Hey, it's Marie Forleo and you are watching MarieTV, THE place to be to create a business
Hey, it's Marie Forleo and you are watching MarieTV, THE place to be to create a business

and life you love.
and life you love.

And this is Q&A Tuesday except it's not a normal Q&A Tuesday because I'm not answering
And this is Q&A Tuesday except it's not a normal Q&A Tuesday because I'm not answering

the question today.
the question today.

Once again I have a special guest.
Once again I have a special guest.

He's been on the show before and I'm so pleased to have him again.
He's been on the show before and I'm so pleased to have him again.

It's my friend New York Times Bestselling author Ramit Sethi, who wrote I Will Teach
It's my friend New York Times Bestselling author Ramit Sethi, who wrote I Will Teach

You to be Rich.
You to be Rich.

Ramit, thanks for coming back on.
Ramit, thanks for coming back on.

How's it going?
How's it going?

It's going awesome.
It's going awesome.

And we're gonna have some fun today because one of the things I love about you, you're
And we're gonna have some fun today because one of the things I love about you, you're

a great entrepreneur, you're a great teacher, you sell information products and training
a great entrepreneur, you're a great teacher, you sell information products and training

programs and you're quite successful at it.
programs and you're quite successful at it.

So congratulations.
So congratulations.

And I know your products and your services...
And I know your products and your services...

you actually don't have services.
you actually don't have services.

Your products help a lot of people.
Your products help a lot of people.

I have a lot of folks in my audience who also would like to sell information products and
I have a lot of folks in my audience who also would like to sell information products and

training and one of the most common questions I get asked is, "Why is my product not selling?
training and one of the most common questions I get asked is, "Why is my product not selling?

I've put so much work into it, so much heart and soul, no sales."
I've put so much work into it, so much heart and soul, no sales."

And I have a feeling that you may have an answer that can really help people out.
And I have a feeling that you may have an answer that can really help people out.

There's a lot of reasons and I studied them systematically over the last few years.
There's a lot of reasons and I studied them systematically over the last few years.

I...
I...

my first info product was a $4.95 ebook.
my first info product was a $4.95 ebook.

Which I still...
Which I still...

Was it really?
Was it really?

Yeah, it was called Ramit's 2007 Guide to Kicking Ass.
Yeah, it was called Ramit's 2007 Guide to Kicking Ass.

And I still laugh at how naive my marketing was and my pricing and recently my...
And I still laugh at how naive my marketing was and my pricing and recently my...

I sold a product for $12,000.
I sold a product for $12,000.

So along that entire gamut of understanding what works and what doesn't, I've been sort
So along that entire gamut of understanding what works and what doesn't, I've been sort

of watching and learning and testing different approaches.
of watching and learning and testing different approaches.

One of the biggest things I find is we are not specific enough with who it is we're going
One of the biggest things I find is we are not specific enough with who it is we're going

after and what our product does.
after and what our product does.

So, for example, I have a course that is called Earn 1K on the Side.
So, for example, I have a course that is called Earn 1K on the Side.

And it's helped a lot of people earn 1, 2, 5,000 dollars a month on the side while they
And it's helped a lot of people earn 1, 2, 5,000 dollars a month on the side while they

keep their full time job.
keep their full time job.

it took us 6 months to get that name.
it took us 6 months to get that name.

Right?
Right?

You'd think we were just sitting around drunk in the back of a like... our office like,
You'd think we were just sitting around drunk in the back of a like... our office like,

"Oh, Earn 1K on the Side."
"Oh, Earn 1K on the Side."

No.
No.

Think about it, when you're talking about earning more money there's an infinite number
Think about it, when you're talking about earning more money there's an infinite number

of possibilities.
of possibilities.

Make more money, there's those scammy get rich quick things, there's all... live a better
Make more money, there's those scammy get rich quick things, there's all... live a better

life through more income.
life through more income.

Why did we call it Earn 1K on the Side?
Why did we call it Earn 1K on the Side?

And then I'm gonna tell everyone how to apply this to their own life.
And then I'm gonna tell everyone how to apply this to their own life.

Earn 1K because many of my successful readers end up earning tens of thousands of dollars.
Earn 1K because many of my successful readers end up earning tens of thousands of dollars.

But if I say Earn 10K, what do you think people think?
But if I say Earn 10K, what do you think people think?

No way.
No way.

Impossible.
Impossible.

I can't do it, not gonna happen.
I can't do it, not gonna happen.

I'm not the kind of person that could earn 10K.
I'm not the kind of person that could earn 10K.

But 1K, yes.
But 1K, yes.

And, by the way, 1K for most of us, 1K a month is life changing.
And, by the way, 1K for most of us, 1K a month is life changing.

Yes.
Yes.

Then on the side what we discovered in our research was people believe if you talk about
Then on the side what we discovered in our research was people believe if you talk about

earning more money, they have to quit their jobs and start the next Google.
earning more money, they have to quit their jobs and start the next Google.

Wrong.
Wrong.

You can earn money on the side while you have a full time job.
You can earn money on the side while you have a full time job.

So this radically changed our positioning and it enabled us to really do well with that
So this radically changed our positioning and it enabled us to really do well with that

course and help people earn a lot of money.
course and help people earn a lot of money.

When I look at some of the products... and I've done a lot of research on your students
When I look at some of the products... and I've done a lot of research on your students

and your readers.
and your readers.

And when I gave a talk last year at RHH, I studied them very carefully.
And when I gave a talk last year at RHH, I studied them very carefully.

And I noticed that a lot of them use very similar phrases.
And I noticed that a lot of them use very similar phrases.

Yup.
Yup.

And a lot of them... the courses and products and services are in the relationship or financial
And a lot of them... the courses and products and services are in the relationship or financial

area.
area.

So help you get your business up, help you find love, etcetera.
So help you get your business up, help you find love, etcetera.

And not many of them were as specific as they could be.
And not many of them were as specific as they could be.

Yes.
Yes.

So I'll challenge your readers right now.
So I'll challenge your readers right now.

If you are trying to help your clients with their relationships, I would say who are you
If you are trying to help your clients with their relationships, I would say who are you

targeting?
targeting?

And when I asked this question at the talk I gave, many people said, "Women."
And when I asked this question at the talk I gave, many people said, "Women."

I was like, "That's not specific."
I was like, "That's not specific."

So I said, "How old are these women?"
So I said, "How old are these women?"

And they said, "25 to 54."
And they said, "25 to 54."

Ok, there is virtually nothing identical about a 25 year old woman to a 54 year old woman.
Ok, there is virtually nothing identical about a 25 year old woman to a 54 year old woman.

Nothing.
Nothing.

In fact, if you're talking about love, a 24 year old woman thinks of love totally differently
In fact, if you're talking about love, a 24 year old woman thinks of love totally differently

than even a 34 year old woman.
than even a 34 year old woman.

And, by the way, what if the 34 year old woman went to an Ivy League college?
And, by the way, what if the 34 year old woman went to an Ivy League college?

She thinks of love even differently.
She thinks of love even differently.

So getting really specific... to be able to say, for example, I'm targeting let's say
So getting really specific... to be able to say, for example, I'm targeting let's say

24 to 29 year old young women who are interested in X, Y, Z, and this is what they're doing.
24 to 29 year old young women who are interested in X, Y, Z, and this is what they're doing.

The second question to ask is, who am I not targeting?
The second question to ask is, who am I not targeting?

And that brings us to a whole nother question of why we don't get specific.
And that brings us to a whole nother question of why we don't get specific.

Yeah, let's talk about that for a minute because every time in many of my programs when I talk
Yeah, let's talk about that for a minute because every time in many of my programs when I talk

about being specific and drilling down, people freak out because, "I don't wanna leave anyone
about being specific and drilling down, people freak out because, "I don't wanna leave anyone

behind and my information can help everybody."
behind and my information can help everybody."

And I understand that the intention behind that is very admirable because they believe
And I understand that the intention behind that is very admirable because they believe

in what they do and they really do wanna help as many people as possible.
in what they do and they really do wanna help as many people as possible.

But from a business and marketing perspective, it's shooting yourself in the foot.
But from a business and marketing perspective, it's shooting yourself in the foot.

Yeah.
Yeah.

In a world of infinite choices, when you see something that is not directly for you, you
In a world of infinite choices, when you see something that is not directly for you, you

close the window and move on.
close the window and move on.

So if I'm let's say a young man and I'm looking for some shirts and I go onto this website,
So if I'm let's say a young man and I'm looking for some shirts and I go onto this website,

Nordstrom.com or whatever, and I see this shirt and there's a... so I click to zoom
Nordstrom.com or whatever, and I see this shirt and there's a... so I click to zoom

in and there's a guy modeling it.
in and there's a guy modeling it.

And it's a guy that kinda looks like me, he's young, you know, he's wearing these kind of
And it's a guy that kinda looks like me, he's young, you know, he's wearing these kind of

shoes.
shoes.

I'm like, "Alright."
I'm like, "Alright."

Then I click to the next photo.
Then I click to the next photo.

The next photo there's like this 16 year old little punk with a skateboard and now I'm
The next photo there's like this 16 year old little punk with a skateboard and now I'm

like, "Wait a minute."
like, "Wait a minute."

And then I click to the next one and there's this grandpa who's on the beach with, like,
And then I click to the next one and there's this grandpa who's on the beach with, like,

you know, Dockers.
you know, Dockers.

And socks.
And socks.

And white socks.
And white socks.

And I'm like... what do I do?
And I'm like... what do I do?

Close the window.
Close the window.

Yes.
Yes.

Because it's not for me.
Because it's not for me.

What this site has tried to do is appeal to everyone, but ironically they've turned us
What this site has tried to do is appeal to everyone, but ironically they've turned us

all off.
all off.

16 year old punk doesn't want me and he definitely doesn't want Gramps.
16 year old punk doesn't want me and he definitely doesn't want Gramps.

And Grandpa doesn't even know how to use his computer, so he's not even looking at this
And Grandpa doesn't even know how to use his computer, so he's not even looking at this

website.
website.

So we have a big problem here.
So we have a big problem here.

We have a really big problem.
We have a really big problem.

The point of this is, you have to be able to say who you're targeting as well as who
The point of this is, you have to be able to say who you're targeting as well as who

you're not targeting.
you're not targeting.

And while on the first hand it does seem like why would I want to shut people off?
And while on the first hand it does seem like why would I want to shut people off?

Right.
Right.

You have to understand that you're not trying to appeal to everyone, you're trying to appeal
You have to understand that you're not trying to appeal to everyone, you're trying to appeal

to the right people.
to the right people.

And when you do that, when you can get deeply into their mind and understand what it is
And when you do that, when you can get deeply into their mind and understand what it is

they want, you can tailor your product and service exactly for them.
they want, you can tailor your product and service exactly for them.

You can use the language that they use.
You can use the language that they use.

Again, a 24 year old young woman looking for love, her language around relationships totally
Again, a 24 year old young woman looking for love, her language around relationships totally

different than a 45 year old looking for love.
different than a 45 year old looking for love.

Totally different.
Totally different.

We all know that.
We all know that.

So put yourself in the mind of your client.
So put yourself in the mind of your client.

If they're 24 and they're looking for X, what language are they gonna use?
If they're 24 and they're looking for X, what language are they gonna use?

What are they gonna look for?
What are they gonna look for?

How much are they gonna be willing to pay?
How much are they gonna be willing to pay?

And if you're looking at helping 44 year old clients, they have a totally different mindset.
And if you're looking at helping 44 year old clients, they have a totally different mindset.

They're probably willing to spend a lot more.
They're probably willing to spend a lot more.

Yup.
Yup.

Alright?
Alright?

They probably have a very different phrases and words that they use.
They probably have a very different phrases and words that they use.

And when you can reach directly into what they want, in fact will you find that not
And when you can reach directly into what they want, in fact will you find that not

only will your clients become happier, your business will dramatically grow because price
only will your clients become happier, your business will dramatically grow because price

will become a mere triviality.
will become a mere triviality.

You're actually solving their problems by getting specific.
You're actually solving their problems by getting specific.

Love it.
Love it.

Ramit, this is genius.
Ramit, this is genius.

So let me give you a typical example of something that I often hear in the words of some of
So let me give you a typical example of something that I often hear in the words of some of

my clients and some of my readers.
my clients and some of my readers.

And I know they need to drill down and be more specific, so I'd love to hear how you'd
And I know they need to drill down and be more specific, so I'd love to hear how you'd

handle this.
handle this.

So many people want to build their business around empowering women and empowering women
So many people want to build their business around empowering women and empowering women

to, you know, find their life purpose and live it out and have the life of their dreams.
to, you know, find their life purpose and live it out and have the life of their dreams.

What would you say to someone who wants to do that, because it feels very general.
What would you say to someone who wants to do that, because it feels very general.

How would you get them more specific?
How would you get them more specific?

Hold on.
Hold on.

I love that we kind of fried your brain for a second because...
I love that we kind of fried your brain for a second because...

I'm speechless for the first time in 30 years.
I'm speechless for the first time in 30 years.

Yeah.
Yeah.

So they wanna empower women to live the life of their dreams.
So they wanna empower women to live the life of their dreams.

Yes.
Yes.

Ok, so let me tell you, and I just heard this for the first time just now, let me tell you
Ok, so let me tell you, and I just heard this for the first time just now, let me tell you

5 ways that I believe these clients might be empowered to live a better life.
5 ways that I believe these clients might be empowered to live a better life.

They might buy a nicer shirt.
They might buy a nicer shirt.

They might get a better haircut.
They might get a better haircut.

They might get a better car.
They might get a better car.

They might make more money.
They might make more money.

They might find the life partner that they deserve.
They might find the life partner that they deserve.

Ok, so are you selling cars or are you selling relationships or what...
Ok, so are you selling cars or are you selling relationships or what...

what is is that you're selling?
what is is that you're selling?

Right.
Right.

Empowering is a good word, but it's so general that without some kind of additional positioning,
Empowering is a good word, but it's so general that without some kind of additional positioning,

it is meaningless.
it is meaningless.

Yeah.
Yeah.

And what happens is a lot of us will look at really large companies and say, "Well wait
And what happens is a lot of us will look at really large companies and say, "Well wait

a minute.
a minute.

Coca-Cola, they sell happiness."
Coca-Cola, they sell happiness."

Well Coca-Cola's been around for over 100 years and they have a multi billion dollar
Well Coca-Cola's been around for over 100 years and they have a multi billion dollar

market cap.
market cap.

So they can do that because people know what Coca-Cola represents.
So they can do that because people know what Coca-Cola represents.

When you're starting off, nobody knows who you are.
When you're starting off, nobody knows who you are.

So if a client or a potential client, a prospect, goes to your site, put yourself in their mind.
So if a client or a potential client, a prospect, goes to your site, put yourself in their mind.

What are their hopes, fears, and dreams?
What are their hopes, fears, and dreams?

And when you say empowering women, let's get really specific.
And when you say empowering women, let's get really specific.

Are you talking about helping them with their relationships?
Are you talking about helping them with their relationships?

Or with their job and their career?
Or with their job and their career?

Or their finances?
Or their finances?

If so, I would suggest starting off with one of those, nailing it.
If so, I would suggest starting off with one of those, nailing it.

Because one of the best things you could do when you're getting specific is to show 3
Because one of the best things you could do when you're getting specific is to show 3

or 4 testimonials of before and after.
or 4 testimonials of before and after.

You know who does this really well is P90X.
You know who does this really well is P90X.

You know the workout regiment?
You know the workout regiment?

Absolutely.
Absolutely.

Love their site because it is so simple, it's not particularly beautiful.
Love their site because it is so simple, it's not particularly beautiful.

But if you go there, you see ultimate specificity.
But if you go there, you see ultimate specificity.

You see the skinny guy who got big, you see the fat guy who got toned, you see the post-pregnancy
You see the skinny guy who got big, you see the fat guy who got toned, you see the post-pregnancy

woman who got back to her pre-pregnancy weight.
woman who got back to her pre-pregnancy weight.

You see every single specific niche and you're like, "That's me."
You see every single specific niche and you're like, "That's me."

And you click it and you read it and you say, "That's me again."
And you click it and you read it and you say, "That's me again."

Buy.
Buy.

So what could you do on your site and in your positioning to make somebody come and say,
So what could you do on your site and in your positioning to make somebody come and say,

"That's me.
"That's me.

She described my problem, she described a potential solution, and best of all she showed
She described my problem, she described a potential solution, and best of all she showed

me an example of 2 or 3 other people who went through this process and came out on the other
me an example of 2 or 3 other people who went through this process and came out on the other

end.
end.

And they're exactly where I wanna be in my life."
And they're exactly where I wanna be in my life."

So I love what you just said.
So I love what you just said.

So why don't you come up with our MarieTV challenge for today.
So why don't you come up with our MarieTV challenge for today.

And it sounds like it's a little bit of a before and after.
And it sounds like it's a little bit of a before and after.

Let's do a classic before and after.
Let's do a classic before and after.

I'll challenge each of your readers to take their current positioning whether or not they
I'll challenge each of your readers to take their current positioning whether or not they

have a business, even if they just have an idea for a business.
have a business, even if they just have an idea for a business.

What is it right now?
What is it right now?

What's your before?
What's your before?

So I wanna help empower women to live their authentic lives and authentic best selves
So I wanna help empower women to live their authentic lives and authentic best selves

and... whatever that phrase may be.
and... whatever that phrase may be.

Now let's take it to the after.
Now let's take it to the after.

Let's get really, really specific.
Let's get really, really specific.

We did instead of make more money, we did Earn 1K on the Side.
We did instead of make more money, we did Earn 1K on the Side.

Instead of helping you find, you know, true love, maybe it is Helping You Find Your Perfect
Instead of helping you find, you know, true love, maybe it is Helping You Find Your Perfect

Relationship for the Ambitious Career Woman.
Relationship for the Ambitious Career Woman.

Ok?
Ok?

Niche it down, get ultra specific.
Niche it down, get ultra specific.

And I think...
And I think...

it's hard.
it's hard.

It's not easy.
It's not easy.

But when you do that, you're gonna see the power of how specific you can get and now
But when you do that, you're gonna see the power of how specific you can get and now

you know exactly who you're targeting.
you know exactly who you're targeting.

Love it.
Love it.

Ramit just laid down an amazing challenge.
Ramit just laid down an amazing challenge.

And remember, the best action happens after the episode at MarieForleo.com, so make sure
And remember, the best action happens after the episode at MarieForleo.com, so make sure

you go take our before and after challenge, leave a comment below, and we will see you
you go take our before and after challenge, leave a comment below, and we will see you

there.
there.

Like this video?
Like this video?

Then subscribe and share it with your friends.
Then subscribe and share it with your friends.

And if you want even more insights from me, resources all kinds of great things to create
And if you want even more insights from me, resources all kinds of great things to create

a business and life you love, get your butt over to MarieForleo.com and make sure to sign
a business and life you love, get your butt over to MarieForleo.com and make sure to sign

up for email updates.
up for email updates.

Ramit, thank you so much for being here.
Ramit, thank you so much for being here.

It was awesome.
It was awesome.

Thanks for having me.
Thanks for having me.

Now you need to stay on your game and keep going for your dreams.
Now you need to stay on your game and keep going for your dreams.

The world needs that special thing that only you have.
The world needs that special thing that only you have.

Thank you so much for watching and we'll catch you next time
Thank you so much for watching and we'll catch you next time

on MarieTV.
on MarieTV.