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Ultimate Guide to The Dream 100 Marketing Strategy

You’ve heard of the Dream 100 strategy. But maybe you’re not exactly sure what it is — or maybe you know what it is and you’re just looking for a breakdown of how to actually execute it in your business. Look no further. In this guide, we’re going to explain what the Dream 100 is. Then we’ll show you various ways you can apply it to your business. And finally, we’ll give you 6 in-detail steps to execute it.

You’ve heard of the Dream 100 strategy.

But maybe you’re not exactly sure what it is — or maybe you know what it is and you’re just looking for a breakdown of how to actually execute it in your business.

Look no further.

In this guide, we’re going to explain what the Dream 100 is. Then we’ll show you various ways you can apply it to your business.

And finally, we’ll give you 6 in-detail steps to execute it.

Let’s go!

What is the Dream 100?

In online marketing, the Dream 100 is a process for finding and infiltrating the online congregations of a specific target market.

It was created by Chet Holmes and popularized by Russell Brunson, the founder of ClickFunnels, in his Secrets Trilogy…

You can think of the Dream 100 as the top 100 places where you want to get in front of your dream customers online — those could be podcasts, blogs, newsletters, Facebook groups, YouTube channels, specific influencers, forums, subreddits, or pretty much anything else.

Once you’ve identified your Dream 100, the rest of the process involves infiltrating those communities to get your offer in front of your target market, drive people to your sales funnel, and grow your email list.

There are a lot of different applications of the Dream 100 — and we’ll discuss those in detail here shortly.

As an example of how powerful the Dream 100 can be for your business, check out the video below…

Applying the Dream 100 to Your Business

You should now have a basic idea of what the Dream 100 is.

Shortly, we’re going to walk through 6 detailed steps to making it happen.

But you might be wondering how you’re supposed to apply the Dream 100 process to your marketing efforts — what exactly can it help you with?

Here’s a list!

Public Relations

Want to increase brand awareness by getting published on top media outlets? Create a list of the top 100 writers/editors on those outlets and go through the Dream 100 process with them. For the publications where that doesn’t work, you might still be able to run ads or buy your way in through sponsorships.

Influencer marketing

This is one of the best uses of the Dream 100 (as you can see in the video above where Russell befriended Tony Robbins). Make a list of the top influencers that your target market follows and try to connect with them organically. For influencers who you can’t connect with organically, you can probably still pay them to promote your products or services to their followers.

Search Engine Optimization

Search engine optimization is something that I specialize in as a freelancer. And you can easily apply the Dream 100 method to SEO. Identify the top 100 keyword phrases that your target market is already searching for in Google and make it your mission to rank on the first page for those keywords — you can do that by writing optimized content on your blog or by paying to rank via Google ads.

Social Media

Social media is one of the best places to apply the Dream 100 strategy. You can find influencers, groups, or forums where your target market congregates. Then you can either work your way in with organic engagement or buy your way in with ads.

Affiliate army

What if influencers in your market were selling your products or services for you? Better yet, what if you only had to pay those people when they made a sale? That’s how influencer marketing works and the Dream 100 is a wonderful strategy for finding and building relationships with potential affiliates.


Getting mentioned in podcasts or newsletters is a great way to build brand awareness. And the Dream 100 is how you make it happen systematically. Make a list of the top 100 podcasts or newsletters that you want to get promoted in and start gunning for them. Start by trying to get mentioned organically and pay for sponsorship if that doesn’t work out.

Guest blogging

Want to guest post for other publications in your market to promote your products and services? Make a list of the top 100 publications you want to write for and then start sending pitches. If that doesn’t work, there’s usually a pay-to-play option as well.

Step 1. Identify Your Dream Customer

As we’ve discussed, the Dream 100 process consists of finding the places where your dream customers congregate and then infiltrating those places with your message/offer.

But you can’t do that if you don’t know who your dream customers are.

So that’s the first step.

Identify your dream customer.

In fact, you should know your dream customer so well that it materializes as an individual person — you might even consider giving her a name and finding a picture to represent her.

Consider the following story that Russell tells in his bestselling book, Traffic Secrets — it does a great job of illustrating just how important having a customer avatar is…

“I don’t know if Alexis will like this,” said an executive at Sally Beauty Supply.

Confused, my friend Perry Belcher asked, “What?” He set down his new scented hand sanitizer that he had brought in to pitch at the meeting.

He picked up his new UV nail polish and handed it to the group. “Okay, well, how about this product?” he asked.

They looked at it, opened it up, and smelled it. “Yeah, I’m pretty sure that Alexis won’t like this either,” they replied.

More confused than ever, and now a little frustrated, Perry brought out his third and final product to pitch to them.

In a similar fashion, they looked at the product, gave it a quick once-over, and then said, “Sorry, Alexis definitely wouldn’t be interested in this one either.”

More frustrated, Perry looked at the two execs he was talking to and finally blurted “Who is Alexis?! Is she the decision maker? Why isn’t she in this meeting instead of you two? Is she here? Can I just talk directly to her? I know that I can convince her that your company needs to sell these products!”

There was a moment of silence, and then both execs burst out in laughter.

“Alexis isn’t a person. She’s our customer avatar!” one replied.

So how do you identify your dream customer?

We’ve got to work backward.

It starts with the three core markets: health, wealth, and relationships…

Your business falls into one of those categories — which is it?

Once you’ve identified the market that your business operates within, then it’s time to identify your submarket.

Here are some examples…

  • Health —> Weight Loss, Strength Training, Nutrition
  • Wealth —> Investing, Real Estate, Finance
  • Relationships —> Dating Advice, Marriage Advice, Love

There are a near-infinite number of submarkets — this will really depend on your business and the products you sell.

Next, it’s time to identify your niche. Go one layer deeper. For example…

  • Health —> Weight Loss —> Personalized Meal Planning
  • Wealth —> Finance —> Paying Off Debt
  • Relationships —> Love —> Going Through Divorce

Going through this process will help you differentiate your business from other businesses and carve out your spot in the marketplace.

And it’ll make identifying your dream customer 100 times easier.

The most important thing you now need to identify is what pain you helping your dream customers get out of and what pleasure you are helping them access.

Let’s take this as an example…

  • Health —> Weight Loss —> Personalized Meal Planning

If my business offers personalized meal planning, then the pain I’m helping my customers escape is the hours and hours it takes to plan healthy meals and create grocery lists every week.

The pleasure I’m helping drive them toward is the simplicity of healthy meal plans and grocery lists delivered every single week for a very reasonable cost.

That tells me a lot about my dream customer.

Try it for yourself…

  • What pain are you helping your dream customer escape?
  • What pleasure are you helping your dream customer achieve?

That’ll take you 90% of the way.

Once you’re finished, try to answer some of these questions as well…

  • What is their biggest fear?
  • What is their biggest desire?
  • What do they love more than anything?
  • How much money do they make?
  • What are their primary points of frustration?

Answer those questions and you’ll have a crystal clear idea of who your business serves. Then it’s time for Step 2.

Step 2. Build a Sales Funnel

You know who your dream customers are.

And soon, you’ll start identifying the online areas where they like to hang out. Then you’ll infiltrate those congregations and promote your offers.

But you can’t do any of that before you have a compelling sales funnel.

What’s a sales funnel

It’s just a series of pages that are built to convert your dream customers into leads and sales — one page at a time, a sales funnel will drive the right people toward taking the action that you want them to take.

It’s not like a website (which behaves more like a brick wall than a door)…

It’s a systematic process by which you can convert visitors into leads and leads into customers.

The sales funnel you need to build for our purposes here is one that generates leads — that means your sales funnel should offer something that your dream customer really wants for free or for a very low price.

That’s exactly what we do, for instance, with our 5-Day Lead Challenge

So… why do you need a lead-gen sales funnel?

Think about it.

If you’re driving tons of awesome and motivated traffic from your target market, the number one thing you want to do is grab their email address… so that they become traffic that you control.

You see, there are three different types of traffic — and the third type is the most important.

  • Traffic You Earn — This is traffic that you earn through public relations, organic relationships, and the “work your way in” part of the Dream 100 process. But you only have it so long as other people keep promoting your stuff.
  • Traffic You Control — This is traffic that you pay for. You can control it a bit, where it comes from and where it goes. But you only have control as long as you keep paying. 
  • Traffic You Own — The goal of all other types of traffic is to turn it into traffic that you own. Quite simply, this is your email list, the people you can contact whenever you want with whatever offers you want. You own this traffic and can utilize it in whatever way you deem appropriate or necessary.

In terms of the Dream 100, here’s what this process looks like…

You pull people from the Dream 100 process to your lead-gen sales funnel and then those people become traffic that you own.

That’s why you need a compelling sales funnel.

And to learn how to create one, we highly recommend taking our One Funnel Away Challenge — it only costs $100 and we’ll walk with you step-by-step to help you create a high-converting funnel.

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