Secret #10: Conversation Domination And The Dream 100

.SECRET #10: CONVERSATION DOMINATION AND THE DREAM 100

Why is it so difficult to dominate a new traffic platform after you crushed it on a different one?

Even experienced marketers struggle with this. But on today’s episode, Russell shares his big epiphany on why it’s so hard to do cross-platform promotions. Today’s episode covers:

  • Why Russell’s massive email list failed to convert into an Instagram following
  • Why nobody (other than Gary Vaynerchuk) is dominating every social media channel
  • Russell’s big shift in how he’s approaching his “Dream 100”

So listen in to find out why Russell is re-thinking his strategy for approaching each media channel.

Full Episode Transcript Expand Transcript

Hey this is Russell, welcome to Marketing Secrets. Today’s show is about conversation domination.

Hey everyone this is Russell and I hope you guys are doing awesome today. I have a really cool thing I wanted to share with you guys, and if I’m being completely honest, I am completely fried right now. It’s Friday, my wife just left out of town with three of my kids and left me with two. So she was up packing until 3 in the morning, I fell asleep at 1 and at 3 she left, so I woke up to say goodbye to them and the kids. And then at the same time my little 2 year old, Norah woke up and so I brought her down in bed with me, but she went crazy for the next two hours. Screaming, jumping, and kicking. She knew mom wasn’t around, anyway it got kind of hard.

Finally at about 5 or 5:30 I put her back to bed and then I came down and fell asleep for 2 hours and woke up and so it was like a 2 or 3 hour night. Then I raced to the office because we had funnel Friday today, but luckily Jim forgot. I was like thank heavens, because it gave me a chance to get stuff done. Then I had what we call Decade in a Day. So those who are in my inner circle, we do this cool thing called Decade in a Day, which is a coaching program part. When the first come into the program they get to be part of Decade in a Day and then every time they renew they get Decade in a Day.

What it is, is me taking a decade of my experience and jamming it into one day for them. The way it works, we actually changed it, in the past we used to do it different but I figured out a new format and today was the first day and it’s so cool. If any of you guys are doing coaching programs, this is the way to do it. So we have 100 people in the inner circle at any given time. So what we did is we went and took each of their, basically each person got thirty minutes and instead of me just coaching them one on one, when they get the value and that’s kind of it. What it is we coach them and I use Zoom, which is a new webinar platform that is becoming the coolest thing ever. And then we Zoomed each person in the inner circle Facebook group.

So I had person number one, brought them on, to ask questions, then I click record and stream to Facebook and then it streamed the presentation. So for thirty minutes, I had them introduce themselves really quick. And then we talked about business and I coached them for thirty minutes. And while it’s happening its streaming live to the other 99 inner circle members. And everyone in there is giving feedback and dropping recourses and all these amazing things are happening in there. And the call ended, and I ended it and zoom lets you just end Facebook live. I started the next one and pulled the next person in and go. Boom.  We do that for thirty minutes. And then it ends.

So everyone watches the new one starts and then it’s archived in the inner circle members area, that person’s story for thirty minutes with me coaching them. Everyone else starts dropping feedback and comments. We did that, I think 8 times today. So it was kind of crazy. But it was amazing because it was me coaching and then also 99 other fellow inner circle members all coaching as well, dropping resources, links, ideas, resources. It was amazing. So I’m really excited about the new addition to the inner circle, which is awesome.

And Steven who is behind me over here, he just got done with the Two Comma Club coaching, which is the tier before the inner circle, the Two Comma Club coaching and he spent 4 hours doing Q and A today. It’s insane, people. I’ve been doing this now for a long time and our coaching programs have become second to none. It’s exciting.

Steven: It’s a lot of fun. Changing the world, you know. It’s a cool feeling seeing people’s lives like, “I got it.” And then they go out and do it and get results and it’s just fun.

Russell: So fun. So that’s what we’ve been doing today. I[‘m about to take my kids to Studio C, which is really, really fun. Studio C is, if you haven’t, go to YouTube and search Studio C and you’ll see who they are, it’s amazing. Anyway, we’re taking Aiden, who is one of two kids left at home with me tonight to that. So we’re heading out here in a few minutes. But I was just having a conversation with some of the marketing team here and I wanted to share some of it as Iw as thinking about it Because I thought it was really interesting.

So the conversation we had comes back to there was a guy named Howie Schwartz when I first got started who was big online. He had a course called Conversation Domination and it was about getting in Google and as soon as you typed your name into Google all 10 spots would be you, you would dominate the conversation. Anyway, I don’t know what, I haven’t heard from Howie for forever, I don’t know what he’s up to nowadays.

Anyway, the concept of conversation domination I thought was awesome. You type in your key word and you’re all 10 spots and all the paid ads are all you. You dominate the conversation, you’re the only person there. So as I’ve been doing this whole new social media thing, which you guys are watching me do, and hopefully learning and following and modeling and funnel hacking. That’s my thoughts, conversation domination. I want when you open up any platform, that I’m dominating the conversation. I’m in your podcast feed. I’m in your YouTube feed. I’m in your blog RSS feed. I want to dominate the conversation on every single platform so everywhere you look, I am the only alternative. I think it’s important.

But what’s interesting, this is the, I think I know now why. I will always wonder why nobody else is doing this, outside of Gary Vaynerchuk in our market. In my entrepreneurial business market, there’s people probably in other markets, but in ours the only person is Gary V. I think I finally realized why. Because my business is built off email. So we built a big email list. We’ve had over a million entrepreneurs that have been on that list. Active, probably have a million or so. But what’s interesting is, I assumed okay I’m going to launch in Instagram. I’ll send an email and all the sudden I’ll have a million people on Instagram. Then I’ll go to my blog and push there and I’ll have a million people there.

But the reality of what I’ve found is that’s not true. Think about this for yourself. How do you like to consume content? What’s your platform? Because everyone’s got one or two that’s their favorites. Do you like reading blogs? Maybe you’re a blog reader. Or do you like listening to podcast? You’re a podcast person. Or do you like watching video, do you go to YouTube? Or do you check your email? DO you go to Instagram, Facebook? What’s your platform of choice?

And I thought that everyone was on every platform but that’s not the case. There’s a small percentage that are, but if we take our Facebook list and we run next to our email list, and look at those side by side, our Facebook and email list, the crossover in the middle is shockingly small. I assumed they were the same people, but they’re not. It’s just fascinating. When you understand that, a big shift that we’re having, I thought we’ll try Facebook ads to build Instagram, and that kind of works, but not really.

Because Facebook people are on Facebook because they like Facebook. Instagram people are on Instagram. So the more I started thinking about this, the conversation we just had with our team, we’re like, we have to realize that people that read blogs like to read blogs. People who listen to podcasts like to listen to podcasts. Does that make sense. People that watch YouTube videos like watching YouTube videos. People that are Instagram, are on Instagram. That seems stupid right?

Think about that. So what we’re talking about, and I’ve been talking a lot with you guys. Maybe not with you guys, but internally with our team, about the Dream 100. The Dream 100 for us has always been email focused, up until this point. Finding all the people on the list and Dream 100 the crap out of them and get them to promote our products and services. It’s worked, we’ve built a huge company off the back of that. Recently I did an episode a few weeks ago talking about how are you using Dream 100 for SEO? And by the way, we are executing it and it’s working awesome. So listen to that episode and do it.

But think about this, if I want people to read my blog I don’t need to go and become really good at Facebook ads to get people to read my blog. You can, there’s crossover, but what’s better, whoever are the people who read blogs, read blogs. So if I want to launch my blog and make it successful, who are the other people that have successful blogs that my people are already reading. My dream clients are already reading. Because people who read blogs, read blogs.

So I needed to find those people and Dream 100 them, and pay them or partner with them or whatever to get them to write a blog article about me because blog people like to read blogs. So if I’m reading a blog and I read a blog about someone and I go over to their blog, someone’s blog needs to promote my blog. Someone’s podcast needs to promote my podcast. Somebody’s YouTube channel needs to promote my YouTube channel because people who watch YouTube, watch YouTube.

So it’s kind of shift in my thinking. That’s how the Dream 100, as I’m getting more granular with it, it’s fascinating. If you hear me on podcasts, you will know to hear, normally I do podcasts peoplr are like, “Where can I get to know more about you Russell.” And I’m like, “go to Russellbrunson.com, there’s a bunch of stuff there.” But no! If I went on a podcast, be like, “hey, you like listening to podcasts, go to marketingsecrets.com, there’s my podcast, you can subscribe. It’s awesome.” Because podcast people listen to podcasts.

If I’m on a blog, I’m going to talk about my blog. If I’m on a YouTube channel I’m going to talk about my YouTube channel. If I’m on a Facebook feed, I’m going to talk about my Facebook feed. Understanding that, that’s number one. And again, there will be a little bit of crossover, but the majority of your blog readers will come from other blogs. Because blog readers read blogs. The majority of YouTube Subscribers will come from other YouTube channels because YouTube people watch YouTube.

I never watched YouTube videos until 3 months ago when we launched our YouTube channel. I didn’t care about it, I didn’t watch, I never went there. I didn’t understand, it was so foreign to me. Now I get there and I’m in this world and I’m like, there’s a lot of cool stuff happening here. And people that like YouTube, they’re on YouTube all day long, all the time. People who like Facebook are….

So you start understanding that as you’re doing your Dream 100. You become more granular with your focus and your traffic and all those kind of things. I want you to remember that. You wanna have conversation domination. The key to that is the Dream 100. Going back, Dream 100-ing people and getting people who are bloggers to read your blog. And people who are podcast listeners to listen to your podcast, so on and so forth across all the platforms. That’s awesome.

Do you think that’s awesome Steven?

Steven: It’s amazing.

Russell: For those of you guys who are not watching this on a YouTube, if you’re listening to the podcast, Steven is behind me and he’s screaming excited too. So I hope it makes sense to you guys. I’m dropping gold bombs. Some of you guys will not be prepared for it yet. If you’re not go search fro the Dream 100, I think I’ve done podcasts or videos. I’ve talked a lot about that.

So if you’r enot familiar with the Dream 100 yet, go and study it and then come back to this. There will be a point in your business when this concept will be the biggest way for you to scale from wherever you are to the next level. Its huge for us, what we’re focusing on while we’re trying to go from 8 to 9 figures a year. We got a good shot of maybe hitting it this year. It’s going to be a stretch this year. Next year it’s going to be easy. But this year we might make it. We got a couple of things happening that are going to give us the ability to potentially hit that. It’s going to be fun.

Anyway, that’s what I wanted to mention to you guys. Hopefully you have enjoyed this podcast, please go to iTunes and rate, give me stars. Even one or two stars if you want, but if you really had a good time give me 5 and tell people what you think. Also, if you have your own podcast please tell your podcast listeners to listen to my podcast, I would really appreciate it. If you have a YouTube channel, please tell your people to listen to my YouTube videos. And if you’re a blogger, please blog about my blog, that would be very amazing. I hope that helps you guys. Appreciate you all. I’m going to go home and play with my son. We’re going to go to Studio C and have a blast. Peace, have a good night. See you all again soon. Bye everybody.



  • Will Chou

    Russell, I was almost scammed for thousands of dollars.

    I went for a checkup on my car and they sat me down and listed out all these problems with my car and quoted a price of ~$4,000 to repair it. They even said the engine would completely fail if I didn’t.

    I was sweating bullets because I wasn’t rich (yet). I didn’t know what to do. My dad, who is good with cars, said it may be legit. He said go for it. My mother pushed back and had many polite talks on the phone with the repair company.

    Ultimately, she decided to work out a deal where we would keep driving the car for a thousand miles or so and see if it still worked fine. Well, guess what? It worked fine. We kept driving it and still do. That was months ago. We evaded “the repairs.”

    But I rolled my car into a check-up again today with a new guy … and I was sat down with the same schpeel and a new set of repairs. I’d leave this repair place but we already bought lifetime car washes and oil changes from them (…a good marketing tactic …. that may be backfiring … I’ve already left really negative reviews on their Google. As Warren Buffett says, You got to DELIGHT your customers first or all else fails).

    This reminded me of an old podcast episode of yours where you complained about a car service guy who couldn’t recognize you were rich and kept offering you cheap options. This may arguably be the “flip side” of the same problem. These mechanics aren’t good enough salespeople to recognize we’re poor and they need to stop trying to charging us an arm and a leg.

    Maybe I’m reading too much into this because I truly don’t know if they’re trying to scam us. That’s the terror and mystery of the car repair industry. Everything they say is still over my head and even in this day and age, it’s hard to check their numbers online. But one important fact you should know is that the car I drive is a Camry, one of the cars that’s rated highest for the lowest maintenance costs over it’s lifetime…

Secret #39: How We Went From $0 To $100,000,000 Using Growth Hacking And Sales Funnels (Without Taking On Any Outside Money)

People ask Russell this all the time. Today he reveals ClickFunnels' secret competitive advantage.

Secret #38: “99 Yards Doth Not A Touchdown Make”

The last yard is often the hardest.

Secret #37: Why Does The Fuel You Eat Actually Matter For An Entrepreneur?

It all started with a box of Lucky Charms...

Secret #36: The REAL Secret To Going From 7 To 8 Figures

What got you here won't get you there...

Secret #35: Calling Out Your People

How to connect with potential customers who don't understand what you do.

Secret #34: Payoff Your House First…

It took Russell over a decade to understand this unconventional investment advice he learned from his dad.

Secret #33: STOP STOPPING!

If you're going to reach success, you need to get this simple message stamped on your brain...

Funnel Hacker Onboarding #4 – How Do You Sell Your Offer?

On this episode Russell goes over the final step of the Clickfunnels onboarding process... how to present your offer online.

Funnel Hacker Onboarding #3 – What’s Your Offer?

On this episode Russell goes over the third step in the new Clickfunnels onboarding process, which is creating an offer.

Funnel Hacker Onboarding #2 – What’s Your Micro Value Ladder?

On this episode Russell talks about the second step of the funnel hacker onboarding process, the value ladder.

Funnel Hacker Onboarding #1 – Why Funnels?

On today's special episode of the Marketing Secrets podcast, Russell shares a video for the new onboarding process in Clickfunnels.

Secret #32: I Get Knocked Down But I Get Up Again…

How Russell recovers from crises

Secret #31: The Four Levels Of Value

Working harder won't make you more money. You need to access different resources.

Secret #30: 68% Of Your Visitors Never Even See Your Funnel…

It's amazing that marketers don't discuss this simple and lucrative funnel fix more often...

Secret #29: The Secrets Of “Validation”

Your supporters might be secretly mad at you if you're neglecting to do this simple thing.

Secret #28: What Are The Rules You Filter Your Opportunities Through?

Do you say "yes" to too many opportunities? If so, this episode is for you.

Secret #27: DON’T Become A Person Of Success…

The harder you try to get it, the more success escapes you.

Secret #26: Creating Your Perfect Listener Or Customer Avatar

In my 15 years of doing business, I've never heard this critical business concept explained so perfectly.

Secret #25: Road Trip Rant: It’s Time To Get Real About HOW To Have Success…

A 96 minute rant to help you get back on track for success.

Secret #24: How To Grow From 10 To 100 Employees

A unique behind-the-scenes look at ClickFunnels business structure.

Secret #23: Two Marketing Tricks From Some Old School Marketers

There's no school like the old school...

Secret #22: Beware These Two Things…

Russell is surprised to see so many salespeople make this silly mistake.

Secret #21: Does Being An Expert Really Help Grow Your Company?

Russell responds to John Reese "talking trash" about Expert Secrets.

Secret #20: You’re One Funnel Away – Part 2

Russell continues to share the good, the bad, and the ugly of his journey to success.

Secret #20: You’re One Funnel Away – Part 1

Russell shares his failures, bankruptcy stories, and ups and downs of his entrepreneurial journey.

Secret #19: Your Own Personal Coaching Session With Russell

If you're just "one funnel away"... how far away is that funnel?

Secret #18: How To Make It Rain

Russell's advice to a financially struggling friend.

Secret #17: Why Are Vacations So Hard For Entrepreneurs?

Do vacations stress you out? If they do, this might be why...

Secret #16: Confusing Activity with Achievement

Do you ever get frustrated with losing customers? Today's episode shows you the counter-intuitive secret to customer retention.

Secret #15: A Marketing Secret We Learned At Krispy Kreme Doughnuts

Who know doughnuts could be so helpful...

Secret #14: How To Increase Your Tips (And Your Profit Margins)

What was going through my mind when tipping at IHOP.

Secret #13: How To Succeed When You Have No Resources

Why having resources will actually hurt you as an entrepreneur and how to become more resourceful.

Secret #12: The #1 Way To Know If You’re Going To Succeed Or Fail Before You Even Start

After working with tens of thousands of entrepreneurs, there is one common thing I've found that will instantly let me know if you'll succeed or fail.

Secret #11: Using Your Unique Abilities And Others To Get Crap Done Fast

How I got more done today then most people will get done in the next three months, and I did it by leveraging this one simple concept.

Secret #9: Entrepreneurial Scars

Why these things can and should move you forward as opposed to pulling you backwards.

Secret #7: Cool Stuff We Learned During Our “7 Day Launch”

Here is a recap of a 7 day internal launch that made over a million dollars and what we learned along the way.

Secret #6: How To Do SEO The Right Way By Using The Dream 100

The dream 100 isn’t just for JV partners… it’s the key to ALL traffic.

Secret #5: You Gotta Have Faith… Marketing Faith

Someone wants to join Russell's Inner Circle but is afraid to pay without knowing the results.

Secret #4: Planting Seeds Of Doubt

A cool underground way to overcome your competitors.

Secret #3: The What And How

The secret from going from zero to a million dollars is all about identifying what it is you're selling and how you're selling it.

Secret #2: How to Turn 3,000 Email Clicks into 300,000 Visitors

Russell just had an epiphany about email marketing... On today's episode Russell reveals his new email strategy to multiply his traffic.

Secret #1: How To Outspend EVERYONE Profitably

Is it possible to start a business without raising money? Russell explains how you can outspend all your competitors without needing to take a single dollar from venture capitalists.


The beginning of my journey from

$0 - $100,000,000

in revenue WITHOUT any venture captial

Who is Russell Brunson?

Over the past 10 years, Russell has built a following of over a million entrepreneurs, sold hundreds of thousands of copies of his books, popularized the concept of sales funnels, and co-founded a software company called ClickFunnels that helps tens of thousands of entrepreneurs quickly get their message out to the marketplace.