Marketing Secrets with Russell Brunson - (Q&A) Understanding and Implementing the "Dream 100"

Episode Date: February 10, 2023

Let me show you EXACTLY how I implement the Dream 100 so I can get an unlimited stream of targeted traffic. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

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What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Excited to be hanging out with you guys today. All right, so this weekend, I was actually listening to the Rachel Hollis podcast, and Rachel was doing a whole bunch of Q&A with her audience and I'm not going to lie, I got jealous. I was like, I want to do some Q&A. So we got some episodes of Q&A with me. Hope you guys don't mind. It's cool. We actually set up over at marketingsecrets.com. I set up a widget where you can go and you can submit questions. And so I logged in, there's like a hundred of them from you guys. So I'm gonna start going through a whole bunch of these for the next few episodes. If you guys have questions you want me to answer live, again, go to marketingsecrets.com and go submit the questions. A funny thing,

though, it's not a customer support line. Half of the questions you guys submitted were customer support. I can't figure out how to get support for my product. I'm like, literally, if you go to the footer of any email or any website, any funnel, anything we have, there's links to support. You click on support and it goes directly to 200 plus people work for me you answer support and so it's just funny sometimes people um can't find the direct path so you go this really weird path to get support and this is not a support line this is me uh strategically strategically is that the word strategically talking about cool stuff with you guys to help you out and so um all right so i'm gonna queue up the first question i'm gonna answer today um from a long time listener second third-time caller about the Dream 100.

Hey, Russell Sagar here from India once again. I would like to ask you three core important things of Dream 100, how we should make the list. You talk about how you can make a list, list owners, influencer, all those stuff. Do you have any updated idea or like something that we should build our list of dream owners like this? Second thing I want to ask, how do you engage them? Because sometimes it takes time maybe for you, Tony Robbins, to 10, 11 years to bring to FHL. So how we should nurture? What are the processes you should follow to hire some people to nurture them? Or how do you do it?

Love to know more about DRIP100 because this is something I really believe it's a huge opportunity to grow massively. Thank you so much. Okay, so that's a good question. So the question is, like, how do you create a DRIP100? And then do you talk with those people or someone else?

What's the process? And so the answer, number one, is what I do, I use Trello. I love Trello. It's a simple process. And so I go in and create a Trello board. And if you've ever done Trello before, it's a Kanban board system, right? So you have columns and then you have cards inside the columns. And so I start traditionally making a column.

The very first column I always make is authors. Why do I do authors? Because authors have written books. Usually authors who've written books have an email list, they've got a blog, they've got a podcast, they've got something. Authors are my favorite people to go after initially. It's like the low-hanging fruit. It's like the cheat code, right? So I make a column that says authors and I go to Amazon or I start Googling and try to find all the authors who have written a book about either the topic that I'm talking about or a tangential topic, right? Tangential means, you know, let's say I'm writing about funnels.

They're writing about traffic. It's like they didn't write a funnel book, but they wrote a traffic book. So their audience would also like funnels and vice versa, right? So I'm trying to find who are the authors that have written stuff. And so I make a card for every single author. And for me, I usually put a picture of their face or their book or something in the card so I can see it. And I start connecting their name with their face, their name with their face. Like I want to get to know who these people are. Right. After I figured

out, after I get all the authors in there, then I start trying to find out what else these authors have. So then I'll go and open the card for an author. So let's say the author is Robert Kiyosaki, right? So open Robert Kiyosaki's card. I got his face in there. And then what I'll do is I'll actually go and I'm like, Hey, what else can I find out about Robert Kiyosaki? So I'll go, does he have a podcast? Does he have a blog? Does he have a YouTube channel? I start finding those things. If I can find them, I'll add them to the cart. It's like, here's a link to his podcast, his social media, his YouTube channel, whatever. And I put those things there. Then I go to the second author, same thing. Third author, same thing. I started doing this research, trying to figure out who are the authors who don't just

have a book on Amazon, but they have these other assets. They've got social followings, right? And I'll keep notes like, hey, on Facebook, he's got 1.3 million followers, but on Twitter, he's got two followers, right? So he's not tweeting very often. He's on Facebook, right? Or he's on Instagram or I'm trying to figure out where, what's the platform that this person lives on the most, right? Um, because that's, that's important. Like if someone's trying to do a deal with me, you can go see, like, I've got a big Facebook following. I got different places, but like there's places that I spend my own personal time. Okay. Maybe I'm telling too much here. Maybe you don't want to know this, but personally, like I have a big Facebook following.

I don't personally post anything on my own, on my Facebook wall or my Facebook fan page, right? I don't call them fan pages anymore. They changed the name, but I still call them a fan page. I'm old school. My Facebook fan page, I don't personally post over there, but guess what? My personal page, I do, right? So if you follow my personal page, I'm posting stuff all the time about my kids, my family, my faith, my funnels, my books. I'm posting stuff there. So there's a spot. If I want to communicate with Russell, that's where you need to be at because that's where I'm personally posting stuff, right? Not so much my team's posting. So I'm looking at those kind of things. Also, Instagram. If you go to Instagram, you'll notice my wall. Mostly I have my team posting. But if you look at the reels, guess

what? I'm the one posting those things. As you're looking here, Russell's posting like, what else is Russell talking about? Okay. And you probably look like if you're following me, like Russell's got a Instagram channel about his, his success books. He also has an Instagram channel about his old rare Mormon books. Like these are, these are other spots I could follow Russell that he's more likely to respond because there's only like a thousand followers over here versus, you know, three and a half million over here. Right. So trying to figure out where are the places that they actually are spending time at, right. Making notes on those kinds of things like, Oh my gosh, he's on Tik Tok a lot. He must love Tik Tok. Right. And he's on Tik Tok with his kids. And I'm watching to kind

of see those things. Right. Um, if you've read the traffic secrets book, I talk about this. I'm like, go unfollow everyone in your social following and just follow the people on your dream 100 because you want to start seeing like, what are they posting? What are they doing? And you can tell the difference between like somebody's team posting something versus somebody personally, you know, doing an Instagram live or doing Facebook live. Like where are they actually posting? Where are they spending their time at?

Right. I'm trying to figure out the social platforms. I'm also trying to figure out their email list. I'm going to subscribe to their email list. For me, I set up a separate email address just for my dream 100, right? And so I go subscribe to the email list and I make a little folder. So anytime they send an email goes directly to the Robert Kiyosaki folder or the Russell Brunson folder, the Dan Kennedy folder. That way I can see all the messages they're sending out to their lists, right? And so that's phase number one.

Okay. So I do it with the authors. Next thing I do. So my first column and trail is authors, all the authors names, and then I'm going deep in all the authors trying to again, follow them on social, subscribe their email list, um, all those different places. So I have access to see what they're doing in real time. Okay. I'm trying to figure out like what I'm trying to get my finger on the pulse of the marketplace. Does that make sense? Like I want to feel the pulse, like what's happening in real time every single day. What are they sending out? What are they saying? Why are they saying it? Et cetera, et cetera, okay? Okay, that's number one.

Number two, now I make a column specifically, so the first column said authors, second column in Trello now say Facebook or Instagram or YouTube, whatever. Let's say it's YouTube, I pick YouTube, right? Then I'm gonna go to YouTube and obviously I already found the authors who have a YouTube channel, but who are the other people who have YouTube channels, right?

Like for example, Mr. Beast is not an author, he doesn't have a book, so if I just did the, um, you know, the authors, I've never find Mr. Beast, right? But if I just focus, who are the influencers on YouTube who have my dream customers already following them, right? And so I'm going to go and I'm going to call them and start searching on YouTube, like searching for my keywords and my phrases and my things.

I'm sure finding who, what are all the, excuse me, what are all the channels to have anywhere from 10,000 to a million people, um, in my market. And I make a card for each one. Okay. Here's this guy's channel. Here's this lady's channel. Here's this person's channel. And I make it a channel. And then same thing. I go and I post a picture. I'm saying, see what their faces, I subscribe to their channels, right? I started looking in the descriptions. Like, do they have an email list? They have a blog, like where else they have. I started doing all that research to figure out who they are. And subscribe to their thing so I can get a pulse on the market. What are they caring about?

What are they interested in? Then I go and I do the same thing on podcasts. I create a column in Trello for podcasts. I go to the podcast directory. I find what are the top 100 podcasts in my market. I find those podcasts, put them in there, put the person's face on there. I subscribe to those podcasts. I try to start listening to them.

I figure out from the podcast descriptions, do they have blogs? Do they have websites? Do they have an email list? And again, I rinse and repeat for each platform. Podcast, Instagram, TikTok. I don't even know the other ones. You know what I'm talking about, right? So I go on all these different things. And so you have a Trello board that should have well over 100 people, probably close to 300 or 400 people, right? And this now becomes the, this is the universe. This is, these people right here have 100% of my dream customers already on here, right? So my goal now is not to go market to find all my dream customers. My goal is to market to these people. This becomes my number one task, my number one priority, the number one money, money, revenue, money driven, um, thing you could possibly be doing inside your business, right?

So the next part of your question was like, what do I do now? Am I the one? Should I be the one going out there and actually communicating with these people? And the answer is yeah, right? At first, for sure. If I got a message from your assistant, I'm not going to look at it, right? If you want to get through the gatekeepers, you've got to be the person who's got gatekeepers on your side. When I first got in this business, I did the same process. I didn't have Trello back then, but basically the same thing. I would go to live events.

Back then, Arm & More had the big seminar. Yarn Silver had the underground seminar. I was going to these seminars. I had a list of people, and I was trying to find these people. Awkward Russell, who's socially not into networking and stuff, I'd go, okay, I got to find these people. I would find them. I'd go meet with them.

I'd go talk to them. I'd go ask them questions. I was like on a pursuit to get to know these people. I needed to put a name to the face. That way when I messaged them on social, that way when something happened, they would know who I was, right? Nowadays, what I see people do really smart is meet somebody, get a picture with them and then text them the picture or send them on Instagram the picture or something.

And that way when they see this conversation, like, oh, I remember getting that picture in the hotel lobby with that person. Like, there's a connection point, right? Not just some rando hitting you up. So I'm trying to figure out, how do I connect to these people, right? The second thing is like, when I am contacting them,

I gotta make sure that I know what I'm messaging about, right? I had somebody, this is a while ago, but just a perfect example, right? Most of you now know, if you follow me for any period of time, you know I'm Mormon. I'm like a hardcore Mormon. The beliefs are deep. It's not something I deviate on, right? It's something I believe to my core. One of the Mormon beliefs is that we don't drink coffee. And it's a weird belief. I don't think it

even really matters. I think coffee is stupid. But it's one of our beliefs, right? So I don't. I've never touched it. I've never had it. And it was I think coffee's stupid. But it's one of our beliefs, right? So I don't. I've never touched it. I've never had it. And it was funny because there's this guy who somehow got through all my gatekeepers. And somehow he got to me. He had this moment, this moment in time where he could pitch me on his thing. And he was pitching me on this MLM he had, which was a coffee MLM. And they had a lot of products, but their core front end product was coffee.

And his message was like, Russell, this is a ground floor opportunity. It's going to be amazing. As you know, everybody in America drinks coffee and like, you need to have like, blah, blah, blah, blah. It's the greatest product. Everyone drinks this. And I listened to him. I was smiling. I was like, dude, I know what you had to go through to get in front of me, to have this platform, to have a moment to like pitch your thing. And you didn't do your homework. You showed up not knowing that Mormons don't drink coffee. And I'm a Mormon and I believe it deep in my soul and I've never touched it, never will touch it. And, and you pitched me on the one thing that like I don't do, like you didn't do your homework, right? I've seen other times where like somebody will get to my gate, he was going to call me

and they should ask me a question. Like, so what are you into? Like, what are you interested in? I'm like, you missed it. Okay. The reason why I'm subscribing to your podcast and your email list and all these different things is because if I'm going to have a chance, that one rare opportunity where I got a chance to meet Tony Robbins, I'm going to stand in front of him. I need to be prepared. So how do I prepare? I go back to my email inbox. I click on the Tony Robbins folder. I look at the last four years of emails. I'm looking at all this stuff. What's been happening? I'm going to try and catch up. Like he did an event here. He did an event here. He did a challenge here, did things. And then I specifically look at the last three months.

What's he sending out? Is it anything personal? I go to Instagram, what did he post? He posted a picture of his family, his kids. Like, oh my gosh, Tony Robbins had a kid two years ago. That's crazy, did you even know that? He's only posted about three or four times socially, but he did, and I saw that.

I need to know that, because if I've got a shot to have a chance to talk to Tony, and I show up unprepared, I'm gonna look like an idiot. So I'm gonna show up like, hey, Tony, first off, man, congratulations. It's so cool that you and Sage actually were able to have a kid. I'm so excited for you guys.

That's the coolest thing in the world. And all of a sudden, Tony's like, oh, Russell's paying attention. He's not someone who's trying to pitch me on something. He's someone who's a friend, who's a fan, who actually is engaged in my content, the stuff I'm doing, my work, my life mission. They're connected, right?

If I contact someone, they just launched a book, I'm gonna buy a copy of the book. Like, oh my gosh, I stuff I'm doing, my work, my life mission, they're connected, right? If I just, if, if, if I contact someone, they just launched a book, I'm going to buy a copy of the book. Like, oh my gosh, I just read your book. It's amazing. Like my favorite thing is on chapter three, we talked about blah. Like when you start a conversation with an author like that, like they sat there for a year or two bleeding from their fingertips to write this book and you message them like, oh, what's going on in your life?

You're like, I just launched a book. Like, oh cool. What's it about? Like, they don't want to talk to you, right? You got to say, oh my gosh, I watched on Instagram as you were talking about your book and you're writing it. In fact, you got, I was like,

I bought it day one before you even, like soon went pre-release, I bought it and it showed up the other day, had a chance to read it, like page 63, dude. Like of all the stuff was great, but page 63, you talked about this. Like that was insane. Like, where'd you come up with that?

Like that conversation, now I care about you. Now, because I know you talked about this. Like, that was insane. Like, where'd you come up with that? Like, da, da, da, da. Like, that conversation, now I care about you. Now, because I know you care about me, right? And so I need to be able to have those conversations. And so when you're like, can I outsource this to some of my team? Sure. It's not going to work that well, right? If you want to do a partnership with somebody, like, you've got to have connection with that person, right? Like, 100 people is so many.

Yeah, I get it. But how many people do you follow on social right now? Five or 6,000. Like I only follow a hundred, right? And I know what's happening in their lives. I mean, their emails, I'm seeing these things. And so when I have those rare opportunities, I can message them. Right. And then if someone posts them on social, I comment on it. Right. When they send an email, I messaged them back. Like I'm, I'm in these little mini dialogues with these people over time so that when I have the big ask, I want to get to know them. I'm not a stranger to them, right?

And so that's kind of how the Dream 100 works. And I know it's one of those things like, ah, it seems like so much work, like can I just outsource it, like, kind of? You know, I did it myself for a decade, and then for two years I brought Brent and Cole Peters on my team with me to every event, every single thing, started introducing people.

And then like, I would still contact my Dream 100, like, I'm gonna have Brent follow up with you. And like, and over time I got to the point where every single thing, started introducing people. And then like, I would still contact my dream 100. I'm going to have Brent follow up with you. And like, and over time I got to the point where Brent was able to run with things. When Dave Woodward came in the company, that was Dave's role. Like I started, Brent moved on to different tasks and I started taking Dave with me. Dave would travel every single hour and I introduced Dave to people and then he got to know them. And then eventually he became friends with them and then they had that connection point

as well. Right. But it didn't just happen like, oh, I hired somebody to be my dream 100 coordinator. I go start contacting these people on the list. Like, like it doesn't, it doesn't traditionally work that way. At least not, not in a good way. Right. It's like saying like, Hey, I want to find a wife. Do I have to go and like go on all the dates and stuff? And do I have to like message all the people in the dating apps? Or can I have someone like, yeah, you could definitely have your assistant go message all the people. But man,

when you have a chance to go on a date with that person and they've been having a conversation with your assistant for the last six months, and all of a sudden you're coming into this conversation, trying to catch up on six months of conversation, acting like you have a connection, it's just not going to work as well. Remember, you get one dream 100. You get one connection that works right. Somehow you get through my gatekeepers, and we have a chance to work together on something. That deal is going to be worth at least a million dollars or I'm not going to touch it. Ideally, $10, $15, $20 million.

That one relationship is worth that much. Do you put in the time and the effort? Yeah, it's worth it. There you go. There's some secrets to the Dream 100. Hopefully, that helps at least get you guys started as you're thinking about these things, as you're brainstorming these things.

I think in future, one funnel ways and other trainings, I might spend more time. Maybe it's a whole dream 100 challenge, just like go through this process because it is, um, it's essential. It's powerful. It's important.

So, all right, with that said, you guys appreciate you all. If you enjoyed this episode of the marketing secrets podcast, please go to marketingsecrets.com. Go, let other people know about it.

Again, uh, there'll be probably a video version of this on the side as well. You can go watch the video, comment on it. Um, but anyway, I hope that helps.

Thank you guys so much for listening. And if you have any questions, again, go to marketingsecrets.com, submit your question, and maybe I'll answer it on an upcoming show. Thanks, everybody. Bye.