Marketing Secrets with Russell Brunson - The Dream 100 (Part 3 of 3)

Episode Date: November 12, 2018

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 - https://marketingsecrets.com/blog/the-dream-100-part-3-of-3 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 it so far. If you're just jumping in right now, go back and listen to episode one and two. This is all part of a 90-minute presentation I gave at Dane and Derek's Dream 100 Con

where I was going into the Dream 100 and how it works inside of your business. And 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 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. So I hope you guys are getting some anticipation and excitement for the book that will be coming out next year.

That's going to go deep into this stuff. But this is a really good foundation. I hope you guys understand how the Dream 100 works and how it fits in context of the other platforms, other ad networks and everything like that. So 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. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, we're spending money from our own pockets, how do entrepreneurs like us who didn't cheat and take on venture capital,

we're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer. My name is Russell Brunson and welcome to a talk show. Now, it's interesting. If you look at when new movies come out, it actually can be fun. As we go through all these,

I want you guys thinking about this. Because 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 to what we're doing today, it should get you 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, right? So Ben Affleck was on,

excuse me, he was on like Jimmy Kimmel talking about the movie. They show a little clip of it and then boom. Then Jimmy Kimmel, then Ben Affleck went to the Today Show and then Good Morning America.

He does this circuit where he has all different talk shows talking about the movie and then that Friday, the film goes live and they sell a ton of tickets, right? So what does Hollywood do? They do the same thing.

They go and they find a distribution channel. They get this person in front of all of it and they do two things. Number one is they work their way in, right? They get Ben Affleck or whoever the, whoever the celebrity is from the movie to get on the show and actually like talk about the show. So they work their way in, but then they also go and they buy their way in. Okay. During the break, there's all sorts of commercials coming out for the show as well, as well. Right. So they're buying the way in, they're working their way in for the core audiences. They know we're going to buy the movie to get all the hype and the buzz

and then they go and then people show up to the movie and hopefully it's a big blockbuster, right? So I'm watching this and I see this whole thing happen. I watch the movie blow up and sell the sales and I was 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 that I'm a big internet nerd and that I'm just trying to sell stuff

and they don't like people like me. Right. At least that's the story in my head. It's probably not true, but that's my belief. Right. And so I'm like, I can't get all these shows. That's, that's like frustrating. And then I was like, wait a minute. Facebook is similar to talk shows, right? People built these huge distribution channels. What if I went and just did what, what ben affleck just did by doing everyone's facebook channels so the first step we did me and dave sat down freaking out and uh steven was there at the time too we sat down and said let's build a dream 100 everyone on facebook who's got a big huge facebook following okay we sat down to the huge dream 100 just actually not true so this is

the mistake i made that i want to teach you guys through too we built our initial dream 100 and it was the first time it was everybody. 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 have huge email lists. We did Facebook Lives on their Facebook platform. They got four people to show up. It was a huge waste of time. One thing I want you to understand is that, um, this is like a, a, a really simple,

but a really powerful concept. People who listen to podcasts, they listen to podcasts. People who read emails, like read emails, people who read blogs, read blogs, people who watch things on Facebook, watch things on Facebook. Okay. 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? Okay? How many of you guys get the majority of your media

reading blogs or through like medium.com? How many of you get the majority of your media through podcasts? That's what we like to consume. How many of you get the majority of your media through Facebook Lives?

Okay, it's really fascinating. So what we found is like, I was trying to do this Dream 100 strategy with some of the big email lists, but they had no people on Facebook. It was a huge waste of my time, okay? And so for you, if you come back down, it's really figuring that out, like, okay,

I'm just gonna do Dream 100 on this platform because this is the platform where these people live. Okay, if I'm gonna get people from Facebook to follow me on Facebook, like that's where they're all going to be at. So again, we came back here with Facebook. We did our own Dream 100. We had a huge Dream 100.

Everyone who had a big Facebook following. And then we started calling them up and said, hey, can Russell come on your Facebook page and do an interview with you? And it was like a virtual book tour. And we got a ton of people to say yes, which was really cool. So I was on all these different people's channels doing Facebook Lives. Like, hey, this is Russell. And I got interviewed by Tony Robbins, my grand Cardone by a bunch of you guys here in the room. I did a ton of them. Um, I, how many were doing like 10 a day or

something like for two weeks, it was really exhausting, but we did the whole like circuit of that. So I worked my way into all of these different shows. And the second thing we did, and this was kind of a cool, unique strategy is, uh, we got agreements from all the people who are in Facebook lives for me to actually go into their ads account and buy ads. So I started buying my way in, right? So Tony Robbins gave us access to their ad account where I could plug in,

and John and my team could actually take our interview and boost it. That's how we got like 3.2 million people to see the interview with Tony is because we were buying ads to it growing up. So I both worked my way in and I bought my way in to grow that thing, right? I did the same thing with Grant Cardone's and every single person's audience. And if you look at the net effect

from that whole thing, we sold tens of thousands of copies of the book, but then my Facebook channel, because I'm being interviewed by, by Tony, by all these people. And so they, in the thing, you see my head, his head, my channel grew by over a hundred thousand subscribers during that time. Okay. And so my channel started growing and my channel started getting bigger. Okay. So for each of these, I'm going to kind of go through some of the strategy behind each of Okay? And so my channel started growing. My channel started getting bigger. Okay? 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

that most of you aren't going to go and build a channel on all of these. Okay? I would pick just one right now. Okay? Because if you're trying to do podcasting and Facebook Lives and blogging and Instagram,

all these things, it's going to be super diluted and it's going to be really, 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. Like 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. Like initially at least pick, pick like the one medium that you like the best and start focusing on that. Okay. As you start growing, then you can pick a second one and a third one. If you triple down on one, it's going to be way better for you. I promise you that. Okay. So I'm going to be way better for you. I promise you that. I'm going to go through the core ones here, and then I want you guys to think for yourself what you want to do. Now, each... In fact, let me come back to the very 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. Okay. And then the question, the thought is, okay, how do I buy my way in? How do I earn my way in to that one? Right? So if it's, 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, that's going to build my platform.

If not, can I buy ads to their people? 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 in 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 like one of the top podcasts in all of iTunes. And the dude who started his name is Jordan, uh, Harbinger. Um, 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 Harbinger show. And, um, I'd never listened to that other podcast, but all of a sudden I started hearing him like all the favorite podcasts I listened to, like he was popping up on the first one and the second one and the third one. And like, everybody's interviewing this guy. I'm like, I'm so confused. And what everyone knows, like, how did you build the biggest podcast out? Like number one or two in 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, listen to the jordan harbinger show he says what's interesting is that people listen to podcasts listen to podcasts so i leverage all the podcasts my dream 100 listeners to go and fuel and build up my podcast okay if you go listen like he's just that's always doing just an interview after interview after interviews building things up he could do the same thing he's now find all the other big uh big podcasts and buy ads to build a platform but all he's doing is trying to grow his platform around too so look So look at somebody who built the biggest, one of the biggest podcasts in the world, how he builds his second one.

It's the same thing we're talking about. Build your platform and then come back and earn your way in, work your way in or buy your way in or both. Okay. So whatever platform you're picking, that's, that's kind of the process. Okay. So let me come back to here. Okay.

So that's what talk show. So again, if you're going to do Facebook, you're like number one, okay, I'm going to focus. I'm going to double, triple down. So we build huge Facebook follow. That's my goal. Cool. So that's a talk show. So again, if you're going to do Facebook, you're like, number one, I'm going to focus. I'm going to double, triple down. So we build huge Facebook follow. That's my goal. Cool. So you build your page and then come back.

So, okay. I'm going to work my way in. I'm going to buy my way in. I'm a dream 100 on my people. Who from these people can I, can I work my way in? Who can I buy my way in? And that's how you started growing up the channel. Okay.

All right. Number two, direct mail and email. So old school, if you look at 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 how many 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 bidding wars on eBay, like that's actually a true thing. Every Sunday night I sit in my bed and eBay and I have like 12 searches that are always preloaded. One's Dan Kennedy, one's Gary Halbert, one's John, like all, all the old school people I'm

searching for the new thing to pop up and I buy everything. It's really, it's really fun. And cause I love the old stuff. It's my favorite cause there's so much you can learn that, that relates back to what we're doing today in our world. So direct mail is just like talk shows, right? You look at how Hollywood does the talk show circuits. It gives us a model of what we should be doing. So the same thing is true with direct mail. So look at direct mail back in the day.

So this is how the whole thing worked, right? So initially with direct mail, what you would do, so this is you. And direct mail is similar to the dream 100, right? Um, there are lists out there now. Um, if you look at like the history of direct mail, like initially what people do is they would go and they were like, just try to mail everybody, right? Uh, they would try to get the phone book out and they would just like get a whole bunch of names and send them out stuff. How many of us think that's efficient or effective or anything? It's really bad. In fact, it's funny when When I was first learning about direct mail, when I was 12, um, I remember them talking about this whole concept,

excuse me. And it was similar to email where basically they're like, okay, I find magic. You get a list of a hundred thousand people. You mail them out a letter and 3% people respond. This is how the money works and you make a bunch of money. So I was like, oh, so as a 12 year old kid, I got all excited. And so I wrote a sales letter on blue paper because that's all that we had in the printer and my parents printer. For my birthday, I asked for stamps. I'm such a nerd. So my parents gave me like 36 stamps because that was like 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. And I folded it in half because I couldn't afford envelopes. And then 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 guy's getting a letter. I wrote his name in and I flipped it over. That guy's getting a letter. And I found 36 people randomly from the phone book in Salt Lake City, Utah. And then I took those letters and I mailed them. And I was just like, oh my gosh, this is going to be huge. I'm like, if 1% buy,

I was like, do the math. And I, and I was so excited. My sample size of 36, 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. Like the blue, 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? Um, and so they, that was like traditionally like when, when direct mail first started, people just trying to mail like the phone book. Right. And there's only one campaign in the history of the world that's ever actually worked with the phone book. Okay. And it was a, it was a, um, a campaign that Gary Halbert did called the coat of arms letter. Who's ever heard of this story before? Oh, 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 like one of the most amazing people in our industry ever. In fact, if you go to garyhalbertletter.com, you can still see all his old newsletters that he's published for the last decade before he passed away. They're all there. You can read them. Just reading them, you learn more about marketing than you will almost any other way. So the Gary Hal halbert letter uh anyway so as i'm studying gary's stuff he tells the story about the coat of arms it was actually interviewed with him and my first mentor mark joiner and he's telling the story so what he did is he he would try a whole bunch of different things and he found this like uh like a family crest like coat of arms thing right it cost him like i don't know

30 cents like photocopy it and put it out to people and so he did is he was like well this has got people's names on it. I could actually use the phone book. And so he took all the Johnsons 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. And I have the same last name as you, and I found the family coat of arms, and it's really, really cool. Check it out. And I actually got a whole bunch of them printed just for myself, like in my family stuff. I saw you have the same last name. You're

also Johnson. I'm Johnson. Like if you want, um, I can send it to you for like five bucks to send me cash and envelope and I'll send you out your own coat of arms. Um, and what's interesting, I'll go too deep in this, but he found like with the bigger names like Johnson or Smith, it didn't work with the smaller names like Brunson or Derrick's where like, it's like more unique name. It killed it. He was literally getting the phone book, ripping him out, dudes typing in all this stuff and they'd mail those out and they'd write the letter for the Derrick's family and the Brunson family. And, um, what's funny is, oh, this is the coolest part of the story. I wish he was here to tell it. Um, but, uh, uh, his dad

at the time was kind of like, I think most of our parents, I remember when I first got started in this business, I was making like quarter million bucks a year. And my mom was always like, cause I was still in school at the time. And she's like, well, Russell, when you get out of school, like what's your job going to be? I'm like, mom, this is my job. She's like, no, no, no. But like when you're done with that, like, what are you going to do when you like want

to grow up? I'm like, mom, this is, this is a legit thing. I got, 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, he's also in our industry. And like, I found out years later that, that he was doing the same thing I was doing. So I called my mom, like uncle David, like he's doing what I'm doing. She's like, Oh, well he does really well. Okay. You can do that. And like

that legitimized what we do because somebody else that she knew was doing it. Um, but Gary had this thing, his dad or his dad was like, when are you gonna get a real job? When are you gonna do this thing? And, and Gary, so he told his dad, he's like, dad, I want you to, uh, I want you to, uh, put on a nice certain time to pick you up up tomorrow because I want to, I want to show you something. And so his dad's like, why? He's like, oh, just, just please like dress up nice. I'm gonna take you out. So he goes, picks up his dad next morning. 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, this like stairway. He's like, come here, dad. And dad's like, what are you doing? He's like, come over here. He's like, we can't go up

there. Like that's just for employees. Like, no, come here, dad. So he takes this thing and they walk up the stairs and go in the second level of the bank. And they walk around the bank, and there's like 60 full-time people there. And there's 60 people who are opening up envelopes and pulling out five $1 bills, putting them in a bank bag, and cashing them. Boom, 60 full-time people. And he tells his dad, this is the people at the bank who work to put our cash into the bank full time. And he's like, those are the sales for the month? He's like, no dad, these are the sales for today.

That letter at its peak was getting like 10,000 plus responses a day of people sending in $5 a time. And he had full time people just doing that counting the cash. And his dad's like, okay, you can keep doing this. Like legitimize it for his father. So like's kind of a direct millwork now for most people the phone book concept does not work right 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 like the progression right so what happened then is like people started here they were testing all sorts of stuff then what happened is that people started getting buyers right 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 bought something from me. So you can mail the phone book of like a billion people and like cross your fingers and hope. Or if you're selling something similar, like I sold 30,000 people garden hoses. If you have something that someone bought a garden hose, why you can rent this list. And so people come, they'd rent this list and they would mail

it out. Right. And then somebody else over here would have a list that was, um, based on a business opportunity. And this guy would have a list based on like, uh, health and weight loss. And soon we still build a huge directories of like, here's all the different lists that are out there. If you've heard the SRDS, this huge directory of every list known to man that people actually rent it. In every market you can find, here's a hundred or a thousand people that have buyer lists of people. Okay. So the first phase was like the phone book list, phone book. The second phase became buyer lists, buyer lists. And then the third phase, people start saying, these buyer lists are good, but like sometimes they're better, sometimes they're worse. And these buyer lists, people were like, well, here's all my buyer

lists in the last 10 years. And in there, you got tons of people that moved and all sorts of stuff. And so they came up with this algorithm that figured out how to get the best possible people on the list. The algorithm is this RFM. Any direct response to nerds know what RFM stands for? I know Dave knows. Anybody else? Okay, so recency. How recent have they bought something? Somebody bought something yesterday is more valuable than somebody bought something three years ago.

Okay, so recency. The second one, the F, is frequency. How often do they buy it? How many of you guys are hyperactive buyers? How many of you guys bought more than one thing for me about funnels? Okay, guess what? You're more likely to keep buying from me. But Russell, I already bought a thing on funnels. No, it's about more than one thing for me about funnels. Okay. Guess what? You're more likely to keep buying from me, but Russell, I bought a thing on funnels. No, it doesn't matter. Like you're obsessive. You're obsessive compulsive like me, right? You buy the thing and the next thing and next thing you can't stop. Okay. So that's better. I don't want people

that buy frequently. That's a better buyer. So they bought recently. They're better buyers about frequently. They're better value buyer. And what's the M stand for? Monetary value. How much do they spend? The dude who gave me $30,000 is worth more than the guy who gave me free plus shipping, right? So you start doing that and say, well, okay, I want to rent your list of 30,000 people, but I only want people that have bought in the last 30 days, have bought at least two things from you and spent over $1,000, right? 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.

Okay? So that's kind of how the old school worked. Now, what's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. And Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept

about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JP Morgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands.

Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy's been lately. It's not the time to be gambling with your finances. So, Taylor put together this book called The Revolving Pricing Method, and it's awesome. It helps you turn every client you close into a long-term profit machine. We're not talking about one-time paydays. We're talking about creating sustainable and real predictable income for the long haul. Now here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my Marketing Secrets listeners.

And if you go over to wealthyconsultants.com slash secrets, you can grab the revolving price method book and over $150 worth of bonuses and get this all. It's at 70% off. And I promise you guys as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com slash secrets,

grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthyconsultant.com slash secrets. Do not miss out. Hey, this is Russell Brunson. And I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles Do not miss out. so they can get more stuff done. I just had a chance to interview Patrick Lanchoni, talking specifically about this new assessment they created called Working Genius.

And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it.

And what's cool about it is from there, we figured out exactly what people's Working Geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's in the middle, workinggenius.com, but I got you a 20% discount on the assessment, which is only $25. So don't stress. It's not an expensive test at all, I got you a 20% discount on the assessment, which is only $25. So don't stress. It's not an expensive test at all. But you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two Gs, working genius,

two Gs in the middle, workinggenius.com. And then use promo code secrets, S-E-C-R-E-T-S at checkout. Get 25% off. But then go take the test. Again, it takes you 10 minutes. But even in a 10-minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's going to be the most joy, number one. But then number two, it's going to make sure that you are, with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code SECRETS for 20% discount.

Take this test for yourself and for your team. And I promise you, it'll change the working dynamics amongst everybody and help your company to grow. And other cool things we've learned from the old school as well is if you would go and if, let's say I read this dude's list, I get these people, if I would just send a letter to him randomly, it would do good. But what would do better, they invented this thing called the lift letter. So the lift letter is a one-page paper from the person they know, right? Like they know, let's say this is Lady Boss and they know Kaylin. So there would be a one-page letter from Kaylin being like, hey, I just met Russell. He's got this really cool weight loss program that's really, really good for the dad.

So if you're 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. Blah, blah, blah, blah, blah, blah. It would be a one-page lift letter. It would be on top of it. And then underneath the lift letter would be my entire should get Russell's program. It's amazing. Blah, blah, blah, blah, blah, blah. It'd be a one-page Lyft letter. It'd be on top of it. And then underneath the Lyft letter would be my entire sales letter

selling my program. Okay, so we learn this from these guys. Like, having Lyft letters is better. Okay, so how does that correlate to us today? Right? What correlates to us today is like understanding is if I'm going after someone with email,

I want to find people that have email lists that are good, right? People that have, that they're growing the list. Recency, frequency, monetary value. I tell you what, like if I can do a JV partnership with somebody who their potential buyer, like all their customers have spent a thousand bucks with them or five thousand bucks with them. Like that's, I'm going to spend more time on that. Dream 100 persons, I know that their list is worth way more, right?

If I know this is like, man, this guy just did a product launch. He's got five thousand new buyers. Oh my gosh, like that, like this guy just did a product launch. He's got 5,000 new buyers. Oh my gosh. Like that, like his, that buyer list is hot. Okay. When we should be in the product launch game, we would launch a product. We 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.

Right. And so it's like you're finding partnerships, looking at people who actually have lists that are these things. There are a lot of people who I, when we launched the expert secrets book, they had done really good on the.com 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 three years. And then they didn't email them very often. And, um, they did horrible on the launch, the second one, because they weren't always doing these things. So when I look for JV partners, I'm looking for people

that recently frequency and monetary value inside their list. That's a much more valuable partner for me than somebody who isn't. Okay. I also look at this with the list letter, right? Like the reason why JVs do so good. If you can get the dream 100, you'd 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, it's going to be like, he's explained the whole thing. It's going to be awesome. Right. That's going to be way better than me running a cold Facebook ad to Dana's audience. Right. So if I can get him to lift letter, him to endorse it, to promote it before they come on, everything goes up, right? That's why Dana, when he did his Facebook ads, made $0 in sales on his webinar. Did the same thing with a JV partner who did a

lift letter and warmed him up, $260,000 in sales. That's the difference, right? So we learned so many good things from direct mail. So email is the same thing. So the second phase in this for you guys is you need to go 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. Okay. 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. Okay. If I work my way in, it means I'm trying to do dream 100. I'm going to get them to promote myself as an affiliate. If they say no or whatever, I can see if I can buy my way in. Okay. I'm going to try to do Dream 100. I'm going to get them to promote my stuff as an affiliate. If 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 at my secret Illuminati meeting, I was hanging out with the guy that owns the Tapping Point Solution. Any of you guys know? I probably shouldn't tell the members of Illuminati. I might get killed. Alex and Nick Ortner, do you guys know them at all? They were coming up with a Tapping Point Solution, which is this really cool thing. What they do when they do a Dream 100 stuff is 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.

They're able to go to affiliates, and they're not necessarily working their way like, 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, they're buying their way into every single, uh, when their dream 100s lists. Okay. So there's different ways to structure it as you start learning about this. Okay. All right. The reason why I'm kind of showing you guys this in detail in each platform is because, uh, one of the biggest things that we understand is we understand like 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 in to grow my platform.

It's going to be similar on every single one of these. If you understand that, this is what makes your business bulletproof. Someday, Facebook's 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 and they could just like, uh, you could read a fax list and you could skew it up and you'd have your cells that are printing on like 35,000 people's stuff that night. Um, and then the FTC or FDA, whatever FTC, I think came in and made fax blasting illegal and like that dried up. So email could be illegal tomorrow. We have no idea. Right. Uh, blogs could like, I don't know. Who knows?

Like things could be shut down. But if you understand these concepts, it doesn't matter, right? And as new platforms come out, if you understand like, hey, I want to go big in Twitter or Twitch or Pinterest or whatever it is, the same process, same concepts, just the same, okay?

So you build your channel, find the Dream 100, work my way and buy my way in. Boom, that's it. Okay, 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.

And then you go dream 100, like go to the iTunes directory, go to stitch or go to like all the big directories, searching your phrases, figure out who your people are and go start dream 100. Or go back in time. Like maybe, maybe, um, like if I come here, my customer journey, right? Like my, my best ones, like if I go like sales funnel radio, everyone, Steven's podcast probably wants sales funnels. So that's like an easy one to do. Right. But if I can go backwards in time in the, in the podcast directly, okay, well, they can only like three funnel podcasts. So like, who else do I go? I gotta go backwards in the customer journey, right? Who's got a business on, who's got a podcast on business growth. Who's got a podcast to chiropractors. Who's got a podcast on business growth? Who's got a podcast to chiropractors?

Who's got a podcast on anybody else who may potentially be a customer going backwards? So don't just do the obvious. It's like, oh, Russell, there's only three people to have a funnel podcast. Like, 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. Go back and forth. But you should be able to get at least 100 people from any podcast director for it you're in. So don't tell me, like, there's only three people. Okay, it's because you're being lazy. You've got to go backwards in time and think. Hot traffic, warm traffic, all the way to cold.

Okay? So that's podcasting. Same thing. Okay? YouTube is like a sitcom. Okay? How many of you guys watch TV? Okay, Dave and I were talking about this last night.

So YouTube is a little different beast, right? It's not like I, I can buy my way in really easy. I can find, okay, here's all of Tony Robbins' videos and I can buy ads. I can go and find Infusionsoft. They can be my dream 100.

Have any of you guys ever watched an Infusionsoft tutorial on YouTube? What happens right before that, right before the Infusionsoft tutorial pops up, is me, be like, are you sure you figured out how to use Confusionsoft? 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 Leadpages and HubSpot

and Unbounce and all my competitors, right? So they're my Dream 100 in YouTube because I want to pop in front of every one of 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, right? So I dream 100 of my competitors there.

But then on how do I work my way on a YouTube channel, right? How do people do it through sitcoms? How do they do it through different TV shows? Well, think about this. How many of you guys have ever seen a show where they call them a crossover show where two different cast of shows will be on a show together.

Why do they do that? Why would they do that? Why would they do that? Well, 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. Up here, they're like the Simpsons. The Simpsons staff, whatever it is, they do a crossover show where some of the characters

connect. And the people who love this show see this. People who love this show, And all of a sudden they cross pollinate. Now both channels get bigger, right? Dave was pulling this morning, a bunch of different shows do like, um, the flash and super girl that are crossover shows. So the both eyes can find out the other shows, uh, fresh Prince and the Jeffersons did it. Simpsons and 24 law and order and homicide, like dozens and dozens of shows. This is how they cross-pollinate TV shows, okay? So if you, how do you do that? You dream 100 the crap out of the YouTube, out of YouTube. You find out who are all the people you potentially would love to have their audiences, and then you do crossover

shows. You could, you do a, you do something like video together, and you do the crossover, okay? 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. Okay. Typically a crossover show is going to work where you've got similar platforms. So you've got 10,000 people on your YouTube. I'm Dream 100. Every one of my markets got 10,000 people. We're going to do a crossover show. I'm going to get a bunch of their people, get a bunch of my people, and then my show grows to 15,000. Then I'm going to go and say, okay, who's my next thing? Do a crossover show there. Boom. And I keep doing that and keep ascending myself up the Dream 100 till eventually you got a hundred thousand and then a

million and you can keep growing from there. Okay. So doing videos together is how you do the crossover show. Um, uh, same thing comes true with Instagram, right? Instagram happens. I dream 100 it. I can go buy swipe ups on, on, uh, the people that are my dream 100. I can buy ads to the people in my dream 100. Then I can also do partnerships with them, right? Like, uh, yesterday I was in, or two days ago I was in, uh, uh, what's it called? I was in, uh, Jackson hole in a helicopter. And how many guys know Dave Hollis is Dave and his wife are amazing. And, uh, she's got like a billion followers. He's got less, but growing fast. And he was in the helicopter. He's like, Hey, I'm in the helicopter back here with Russell Brunson. And then he tagged me at Russell Brunson and I got a whole slew of like thousand plus people from his following who then followed me.

Like just like that. Okay. Right now when Steven Larson said, it's Monday, baby, I was filming him and I tagged Steven Larson. Guess what's going to happen? He's going to hold a crap ton of my people who then come over his thing. Right. I'm doing like a little cross, a little mini crossover shows on Instagram. Right. And a whole bunch of Dana, like three or four Dana. So invite people to go do cool things with you and then they'll tag you and all of a sudden,

I guarantee you probably woke up with a whole bunch of new Instagram followers if you even know how to log into Instagram. Yeah, you don't even know. I bet they're there. Happened to Todd at Funnel Hacking Live. Guess what? I tagged Todd in something.

He had like three followers. He woke up the next morning with like 700 followers and he's like, oh, I should probably do some Instagram now, right? So you're finding cool people that are hanging out with them that are already doing that. And then very quickly,

like 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 fact, all of you guys should Instagram me right now and then tag me and just like, you have my permission. Give me a dance or something. And like, you guys, anyway, whatever you want to do, tag the crap out of me. Cause I want all your people to follow me as well. Okay. So I'm working my way and I'm buying my way and I'm building my channel. Okay. Same thing happens with, with blogs. In fact, how many guys want to know how SEO works in like two minutes? SEO. Are you guys like, I wish I could be number one in Google for my term. Okay. So dream 100 is actually how you do SEO as well, which is fascinating. Nobody ever believes me until I tell them this. And I show them that I, what? Boom. Mind blown. Okay. Um, the dude who I think is the best SEO coach right now,

a guy named Brian Dean at backlinko.com. Um, and if you look at Brian's strategy, it is literally a dream 100. So this is what he does. He goes into the Google and he figures out like, man, it'd be awesome to be ranked for types in the phrase sales funnels. And he clicks search. Boom. And it's like, dude, number one, lady, number two, person, number three. And like, here's the top 10, right? He's like, that would be my dream spot. I want to be number one. And it's like, who's the dude who is number one. So he clicks on this thing and it goes up here to this page. And it's like, here's the dude who's number one for sales funnels. He's like, oh, there's an article that would be awesome if that was mine instead. Okay. And so a couple

things you could do. There's a couple levels of dream 100 here, right? 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 that's in the top 10 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. Uh, in the past, back when we're doing a more biz op stuff, I found the top three people here and literally paid them to throw a pop-up on their page that people opted in my newsletter. And I was not paid. I didn't work for this, but I was paying per opt-in to get all the cream people that came to Google search for the thing, came to the thing. And then they opted

in. It was like the best leads ever. Okay. But let me step back so that's like one way you can use dream 100 um but if you look at what what brian teaches at backlinko um which is super cool is he takes this page and he's like why is this page ranked number one like why does google actually like it there's got to be a reason and so he does some stuff he's like okay this page has got let's say it's like 3 000 word article in the. He said the word sales funnels like six times, use these keywords. And here's some other keywords. So you kind of diagrams like, what was that? Then he does, he takes this and there's different sites you can do to run a background thing. And he runs it through and says, how many people are linking to the site?

Okay. And says, oh, this site has, um, 682 links coming back to it, right? And so here's all the links that are coming back. They're pointing to this page, okay? And so what we know is 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 when he teaches all of his students is 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 emails every single person like, Hey dude, your blog or whatever is amazing. I saw you're linking to my buddy over here. I wrote an article as well. His is only 3000 words, mine's six. And, um, if you love, if you'd like, I'd love for you to link to mine as well. And then he gets this dude now to link to his article. It's even better. And then this dude and then this lady and this person, this person. And soon,

all the people that are making this thing pop to number one start linking here and within a week, he's at number 10 and then seven and then three and then two

and then he's just getting some more links. That's SEO. All Dream 100. Does that make sense? Okay, this process, you guys, it's the same over and over and over and over again.

Okay, and then the last one out here, the ice pit other, because this is true with every platform, right? If you guys want to do Twitter, what do you do? Build 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. Like whatever platform you want to be in, whatever next new platform is coming out, this is the game. It's building your own channel, figuring out how to work my way and how to buy my way in and grow in your own platform. Okay. And so that is it. Now, what I recommend for all of you guys, like I said, like 30 minutes ago is don't do all of these right now. It'll suffocate you and it'll be really hard. I like pick, pick one, which platform do you want to be the best at? You have the biggest email list or the

biggest Facebook following because you'd like pick one. I don't care which one it is, but pick one, the one that you like the most and when you want to geek out and when you want to be the best at? Do you want the biggest email list? Do you want the biggest Facebook following? Because you, like, pick one. I don't care which one it is, but pick one, the one that you like the most, the one that you want to geek out, the one that you want to go deep on the most, and start building there, and that's when you start building your own platform, okay? Then, as you start growing, then you move to the last phase,

and this is, like, where, and our company, but we didn't get here until, like, two years ago, so I don't think you have to do this, like, today, but long-term, the goal, then, is to get, like, we call it conversation domination. How do I do this on all the platforms,-term the goal then is to get like we call conversation domination. How do I do this on all the platforms? Okay. And just start building your team out. It's like, Hey, here's our Facebook dream 100. Here's our email dream 100. Here's

our podcast. Here's our YouTube. Here's our Instagram. Here's our blog. That's what we're doing out in our office. We've got people in charge of all these things, like going deep, building dream 100 and then realizing, okay, if we're gonna grow our Facebook following, people are 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? Let's get them to come to our platform and say, okay, I want to build my podcast following. Okay. We know people listen to podcasts, listen to podcasts. 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. You want to be big on email on YouTube. And that's the same process over and over and over and over again.

And it's not that difficult. It's pretty simple and a lot of fun. I believe that is the last phase of it. So if we kind of scroll through here, I'm going to go back to the beginning real quick and walk you through the seven of these. So the foundation

for this whole thing is this, right? It's really understanding that there's three types of traffic. Traffic you control, traffic you earn, and traffic that you own. Okay, that's the foundation.

So after you figure that out, then just come back and say, who is my dream customer? And you become obsessed with them so you own. Okay, that's the foundation. So after you figure that out, then just come back. Who is my dream customer? And you become obsessed with them so I can figure out where they're actually at. Because I can't go in and buy that traffic or work my way unless I can figure out exactly where they're at in their life and how to communicate to them at that point. Right? So we have our Dream 100 customer journey. So now we have an idea.

We love our customer. We know exactly who they are. We're obsessed with them. Who's got them already? Let's go find those people. Let's build the Dream 100. Let's start building our well before we're thirsty. Let's build our ecosystem out there. Then we're going to start focusing on, of all

these people, where's the traffic I control, traffic I don't control? Put it in those pages and push it back into the traffic that we own. And from there, understanding the distribution channels, understanding the platforms. Each of the channels is going to be similar. There are going to be little tweaks, little differences. We do that to build it out. And then as we grow, we move to full full on conversation nominations. We start growing

across all the platforms. And that you guys is how we do the Dream 100 in our company. All right, everyone, that is it for the third and final part of my presentation at 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 this 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 screenshot 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 after you tag 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. Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind-the-scenes reality TV show at www.funnelhacker.tv.