The Russell Brunson Show - The Dream 100 (Part 1 of 3)

Episode Date: November 5, 2018

On today's very special 3 episode series Russell speaks at Dream 100 Con about traffic and how to build your list. Here are some of the awesome things in this portion: Find out how Russell got started building his list, and what he learned about spam free emailing. Hear why everyone around him made half a million dollars a month with Adsense while he was still just building his list. And find out how Russell figures out and narrows down who is dream client is with a simple diagram. So listen here to part 1 or 3 of Russell's super informative presentation at Dream 100 Con. Transcript - https://marketingsecrets.com/blog/the-dream-100-part-1-of-3 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 Brunson. I want to welcome you to a special three-part series of the Marketing Secrets Podcast. Over the next three episodes, I'm going to share with you guys clips from a presentation that I did at Dana Derrick's Dream 100 Con. So I told you guys before that I've been working on the Traffic Secrets book and testing my material. And so the first time I actually taught parts of this publicly was at Dana's event.

And so I want to share with you. It's not the whole process. It's just a piece of it. But hopefully it'll get the wheels in your head spinning about how Dream 100 works and how you buy your way and you work your way and how customer lifeline work and a whole bunch of other amazing things. I'm doing this as a tease to get you excited for the Traffic Seekers book that's coming out next year.

And so that's kind of the game plan. Hopefully it gives you guys some ideas. So this is part one of three. When we get back from the intro, we'll start right into that presentation. So thanks so much, you guys. And I hope you enjoy behind the scenes from my presentation at Dream100Con. So the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, who are 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 answers. My name is Russell Brunson and welcome to Marketing Secrets. To begin with, I just want to thank Dana. It's been so fun. I've been talking about Dream 100 for the last decade or so, and almost nobody ever listens to me, except for Dana. And then Dana took it and has taken it to such a big mass level. It was fun yesterday. I was watching as he talked about Chet Holmes,

who's kind of the originator of the Dream 100. And Chet was a personal friend of mine who passed away a few years ago. And his daughter has actually taken over his company since. And I messaged her yesterday to let her know that you guys are here in this room talking about a concept that was pioneered by her father which is really special for her and for Chet for everything so I'm just so grateful for everything Danis put together and doing this so isn't he just like one of the coolest humans you've ever met on earth. He's always giving and always serving. All right, to kick

today off, I actually wanted to talk about something and get it on film so that when I pass away someday, you guys can watch this and then fulfill what I need to be done. Does that sound good? So I have a friend in our community. His name is Mark Hoverson. Anyone know Mark Hoverson? A couple of you guys. Mark Hoverson, an amazing human being in our community, one of my peers. And he passed away last weekend of cancer, which was a really tragic thing.

But what's interesting is right after he found out he had cancer about five years ago, he was on stage speaking at an event like this. And Vince Reed actually published it on his Facebook page. And I had a chance to watch this whole presentation. It was right after Mark found out he was going to pass away. And during this presentation, he talked about legacy and where he was going, all sorts of stuff. And it just got me really inspired.

And I'm not going to pass away that I know of, so don't think that that's what I'm saying here. But I was thinking about if I was to pass away, how do I want to leave this whole thing? Like, what do I want to, my legacy at the end of this? I've heard other people say, like, my goal is to get a million people at my funeral. Like, that's my biggest thing. I don't really want that.

In fact, I don't want anything else to be at my funeral. I want my wife and kids and family to do that. But the day my funeral's over, I need all of you guys' help. Okay? So everyone's got to remember this because someone's going to be here and going to remember this part of it. And they need you to take this part out. So the day my funeral's over, what I want to do is I want to build out the biggest Dream 100 campaign of all time. Every single person I've ever had a chance to influence or impact,

I want to invite them to the last ever Funnel Hacking Live. I want to get, Dana, if you're still alive at this time, I want you to be in charge of this whole thing. But I want to do Dream 100 boxes going out to all of the biggest influencers, all the people, and I want to throw the biggest party ever. This actually happened a little while ago. There was a guy who's a legend in our industry. His name is Marty Evelson. He owned a company called Boardroom. Anyone ever heard of Boardroom? He owned that company. When he passed away, his partner, Brian Kurtz, did something similar. They threw a huge marketing party. It was called the Titans of Marketing Summit. Had all the best speakers come in and speak.

And I remember listening to that event, that course, and I thought, when I die, this is how I want my legacy to end. So we're going to do a big, huge Dream 100 campaign where you get everybody in the world to come to the last Funnel Hacking Live ever. And then I'm going to have all my friends and colleagues come and speak about what we've all learned on this journey together. So that's my game plan. So I've got it on video now, so someday you guys will know my wishes. That's the game plan. Does that sound good? Okay.

Awesome. There's a little twang that keeps happening. Is that from? Anyway, I don't know if I'm talking too loud. Okay, one other story, and then we'll get to the good stuff. So this is going to hopefully help you guys understand the importance of what you're learning here at the Dream 100. So I had a chance. I actually flew here from Jackson Hole, Wyoming.

I was in Jackson Hole at a secret Illuminati. Maybe it was the Bilderberg. I don't know. A secret group of marketers who all got together for like three days. And we did a whole bunch of manly stuff, which anyone knows me. I'm not very good at manly stuff. We were shooting guns. I took last place.

We were fly fishing. I caught the least amount of fish. We went hiking. All these caught the least amount of fish. We went hiking. All these things I don't normally do, but it was fun. I hung out with all these guys who were all amazing in their own sphere, their own businesses. One of the guys who was there is a guy named Tom Bilyeu. How many of you guys know who Tom is? Oh, good job. A bunch of you guys do. Tom, he started a company called Quest. Who's ever had a Quest bar before? Quest Nutrition. So he started this company and it blew up to over a billion, the valuation over a billion dollars before he sold his portion of the company and retired. Now he's doing impact there and a bunch of other cool things. and as I'm asking him, I'm like, how did you start this thing up? And he explained how he started the entire company. And what's cool is that after he told me, I talked to Dave about it last night

and Dave's like, let me see if you said it anywhere else. And Dave found an interview, the actual quote of this. And so I want you guys to hear this. This is the quote from the podcast where he explained how he launched Quest. But what's interesting is he did the same thing that you guys are all doing here in this room today. So this is what Tom said about launching Quest. He said, we had a very different approach that got a lot of people excited, not just about the product, but they felt good about the way we treated them. We went old school, old school dream 100, researching several hundred

health and fitness influencers, then sending them handwritten letters and free samples. This was all about showing an understanding of what others were trying to achieve, that Quest was interested in helping them connect with their audiences. When people are building community, they have a real sense of service to that community. We would send them a free product and say, if you like it, tell people about it. And if you hate it, tell them about it too.

Not trying to steer people's comments gave us a pretty good recommendation. Some didn't like it and said so, but the vast majority loved it and were grateful we had shown an understanding of who they were and what they were trying to do so they spread the word. The foundation of his billion-dollar supplement company all started here with the Dream 100.

Is that awesome? So this is the foundation, you guys, for all these things. All right. So what Daniel's talking about is true. Okay, so some of the – what I'm going to be talking about for the next couple of um, just to give you guys some context. So I'm in the middle, not the middle, the beginning of writing my third book, uh, which is called traffic secret. So there was dot com secrets, there's expert secrets, and this is the last and final book in the trilogy. And I'll never write a secrets book again cause I'm out of them. But, um, the third one's called

traffic secrets. And so I've been working on the framework for the whole thing. And I messaged Dana about two or three months ago. I was like, just so you know, dude, this is so good for you. Cause like the entire framework of the traffic secrets book is based on the dream 100. Um, and so a lot of the stuff you guys have been talking about is the foundation of everything that is going to be inside that book. Um, but I spent all day, uh, last man, probably month or so working on the outline and getting things done. And then yesterday I was sitting in the back of them, doodling out all the, all the, the key frameworks for the book. And I got them back this morning at four 30 in the morning. And so, um, I'm really excited.

They got done in time. So I'm going to be going through, uh, seven different, uh, images that are kind of framework for, uh, for the book, but it's also the framework for how we do the dream 100. Um, there are, well, you'll see it's, it's taken it to a whole nother level. And, uh, hopefully this will give you guys, um, those who are beginning, give you guys a really good foundation. And those who are advanced, it's going to give you like, here's the next five or six steps in the process. That's not like fun.

All right, cool. So I'm gonna start off. This is the very first, um, core thing that you have to understand to really understand dream 100, understand traffic, understand everything. Okay. There are three types of traffic. This is the framework for the entire book, the entire concept. You can understand this. Um, everything else becomes really easy. Okay. So there are three types of traffic. This is the framework for the entire book, the entire concept. If you can understand this,

everything else becomes really easy. So there are three types of traffic. The first type of traffic here on the top left hand is traffic you control. This is traffic where you're going to buy your way in. So you think about that. How many of you guys run Facebook ads in here? So you don't own that traffic, right?

Zuckerberg owns all that traffic. He built the platform. He owns the thing. But he gives us the ability to come and to buy some of that traffic. So we can buy some of that traffic and we can control it. We can send it wherever we want to. We send it to buy a product, buy a service, listen to a podcast. We can control that traffic, but we don't own it. Okay, and how many of you guys ever got a Facebook account shut down before? There's proof you don't own it right there, right? We've lost hundreds of them, so don't feel bad. It's just part of the game, right?

So traffic control is the first thing, okay? So whenever I got any kind of thing I'm buying, it's traffic that I control, okay? The second type of traffic is traffic that you earn, okay? This is where you're working your way in. So the first one you're buying your way in, the second one you're working your way in, okay? So for this, this means you're getting traffic.

You're not paying for it, but you're earning it, right? You're getting on a podcast interview. You're doing a Facebook live with somebody. You put out really good content. People share it like you're earning that traffic. Okay. How many guys, the majority of your traffic comes from traffic that you're earning. Okay. And how many guys, majority of traffic you're buying. So a 50, 50 split. Okay. So this important to understand this traffic control and the traffic that you earn. The third type of traffic, and this is the best and the most important, is traffic that you own. Okay. My entire goal of our business, if you look at everything we're doing from a traffic generation standpoint, is to convert traffic I control, traffic that I earn, into traffic that

I actually own. Because you own the traffic, that's the secret sauce, right? When I own it, I can do whatever I want with it. You can be like Zuckerberg and you can rent it to people. You can do a product launch and sell your own products. You can do an affiliate stuff. You can do whatever you want. But the goal is to own the traffic, right? That's the big thing. Because you own the traffic, we own the platform.

That's how you win. Okay. How many of you guys right now have your own platform, your own list, your own following, your own whatever? How many of you guys don't yet and you're like, that's the thingy list, your own following, your own, whatever. How many guys don't yet? And you're like, that's the thingy I think I need really bad. Okay, cool. This is like, this is the goal. This is the big secret about internet marketing. I remember when I first started learning this game, I was, I was struggling because I couldn't figure it out. There's so many things that were happening. And this is, man, this is pre all the stuff you guys are, do you guys get every day? It was pre Facebook,, pre-MySpace. It was actually pre-Frenster.

How many of you guys remember Frenster? Frenster was like the... Melanie was on Frenster. She's still buying ads on that one. Just kidding. That was like the original social network. It was like, this is amazing. And then MySpace came out and crushed Frenster.

And then Facebook came out and crushed MySpace. And soon the next thing is going to come out and crush Facebook someday, hopefully. Actually, I love Zuckerberg. I hope he keeps doing what he's doing. But I was out there trying to figure out this whole game. There's so many things, and I could not figure out how this whole game was played. And one day, I was at the good old Google searching for probably how to get rich on the Internet or some keyword like that, like a lot of us start with. And some guy wrote an article and his article he's talking about, he's like, how many of you guys have seen those, those, uh, those

stories online? People say I made $30,000 in an hour, a hundred thousand dollars in a day. He probably thought those things were lies, right? And I was like, yeah, I'm sure they're inflating their numbers. He's like, no, actually those things are true. And I was like, wait, what? And then he started explaining. He said, this is the way it works. He's like, imagine this. He's like, what these marketing people do is they build up a list of a thousand or 10,000 or a hundred thousand people. And then they send an email to that list. And they just get a percentage, like two or 3% of that email to buy. And they do the math. Let's say a hundred thousand people, 2% buy a $50 product. How much is that? Right? It's whatever the math is, you know, $15,000.

And they, if they send an email every day, they literally can be doing what they're talking about. And me as like a 20 year old, uh, kid sitting in my college dorm or reading this article, I'm like, Oh my gosh, that's a secret. I just need my own platform. If I had my own list and people like that's, that's the magic. Now I, um, unfortunately went about it the wrong way. So I had that idea. I'm like, this is the key I'm going to do. It's gonna be amazing. So the first thing I did, of course, we I went to Google and I typed in, because I wanted my own email list, I typed in like, buy an email list.

And then I was like reading about spam. I want a spam-free email address. And I went to a website. I think it was spamfreeemailaddresses.com. And I was like, sweet, this is awesome. And they were selling DVDs of email addresses. And you could buy like 100,000, a million, five million. I was like, oh my gosh, I'm going to buy five million.

I'm going to start the biggest platform known to man. So I bought, I think it was like $67 or $69 for a DVD with like 5 million email addresses. And I'm like, Oh my gosh. Like I ordered this thing. It's coming to me and I'm telling my wife the math and I click, okay, so 5 million people, let's just say we get 1% to buy the thing. We sell like 1% of 5 million. I'm doing the math. I was like, that's like a hundred grand every time we click send. And I was like, wait, let's just say like can serve only 1% of 1%. I'm doing the math. I'm like, even if we screw this up, it's like 30 grand every time I send an email out. And I'm so excited because at the time my wife's working, making 9.50 an hour while I'm at school wrestling and trying to not fail. And, um, and so this, this thing comes, I get this disc and I remember I like, I plugged it

in and there was this, this like software that would send the emails out for you. And I put it in and we're queuing up and I saw the little software, all these like 5 million emails out there. And I was like, my gosh, this is amazing. Now I didn't have a product at the time. So I was like making up a product, like what people like to buy. And so I made up an idea for a product. I wrote an email. It was probably, I don't know, 60 words with a link, with a link to my PayPal account. Like I click here to send me $10 for this product. And, uh, and then that was it. And I was like, if you will buy it, then I'll go make the thing. So I queued up the email. Um, back then it was pre a high speed internet. So I had to like crawl under the desk, unplug our phone line,

plug in the internet, all that kind of stuff pops up, you know? And I'm like, all right, click send. I'm like, let's go to bed. I'm like, by morning we're going to be rich. I see like email one, send number two, three, four, five. And it's like, oh my gosh, this is it. This is going to be the greatest day of my life. So I go to bed all night long. I'm dreaming of like how many sales are coming through tonight. What's going to happen? How amazing it's going to be. And I wake up in the morning and Colette's getting ready for work. She's still working at the time. I'm just telling her, I'm like, I haven't looked at the stats yet, but my guess is you could probably quit after today. Like if just, if just, I'm like, if a fraction of a fraction of a fraction by like, that's more than you make an entire month.

Like, this is gonna be amazing. So I'm all excited and tell them the whole story. And then she's like, Hey, I got to use the phone. I'm like, you can't use, and this is pre cell phones too, right? I'm like, you can't use the phone. Like it's mail. And I think I looked at things like 6,500 emails have been sent. I'm like, you can't, she's like, I have to call. Like I have to use the phone. I'm like, Oh, you're going to ruin everything. So I crawl into the, I pause the little mailing thing. I crawl on the desk, unplug the modem and I plug back in our phone line. And while I'm still on the desk, the phone rings. I'm like, I like step and hit my head. I'm like, oh dang it. So I come out of the thing. I answer the phone. On the other end is my internet service provider cursing me out on the phone.

What are you doing? Like, why are you sending? I'm like, no, no, no, sir. I did not. I didn't send spam. He's like, no, you sent out tons of spam. I'm like, no, you don't understand. I bought this DVD. It was called spam for email addresses.com. You can go check out the site. Like they're completely spam free. And I would explain this whole thing to him. I still remember he told me, he's like, he's like, son, that is the definition of spam. And I was like, what? No, like they're spam free. He's like, how do you think there's like, that's not a thing. You can't buy spam for email addresses. I'm like, what? No, like they're spam free. He's like, how do you think there's like, that's not a thing. You can't buy spam for email addresses. I'm like, but the domain name was like, and then we're going back and forth

and he's telling me I was going to sue me and all sorts of stuff. And then like, but the last thing was like, I'm shutting down your internet and then it was gone. I got the phone and then Colette's like, well, who's that on the phone? I'm like, oh, just some guy

that had some questions about the thing. You shouldn't quit yet though. Like, let's just go to work, enjoy it. Oh, we'll recap in the morning or tomorrow or tonight when you get back. So she leaves out the door to work and I'm sitting there and I can't even check to see what happened because our internet's now gone. Like I have no access to get back on. So I'm all depressed. I get ready for school. I go to the school and then I get to school and, um, and I get the computer lab and I'm not going to check to see what happened. And I log in still in kind of a depressed state and I open my email and then my email, though, I see order notification, PayPal or notification, PayPal, boom, boom, boom, boom,

boom, probably 20, 25 orders to come through for a 10 bucks a piece through PayPal. And I was like, oh my gosh, it worked. I got to create a product. Hey, funnel hackers, let's be real. How many of you have forgotten about subscriptions and you keep paying for these things month after month after month? That was my wife and I before Rocket Money came along.

Literally a couple months ago, we downloaded this app and within minutes, we found out a whole bunch of subscriptions. In fact, we had multiple Hulu payments, multiple Disney payments from accounts that my wife had set up and I had set up and we weren't even using one of them. It was crazy, okay?

Rocket Money is a personal finance app that helps you to find and cancel your unwanted subscriptions. It monitors your spending and helps lower your bills so you can grow your savings. Rocket Money showed us where all of our subscriptions were in one place. In fact, it was crazy how many recurring payments we had

that we had completely forgotten about. With just a couple of clicks, Rocket Money canceled the ones we didn't need, and the best part is they even monitor unusual spending activity, and they alert us if our bills increase. So I'm always in the loop. Rocket Money has over 5 million users, including my wife and I, and has saved a total of over $500 million in canceled subscriptions, saving members up to $740 per year when using all of the app's premium features. In fact, my wife and I, we literally saved over a thousand dollars a month

when we started using Rocket App. Now their dashboard is amazing and you get a clear view of all your expenses across every account you have. You can even create a personalized budget with custom categories and track your monthly spending trends to stay on top of your goals. You want to save for that dream vacation or pay off some debt. Their new goals feature automatically saves money for you. So you don't even have to think about it. So cancel all your unwanted subscriptions and reach your financial goals faster with

Rocket Money. Go to rocketmoney.com slash Russell today. That's rocketmoney.com slash R-U-S-S-E-L-L. That's rocketmoney.com slash Russell. Hey, funnel hackers, let me paint you a picture. You're running a business, your funnel's finally converting like crazy, and suddenly it hits you. You need to hire someone like yesterday. Maybe it's a copywriter to help you crank out more sales pages or designer to refresh your landing pages or someone to do customer support to help you to handle your growing audience. The problem is you're swamped and you don't have weeks to shift through resumes. So what do you do?

You turn to indeed. When it comes to hiring, indeed is all that you need. They make it fast, simple, and super effective. Stop struggling to get your job seen on those other job sites that bury your listing. With Indeed's sponsored jobs, your post jumps straight to the top of the page so that the right candidates see it first. It's just like pulling your job out on a billboard for the exact person you need to hire. And it works. Sponsored jobs on Indeed get 45% more application than non-sponsored jobs. Now here's the best part. With Indeed, there's no monthly

subscription, no long-term contracts. You only pay for results. And let me tell you how fast this platform is. Literally in the time that we've been talking right now, 23 people have been hired on Indeed worldwide. Imagine finding your dream hire while your competitors are still waiting through job boards and job boards that don't deliver. So here's what you need to do right now. Go to indeed.com slash clicks right now and get a $75 sponsored job credit board to boost your post visibility. That's indeed.com slash clicks, support the show, save time and find your next hire faster. Remember when it comes to hiring indeed, it's all that you need. Instead of go back and like figure out what I sold and go make

something and send out these people. And I realized the time that I was like, I was like, what I did was wrong. Like I didn't understand the ethics or how to do it. I did it wrong, but what happened was right. The goal was to get a platform, to get an email list, to get something, and that was the whole secret to the game. And so after that was done, I went and found a new internet service provider, and I spent the next year of my life trying to figure out, how do I build a list the right way where it's not going to end me up in jail?

There's got to be a way to do it. And what I learned is basically this process. I can I can buy ads. I'm going to send them somewhere to somewhere to join my list where I can go work my, do things and get people to come to my, come to my website and give me the email. But that was the goal. So I started focusing that point forward on, on building my email list. Like that was my, my core focus is building lists, building lists, building lists. Um, and, uh, and I started growing it. Um, it's been interesting, uh, that, that concept of, of list building became like my whole, my whole life. And I started looking like over the last 15 years I've been doing this. Um, I've seen a lot of people who

have built huge companies who are now, however, no longer in our industry who are now back, back at their day jobs, trying to try and survive. And I've seen things over and over and over again. Um, how many guys remember back in the day when Ad to survive. And I've seen things over and over and over again. How many of you guys remember back in the day when AdSense first started and it was like Christmas every day? A couple of you guys. So let me paint this picture. So this is the middle of me trying to build my list. My first mentor's name is Mark Joyner. He's like, focus on a list, focus on a list. I'm like focusing on a list. And all of a sudden this shiny object pops out of nowhere called AdSense. And what AdSense was back in the day, you could buy the software for $97. There's a couple of them, Traffic Equalizer. There's probably a dozen or so that ended up coming out. And you

load up the software in your computer. You click a button. It would go out there and it would like pick a keyword. So like, let's say, whatever. They find a keyword that people were paying a lot of money on. And we go to the internet, scrape all the sites that have written about that, pull them in, and you publish a site that has like 8,000 pages in like a minute. And then it put adsense on all the sites. And then because the way it structured the pages, Google instantly index it and you started making money. It was like the easiest, most stupid way to make money. Like we had teams of people in, uh, in the Philippines, like 30, 40 people all day, all day sat there, like build another site, build another site, build another site, just cranking out sites like crazy. And, um, uh, not

me. A lot of my friends, they built these, these, uh, assembly lines of people doing that. I had friends making half a million dollars a month or more, just cranking out crap little sites. And it was amazing for about a year, year and a half. And so I'm watching all these people make so much money. And like, I'm over here, like building a list, building a list and like stressing out because I'm seeing all these people make money. I'm like, I'm just going to do that. That's easy. It takes no effort at all. And my mentor, Mark, luckily, was like, no, dude, focus on building a list. This will go away. I'm like, no, you don't understand.

This is the greatest thing in the world. It's going to change. Like $500,000 a month? How many of you guys would that radically shift your life right now? Yeah, I'm just like, and they're doing nothing, providing zero value to the world. They're just clicking a button over and over and over again. I get a million button clickers. I'm going to be the first AdSense billionaire. And he's like, no, build a

list, build a list. And I'm like, oh, torn. And luckily for me, I'm really coachable. So I'm like, fine, I'll build this stupid list. And I'm doing this. And sure enough, about a year later, boom, the algorithm changed. Uh, Google found out all the software there's building sites, de-index every single page. And I had friends go from half a million dollars a month to zero overnight. And I was like, Oh my gosh, but guess what I had? I've been building my list. It didn't affect me. Okay. Now anyone knows my story who here thinks that I've always done everything right in my business only day. Okay. I haven't. Um, so what happened is I built my company up really, really big and then I bankrupted it almost luckily both times I didn't. And the second

I built even bigger and then I almost bankrupted. I. Luckily, both times I didn't. And the second time I built it even bigger and then I almost bankrupted it. I've told those stories before at Funnel Hockey Live. But what's interesting is that the thing that got me through the ups and the downs every single time was this platform I built, this list. I got to the point where everything's collapsing around me. I could still send an email to my list and people would buy because of their relationship

and it kept us through the downtimes. And so when you do this, when you build a platform, it gets the key. And I still see today, it's unfortunate. I still see today people in our industry who get the next shiny object where they're like, oh, I can do this thing. They start, you know, buying Facebook ads to sell this and doing this and doing things like that. But they're not focusing on the fundamentals. The fundamentals is what will protect you over the long haul. The reason why I'm still in business 15 years later, and a lot of the people I know that have made a crap ton of money

along the way aren't, is because this has been my focal point is building the platform, building the platform. Okay. So why do you need a platform? Okay. The platform is the key. Um, for so many reasons. How many of you guys, uh, watched the apprentice back when it was still on? How many of you saw this, this, uh, the season where Arsenio Hall was on the show? How many of you guys have no idea who Arsenio Hall is? Okay, so for the younger generation, Arsenio Hall had his own late night show.

He'd come out, get really excited, and get really pumped up. He was the man on late night for, I don't know, a decade or so. So then the show got cut, and then he's like normal Arsenio Hall, no one heard from him, and then 20 years later he pops up on Celebrity Apprentice because at one time he was a celebrity apparently. And so it was fascinating. They're on Celebrity Apprentice. He's on there competing with all

these other celebrities. And there was this one task. It was like a fundraising task. They had to go and raise money, right? So they're all going through and trying to raise money for their charities. And Arsenio's back there. He's got his roll decks of people. He's calling the first person, calling the second person, calling the third, fourth, fifth, sixth, seventh, eighth, ninth, tenth. And what's interesting is while all the other celebrities were doing deals, Arsenio couldn't get anybody to return his call, couldn't get anyone to pick up the call and anything. And it shows him that night, he's sitting on a couch, all depressed and frustrated and upset. And they're talking about it. And they're like, dude, you're Arsenio

Hall. How come you can't get any money? He's like, I don't know, man. He's like, when I had my own show, everybody returned my call and now nobody will. And when I heard that, I was like, oh my gosh, what a lesson that is. Okay. So we got to start on the dream 100 right now at the very beginning, right? And you don't have this platform and it's tough, right? It's tough initially to get people to return your calls, to say yes, to look at your box, to whatever those things are. First, it's tough initially to get people to to return your calls to say yes to look at your box to whatever those things are first it's hard right okay but guess what when you have a platform everyone returns your call okay when i first met tony robbins back in the day my platform was a little tiny and i became friends with tony we hung out for 10 years and uh tony never promoted me never like he just we were just kind of i got to know him a couple times hung out and helped

consult him because my platform got bigger and bigger and bigger and bigger and bigger last year, we launched extra secrets book. I was like, Hey Tony, will you help me promote this book? And Tony's like, dude, Russell's platform is huge. Yes, Russell. I would love to. Right. There are a few people in our world right now that I couldn't pick up the phone and beg, Hey, can you help me do this deal? Because they know my platform's huge. So because of that, they'll say yes. Okay. So the dream 100 gets better and better and better as you build your platform. Okay. At first it's going to be more difficult, but as you focus on this, building your platform becomes easier and easier and easier. Okay. Um, uh, because the bigger your platform is, the more

likely people are to return your call. Okay. So this should be the focus. So again, if I, if I come back to this, everything you're focusing on is this traffic, you control buying ads, traffic that earn, I'm earning ads. Traffic that I earn. I'm earning ads. And we're going to go deeper into this in a minute. But the goal of both of those is to turn it into your own platform. Now, platform can be a lot of things. When I got started, all a platform was was your email list, okay?

I still think focusing on email is one of the most important things because if an email service provider shuts you down, you can move your email list to another one. And so that's an asset that can follow you. But your platform is also different things like how many guys are on Instagram right now? Okay. Your Instagram following is a platform. How do you guys have a podcast right now? Your podcast listeners are a following. How many guys have a Facebook following YouTube subscribers, right? All those things are platforms. Okay. And so what I'm going to be talking about, we're going to break this down, is that a platform doesn't always have to be one thing. In fact, usually there's a platform on each of these different channels that we're going to talk about, okay?

And you should be building more than one. But the biggest problem I have with other ones is, like, the reason I like email so much is because, again, if it's shut down, you can move it. If Facebook shuts you down, like, you're done. If YouTube shuts down your channel because you did something aggressive aggressive, like you can't do much about it. So I think always focusing on email is one, but then a secondary and maybe, and more as we go through is a, is a big piece of it. Okay. So that's, that's the key is building your platform. Um, okay. All right. So that's, that's the first step here. All right. Step number two. So now that you've have got this stuff figured out, right? And again,

I'm going to go deeper into this. All these things will kind of layer upon each other and the end will be this beautiful picture. You're like, Oh crap, that's what it is. This is so much easier than I thought. Okay. So this is the first part. So what I want to do, I want to kind of, before we go deep back into this part right here, I want to go deeper on this right here. Okay. So you have your own platform. What most people don't think through is all they're thinking about is themselves in the share. Like I'm going to build a platform, a big email list, a big podcast following a big, whatever. Like that's our focus. Cause that's who we are as entrepreneurs, right? We like significance. We want to be keeps following. But what I wish I would have done from day number one,

when I first got started in this business is spend more time thinking about, about the person. Who do I actually want on my list? Okay. If you read the.com secrets book, uh, the very introduction in here, I talk about you finding your dream customer. I talked about for me, I had five or six years in my business and one day I woke up and I was depressed. I was so upset. I wished I remember sitting there in bed, laying there thinking, I wish I had a boss so they could fire me so I could like separate myself from my customers. But unfortunately, um, I had built a company, I built a platform, but the people who were in my platform were not people I wanted to, to, to serve every single day. And, um, it was, it's, it can be depressing. I promise you, if you build the wrong platform, it can be really, really frustrating when you show up one day and you're like, I hate my customers.

How many of us have ever hated your customers before? There's so many of you. Um, good. I'm glad that I'm not the only one. Hey, Funnel Hackers. I want to talk about building your business. You've got the idea, the passion, the drive. But here's the thing. Setting up the legal stuff can feel like a total roadblock. That's why you need Northwest Registered Agent. They're like the dream team for business formation.

With just 10 clicks and 10 minutes, you can build your entire business identity. I'm talking about formation paperwork, a real business address, premium mail forwarding, and even a local phone number so you can keep your home address private and stay safe. And it doesn't stop there. Northwest is your one-stop shop for business owners. They've been doing this for nearly 30 years, and they've got the expertise to back it up. From trademark registration to custom domains, Northwest does it all, and they do it right. You get more when you start your business with Northwest Registered Agent. Don't wait. Protect your privacy, build your brand, and set up your business in just 10 clicks in 10 minutes. Head to Northwest Registered Agent today and start building something amazing.

All right, funnel hackers, listen up. It's 2025, and let me ask you, are your B2B ads actually driving results, or are they getting lost in the noise? You and I both know the pain of running campaigns that fall flat because they aren't seen by the right people. But here's the game changer. LinkedIn ads. LinkedIn isn't just another ad platform. It's the place where professionals live. I'm talking about the decision makers you dream about working with.

CEOs, VPs, C-suite powerhouses, 130 million of them all in one place. And LinkedIn gives you the laser sharp targeting to reach them by job title, company, and even industry. Imagine how your business could scale if your message hits the right inboxes every time. Now here's the kicker. LinkedIn delivers up to five times higher ROAS than other platforms. Yeah, you heard me right. Five times more return on every ad dollar. And that's because LinkedIn's professional environment is made for people who actually take action.

This isn't where people scroll mindlessly. This is where they're making decisions. So stop playing small because it's time to level up. Start converting your B2B audience into high quality leads today. And to get started, LinkedIn is offering you a hundred dollar credit for your next campaign. Go to linkedin.com slash clicks to claim your credit. That's linkedin.com slash clicks. Terms and conditions may apply. LinkedIn is the place to be, to be. Um, it's, it's tough. So if you don't, if you don't think through like, who is my dream customer ahead of time, you're going to wake up one day with a customer you hate. So I want you to think into like,

who is my dream customer? Who is that person I'm trying to serve? Um, and, uh, and so what I want to do is I want to talk about your dream customer's journey. Okay. So who is my dream customer? I want to understand their journey. So the first thing I'm gonna do is I'm gonna draw a picture here. So this is, this is your dream customer. Okay. How many guys know who your dream customer is in your mind? You're like, I know exactly who that person is. Okay. If you don't, I encourage you people and people like, Oh, I want to serve awesome people. Like, like spend time actually thinking through this. Like, who do I actually want to serve? Like, who is that person? What do they look like? What are their fears? What are they excited about? What is the pain that they are trying to get away from? Okay? And what is

the pleasure they're trying to move towards? Okay? If you've ever studied NLP, you learn a really cool thing about the human mind. All humans are doing one of two things. Number one, they're trying to move away from pain. And number two, they try to move towards pleasure. And what's interesting is most people are more dominant on one or the other. I'm curious, how many of you guys make most of your core decisions because you're trying to move away from pain in your life? You're trying to lose weight, so you're moving away from pain. You want to make money here because you want to get rid of your boss. You're in pain and you want to move away from pain at that or you're trying to, you want to make money here because you want to get rid of your boss. You're in pain and you want to move away from pain. How many of you guys make most of your decisions based on moving away from pain? Okay. Now the other side is you make choices

like I'm moving towards pleasure. Like I want a nice car. I want to like have six pack abs for the girls. I want to have like all these things like that. How many of you guys make your choices moving towards pleasure? Okay. Interesting. It's like 50-50 in this room. Typically what I find in an entrepreneurial room, most of us make, most entrepreneurs make their choices towards pleasure. Not all, but most of them do. Where in the real world, most humans make their decisions moving away from pain. But regardless, you as someone who's going to be serving this dream customer, you have to know what those things are. What is the pain they're trying to get out of?

You have to think about that and figure out what is the pain they're trying to get out of? You have to think about that and figure that out. Like, what is that pain they're trying to get out of? Okay. And if you're not, if you don't know what that is, like that, it's going to be really hard for you to serve them. And the second thing is like, what's the pleasure they're trying to move towards? Like, what is it that they actually want? What's that thing that like, that, um, uh, the biggest desires they have. Okay. So you have to know that you have to know everything about that with your that with your dream customer. Now the next thing I want you guys to think about, and this is going to come into a lot of the Dream 100 stuff here in a minute.

So if you draw a timeline of your dream customer's life, this is all the stuff that they're dealing with before you come to them, and this is all the stuff they're dealing with after. So when I start building on my dream 100 list, I look at my customer. I'm like, okay, let's see. So for me, I sell funnels. You guys know that's what I sell? Okay. So that's like what I sell, right? So I'm like, okay. So my dream customer, they need a funnel. Okay. But what do they need before they need a funnel? Right? Most of them wake up in the morning, like I need a funnel, right? What do they need before they need a funnel? Before they need a funnel, they need, so I'm coming before. What's the thing they need before they get my funnel?

And what do they need before that, and before that, and before that, and before that? I'm taking them backwards on this journey, right? So if they're going to get a funnel, before they can get a funnel, they probably need a business, maybe? So maybe somewhere in here I got like they need a business. Maybe they need a logo. They need branding. They need branding. There's probably things that happen before they come to me and they're ready for me, right?

And then after they've got a funnel, then what are the things they need after they have a funnel? They might need traffic. They might need graphic design. They have other things afterwards, right? And so I had to look at this customer journey like where's my customer at, okay? And so this is the first phase. How many of you guys ever thought about this before? Okay. Um, and, uh, and so this is, this is the first phase. How many has ever thought about this before?

Okay. Jay Abraham taught me this initially. So look, if you're trying to find joint venture partners or dream 100, the first thing I figured out is like, where does your, where your product, your service fit in the timeline of your dream customer.

And you got to figure out what are all the services they need before they come to you. And what are all the services they need after they come to you. When you identify that, you know exactly who your partners are, right? Cause if I somebody else who's who's selling funnel uh funnel software which is like right here which is like where most people go like why i'm selling weight loss product why would they promote my weight loss product they have one too yeah they probably won't because you're selling the same thing so you've got to go on this customer journey prior to that before they wanted weight loss what else do they get what do they need maybe they had high loss, what else did they get? What did they need?

Maybe they had high blood pressure. Oh my gosh, they have high blood pressure. Maybe I could dream 100. All the people who have lists with high blood pressure because that's something they need before they lose weight, right? And so I'm looking at this customer journey, like what are the things that happen before they come to me

and the things that happen after because that's where you're going to fit in. Okay, your dream 100 partners are going to be better here and here, probably, than the other place away. All right, guys, thank you for listening to the first of the three parts of my presentation at Dream 100 Con.

I hope you enjoyed it. Hopefully, it's getting the wheels in your head spinning about traffic and kind of how traffic works. Tomorrow, I will give you guys part two. Thanks so much, and we'll see you guys tomorrow. 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 too. Thanks so much and we'll see you guys tomorrow.