The Six Steps of the Dream 100

The Dream 100 is a systematic and relentless campaign to win over your ideal clients. Here are the six steps to executing a successful Dream 100 campaign.

1. Choose Your Dream 100: Identify your ideal clients based on criteria such as size, industry, and potential for high volume and repeat business.
2. Choose the Gifts: Select a series of small, inexpensive, and memorable gifts to send to your Dream 100. This is a form of 'lumpy mail' that gets your packages opened.
3. Create Your Dream 100 Letters: Write short, clever letters to accompany each gift. The letters should be vague enough to pique curiosity and should have a clear call to action.
4. Create Your Dream 100 Calendar: Map out a long-term calendar for your campaign, with a new touchpoint every two weeks.
5. Conduct Dream 100 Follow-up Phone Calls: Follow up on every mailing with a phone call. This is where you will use your skills to get past the gatekeeper and secure an appointment.
6. Present the Executive Briefing: Once you have an appointment, deliver your core story in the form of an "executive briefing" or "orientation."

The key to success with this strategy is Pigheaded Determination and Discipline. You must be prepared to be rejected multiple times and to continue your campaign with relentless consistency.