The Dream 100: Leveraging Other People's Audiences | Coaching Corner #040

What's up, everybody?

What's up? It's almost like we switched sides, Tyson. You're not wearing a hat and I'm wearing one. What is happening today?

Decided to take a day off. Uh, not everyone— no, I can't wear hats every day, you know. People forgot I had hair, so I had to— I had to take that off.

I was certain you didn't have any hair under that hat, so I'm actually pleasantly surprised.

So it's a fair, fair thing to say. It's all good. I hope you enjoy the hat today. All good. Uh, happy day.

That's what we're talking about today, dude. I'm so excited.

Uh, I don't know, actually. Just kidding. I created the slides. I don't know, man.

You forgot already?

This is gonna be a fun one, man. I, I feel like we're piggybacking off of last week a little bit, but it's just something that keeps being brought up, so we gotta, we gotta come back to it. We gotta talk about it.

Yeah, I know.

What are we talking about?

The biggest thing is like that people always come back to is traffic. And you know, there's, there's always paid traffic, but it's like, we're trying to think best case scenario. What is, what is the best options for when you're like first launching a funnel to like get eyes on the funnel without having to aimlessly put money into like Meta ads, Google ads, what have you. Um, because I mean, Tyson and I have been down that avenue and it is, it is not fun.

Um, so, uh, especially if you're just getting started with the offer and you just like haven't proven it yet. What's up, Rob? Just in time, man.

Do you, do you want to break the ice and tell people exactly what we're going to be talking about today? We can leave it up to you. We never, we never let you talk in the beginning.

I just know it's going to be fun. Whatever we talk about, it's going to be fun. You guys already go over that, that we're having fun here?

Yeah, yeah, I definitely mentioned that. Um, No, we're talking about— so we're staying in the same lane of traffic. Um, this is actually Rob's idea, the Dream 100. Another great way to, I don't know, bring eyeballs to your offers and what you're doing right now without necessarily going directly for ads. Um, I feel like that's always like the biggest pushback we, we end up getting. It's like, I don't wanna do ads yet, I don't wanna spend all this money, I'm not ready, you know, something like that, something along those lines. But, um, We're gonna get rid of all these, all these, uh, false beliefs.

If you didn't watch last episode, like the, the Dream 100 and this, this, uh, like, uh, this— I don't wanna call it free because it still takes effort obviously, but this way of generating traffic that's not paid, I'll call it not paid, but it's not, it could be paid in the trad— just not in the traditional sense. You're not just going to pay for it.

You're paying in your time. Yeah. I mean, that's the reality. You're paying in your time with it.

There might also be affiliate payments, like if there is value that comes from it. But all 3 of us, we do coaching calls all the time for our clients and there's a big hurdle of the traffic. And I mean, sorry, there's just a big struggle of traffic and there's a hurdle between like, okay, I need traffic, but I don't wanna pay for it. So like, what can I do? What are my options? So, I mean, we got some really, really good feedback from our episode last week. Just talking about traffic ideas and how to start generating eyeballs on your pages and your funnels. So we thought we'd keep it moving forward with some other ideas that we, that we've, uh, you know, taught within ClickFunnels. If you have any of the books, if you have Russell's books, like you've, you've read about this, but for the people that don't, or the people that just want a reminder that it's a strategy that's there, this is what this episode is all about.

This, this book right here, Rob?

Oh yeah, that timeless, that timeless book. It really is timeless because As the world grows, like, it's the secrets that he teaches in that book can be transferable to whatever comes. It really can be.

Yeah, that's what I admire most about Traffic Secrets is like, I've read a lot of books on traffic and like, you know, when I first started like trying to run like meta ads and stuff, you know, you read a book on how everything works with like the Business Ads Manager and like best practices. And then by the time you're done reading the book, they might've even changed the UI. It's like, So it's not very foolproof sometimes, whereas like these concepts, these foundational principles that are being taught in something like Traffic Secrets, they're evergreen, baby. You can keep them going.

Yeah, I feel like they're even more powerful now, like as people continue to push out content and stuff or continue to go down that route. Uh, relationship— relationships are like, I feel like they're the new It's gonna be the next thing. It was originally, now we're coming back to it, you know?

Yeah.

And I've also just heard people just getting frustrated with Meta recently about how their acquisition costs have gone up outta nowhere. They went to bed one day, it was fine. The next day they woke up and it was just double the price.

That happens. That, yeah.

So, and that's our reaction. We're just like, meh, that's Meta.

Whatever. All right, great. But yeah, the, the concepts we talked about last week, are one way to combat that. What we're talking about today with the Dream 100 is another way. And, um, I guess no better way and no better time to kind of break into it, shall we? Uh, the Dream 100, how to grow by leveraging other people's audiences. I think that's pretty— that's as clear as we can make the Dream 100. That's what it's about. Um, we're gonna talk about—

Anybody in the chat, anybody who's watching us now, does anyone have their Dream 100 listed out? If you do, let us know in the chat. Like, I'm so curious how many people, how many people are actually using this and how many people are filling it out and like, who, who are they putting on there that they would love to work with? Right? Like at what high level and what low level? Like where are they on the, you know, on the spectrum of like authority in this space? I have, I have some and I keep on adding people to it and updating it based on who I'm just following or whoever Instagram thinks I like at the moment.

But true.

Yeah, I'd love to hear how many people are actually using this strategy.

It's a living list too. Like, it grows and expands as you grow and expand in your journey or as you grow business.

I was gonna say, I don't know that I've ever like fully completed the Dream 100, 'cause every time you go to like sit down and like add to it, you're just like, okay, maybe some of these people aren't relevant to like what I'm doing now, but like maybe I need to add some more people here. And like, you bring up an excellent point too, Rob, is like, In some instances, like you almost have to think of your Dream 100 at like different levels of influence too. I know we'll touch on that like a little bit more as we keep talking, but yeah, it's, I think it is kind of like an ever-changing list for sure.

Yeah, let's break it down. What is the Dream 100? I kind of, we kind of alluded to it at the very beginning. We talked about it, well, not the big, this whole time we've kind of briefly overgave an overview of what it is, but the Dream 100 is about finding the 100 people, publications, and communities that already have your ideal customer's attention, then get in front of them instead of buying or building an audience from zero. That's the concept. We're trying to go and find other people that are doing the thing already. They have an audience, not necessarily exactly with what you do, but somewhat, I don't know, what was it like a sidestep of what you do? It is, what's another word? I feel like the word is missing from my brain.

Like lateral to what you're doing?

Yeah, exactly. You're not stepping on their toes, they're not stepping on yours, but it's a mutual relationship that you can end up building with one another where both sides win. That is the goal. We want both people to win, you and them. You find 100 people, places that already have your customer's attention and you don't build an audience from scratch, you just borrow one. That is the concept that we're kind of breaking down today and talking about. So with that said, building a list, how do you even get started with this? What is step one here of breaking into this concept, right? There are audiences everywhere. There's people everywhere online. There's so many different places that communities grow at this point. You got X, you got Facebook, you got LinkedIn, you got YouTube, you got blogs, we got Substack. Like there's so many different areas where people are— Reddit, Reddit's a huge one where communities are growing and thriving that you probably maybe don't know about all of them. And you're compiling people that exist in those areas that kind of are exactly what we just described. They're laterally in your area of expertise, right? And we basically create an actual list, a physical list I don't know if you guys have specific tactics for this. Do you just pull up an Excel spreadsheet? Do you write out— do you have a piece of paper that just continues to get longer and longer? What do you guys do?

Depends on how I'm feeling. There are times where, like, when I first did a Dream 100 list, I literally took out a notepad and I marked 1 through 100, and I just tried to spill out people I could think of. But I think the only danger of me doing it that way Is like the only people I was thinking of is like super like high-level people in my brain. I'm like, okay, Russell Brunson, uh, you know, Garrett J. White, like this person, that person, like, you know what I mean? And it's just like maybe a lot of people that were like way out of my reach, I would never even like— they don't know who I am. And so that would be a little bit harder.

But, uh, wait, you're saying that Russell can't be on your Dream 100? Is that what you're telling me?

No, Russell can be on your Dream 100, but the thing is, I think it kind of goes back to What Rob is saying, like, we have to think of the Dream 100 in like scenarios of, you know, if Russell's on your Dream 100 and this is day 1 of you like trying to make the Dream 100 work, Russell shouldn't be the first person you're reaching for. He should be on like a different tier of like, okay, Russell's there, but you know, that's going to be a down the road thing as I'm building stuff, as I'm like actually making a name for myself, as I'm actually providing enough value in the space that one day I can come to Russell and say, you know, here's what I can do for you. Because I think that's also something to keep in mind is like when we're coming forward to these people and we're trying to like work together, you have to ask yourself, well, what's in it for them? You know what I mean?

Yeah, true.

Absolutely. And when you are putting your list together, I like to think of— I don't know if you guys watch the show Hot Ones, Yeah, for sure.

Absolutely.

Who—

if you haven't watched Hot Ones, Hot Ones is, uh, an interview show where people eat just like progressively spicier wings. What a concept, right? But like, analogy, if you, if you look at their episodes from like 5, 6 years ago, I guarantee you don't know that person. You don't know who they are, right? And, um, they might have had a Dream 100 of like who they want to get to actually interview on these, on this podcast, on this YouTube show. And now you look at it and it's like A-list actors. It's the highest level of athlete. It's the highest level of, of, uh, film star. Like, it's crazy. So like, just because, you know, they wanted Matthew McConaughey to be on the show, it's not— they didn't start there. They didn't prove themselves to have Matthew McConaughey. I don't know why I brought him up, right?

Oh no, we all love— oh no, he's America's sweetheart.

I watched his episode. It was a pretty good episode.

They just had Caleb Williams on.

He's the quarterback of the Chicago Bears. I know that's not everyone's A-list, but that's close to home for me.

That's cool.

But think about it in that aspect where just start somewhere. Just start. You can reach out to people who have, I don't know, 10,000 followers, 15,000 followers, 20,000 followers. Tyson, I don't know if I'm getting ahead of myself with how you're building with the slides, but just start there. Because those people also might be looking for collaborations that they can do with other people. Like we were saying, look for those partnerships where it is win-win. They might not be creating the course behind some of the, you know, the education that they're providing, or maybe they're teaching you one thing and it would be great if they taught you another thing. It's just not their expertise, right? So you're a perfect marriage to what they're offering already. And in some cases at that level, it might just be a win-win and like you share some commission between each other and you go on your way. But then as you start getting recognition and as you start growing your own list, you can start saying, hey, I have, now I have a 50,000 person list and you can start reaching out to higher level influencers, higher level people on that Dream 100. So I like to build my Dream 100 in just levels. Right. And again, it's like a growing list, but I'll have the low level where I'm starting and then the medium level and then the higher and keep on going up.

Yeah, start off— I feel like it's easier to break into it, uh, well, not into, but like get— make it easier to get their attention if they are smaller on the food chain, per se. They don't have like 50 million followers or whatever it might be. At that point, they're probably being blown up every single day. 12 hours a day. I don't know, right? Like, their inbox is just packed. So the likelihood of you breaking through without much of an influence yourself, it's gonna be tough. So I'd say like aim for the influencers that are 100,000 below followers, subscribers, whatever it might be. 100,000 being like the cap. I'm not saying that that's small by any means, but like it's easier to start a conversation with somebody that's probably more open and receptive to it, you know, at least at that level, right? And also, if you maybe already part of the communities that you're— maybe you're aware of these communities, they already exist, right? Like, you wanna find the ones that are engaged, people that are commenting, people that are like, it's an active tribe. You don't wanna be just like somebody who bought all their followers and like, it's just a it's a false page or something. That happens too. That's a, that's a common thing. You'll, you'll notice when you go to the posts or whatever it might be.

Yeah, if you go to the likes, they have like 100,000 followers and there's like 2 likes and 1 comment, and the comment's like, yo, check your DMs.

And it's just like, yeah, yeah.

But Tyson, you brought up a great point. Like, the person that's on your Dream 100 doesn't have to be, uh, a specific person. It could be a community, right? It could be a community that you'd love to collaborate with. And like this, you know, like you were saying, an active community.

Yeah.

An active one where people are commenting and posting and wanna learn more. And honestly, sometimes that's a little bit easier because they have the audience that's engaging and active and the person wants, the owner of that community is always wanting to deliver more value, right? And if you can bring some of the value they're not creating themselves because they're so busy monitoring the community, adding to it, marketing it, like, People at that level, it's— they might not have that expertise in the area that you are, so you would just be like a good addition.

Yeah, not to mention, even if they might have the expertise, you might still be that missing piece just at the simple fact that like, yeah, maybe they just haven't had the time to create like what you already have in place. And so you guys could be the missing piece for each other. Like, they have the audience, you have the— exactly. They have the audience and you have, uh, you have what they need as far as like maybe, maybe a course or maybe a specific product that would be helpful to the audience. And I think it should be like a very easily meshed, you know, a partnership there as far as that's concerned.

Yeah, as you go through and find these people, the people, audiences, or just groups, communities, whatever it might be, podcasts, just put them on a list. Don't filter anything. You just put them on there as like potential people that you would wanna work with and labeling them, not labeling them, but scoring them as, I don't know, the easier they are for you to, I guess, work together, right? If it's a perfect match, then they're gonna probably be A tier and they're gonna be higher up on the scale. If they are like in your case, if you're just starting out, you got zero audience, you're just getting rolled in the game, Russell's probably gonna be a C or a D tier for you. at this moment in time. And it's, uh, it's gonna be— it's gonna be— you have to climb the ladder a little bit, you know, keep, keep progressing, and eventually you'll get to that point. Kind of like Rob's Hot Ones analogy there. That was a good point. That was actually a really good, uh, reference there.

Such a good analogy.

That just came to me, man. This is at work.

At first I thought you were gonna explain the— I thought you were gonna explain the tiers as like the wings as they keep getting hotter.

No, but I remember I watched that show so long ago and I think it was like Matty Matheson that was on the show just because I liked him. Like, as a chef, he's a funny guy. So I'm not saying like back then he wasn't really— anyway, we don't have to get into it. What I want to challenge the people watching to do is like, can you think of 5 people right now? Can you think of 5 communities, 5 YouTube channels, 5 Instagrammers, TikTokers, whatever you want to call them? influencers that you can write on your sheet that you're like, man, I watch them all the time. It'd be really cool to, to work with them.

Yeah, absolutely.

Do it. Just put 5 people on a sheet, even if you never look at it again. Like, at least you wrote it down and now it's in your mind.

True. Once you write it, you're gonna be thinking about it from that point.

Yeah, don't pull a Devin and try to map out 100 people in the first sitting. I think, you know, make it more digestible, even if it's like, you know, 5, 10. You know, and then it's like now you're thinking to yourself, okay, how can I actually get their attention?

Absolutely.

And I'd love to see how many people actually take me up on this. If you comment, you know, I got my 5 in, in the comments, you know, that'd just be cool to see how many people do it.

For every person that says I got my 5 in the comments, uh, Rob's gonna send you $5. Just kidding.

We'll send you a high five in the mail and that's it.

Editing this episode.

All right, how do we get in front of these people? We got the list, we got people like that we're lining up looking to talk to. How do we actually get them? How do we get in front of them? How do we start talking to them? How do we get that movement going? Uh, there are 3 ways to get it in, to, to start getting into that conversation, to start building that relationship. First, free. It's not technically— it technically is free dollar-wise, but it requires a little bit of elbow grease. You got to go and put some work into it, put some effort in there. Show them that you want this relationship to actually be something, you know. All right, we're— you got to engage in their communities, engage in their pages. We're giving value, adding, uh, adding value to the things that they've already created in their own space. Uh, that is a good way to start doing that, and not just for like 1 or 2 posts. All right, we gotta— you gotta have some repetition in there. Um, I've seen— I think it was in Traffic Secrets we're talking about this, but it was like, uh, 1 to 2 weeks of of added value as a minimum, at a minimum. Some people, the bigger they are, the more time you gotta engage and the more time you gotta add value and you gotta show that you're looking to make it so their community is the best it can be. That's what you're there to be. That's gonna grab someone's attention a little bit better. So when you do reach out eventually, it's going to land a little bit better. It's not just some cold DM that you get in your inbox saying, hey, I see you need traffic. I do 10 to 15. I'll give you 10 to 15 leads in 5 minutes. You know, you don't wanna be that. You wanna be someone that's walking in with value. And at this point, if they see your name pop up from comments and likes and all this other stuff and whatever it is that you're engaging with, that you're showing up, like they can see your name, it's gonna happen over time. Just keep doing it.

Now with this, yeah, like this is awesome, right? Because if you do start engaging with them, it's a lot easier to have a conversation with them, especially related to their content. They're like, oh, I saw your post the other day. It was great. I learned a lot from it. I took this, this, and that from it. What, and I'm just gonna say this out loud because I think people will start thinking it, but if I have a list of 100 people, I have to follow and engage with and give value and have— it's a lot. It's a lot, a lot of effort. Like, how do I, how do I, you know, schedule my output that is so the take back is worth it? And it's, it's really hard. But that's why I don't want you to think of the dream 100, right? Think of the dream 5.

That's it.

Hey, hey, hey, are you cutting ahead? Whoa, whoa, whoa, whoa, we got some time.

Whoa, hey, I didn't even—

we're getting there. Wow, I love that we're all on the same page. 100's a big number. Well, have you, have you just skipped to the last page? Uh, Rob likes to go straight to the credits. He just—

I start the book at the end.

Oh, every time he starts a movie, he skips to the end, to the last 5 minutes, and just sees if he could put everything together.

That could be a party idea. All right, anyways, all right, the next one is earned. Okay, uh, PR, joint ventures, and affiliate deals. You kind of brought that up initially, Rob, of maybe there is like a win-win where there is some sort of affiliate connection you can come up between the two of you, three of you, whatever it might be. It's a— I don't know, it depends. But maybe there's something that can, can be thrown in the mix there that they monetarily are winning alongside you as well. Cool. And then paid sponsorships or direct ads, that would be the other one. And the last one there, I feel like most of the time you're gonna be going towards these 2 right here. These first 2, obviously you can pay for sponsorships and direct ads as you get more momentum, I guess, in this space or making this plan actually happen for you. But first 2 are where you wanna spend a lot of the time. Put the time in. It's worth building relationships. Like, you gotta, you gotta have some sense of community as well that you can lean on around you. It's part of this game of building a business. You gotta build those friendships, build those relationships with other people around you. Yeah. Okay, final point on this one. Always lead with value, not a pitch. I gave it an example earlier. You don't wanna be the person showing up in my inbox saying, hey, I can get you 20 leads in 5 minutes. Please don't do that. That is not gonna work. It might work, but not for me, not for Devin, probably not for Rob, probably for a good majority of people out there.

Like, I usually ignore those messages. If I see them, I'm just like, okay, sounds good. I'm never mean, but I'm just like, all right, man, thank you.

Cheers. Cheers. But you know what, if they're like in— if we're in their community and we're in there commenting, we're sharing videos and tutorials or whatever breakdowns around whatever it is that they are all about, um, and then we reach out. But we've, we've started a relationship off on a good note.

Like, they—

there's, there's no malice intent there.

So, um, I think that's you on that, on that point. Um, it kind of brings me back to a couple things. One of the things, uh, there's this book, I don't know if you guys have read it, um, from Gary Vaynerchuk. It was called Jab, Jab, Jab, right hook. I don't know if I said enough jabs. But basically the whole point was like with social media, like when you're providing value, you're not always like hitting a pitch, right? And so I think it's very applicable in like this instance too, is like lead with like this intent to just provide value. And then eventually, like when the time is right, like you have that pitch, but I feel like it should feel natural, like something that's just casually flowing in a conversation. Tyson and I were talking about this a little bit off the livestream, but I heard somebody say one time that they had a very unique approach to getting people's attention. And what they had did, I believe they were in Russell's inner circle, but I won't say their name just in case, um, you know, some of my facts are not straight. Um, but they, uh, saw— they wanted— I think they wanted to get Dan Henry's, uh, attention. And they had seen on like a live stream he was talking about how much like he loved LaCroix. And I think he had said that he was like out of it or something. And he sent like cases and cases of it. to like his office after that point. And like, that to me was like, so it feels so minimal, but like, imagine you're paying that much attention to somebody that you've seen something that they actually needed and it just shows up at their doorstep and they're just like, wait a second. Like, if they didn't know who you were already, they're probably gonna be like, who, who is this guy? How did he know?

Second of all, with all his drinks, what the heck?

Yeah, I'm stocked up for a while now, but like, Second of all, that was interesting. So I think that does just kind of go back to the point of just providing value. I think we're unfortunately in a digital space where it feels like it's more like pitch, pitch, pitch than maybe some value here and there, where a lot of what I try to tell the people that I work with is like, You know, the pitch can come, but like, make sure you're providing value in the first place above all else.

You gotta, you gotta build that trust, build a relationship before you ever go for the pitch. Agreed. I like that LaCroix story. Um, I might steal that.

I said I'm not, I'm not saying names on the other side just in case I'm getting something off and they're like, actually it wasn't LaCroix and he knew who I was and he was expecting that package, you liar.

And I'm like, okay, so Okay, now the point or the part of this that Rob was looking forward to the most is this slide right here, right? The getting started slide. The fast way to build momentum is to define dream customer, brainstorm your first 20 names, all right? And reach out to just 5 of them this week. This week. If you're watching this video after the fact, comment back, come back and tell us that you've done it. And This is, this is your turn. This is, it's your time. Go, go do it. Do the thing. Go jump the rope. Go grab the customers. No, I'm just kidding. Go build, start building relationships. Small consistent action compounds a lot faster than trying to build the perfect 100 all at once. So there's that. Define your dream customer, brainstorm 20 names, expand from there, reach out to your first 5 this week. Those are your 3 action items. Today, this week, it's Monday. No, so I'm like, I'm totally lying. It is Tuesday. It is Tuesday. But by time next week when we come back, yeah, that's perfectly fine. Yeah, anytime you're watching this, doesn't matter.

Uh, it might be Friday.

It might be Friday, whatever. Just—

It's Wednesday for me.

Today's the day that you should start doing it. That's, that's the answer. Okay.

Oh goodness, we don't do this for the community. Do we do it for us? We're having fun.

Yeah, I'm happy with that. Whatever. Like I said, it's gonna be a fun one. This has been a fun one. And that's all I have for today's slides. That's it.

Happy Saturday, everybody.

Happy Saturday. If you have, if you have a question around this, you want help around this, one, obviously you can always join us for open office hours, uh, Monday, Wednesday, Friday. We got that 3 days a week. Put a banner up here just so you can see that. But if you want to work with us close, more closer, more closely and, uh, do this with somebody, then we're happy to do that as well. Um, I don't have the link, but we can grab real quick for a growth advisor.

Okay.

Rob's on it, he's got it. Um, reach out here, schedule a time that works best with you, and, um, we'd love to work with you. That's it. We'll do this for your business, for you. We wanna see you grow, and sometimes it just takes a little bit of a hand-holding situation. We'll guide you there, but walk with you. And we'll do it together. So there's that.

And as always, like, let us know what you want to learn about. Let us know what you want us to cover, right? Um, community-driven content, that's what we live by. That's what, you know, we strive by. So we want to do these episodes for you. We've been getting really good feedback, so appreciate to everyone that has been reaching out and leaving comments. And, uh, it's been— it's fun doing these. So let us know what you want to learn about. What do you guys want to know?

Heck yeah. Uh, next episode's on you guys, whoever's watching. So let us know what's—

uh, nobody, nobody tells us anything, we, we won't go live.

We're just gonna sit here quiet waiting for the comments to drop us.

We can talk about, uh, Hot Ones for the next episode. It's all good.

We'll just all eat really hot wings and try to answer questions.

Oh, that'd be a good one. Yeah.

I would be having a panic attack on this side. I don't know if it'd be a good idea.

I'm I'm game anyway. Well, we can, we can talk about it next time after you guys put what you want to see next week in the comments. Um, that's it. That's all we have for you this week. Thanks for hanging out with us. Anything else you guys want to say before we get out of here?

Happy Friday.

We'll see you guys next time.

All right guys, uh, happy Tuesday through Friday. Just kidding, Monday through Sunday. And we'll see you next week on Tuesday. Uh, that's it for now.