In Dana Derrick’s book the dream100, he explains his process for acquiring your top 100 most valuable targets by any means possible within reason and without presenting yourself as an annoying spammer.
Overall, this concept is powerful, and it’s something that’s been around for a long time, even before Dana wrote the book. However, Dana did an excellent job of outlining a framework for acquiring high ticket targets in a personalized way.
Part of the Dream100 that is most interesting is the explanation of the why behind your targets.
While most individuals would go after a target company, he explains that focusing on the targets who give you the majority of your ideal clients is far more beneficial than specifically targeting a list of accounts to close.
So how does this work?
Let’s say you are looking to acquire gym owners. Well, every gym owner who starts a gym or runs a gym makes specific types of purchases before they do anything else, therefore by targeting, let’s say, “Gym Mat” suppliers, you would be able to gain a relationship with a company who could refer many of your top 100 accounts and supply a constant stream of revenue.
This takes an outside-the-box approach to how you think about your audience and positions your offers. In Dana’s world, this is explicitly for targeting affiliates; however, you can use it for anything where you’re acquiring key targets.
If you take the dream100 and adapt to another audience, let’s say communities, you would want to go through the discovery process. What do community leaders follow and live by to build their community, and how can you get in front of those leaders to acquire the interest of many community leaders rather than a single leader.
The abstract approach of the dream100 makes it so unique, and the framework applies to every and all channels. The method you choose to conduct your outreach is up to you. I have personally used a combination of social advertising, outreach messages on social and…