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(Q&A) Understanding and Implementing the “Dream 100”

(Q&A) Understanding and Implementing the “Dream 100”

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Episode Recap:

Russell is answering another submitted question! This one is about the Dream 100 and details more precise steps he uses to keep track of his list, and also how to engage effectively with them.

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Best Quote:

Remember getting one Dream 100, you get one connection that works right. Because some of you get through my gatekeepers and we have a chance to work together on something. That deal is going to be worth at least a million dollars or I'm not going to touch it. And ideally, 10, 15, 20 million dollars. So it's like that one relationship's worth that much. So do you put in the time and the effort? Yeah, it's worth it.


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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.

All right, this weekend I was actually listening to the Rachel Hollis podcast. 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 I set up a widget where you can go and you can submit questions. 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. If you guys have questions you want me to answer live, again, go to and go submit the questions.

A funny thing though, it's not a customer support line. Half of the questions you guys submitted were customer support. 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 website, any funnel, anything we have, there's a link says, "Support." You click on support and it goes directly to 200 plus people who work for me, who answer support. So it's just funny, sometimes people can't find the direct path. So they go to this really weird path to get support, and this is not a support line.

This is me, strategically, is that the word? Strategically talking about cool stuff with you guys to help you out.

So, all right, I'm going to cue up the first question I'm going to answer today from a long time listener, second or third time caller, about the Dream 100.

Speaker 2:Hey Russell, Sagar here from India, once again. I would like to ask you of Dream 100, how we should make the list. You talk about how you can make list owners, influencer, all those stuff. Do you have any updated idea or something that you should build our list, our Dream 100 list out like this?

Second thing I will ask, how do engage them? Because, sometime it takes time, maybe for you. Tony Robbins took 10, 11 years to bring to FHL. So how we should nurture? What are the process you should follow to hire some people to nurture them? Or how do you do it? Love to know more about Dream 100, because this is something I really believe, and it's a huge opportunity to grow massively. Thank you so much.

Russell: Okay, so that's a good question. The question is, "How do you create a Dream 100?" Then, "Do you talk with people? Someone else? What's the process?"

So the answer, Number 1, is what I do, I use Trello. I love Trello. It's a simple process. I go on and create a Trello board. If you've ever done Trello before, it's like kanban board system. So you have columns and then you have cards inside the columns.

I start, traditionally, making a column. The very first column I always make is authors. Why do I do authors? Because authors have written books. Usually authors who've written books have an email list, they've got a blog, they've got a podcast, they've got something. Authors are my favorite people to go after, initially. It's like the low-hanging fruit. It's like the cheat code.

So I make a column that says, "Authors." Then 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. Tangential means, 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. So I'm trying to find who are the authors who have written stuff. So I'll make a card for every single author. For me, I usually put a picture of their face or their book or something in the card so I can see it. I start connecting their name with their face, their name with their face. I want to get to know who these people are.

After I get all the authors in there, then I start trying to find out what else these authors have. I'll go and I'll open the card for the author. It'll say the author is Robert Kiyosaki. So I open Robert Kiyosaki's card. I got his face in there. Then what I'll do is, I'll actually go and I'm like, "Hey, what else can I find out about Robert Kiyosaki?"

So I'll go, "Does he have a podcast? Does he have blogs? Does he have a YouTube channel?" I'll start finding those things. If I can find them, I'll add them to the card. It's like, "Here's the link to his podcast, his social media, his YouTube channel," whatever. And I put those things there.

Then I go to the second author, same thing. Third author, same thing. I started doing this research, trying to figure out who are the authors who don't just have a book on Amazon, but they have these other assets. They've got social followings. I'll keep notes like, "Hey, on Facebook, he's got 1.3 million followers. But on Twitter, he's got two followers." So he's not tweeting very often, but he's on Facebook or he is on Instagram.

I'm trying to figure out what's the platform that this person lives on the most? Because that's important. If someone's trying to do a deal with me, you could go see I've got a big Facebook following, I've got different places. But there's places that I spend my own personal time.

Maybe I'm telling too much here. Maybe you don't want to know this. But personally, I have a big Facebook following. I don't personally post anything on my own Facebook wall or my Facebook fan page. They 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. 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.

It's like, "There's the 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. Not so much my team's posting. 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. "I should look in here. Russell's posting. What else is Russell talking about?"

Okay, 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. These are other spots I could follow, Russell, that he's more likely to respond to me. Because there's only 1000 followers over here, versus 3½ million over here."

I'll try and figure out where are the places that they actually are spending time at? Making notes on those kind of things. Like, "Oh, my gosh. He's on TikTok a lot. He must love TikTok." And he's on TikTok with his kids, and I'm watching to see those things.

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 it. What are they posting? What are they doing? You can tell a difference between somebody's team posting something, versus somebody personally doing an Instagram live or doing Facebook Live. Where are they actually posting? Where are they spending their time at? 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. So I go subscribe to the email list and then make a little folder. So anytime they send out an email, it goes directly to the Robert Kiyosaki folder, or the Russell Brunson folder, or the Dan Kennedy folder. That way I can see all the messages they're sending out to their lists. So that's phase Number 1, I do with the authors.

Next thing I do, my first column in Trello is authors, all the authors' names. Then I'm going deep on all the authors trying to, again, follow them on social, subscribe to their email list, all different places so I have access to see what they're doing in real time. I'm trying to get my finger on the pulse of the marketplace. Does that make sense? I want to feel the pulse. 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, that's Number 1.

Number 2, now I make a column specifically... 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. Then I'm going to go to YouTube. Obviously, I already found the authors who have a YouTube channel. But who are the other people who have YouTube channels?

For example, MrBeast is not an author, he doesn't have a book. So if I just did the authors, I'd never find MrBeast. But if I just focus, who were the influencers on YouTube who have my Dream customers already following them? I'm going to go and create a column, I'm going to start searching on YouTube. Searching for my keywords and my phrases and my things. I'm finding what are all the channels that have anywhere from 10,000 to a million people in my market? 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.

I make it a channel, and then same thing. I go and I post a picture of them so I can see what their face is. I subscribe to their channels. I start looking in the descriptions. Do they have an email list? Do they have a blog? What else do they have? I start doing all that research to figure out who they are. I subscribe to their thing so I can get a pulse on the market. What are they caring about? What are they interested in?

Then I go and I do the same thing on podcasts. I create a column in Trello for podcasts. I go to the podcast directory and I find, what are the top 100 podcasts in my market? I find those podcasts, put them in there, let's put the person's face on there. I subscribe to their podcasts. I try to start listening to them. I figure out from the podcast descriptions, do they have blogs? Do they have websites? Do they have an email list?

And again, I rinse and repeat for each platform. Podcast, Instagram, TikTok, I don't even know the other ones. You know what I'm talking about. So I go on all these different things. Soon I have a Trello board that should have well over 100 people, probably close to 300 or 400 people. This is the universe. These people, right here, have 100% of my Dream customers already on here.

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 driven thing you could possibly be doing inside your business.

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 actually communicating with these people?"

The answer is, "Yeah. 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 trouble back then, but basically, same thing. I would go to live events. Back then Armorer had the big seminar. Yanik Silver had the underground seminar. I was going to these seminars. I had a list of people, and I was trying to find these people. And awkward Russell, who's socially not into networking stuff, I would 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, or that way when something happened, they would know who I was.

Nowadays, what I see people do really smart is, if you meet somebody, get a picture with them, and then text them the picture or send them on Instagram the picture or something. That way, when they see this conversation like, "Oh, I remember getting that picture in the hotel lobby with that person."

There's a connection point. Not some rando hitting you up. So I'm trying to figure out, "How do I connect with these people?"

The second thing is, when I am contacting them, I got to make sure that I know what I'm messaging about. I had somebody... This is a while ago, but just a perfect example. Most of you 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. And it's a weird belief. I don't think it even really matters. I think coffee's stupid, but it's one of our beliefs. So I don't. I've never touched it. I've never had it. And it was funny, because there's this guy who somehow got through all my gatekeepers and somehow he got to me. He had this moment, this moment in time where he could pitch me on his thing. He was pitching me on this MLM he had, which was a coffee MLM. They had a lot of products, but their core, front-end product was coffee.

His message was, "Russell, this is a ground-floor opportunity. It's going to be amazing. As you know, everybody in America drinks coffee. You need to have blah, blah, blah, blah, blah. This is the greatest product. Everyone drinks this. Da-da-da-da."

And I listened to it and I'm 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. I'm a Mormon and I believe it deep in my soul. I've never touched it, never will touch it. You pitched me on the one thing I don't do. You didn't do your homework."

I've seen other times where somebody will get through my gatekeepers, get on a call with me. They start asking me a question like, "So what are you into? What are you interested in?"

I'm like, "You missed it."

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 opportunity where I got a chance to meet Tony Robbins, I'm going to stand in front of him, I need to be prepared. 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 trying to catch up. He did an event here. He did an event here. He did a challenge here, did things.

Then I specifically look at the last three months. What's he sending out? Does he say anything personal? I go to Instagram. What did he post? He posted a picture of his family, his kids. Like, "Oh, my gosh. Tony Robbins had a kid two years ago." That's crazy. Do you even know that? He's only posted about three or four times socially, but he did. And I saw that and I needed 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 going to look like an idiot.

So I'm going to show up and be like, "Hey, Tony, first off, man, congratulations. That's so cool that you and Sage actually were able to have a kid. I'm so excited for you guys. That's the coolest thing in the world."

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

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. My favorite thing is on Chapter 3, where you talked about, blah."

When you start a conversation with an author like that, they sat there for a year or two bleeding from their fingertips to write this book.

And you message them like, "Oh, what's going on in your life?"

You're like, "I just launched a book."

"Oh, cool. What's it about?"

They don't want to talk to you. You got to say, "Oh, my gosh. I watched on Instagram as you were talking about your book and you were writing it. The fact you got... I bought it day one before you even... As soon as it went previews, I bought it, and it showed up the other day. Had a chance to read it. Page 63, dude, though, all this stuff was great, but page 63, you talked about this. That was insane. Where'd you come up with that? Da-da-da-da."

Like, that conversation, "Now I care about you, because I know you care about me."

I need to be able to have those conversations. When you're like, "Can I outsource this to some of my team?"

"Sure. It's not going to work that well."

If you want to do a partnership with somebody, you've got to have connection with that person.

You go, "100 people is so many."

"Yeah, I get it." But how many people do you follow on social right now? 5,000 or 6,000? I only follow 100. And I know what's happening in their lives. I'm reading their emails, I'm seeing these things. So when I have those rare opportunities, I can message them.

Then if someone posts something on social, I comment on it. When they send an email, I message them back. 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.

So that's how the Dream 100 works. I know it's one of those things, it's like, "Ah, it seems like so much work. Can't I just outsource it?"

Like, "Kind of."

I did it myself for a decade. Then for two years, I brought Brent Coppieters on my team with me at every event, every single thing. Started introducing him to people. Then I was still contacting my Dream 100, "I'm having Brent follow up with you."

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. Brent moved on to some different tasks, and I started taking Dave. Me and Dave would travel to every seminar. I introduced Dave to people and then he got to know them. Eventually, he became friends with them. Then they had that connection point as well. But it didn't just happen like, "Oh, I hired somebody to be my Dream 100 coordinator. Go start contacting these people on the list."

It doesn't, traditionally, work that way. At least not in a good way. It's like saying, "Hey, I want to find a wife. Do I have to go on all the dates and stuff? Do I have to message all the people on the dating apps? Or can I have someone?"

Like, "Yeah, you could definitely have your assistant go message all the people." But man, when you have a chance to go on a date with that person, and they've been having a conversation with your assistant for the last six months, all of a sudden, you're coming into this conversation, trying to catch up on six months of conversation, acting like you have a connection. It's just not going to work as well.

Remember getting one Dream 100, you get one connection that works right. Because some of you get through my gatekeepers and we have a chance to work together on something. That deal is going to be worth at least a million dollars or I'm not going to touch it. And ideally, 10, 15, 20 million dollars. So it's like that one relationship's 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 things, as you're brainstorming these things. I think in future One Funnel Away and other trainings, I might spend more time. Maybe with the whole Dream 100 Challenge, just go through this process. Because 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 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, hope that helps.

Thank you guys so much for listening. If you have any questions, again, go to, submit your question, and maybe I'll answer it on an upcoming show.

Thanks everybody. Bye.


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