The Russell Brunson Show - (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

With TD Direct Investing, new and existing clients could get 1% cash back. Great! That's 1% closer to being part of the 1%. Maybe, but definitely 100% closer to getting 1% cash back with TD Direct Investing. Conditions apply. Offer ends January 31, 2025. visit td.com slash di offer to learn more you're listening to marketing secrets with your host russell brunson what's up everybody this is russell brunson welcome back to the marketing secrets podcast excited to be hanging out with you guys today um 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 100 of them from you guys. So I'm going to start going through a whole bunch of these for the next few episodes. Uh, if you guys have questions you want me to answer live, uh, again, go to marketingsecrets.com and go submit the questions. Um, a funny thing though, it's not a customer support line. Like half of the questions you guys submitted were customer support. Like 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 thing we, we, any website, any funnel, anything we have, there's links as support. You click on sport 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 they go this really weird path to get support. And this is not a support line. This is me, uh, strategy 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

listeners second or third time caller about the dream 100 hey rasal sagar here from india once again i would like to ask you three core important thing of dream 100 how we should make the list you talk about how you can make list 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, took 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 Drip 100

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, um, like, how do you create a dream 100? And then do you talk to those people with someone else? Like, what's the process? Okay. And so the answer, uh, number one is what I do. I use Trello. I love Trello. It's a simple process. And so I go in and create Trello board. And if you've ever done

Trello before, it's kind of, it's a Kanban board system, right? So you have columns and then you have cards inside the columns. And. 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 have 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. I make a column that says authors and I go to Amazon or I start Googling. I 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 who have written stuff. And so I'll make a card for every single author. And for me, I make, I usually put a picture of their face or their book or something in the card so I can see it. And I get to, 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 the authors. 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 can, well, can I find out about Robert Kiyosaki? So I'll go, does he have a podcast? Does he have blogs? Does he have a YouTube channel?

I'll start finding those things. If I can find them, I'll add them to the cart. I'll say, okay, 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 start doing this research, trying to figure out who are the authors. 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, but 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 because 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 like 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 an Instagram channel about his success books. He also has an Instagram channel about his old rare Mormon books.

Like, 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 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 deal with the authors.

Next thing I do, so my first column in Trello is authors, all the authors' names, and then I'm going deep in all the authors, trying to, again, follow them on social, subscribe to their email list, 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 wanna 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 going to go to YouTube and obviously I already found the authors who have a YouTube channel, but who

are the other people 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 authors, I would 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? 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 going to start finding, what are all the 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 chat, 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 I subscribed to their thing so I? I start looking in the descriptions. Do they have an email list? Do they have a blog? Where else do they have? I start doing all that research to figure out who they are, and I subscribe to their things so I can get a pulse on the market. What are they caring about?

What are they interested in, right? Then I go and I do the same thing on podcasts. I create a column in Trello for podcasts, right? 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 start listening to them, and I figure out from the podcast descriptions, there, put the person's face on there, I subscribe to those podcasts, I start listening to them

and 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. You know, 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 as soon as I have a Trello board, this 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 revenue, money-driven 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. 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, Armourmore had the big seminar. YarnSilver had the underground seminar. I was going to these seminars.

I had a list of people, and I was trying to find these people. And Awkward Russell, who's socially not into networking and stuff, I'd go, okay, I got to find these people. And I would find them. I'd go meet with them. I'd go talk to them. I'd go ask them questions. I was 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 you know, 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 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 got to make sure that I know like what I'm messaging about, right? I had somebody, this is a while ago, but just a perfect example. Most of you now know, if you follow me for any period of time, you know I'm Mormon. I'm a hardcore Mormon. The beliefs are deep. It's not something I deviate on. It's something I believe to my core. One of the Mormon beliefs is that we don't drink coffee.

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. So I 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 funny because there's this guy who somehow got through all my gatekeepers. And somehow he got to me. He had 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 you need to have blah, blah, blah, blah.

It's the greatest product. Everyone drinks this. Da, da, da, da. 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 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 um 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 with like somebody will get to my gatekeeper's gonna call with me and they should ask me questions 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 like three months. Like what's he sending out? Does he say anything personal? I go to Instagram. Like what did he post? He posted pictures, family, his kids. Like, oh my gosh, Tony Robbins had a kid two years ago. That's crazy. Do you even know that? Like 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, right? So I'm gonna show up like, Hey Tony, like first off, man, congratulations. It's so cool that you and Sage actually

were able to have a kid. Like I'm so excited for you guys. Like that's the coolest thing in the world. And also 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 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 oh what's going on your life 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 in fact you got I like I was I bought a day one before you even like soon went pre-release I bought it and it showed the other day had a chance to read like page 63 do though like of all the stuff is 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 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. Um, if you want to do a partnership with somebody, like you've got to have connection with that

person, right? You know, a hundred people, so many. Yeah, I get it. Um, 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 him back. Like I'm, I'm in these little mini dialogues with these people over time so that when I have the big ask or I want to get to know them,

I'm not a stranger to them. And so that's kind of how the Dream 100 works. And I know some of those things like, ah, it seems like so much work, like can I just outsource it? Like, kind of. 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. 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 and Dave would travel every single where. And I introduced Dave to people and then he got to know them. And then eventually he became friends with them and 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 like 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 now 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 like you're coming into this conversation like um like try to catch up on six months of conversations acting like you have a connection like it's just not going to work as well right um remember getting like one dream 100 you get one connection that works right right somehow you

get through my gatekeepers and we have a chance to work together on something. Like, that deal is going to be worth at least a million dollars or I'm not going to touch it. Right? And ideally 10, 15, 20 million dollars. So it's like, that one relationship is worth that much. So do you put in the time and the effort?

Yeah. It's worth it. So, 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, another trainings, I might spend more time. Maybe it's a whole Dream 100 challenge just to like go through this process because it is, 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, there'll be probably a video version of this on the site as well. You can go watch the video, comment on it. 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.