The Code Breaker Newsletter - Issue #014 The Dream 100 Strategy

Hey Code Breakers,

Welcome to this week's Code Breaker Newsletter. Here, we share the best insights, tips, and stories. Learn how to break the code on your market and unlock your business's potential.

What would you do if you found out there was a way to explode your business within the next 12 - 24 months? Well, that’s what I’m about to share with you in this week’s newsletter. 

It’s a strategy I learned early in my sales career, and it’s another one of those secrets to my success. And for complete transparency, it’s not the sexiest of strategies, but it works. I’ve used it to rank #1 on every sales team I’ve been on. I’ve also used it to scale my business past 6-figures in its first few months. And, I’m now leveraging it to scale to 7-figures and beyond. 

The good news is, most people will refuse to do it because it takes a little bit of work. And the greatest barrier to entry on any solution in today’s world is work. 

Most People Won’t Do This Because It Takes Work

The strategy I’m about to share isn’t new. Chet Holmes invented it over 30 years ago and revealed it in his book The Ultimate Sales Machine back in 2007. Since that time it’s helped more companies double in size than any other strategy. 

Yet, even with all that success, the strategy is still only known in very select circles. Russell Brunson has brought the strategy to popularity within the Clickfunnels community. Those who have read the book are at least aware of it. But there are still only a select few that truly use it. 

Here’s why: 

• “It takes pigheaded discipline and determination”. One of Chet’s infamous sayings within the book. 

• It requires you to think outside of the box.

• Most will give up when they don’t see immediate results.

• While the plan is simple, its execution takes time and planning. Most people won’t put in the work to see it through. 

But with a little pigheaded discipline and determination, and stick-to-itiveness it will work. And you’ll be the one reaping the rewards. 

Here’s how:

Step 1: Choose Your Dream 100

The strategy I’ve been referring to is Chet Holmes - Dream 100 Strategy. It’s the most effective strategy for rapidly growing your business. Here’s how it works. 

If you’ve heard of the Pareto Principle then you know that 80% of your profits come from 20% of your customers. 

Chet knew this which is why he developed and leveraged the Best Buyers principle. He’d take the list of potential buyers for a product. He'd find which subset of those buyers bought the most, the fastest, and the most often. 

Then he’d leverage the Dream 100 Strategy. The Dream 100 is your strategy to target your top 100 (or whatever number is accurate for you) dream clients. And to market to them constantly and relentlessly until they buy!

The goal is to take them from ice cold and never heard of you to completely on fire and ready to say yes to working with you. 

Exercise: 

• Gather a list of your current customers. If you don’t have any current customers, create a list of who you think would be your ideal customers. 

• Determine the profile that makes up your dream client. Consider things like size, industry, geography, growth stage, philosophical alignment, profitability, lifetime value. 

• As you’re likely a coach or consultant also, consider ease of service and delivery and ease of sale. Do they energize you or drain you of your energy? How much of your time do they require? Is the product or service they buy scalable? What about their typical results? Can the results be easily recreated? How much fun are they and do you enjoy them? 

Step 2: Choose Your Avenue of Approach

Now that you know who your Dream 100 is, it’s time to determine the various avenues of approach at your disposal.

One great thing about a Dream 100 Strategy is that it’s less expensive to market to 100 ideal prospects vs. 1,000 or 10,000. It’s less of a volume play and more of a targeted approach. 

You have two potential avenues of approach. 

Option 1: You target the source. Sometimes the fastest way in is through the front door. But there’s a price for entry and this is where you will want to get creative. Email and phone work great, but I’d suggest making them part of your follow up strategy. 

You want your primary strategy to stand out, and the best way I’ve found to do this is a “lumpy mailer”. Also known as a package of some sort. Email is easy to delete. Phone calls and voicemails are easy to ignore. Direct mail is harder to ignore. 

But when someone sends you a package, provided there’s a bit or creativity behind it, it grabs attention. Here’s a few examples I’ve personally used that have gotten great results: 

• Figured out my ideal client liked golf. Bought him a pair of golf shoes. Mailed him the left shoe with a note that said I’d been “trying to get my foot in the door”. I got the meeting and the client was happy with the new pair of shoes. 

• I sent a remote control car that was custom painted to look like it represented the company. I kept the controller, and sent a note with an analogy of the business being like a car without a remote. To get control of the business he could book a meeting with me and get the controller. 

• When PS5’s were hard to find I bought a few and offered one to a client with kids who were the right age to get one for Christmas. I sent a note referencing how difficult it could be to find the answers you need to grow your business. Almost as hard as it is to find a PS5 at Christmas time. Luckily I happen to have a PS5 as well as the hard to find business answers. 

You get the idea. 

Option 2: You target those who have already congregated your Dream Clients. 

In many cases your dream clients already have a trusted source of information. If you can figure out how to align yourself with these sources you’ll have a much easier time getting in. This can consist of an affiliate relationship you set up with a direct connection. A referral who can put you directly in touch with your dream client. 

This can also be done by being scene via someone else’s channel. Here’s a list of various locations your dream client may already be a part of: 

• Authors Followings (Email Lists, Social Profiles, Etc) 

• Social Media Groups (Facebook, LinkedIn, Etc) 

• Influencer Profiles (Facebook, Instagram, LinkedIn, YouTube, Pinterest, etc) 

• Podcasts/Shows

• Email Newsletters and Blogs

Develop a strategy to market to those who already have a connection with your dream client. Get in with them, and you’ll have a direct line to your Dream Client. 

Step 3: Execute Your Strategy

It’s now time to execute your strategy. You may choose to take the direct approach, the indirect approach, or both. Either way, nothing happens without execution. 

You’re going to want to get in front of your Dream Client at least once a month, if not every couple of weeks. This is where the pigheaded discipline and determination has to kick in. 

Develop a Dream 100 Calendar and note which strategies you’ll leverage each month. Maybe one month is a lumpy mailer. The next month you might try working your way in through an indirect approach. Try ads. And all other forms of marketing and media. They’re all options. 

The main thing is to focus on this list until you break the code and open the flood gates to your market. It will happen, and when it does you be glad you had the pigheaded discipline and determination to stick to it.