From: gregisenberg
This article explores effective methods for acquiring customers and leads for a startup without relying on a large social media following or extensive ad spending [00:00:05]. The strategies discussed focus on leveraging existing networks and communities to build an audience from scratch, offering actionable insights for the “cold start problem” of finding an audience [01:29:00].
The Dream 100 Method
The “Dream 100” is a core concept for reaching out to potential partners and leveraging their audiences to gain recognition and leads [00:24:50].
What is the Dream 100?
The idea is to identify other individuals or organizations who already have access to your target audience [00:30:00]. This list is typically compiled in a spreadsheet and includes their main website, social media links, and audience size [05:56:00].
Example Application: Web Design Agency [04:04:00], potential "Dream 100" targets could include:
For a new web design agency targeting startup founders and small businesses
- The hosts of podcasts popular with founders, like “The Startup Ideas Podcast” itself [05:47:00].
- Platforms like Product Hunt, which caters to startups [06:32:00].
- Organizers of local entrepreneur meetups [07:16:00].
The goal is to brainstorm how you can offer value to these people or organizations to get exposed to their audience [09:17:19]. This could involve paid advertisements [09:39:00], collaborations [27:40:00], or guest appearances [10:05:00].
The Canvas Strategy for Outreach
To effectively reach out to busy individuals or “gatekeepers,” the “Canvas Strategy” is recommended [11:06:00]. This strategy, popularized by Ryan Holiday, focuses on figuring out how to be genuinely helpful to the person you are contacting [11:40:00]. Instead of just asking for a favor (e.g., “Can I come on your podcast?”), present a well-thought-out pitch explaining why it would be beneficial for them to collaborate with you [12:23:00].
Impact of Dream 100
The Dream 100 strategy has been credited with generating significant revenue. One example cited is the creation of an entire training business for design sprints, leading to tens of millions in revenue, all stemming from a single connection made via this method [14:41:00].
Engaging in Communities and Groups
A second strategy involves actively participating in online and offline communities where your target audience congregates [18:38:00].
How to Engage
- Join relevant groups: Look for groups on platforms like Discord, School (e.g., Startup Empire), Facebook, and Reddit [20:39:00].
- Deliver extreme value: For the first month, focus solely on being the most helpful person in the group. Answer questions thoroughly, provide free templates, and observe common challenges without any self-promotion [19:59:00].
- Engage with creators: Turn on notifications for content creators in your niche on platforms like YouTube. Be among the first to leave thoughtful, valuable comments that demonstrate expertise and build trust with the creator and other commenters [25:26:00]. Sharing their content also signals genuine interest [26:27:00].
- Utilize Q&A platforms: Provide detailed, high-quality answers on platforms like Quora to establish authority and generate interest [21:41:00].
This approach allows for organic lead generation at a low cost, relying on genuine helpfulness rather than direct advertising [21:02:00].
High-Quality Video Content (without being a public face)
While direct social media influencing might be avoided, creating valuable video content can still be a powerful strategy [39:06:00].
The "Low Quality, High Effort" Approach
The focus here is on creating incredibly valuable, comprehensive tutorials, even if the production quality is intentionally low-fi [40:50:00]. The key is to answer common questions in immense detail, making viewers feel almost “guilty” for consuming so much free value [40:50:00].
Practical Application [41:19:00]. This video would then be shared directly with the person who asked the question, establishing you as an expert [41:37:00].
If someone asks “What’s the quickest way to make a responsive landing page in Framer with a checkout?” in a community forum, a good response would be to record a five-hour, zero-cut video demonstrating the entire process from start to finish
Inspiration for this can be drawn from channels like “Mastering Doom,” which produces extremely long, valuable tutorials without focusing on individual personalities [39:06:00].
This method can be particularly effective for selling software or services, as it demonstrates expertise and builds trust, leading potential clients to desire your direct help rather than just the tutorial [42:13:00]. Platforms like Quora are excellent sources for identifying frequently asked questions to base these videos on [45:47:00].
Personalized Outreach and Gifting
Beyond standard communication, highly personalized outreach, sometimes involving gifts, can be an extremely effective, underrated tool in the Dream 100 strategy to build strong relationships [30:51:00].
Memorable Gestures
- High-value gifts: A mentor once purchased a $50,000 signed guitar for his number one “Dream 100” target, leading to significant collaborations [29:10:00].
- Thoughtful, smaller gifts: An $80 “Teenage Engineering” device given by a business partner was highly memorable because it was tailored to the recipient’s known interests (music) [32:07:00].
- Consistent, unique tokens: Giving out small, $5 “mini Buddhas” to every new contact in early career stages created lasting impressions and relationships, with some recipients still having them over a decade later [32:42:00].
The key is that the gesture should be genuine and about the person being reached out to, rather than an overt attempt to solicit business [30:47:00]. These “high leverage” activities can yield explosive growth compared to “menial tasks” that offer minimal returns [48:40:00].
By combining the Dream 100 method with active community engagement and strategic content creation, businesses can effectively acquire customers and leads without relying on a pre-existing social media presence or large advertising budgets, focusing instead on delivering extreme value and building genuine connections.