What It Means
The Dream 100 is a method Russell Brunson teaches in Traffic Secrets (2020) for reaching customers through the audiences they already belong to. You list 100 people and places where your ideal customers gather, such as the creators they follow, the newsletters they read and the groups they join, and then get your message in front of those audiences. ClickFunnels' guide says the idea was created by Chet Holmes and popularized by Brunson.
Try It: Compare the Two Ways Into a Dream 100
ClickFunnels' guide names two ways to reach a Dream 100 audience. Switch between them.
Build real relationships with the people who run those audiences.
Costs time. Example: a yoga studio offers a free class for a local runners' newsletter.
Pay to be included in front of that audience.
Costs money. Example: the same studio pays for a spot in that newsletter.
You spend time, building trust one relationship at a time.
You spend money, and you can start this week.
Either way, the guide pairs the visit with a lead magnet, so the people you reach can join your own list.
How People Say It at Work
- "Who's on our Dream 100?"
- "That podcaster has exactly our customers. Put her on the list."
- "We can't afford to buy in yet, so we're working our way in."
The Breakdown
How to build one
- Describe your ideal customer in a sentence.
- List the places they already gather online: creators they follow, YouTube channels, newsletters, podcasts and groups.
- Aim for 100. ClickFunnels' guide suggests a mix: 25 writers, 25 YouTubers, 25 podcasters and 25 Instagram creators in your niche.
- Choose how you'll reach each one: work your way in through a real relationship, or buy your way in by paying to be included.
- Offer something free (a lead magnetMagnet schoolA public school with a special theme or teaching approach, such as science or the arts, built to draw students from across a district and from different backgrounds. See more) that brings those people onto your own email list.
| Type | Suggested number |
|---|---|
| Writers | 25 |
| YouTubers | 25 |
| Podcasters | 25 |
| Instagram creators | 25 |
| Total | 100 |
Short version to try today. Write down the first 1010,000 stepsA popular daily step goal that began as the name of a 1960s Japanese pedometer; later studies find health benefits begin well below it. See more names on your list and pick one person to contact this week with something useful for their audience.
Where It Comes From
Russell Brunson sets out the Dream 100 in Traffic Secrets: The Underground Playbook for Filling Your Websites and Funnels with Your Dream Customers, published by Hay House on March 26, 2020. ClickFunnels' guide credits the original idea to Chet Holmes and says Brunson popularized it across his Secrets books.
Good to Know
If you pay a creator to feature you, or give them something in exchange, the audience should be told. Read the Federal Trade Commission's guidance on endorsements before running a paid placement. Treat the 25 by 4 split as one suggestion: your customers may live mostly on one platform, and the list should follow them.
FAQ
What is the Dream 100 strategy?
A list of 100 people and places where your ideal customers already gather, and a plan to reach their audiences by building relationships or paying to be included. Russell Brunson teaches it in Traffic Secrets.
Who created the Dream 100?
ClickFunnels' guide credits Chet Holmes with the original idea and Russell Brunson with popularizing it, including in his 2020 book Traffic Secrets.
Does the list have to be exactly 100?
The number gives the list a target, and ClickFunnels' guide splits it into four groups of 25. Buhata's suggestion: if your niche has fewer than 100 good fits, list the ones that are and add more as you find them.
Do It in Buhata
Team Space
Keep your Dream 100 as a task list in your Team Space in Buhata, one task per name with an owner, and move each one along as the relationship grows.
Open BuhataRelated Terms and Categories
- Core four (advertising)
Alex Hormozi's four ways to get leads in $100M Leads (2023): warm outreach, cold outreach, posting content and running paid ads.
Sources
Russell Brunson, Traffic Secrets: The Underground Playbook for Filling Your Websites and Funnels with Your Dream Customers (Hay House, 2020); Google Books, "Traffic Secrets"; Hay House, "Traffic Secrets"; ClickFunnels, "Ultimate Guide To The Dream 100 Marketing Strategy"
- books.google.com/books/about/Traffic_Secrets.html?id=kL-eEAAAQBAJ
- www.hayhouse.com/traffic-secrets-paperback
- www.clickfunnels.com/blog/the-dream-100
Last updated .