he took all the Johnson’s in the phone book and mailed out this one page sales
letter, have you read the letter? It’s so good. Anyway, it’s like a super personal
like, “Hey, this is Gary or whatever, I have the same last name as you and I found
the family coat of arms, it’s really cool. Check it out. I actually got a whole 
bunch of them printed for myself and my family and stuff. I saw that you have the
same last name, you’re also Johnson, I’m Johnson. If you want I could send it to
you for like $5. Just send me cash in the envelope and I’ll send you out your own
coat of arms.”

And what’s interesting, I won’t go too deep in this, but he found with the bigger
names like Johnson or Smith it didn’t work, but with the smaller names like Brunson
or Derricks, where it’s a more unique name, it killed it. And he was literally getting
the phone book, ripping them out, a dude’s typing in all this stuff, and mail those
out. They’d write the letter for the Derricks family, or the Brunson family.

What’s funny, this is the coolest part of the story. I wish he was here to tell 
it. His dad at the time was kind of like most of our parents. I remember when I 
first got started in this business I was making like a quarter of a million bucks
a year and my mom was like, because I was still in school at the time, and she’s
like, “Well Russell, when you get done with school what’s your job going to be?”
I’m like, “Mom, this is my job.” And she’s like, “No, no, no when you’re done with
that, what are you going to do when you want to grow up.” I’m like, “Mom, this is
a legit thing, this is real.”

And it’s funny, if any of you guys know David Frye, David Frye is my second uncle
or something like that, he’s also in our industry. I found out years later that 
he was doing the same thing I was doing. So I called my mom like, “uncle David, 
he’s doing what I’m doing.” And she’s like, “Oh, well he does really well. Okay,
you can do that.” And that legitimized what we do because somebody else she knew
was doing it.

But Gary had the same thing with his dad where his dad was like, “When are you going
to get a real job? When are you going to do this thing?” So Gary, what he told his
dad, he’s like, “Dad, I want you to put on a nice shirt and tie and I’m going to
pick you up tomorrow because I want to show you something.” And his dad is like,“
Why?” he’s like, “Just please dress up nice, I’m going to take you out.” So he goes
and picks up his dad the next morning, and he drives over to the bank, and they 
walk into the bank and there’s like the bank tellers there and stuff, and then there’s
this stairway.

He’s like, “Come here dad.” His dad is like, “What are you doing?” and he’s like,“
Come over here.” He’s like, “We can’t go up there, that’s just for employees.” And
he’s like, “No, come here dad.” So he takes this thing, and they walk up the stairs
and go on the second level of the bank, and they walk around the bank and there’s
like 60 full time people there, 60 people who are opening up envelopes and are pulling
out 5 one dollar bills, putting them in a bank bag and cashing them. Boom, 60 full
time people.

And he tells his dad, “this is the people of the bank who work to put our cash into
the bank full time.” And he’s like, “Those are the sales for the month?” “These 
are the sales for today.” That letter at its peak was getting like 10,000+ responses
a day of people sending in $5 a time. And they had full time people just doing that,
counting the cash. And his dad was like, “Okay, you can keep doing this.” It legitimized
it for his father.

So that’s kind of what direct mail is. For most people, the phone book concept does
not work. Having a phone book doesn’t work, but for that one….there’s a picture 
of a phone book, I don’t know. Okay, that doesn’t work, but if you look at the progression,
what happened then, people started here, they were testing all sorts of stuff. And
what happened is people started getting buyers, and they started building buyer 
lists.

So this person over here, this dude would be like, “Hey, I don’t have a phone book
but I’ve got this list right here. These are a whole bunch of people on my list,
let’s say there’s 30,000 people that have bought something from me, so you can mail
the phone book of like a billion people and cross your fingers and hope or if you’re
selling something similar, I sold 30,000 people garden hoses, if you have something
that someone who bought the garden hoses would want, you can rent this list.”

So people come and they rent this list and they would mail it out. And then somebody
else over here would  have a list that was based on a business opportunity. And 
this guy would have a list based on health and weight loss. And soon people would
build up huge directories, like here’s all the different lists that are out there.
Have you ever heard of the SRDS, it’s this huge directory of every list known to
man that people actually rent it. And in every market you can find here are a hundred
or a thousand people that have buyer lists of people.

So the first phase was like the phone book list, the second phase became buyer lists,
then the third phase, people kept saying buyer lists are good, sometimes they’re
better and sometimes they’re worse, and these buyer list people would be like, “
well, here’s all my buyer lists in the last 10 years.” And in there you’ve got tons
of people who have moved and all sorts of stuff.

So they came up with this algorithm that figured out how to get the best possible
people on the list. So the algorithm is this, RFM, any direct response nerds know
what RFM stands for? I know Dave knows, anybody else? Recency, how recent have they
bought something? Somebody who bought something yesterday is more valuable than 
somebody who bought something three years ago. So recency.

The second one is frequency. How often did they buy? How many of you guys are hyper
active buyers? How many of you guys have bought more than one thing from me about
funnels? Guess what, you’re more likely to keep buying from me. “But Russell, I 
already bought everything on funnels.” No, it doesn’t matter. You’re obsessed. You’re
obsessive compulsive like me, you buy the thing and then the next thing and next
thing and you can’t stop. That’s better. I want people who buy frequently, that’s
a better buyer.

So if they bought recently they’re a better buyer, if they bought frequently they’re
a better buyer, and what’s the M stand for? Monetary value. How much they spent?
The dude who gave me $30,000 is worth more than the guy who gave me free plus shipping.

So you start doing that, say, “I want to rent your list of 30,000 people, but I 
only want people who have bought in the last 30 days and bought at least 2 things
from you and spent over $1000.” And now you get the cream of the crop, the gold 
and that’s who you would go out and you would mail from the list.

So that’s kind of how the old school worked. Other cool things we learned from the
old school as well, if you would go and let’s say I read this dude’s list, I get
these people and if I would just send a letter to them randomly it would do good,
but what would do better is the invention of this thing called the lift letter.

So the lift letter is a one page paper from the person they know. They know, let’s
say this is Lady Boss and they know Kaelin, so there would be a one page letter 
from Kaelin and it’d be like, “Hey, I just met Russell, he’s got this really cool
weight loss program that works really, really good for dads. So you are one of my
Lady Boss women and you want your husband to be a little skinnier, you should get
Russell’s program, it’s amazing…..” a one page lift letter that would be on top 
of it, and then underneath the lift letter would be my entire sales letter selling
my program.

So we learned this, having lift letters is better. So how does that correlate to
us today? Well it correlates today, understanding that if I’m going after someone
with email, I want to find people who have email lists that are good. People that
have, that are growing lists, recency, frequency, monetary value. I tell you what,
if I can do a JV partnership with somebody who their potential buyers, all their
customers have spent $1000 with them or $5000 with them, I’m going to spend more
time on that dream 100 person because I know that their list is worth way more.

If I know, man, this guy just did a product launch, he’s got $5000 new buyers, oh
my gosh, that buyer list is hot. When we used to be in the product launch game, 
we’d launch a product and we’d sell 10,000 copies of it and for the next like 60
days our list was hot. Anything we promoted they would buy, because they were recent.

So it’s like, you’re finding partnerships, looking for people who actually have 
lists that are these things. A lot of people who like, when we launched the Expert
Secrets book, they had done really good on the Dotcom Secrets book launch, I was
all excited for them to promote and sell and guess what? These people hadn’t added
anyone to their list in like 3 years, and they didn’t email them very often, and
they did horrible on the launch, the second one because they weren’t always doing
these things.

So when I’m looking for JV partners I’m looking for people who have recency, frequency,
and monetary value inside their list. That’s a much more valuable partner for me
than someone who isn’t. I also look at this, the lift letter right. The reason why
JV’s do so good, if you get the Dream 100 and be like, “Dude, Dana wrote this book,
it’s insane. It’s 400 bucks, it doesn’t make any sense, but this book is amazing.
If you come on this webinar with me, he’s going to explain the whole thing, it’s
going to be awesome.” That’s going to be way better than me running a cold Facebook
ad to Dana’s audience.

So if I can get him to do the lift letter, him to endorse it, promote it before 
they come on, everything goes up. That’s why Dana when he did his Facebook ads made
zero dollars in sales on his webinar. Did the same thing with the JV partner who
did a lift letter and warmed him, $260,000 in sales. That’s the difference.

So we learned so many good things from direct mail. Email is the same thing. The
second phase in this for you guys, you need to go and sit down and be like, “who
are the emailers in my business?” Because people who read emails, people who open
and click on emails are people who open and click on emails. I’m going to find the
emailers, I’m going to build a dream 100 list and then I’m going to do one or two
things.

I’m going to work my way in or I’m going to buy my way in. If I work my way in it
means I’m going to try to dream 100 them, get them to promote my stuff as an affiliate,
and they say no or whatever, I can see if I can buy my way in. I’m going to go and
see if I can buy an ad in their newsletter, if I can pay them up front. This weekend
in my secret illuminati meeting, I was hanging out with the guy that owns Tapping
Point Solution, do any of you guys know….I probably shouldn’t tell the members of
the illuminati I might get killed. Alex, Nick…do you guys know them at all?

So they have a company called Tapping Point Solution which is like this really cool
thing, but what they do when they do dream 100 stuff is they have, their entire 
business is based on affiliates promoting their stuff, but they don’t pay affiliates
commissions at all. What they do is they pay affiliates $1.50 for every single click
that they get, no matter what. So they’re able to go to the affiliates, and they’re
not necessarily working their way in, “Hey, let’s split the money 50/50.” It’s like,“
Okay, how many clicks can you send? I’ll give you this much per click. You guys 
in?” and they’re like, “sure.’ And that’s how they do it. They’re buying their way
into every single one of their dream 100 list.

So there’s different ways to structure this as you start learning about this. The
reason why I’m kind of showing you guys this in detail on each platform is because
one of the biggest things I want you to understand is I want you understand the 
concepts are the same for all of these. It’s picking the platform, building my channel,
doing the dream 100, working my way in, buying my way to grow my platform.

And it’s going to be similar on every one of these, and if you understand that, 
this is what makes your business bulletproof. Because someday Facebook is going 
to get squashed, or email might get banned. I had a bunch of friends who made a 
ton of money back when fax blasts were real, you could rent a fax list and you could
queue it up and you’d have your sales letter printing on like 35,000 people’s stuff
that night. And then the FTC came in and made Fax Blasting illegal and that dried
up. So email could be illegal tomorrow, we have no idea.

Blogs could like, who knows, things could be shut down, but if you understand these
concepts it doesn’t matter. As new platforms come out, if you understand, “Hey I
wanna go big in Twitter, or Twitch, or Pinterest, or whatever it is.” The same process,
the same concepts are the same.

So you build your channel, find the dream 100, work my way in, buy my way in, boom
that’s it, direct mail. Number three radio podcasts, same thing I talked about. 
If you want to build a podcast channel, that’s it. Build the channel, build the 
platform, then you go dream 100, go to the iTunes directory, go to Stitcher, go 
to all the big directories, search your phrases, figure out who your people are,
and go start dream 100ing them. Or go back in time, maybe if I come here to my customer
journey, my best ones if I go sales funnel radio, everyone on Steven’s podcast probably
wants sales funnels. So that’s an easy one to do.

But if I can go backwards in time in the podcast directory and be like, “Okay well,
there’s only like 3 funnel podcast, who else do I go?” I gotta go backward s in 
the customer journey. Who’s got a podcast on business growth? Who’s got a podcast
to chiropractors? Who’s got a podcast on anyone else who may potentially be a customer
going backwards. So don’t just do the obvious of, “Russell’s there’s only three 
people who have a funnel podcast.” Okay, that’s right here, now go backwards in 
the timeline. Who else needs a podcast. Go warmer to the traffic, then go to the
colder traffic and go back and forth. But you should be able to get at least a hundred
people from any podcast directory for what you’re in.

So don’t tell me, “There’ sonly 3 people.” It’s because you’re being lazy. You gotta
go backwards in time and think, hot traffic, warm traffic, all the way to cold. 
So that’s podcasting, the same thing.

YouTube is like a sitcom. How many of you guys watch TV? Dave and I were talking
about this last night. So YouTube is a little different beast right. It’s not like…
I can buy my way in really easy, I can find here’s all of Tony Robbins videos and
I can buy ads.

I can go and find infusion Soft, they can be my Dream 100. How many of you guys 
have ever watched an Infusion Soft Tutorial on YouTube? What happens right before
that? Right before the Infusion Soft Tutorial pops up is me being like, “Are you
trying to figure out how to use Infusion Soft? It is confusing software, but guess
what there’s this really cool tool called Clickfunnels, so before you watch this
tutorial I’m going to show you something that’s way simpler than the crap you’re
trying to figure out, click down below.” It’s really fun. Same thing with Lead Pages
and Hubspot and Unbounce and all my competitors.

So they’re my dream 100 in YouTube because I want to pop in front of everyone in
their tutorial videos and explain to them why the software they’re using is the 
devil and why I am their savior. So it’s really, really fun.

So I dream 100 my competitors there, but how do I work my way in on a YouTube channel?
How do people do it through sitcoms? How do they do it through different TV shows?
Well think about it, how many of you guys have ever seen a show, they call them 
a crossover show, where two different casts of different shows will be on a show
together? Why do they do that? Hmmm, why would they do that? Maybe this show’s got
a big following and this show’s got a big following, they’re all a bunch of attractive
characters. People over here on ER love the ER staff, and over here they’re like
the Simpsons and like the Simpson’s staff, whatever it is, they do a crossover show
where somehow the characters connect.

Then the people of this show see this, people love the show and all the sudden they
cross pollinate, and now both channels get bigger. Dave was pulling this morning
a bunch of different shows that did that. The Flash and Super Girl did a crossover
show so that both audiences find out about the other shows. Fresh Prince and The
Jefferson’s did it. Simpsons and 24, Law and Order and Homicide. Dozens and dozens
of shows. This is how they cross pollinate TV shows.

So for you, how do you do that? You dream 100 the crap out of YouTube and find out
who are all the people you eventually would love to have their audiences, and then
you do crossover shows. You do some kind of video together and you do the crossover.

Now again, initially obviously I would love to find someone with a billion person
YouTube following and do a crossover show, they’re probably not going to do it. 
So the only way a crossover show is going to work where you’ve got similar platforms.
So if you’ve got 10,000 people on your YouTube, I’m going to Dream 100 everyone 
in my market that’s got 10,000 people , we’re going to do a crossover show, I’m 
going to get a bunch of their people, they’ll get a bunch of my people and now my
show grows to 15,000. Then I’m going to go and say, “Who’s my next thing?” and do
a crossover show over there and boom, keep doing that. And keep ascending myself
up the dream 100 until eventually you got a hundred thousand, and then a million
and you can keep growing from there.

So doing videos together is how you do the crossover show. Same thing comes true
with Instagram. Instagram happens, I dream 100 it. I can go buy swipe ups on the
people that are on my dream 100. I can buy ads from the people on my dream 100, 
then I can also do partnerships with them. Like yesterday I was in, or two days 
ago I was in Jackson hole in a helicopter, and how many of you guys know who Dave
Hollis is? Dave and his wife are amazing, and she’s got like a billion followers,
he’s got less but growing fast.

And he was in the helicopter and he was like, “Hey I’m in the helicopter back here
with Russell Brunson!” And then he tagged me @Russellbrunson and I got a whole slew
of thousand plus people from his following that then followed me. Just like that.
Right now when Steven Larsen said, {inaudible}, I was filming him and I tagged Steven
Larsen and gets what’s going to happen? He’s going to get a whole crap-ton of my
people who are going to come over to his thing. I’m doing little mini crossover 
shows on Instagram. I did a whole bunch with Dana, like 3 or 4 with Dana.

So invite people to go do cool things with you, then they’ll tag you and all the
sudden I guarantee you will wake up with a whole bunch of new instagram followers
if you even know how to log in to Instagram. Yeah, you don’t even know. I bet they’re
there. It happened to Todd at Funnel Hacking Live. Guess what? I tagged Todd in 
something, he had like 3 followers, he woke up the next morning with like 700 followers
and he’s like, “I should probably do some instagram now.”

So you’re finding cool people and hanging out with them, that are already doing 
that, and then very quickly people will start sucking, and you’re doing that same
kind of thing. So I’m working my way in and I’m buying my way in. In fact, all you
guys should Instagram me right now and tag me, you have my permission. You need 
me to dance or something? Whatever you want to do, tag the crap out of me, because
I want all your people to follow me as well.

So I’m working my way in, I’m buying my way in and I’m working my channel. Same 
thing happens with blogs. In fact, how many of you guys want to know how SEO works?
In like 2 minutes? SEO. How many of you are like, “I wish I could be number one 
in Google for my term.” Dream 100 is actually how you do SEO as well, which is fascinating.
No one ever believes me until I tell them this, then I show them and they’re like,“
What?” Boom, mind blown.

The dude who I think is the best SEO coach right now, a guy named Brian Dean at 
Backlinko.com And if you look at Brian’s strategy it is literally dream 100. So 
this is what he does, he goes into the Google, and he figures out, “Man, it would
be awesome to be ranked for….” He types in a phrase, “sales funnels.” And he clicks
search, boom, and it’s like, “Dude number one, lady number two, person number three.”
And here’s the top ten right.

He’s like, “That would be my dream spot. I want to be number one.” And he’s like,“
Who is the dude that is number one.” So he clicks on this thing and goes over to
this page, and it’s like, “here’s the dude who’s number one for Sales Funnels.” 
And he’s like, “There’s an article, that would be awesome if that was mine instead.’
So there’s a couple of things you could do. There’s a couple levels of dream 100
here.

One level is like, “I want to be right here. Let me contact this person and see 
if I can buy an ad on his page.’ So what I do is I build a dream 100 of every single
person who is in the top ten in Google for the keywords I’m dreaming about, and 
I can buy my way in where I just go and buy an ad directly on their page. In the
past, back when we were doing more Biz Op stuff, I found the top three people here,
and literally paid them to throw a pop on their page that people opt in to my newsletter.
And I was not, I didn’t work for this, but I was paying per opt in to get all the
people who came to Google, searched for the thing, came for the thing, and they 
opt in. It was like the best leads ever.

Let me step back, that’s one way to use Dream 100. But if you look at what Brian
teaches at backlinko, which is super cool. He takes this page, and he’s like, “Why
is this page ranked number one? Why does Google actually like it? There’s got to
be a reason.” So he does some stuff, he’s like, “Okay, this page has got, let’s 
say it’s got a 3000 word article, in the article he said the world sales funnels
like 6 times, used these keywords, and here’s some other keywords…” He kind of diagrams,
what was that?

Then what he does, he takes this and there’s different sites you can do to run a
background thing, and he runs it through it and says, “How many people are linking
to this site.” And it says, “This site has 682 links coming back to it. Here’s all
the links coming back and pointing to this page.” So we know that Google’s algorithm
is based on two things, what’s on the page, and then who are all the people pointing
back to you.

So what Brian does, what he teaches all his students, he says, “This is your dream
100.” He doesn’t say that, but that’s what it is. He then takes this list of dream
100 and he then emails every single person. He’s like, “Hey dude, your email or 
blog is amazing. I saw you’re linking to my buddy over here. I wrote an article 
as well. His is only 3000 words, mine is 6. If you’d like, I’d love for you to link
over to mine as well.” And then he gets this dude now to link to his article, it’s
even better, then this dude, and this lady, and this person, and this person. And
soon all the people who are making this thing pop to number one start linking here.
And within the week he’s number 10, and then 7, and then 3, and then 2 and then 
he’s just getting more links. That’s SEO, all dream 100.

Does that make sense? This process you guys, it’s the same over and over and over
and over again. And then the last one on here I just put other, because this is 
true with every platform. If you guys learn to Twitter, what do you do? Do the Dream
100 list. How do I work my way in, how do I buy my way in? That’s the game. I want
to be big on twitch, I want to be big on Pinterest. Whatever platform you want to
be in, whatever next new platform is coming out, this is the game. Building your
own channel, figuring out how to work my way in, how to buy my way in, and growing
your own platform.

So that is it. What I recommend for all you guys, like I said 30 minutes ago, don’t
do all of these right now. It will suffocate you and it will be really hard. Pick
one, which platform do you want to be the best at. Do you want the biggest email
list, do you want the biggest Facebook following, biggest YouTube…pick one, I don’t
care which one it is, but pick one, the one you like the most, the one you want 
to geek out, the one you want to go deep on the most and start building there and
that’s going to start building your own platform.

Then as you start growing, then you move to the last phase. This is like where in
our company we’re at, but we didn’t get here until 2 years ago, so don’t think you
have to do this today, but long term the goal is to get what we call Conversation
Domination. How do I do this on all the platforms?

Start building your team out like, here’s our Facebook Dream 100, here’s our email
dream 100, here’ sour podcast, here’s our YouTube, here’s our Instagram, here’s 
our blog. That’s what we’re doing out of our office. We got people in charge of 
all these things. Going deep, building dream 100 and then realizing we want to grow
our Facebook following, people on Facebook like being on Facebook so let’s build
our Facebook dream 100. How do we work our way in, how do we buy our way in, and
let’s get them to come to our platform.

Let’s say I want to build my podcast following. We know people who listen to podcasts,
listen to podcasts, so let’s build our dream 100 in the podcast, let’s work our 
way in, let’s buy our way in and build our platform there. If you want to be big
on email, on YouTube, it’s the same process over and over and over again. And it’s
not that difficult. It’s pretty simple and a lot of fun.

And I believe that is the last phase of it. So if we kind of scroll here, I’m going
to go back to the beginning real quick and walk you guys through the 7 of these.
So the foundation for this whole thing is this, it’s really understanding this. 
There’s three types of traffic. Traffic you control, traffic you earn, and traffic
that you own. That’s the foundation.

So after you figure that out, then come back and be like, “Who is my dream customer?”
Then you become obsessed with them so I can figure out where they’re actually at,
because I can’t go and buy that traffic or work my way in unless I can figure out
exactly where they’re at in their life and how to communicate with them at that 
point.

So we have our dream 100 customer journey. So now we have an idea, we love our customer,
know exactly who they are, we’re obsessed with them, who’s got them already? Let’s
go find those people and let’s go build a dream 100, and start building our well
before we’re thirsty. Let’s build our ecosystem out there, then we’re going to start
focusing on all these people. Where’s the traffic I control, traffic I don’t control,
put it in those pages and then mush it back into traffic that we own, and from there
it’s understanding the distribution channels, understanding the platforms, each 
of the channels. It’s going to be similar, with little tweaks, little differences,
but do that to build it out. Then as we grow we move to full on conversation domination
as we start growing across all the platforms.

And that you guys is how we do the dream 100 in our company.

Alright everyone that is it for the third and final part of my presentation for 
Dream  100 Con. I hope you guys enjoyed this presentation. I thank Dana for putting
on the event and allowing me to come and speak at it. I’m glad that I was able to
share with you guys because hopefully it gets you excited for the traffic secrets
book.

Now I have one favor, if you’ve enjoyed the last three episodes, I would love for
you to take a screen shot on your phone and then go and post it on Facebook or Instagram,
or any of the other networks you use. If you’re tweeting or pinning or whatever 
else, feel free to post it there. Be sure to tag me so I can see that you’re listening,
that’s how I know you’re cool. And then after you’ve tagged me, then also use hashtag
Marketing Secrets, and let other people know about this episode if you got value
from it. Thanks so much you guys, appreciate you all, and we will talk to you all
again soon. Bye everybody.