what do you focus on so how so what
would you say so right there you're just
asking right off the bat of do they have
IBS we're gonna use that example in a
few minutes hey what's up the steric
count we're gonna talk about throw more
money bones
you need to realize that there's no such
thing as one single ideal customer there
are ideal customers there are many
different types of people who can buy
what you're selling if you're selling
headphones you're not just selling
headphones to people who need headphones
you're selling headphones to people who
play video games you're selling
headphones to people who go running
you're selling headphones to people who
listen to podcasts you're selling
headphones to I don't even know what
this example is anymore
but I guess you're selling headphones to
people who need time I don't know but
the point is you need to sell your
product to different types of customers
and each customer often needs a
different message if I'm selling
headphones to a gamer I might be
emphasizing the surround sound
capability of the headphone so you could
hear people sneaking up on you in a
video game or something like that if I'm
selling to a runner I might be selling
with the main message that these
headphones are not going to fall out of
your ears while you're working out these
each of these messages persuades a
different ideal customer to buy what
you're selling and you need to get clear
on what these messages are to maximize
your sales eventually as you start to
scale your business most people focus on
the easy customers and we're going to
talk a little bit more about this and
break this down but most people focus on
the easy customers they're the people
who are saying do you have IBS yes sell
them some stuff but what about all those
other people that have stomach problems
they don't even realize they have IBS do
you have IBS will not attract that
customer you're only going to get the
people who are most likely to buy when
you're leading with something as simple
as do you want to lose weight do you
have IBS do you have this yes it's going
to attract the right people but it's a
very small segment of
people and if you want to scale the
business to a million or two million or
ten million you need to attract the
widest segment of people possible and I
want to break down exactly how I
approach this here's a quick example
lead everyone here know what leadpages
is yes so if you go to their page they
have this this this thing called the
number one landing page builder and it's
an interesting thing to have on your
home page because the number one in
landing page software who's gonna buy
that well the ideal customer are people
who want landing pages right that makes
sense but that's a small segment now
let's say sales are slowing down and
they want to continue to grow sales what
should they do well let's talk about
Johnny legal fingers Johnny still types
on this typewriter does he know what a
landing pages I mean this is a real
person actually I changed his name
because this is pathetic but this is his
website do you think this guy knows what
a landing pages yet he is someone that
could benefit from that product if he
stumbles on leadpages com he's like
landing pages he goes Millennials
you know he doesn't know what that means
he might see something like this in like
it but he doesn't necessarily know what
our landing pages
he needs it but he doesn't realize he
needs it yet he barely knows how to
upload videos to Facebook so to get his
attention you need a different sales
message you can't say number one landing
page software to someone like Johnny you
need to say something else now what is
that something else and how do you
figure out what that thing is how do you
come up with these messages well there
are three types of ideal customers and
you want to write this down the three
types of ideal customers are the
informed customer the afflictive
customer and the oblivious customer most
people when they think about their ideal
customer they think about it in terms of
demographics they think about it in
terms of what you know do you have IBS
or thirty five to fifty five year old
women that want to lose weight this is
how most people think about customer
however I'm gonna recommend you start
thinking about your ideal customers in
this way the informed customer the
afflicted customer the oblivious
customer let me break down each example
the informed customer or people who are
hyper aware they know about you and how
you can help them they maybe you're
already on your email list they're
already accustomed to the type of
problem that you can solve for them they
already know about you they also know
about the problems they're facing and
they also know about your competitors
they're at the point where they know
everything about your market and they're
just trying to decide who can help them
is it going to be you is it going to be
this person is gonna be that person
they're hyper aware they're informed to
win them over you can't say something
like do you have IBS
if 500 other people are saying that same
exact sentence instead you want to lead
with something that is completely unique
about you let's think about it from the
term of razors right now how our razors
trying to win customers over can anyone
take a guess anyone yes right right
regular shipping and anyone else have
any examples price point is another way
more blades maybe if you know here I
have a three blade razor how about a
five blade razor how about five blades
and another blade on the side to hit
this the hard-to-reach places and
they're basically leading with these
unique features that other razors don't
have as a way to win you over
I just spent three hundred dollars on a
razor because I'm an idiot but I'm also
really I'm like a sucker for a good
sales page but this razor wasn't six
blades it wasn't ten blades it was just
one blade and what was interesting was
they had this whole story about how they
tested all these different razors and
they've discovered that that more blades
actually increases the psyche it
decreases the speed of rate it makes you
shave faster but it increases discomfort
and they discovered that you don't need
five blades to shave you need one blade
the perfect distance
from your face and they show the angle
of other razors and they show how their
angle is slightly different and then
there I am spending $300 on a razor but
to win over and inform customer you need
to lead with this unique feature the
different angle different blades
different examples so if you want to win
them over that's how you do it now think
about the afflicted person the afflicted
person is someone who has a problem they
usually know that the problem that they
have is solvable so they know they have
a solvable problem but they just don't
know how to solve it yet these are the
people who are searching for answers on
Google how do i cure IBS how do I lose
weight how do I swim a mile in five
minutes
these are the people were asking
specific questions and they have a
problem that they need to solve right
now now some people appeal to the
informed customer and they're good at it
and I think you could build a nice
sizable business by appealing to just
informed customers but as you start to
wanting to scale you're gonna have to
start appealing to afflicted customers
as well and afflicted customers opens
your market up to more potential people
and the way you do it is by leading with
these problems now oftentimes like I
said they're actively trying to solve
their problem or frustration and if you
want to get their attention with the
informed person you leave with the
unique feature with the afflicted
customer you lead with the unique
problem and I'm gonna break this down
with examples but let's first talk about
the oblivious the oblivious customer are
people who have a problem but they don't
realize it's a problem that they can
solve this is the person that wakes up
with back pain their whole life and just
says up can't fix it they don't even
think to fix it because they just think
that's their life this is what is they
have a problem that is 100% unsolvable
so they're not looking for a solution
they're just dealing with it now as you
might imagine the oblivious customer is
the largest segment of customer
on the market because most people don't
know about anything and I know that
sounds cynical but you you can't assume
people know what you know and most
people are oblivious to all these
different things and to get their
attention these are the people like you
ever run a Facebook ad and see like a $5
cost put cost per click and the reason
why that works is why that happens is
because when you're running Facebook ads
and you're running a very specific
promise of like you know do you suffer
from IBS as an example Facebook only
shows your ad to the people who like
certain pages right so you're basically
targeting advertising on a like based
approach you're not targeting them based
on problems you're targeting what you
think they like with hopes of reaching
the right people and then when Facebook
shows your ad to let's say a hundred
people and they see a half a percent
click-through rate they start to say
alright this ad is not that relevant so
they end up they end up charging you
more for your advertising because you're
not getting that many clicks however if
you lead with a more a message that
appeals to an oblivious customer you
start to have higher cost cost per click
that doesn't always mean you make more
money but it just means you get a lower
cost per click as an example I have a
you know when I'm trying to sell a
product on sales pages let's say I might
say hey my facebook ad might say hey do
you want to create a sales page check
out this this ebook or whatever and the
cost per click on that is going to be
very expensive and I might get leads at
a good price or whatever it doesn't
matter but the cost per click is gonna
be low and it's gonna cost a lot of
money
however we ended up finding that the
best at of the best ad for our sales
page product was the exact ads had ever
get offered five hundred dollars for a
five thousand dollar job this is why
people think they can under pay you you
can see how do you create us you want to
create a sales page doesn't appeal to
Johnny legal fingers but ever get
offered five hundred dollars for a five
thousand dollar job this is why people
think they can under pay you that
applies to basically every business
owner that sells anything and when you
increase this when you broaden the
message to a
to an oblivious customer it's better for
advertising it's better for lead
acquisition it's also better for just
getting more reach and more
understanding on what you're selling
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