In other words, you want to define your audience as narrowly and precisely as possible. You want to be crystal clear about who you want to work with. Why? Because you only want to put your offer in front of your perfect customers. You don’t want to waste money showing your offer to people who simply don’t care about you.
In his book This Is Marketing, marketing guru Seth Godin offers this helpful framework for defining your audience:
My product is for people who believe ________.
I will focus on people who want ________.
I promise that engaging with what I make will help you get ________.
If you send untargeted traffic to your funnel, they either won’t opt-in to your offer or if they do, they’ll drop off at some point in the funnel. You’re simply wasting advertising dollars on people who aren’t interested.
That’s why it’s absolutely crucial to know who your ideal customer is. Your ideal customer is the person who is genuinely interested in your offer, is a good fit for your business, and will pay you what you’re worth.
Put simply, your offer isn’t for everyone. You need to be just as clear on who it’s NOT for as who it is for.
Before you spend any advertising dollars, you need to put in the necessary time to determine who you do and don’t want to work with.