Expert-Secrets full book

Now Chet was known for what he called “PHD”—Pig-Headed
Determination. So he just kept going after those same people month after month.
Because these were the biggest buyers, they were the hardest people to reach.
But he didn’t give up. After four months of following this strategy, he got zero
response. (Pretty discouraging, right?)
Then in his fourth month, something changed. He landed his first big
account—Xerox. It was the biggest advertising buy ever for the company. By the
sixth month, he had landed 29 of the 167. And with those 29, Chet doubled the
sales over the previous year. They went from #16 to #1 in the industry in just
over a year. And he kept doubling sales for the next three years.
Later on in his career, Chet wrote a screenplay and wanted to sell it to a big
Hollywood studio. So he followed the same Dream 100 strategy. He researched
and found 100 Hollywood producers, actors, directors, and other people who
could make his film a reality. He focused on his Dream 100 list and relentlessly
pursued these guys. And yes, eventually he did sell his film to one of those big
studios.
So what does this have to do with you?
Well, when I first heard Chet explain how the Dream 100 worked, I realized
that there were probably 100 people who already had MY dream customers.
They had the traffic. I didn’t need to create it, I just needed to figure out how to
get those people to come and see my new opportunity instead.
The first step in this Dream 100 process was going back to Secret #1.
Remember when I created my new niche? We started with the three hot markets
(health, wealth, and relationships).