The two biggest mistakes people make with their audience is:
- They don’t understand the one person they are talking to
- They try to talk to too many people initially
And it’s not easy to avoid either of these things. You can have an idea of who you are talking to but until you actually do it then you don’t know if it’s right.
And it’s hard NOT to try to help everyone but the idea is that your ideal customer is one person and this one person represents thousands of people.
If you’re the person that goes through this entire course then you’re our ideal person. There are other qualities about you that if we targeted would lead us to get more people like you and that would be amazing.
Remember, your audience can be broken up into 3 layers:
- Outcome
- Problems
- Mechanism
Your ideal customer has to have all 3 of these things aligned otherwise you’re talking to the wrong person.
But before we mentioned that this was the first layer and that we would get to the second layer later.
Well, it’s later to let’s talk about the second layer.
We Are Fueled By Emotions
One of the greatest things about the Internet is that it makes it easier for us to find our people.
In the 1980s if you were the only person in your neighborhood interested in Dungeons & Dragons then you were screwed. In fact, you were probably miserable because you didn’t have your people.
Sure you might have had friends but there was something missing because they didn’t share the one special interest with you.
However, online, we can find our people and it feels amazing because we know they share many of the same worldviews that we do and that’s the second layer.
You can look at the First Layer above and see that absolutely anyone can copy anyone.
You can see the outcome we want to help people achieve, the problems we help them solve, and the mechanisms that we use. You can copy all of that and many people are very concerned that people will copy them.
But we aren’t.
Why?
Because those people don’t have our worldviews. They don’t have our personalities that make us unique to our audience.
They don’t have our essence that attracts our people to us.
And guess what? We don’t have theirs.
That’s why you can have an infinite amount of people in the same niche doing the same thing and they all find some level of success as long as they stay true to themselves.
Take a look at our social media content. Some people like us and some people don’t.
And it’s not because of the first layer. It’s because of the second.
That’s where true audience building occurs. That’s how you develop 1,000 True Fans.
These are the people that will read/watch your social media content, consume your emails, and line up to buy whatever you offer.
Yes, part of it is because you’re going to help them achieve their desired outcome, but more than that it’s because they feel aligned with you for whatever reason.
You are part of the same tribe.
We talked before about the importance of connecting your messaging to one of the 3 Egos. Another problem that many people face is that they aren’t distinct enough for people to feel like they can relate to them on some level.
The People Who Are Ignored
Unfortunately, this isn’t a course on charisma. We can’t teach you how to make people gravitate towards you but we can do the next best thing and that’s to show you how to talk to those people who are ignored.
This is pretty easy to do and it’s one of the most effective ways to build an audience online.
The gist of it is pretty simple. In every niche, there is a common bit of wisdom that everyone talks about. In fact, there are multiple bits of wisdom that people tend to take as the gospel.
But there is a small group of people that don’t believe it for whatever reason. Maybe it’s never worked for them or they’ve seen other things work.
So when they go online and they see the majority of people talking about the other way they feel left out. Nobody is talking to them.
That’s your opportunity.
What’s your contrarian view that will make people stand up and notice you? What’s the thing that goes against what most people say in your niche that will cause those forgotten people to pay attention to what you do?
- You can eat as many carbs as you want and lose weight
- Blogging is the best long term activity you can do for your business
- You should be teaching your kids math, not schools
- Walking is the best exercise for everybody
- If you’re not using AI for your business you’re falling behind
- Pinterest is the most effective form of marketing
(Note: We’re not saying these are things we or do not believe in. They’re just examples.)
You’re not trying to be controversial. You’re looking for something that you believe in that feels like it goes against the grain in your niche.
Every new person that enters a niche and blows up does so because of this.
They bring a new perspective to the table. Something that others aren’t saying or doing.
It works so well that eventually, the contrarian view becomes the popular view, and then someone else gets to come in with their contrarian view (usually something that was said many moons ago) and gain an audience.
