There's No "Market" For Your Products, Only People To Serve

Hey, capitalists. Today we're sharing a conversation from our Sunday capitalism community, coffee and the 1% or church for entrepreneurs, as we like to say. In this chat, Paul is trying to wrap his head around launching a new supplement line for men over 50. And Ryan breaks down how to rethink of this line market and how to best serve them. Community member Yasmeen was also on the call to chime in and share her perspective. If you'd like to be in the hot seat and go live with the 1%, just visit capitalism.com1 for access to all of our courses, our monthly newsletter and our community of collaborative capitalists who are creating change in the world. Onto the show.

What's up, Paul?

Hi, how are you doing?

Good, man. How are you, Yasmin?

I'm doing okay. Okay, now I centered myself.

What's up, dude? How can we help?

I'm in thailand and it's 10pm now.

What part of Thailand?

Chiang Mai.

Awesome. Very cool.

I have a question. Can I go right into the question?

Go for it, Paul.

Even if it has nothing to do with Jasmine's amazing journey.

Come on in.

Okay.

Okay. I have a couple of products that I'm selling in Amazon, but they're random products and actually I wrote an entry in the 1%.

I would like to target.

The supplement market for men over 50.

And I just want to check what your idea around that, if it's a good attempt or should I scratch that idea and go for something.

So you are on the 20 yard line. I'm going to help you get into the end zone here because there's no such thing as a supplement market. There are only people who buy supplements. There's no prenatal market. There's just pregnant women. That's all there is. So I want you to punt the supplement market and go straight for men over 50. Now we need to laser in on the men over 50 a little bit.

So.

So men over 50 that what that.

Want a healthy life.

Okay, so do they have a healthy life now or are they trying to get a healthy life because they beat up their bodies for 50 years?

According to statistics, nine out of 10 men over 50 have some chronic disease.

Okay, so do you want to be a chronic disease company or do you want to serve the 1 out of 10 that are healthy? What do you want to. Who do you want to be in the context of the statistics?

Okay.

That'S a good question, but I would like to answer it this way. It doesn't matter if it's called a chronic disease. Because it doesn't make you unhealthy. For example, high blood pressure is high blood pressure. That doesn't mean you're unhealthy. So I want to target men over 50 that want to have a healthy life. There are men over 50 who don't care, but there's a group in that, men over 50 that are concerned about a healthy life. To do yoga, to enjoy a sexual partner, to enjoy life, to be able to go out and eat once in a while, any complete meal without worrying about sugar, without worrying about fat carbs. That's what.

Okay, so we're getting clear here. What you have said is you're not really targeting the 1 out of 10 that is already active in this journey. You're also not targeting the person who doesn't care. So what you're left with is the group of people that have made the decision that they want to go on this journey, but they're starting late in life. So you see how that is a much clearer person. Then I want to serve the man over 50. It's much clearer. We have now made it specific to the man who is starting later in life of going on a journey of living out his life.

In a healthy way and enjoying. And you mentioned a few benefits that come with that. So that is much, much clearer. And you have a much more specific content arm for you to talk about in terms of the struggles or the pain points that someone might come to late in life. Because the person who is starting late in life has a different set of problems and a different lens of seeing the world than the person who is 20 and starting this journey. It's a completely different person. So now you're getting very clear on what that person needs and wants. Can you tell me a little bit about what that person is wanting to overcome or experience as a result of going on this journey?

I would say I haven't surveyed, but I would say from my experience, I'm 62, so I have.

So there's. If you went through something, then 50,000 other people did too. So you can totally share from your own experience what were the challenges you had to overcome?

The biggest challenge is to realize.

That your body is getting old.

I label myself the 62 year young millennial because I'm tech savvy. I teach my children about. They're 30 years old and I teach them about the apps that are up and coming. I call them and say, hey, did you download this app? No. Oh, amazing. So they tell me you're like a millennial. They gave Me that name.

But I realized that my mind.

Is in a different place than my body. And when I try to get up or do something I used to be able to do very quickly, like yoga and get up, if I'm sitting on the floor to get up, I realized that I'm not doing it like I thought I was. I could do it as my, my mind remembers me doing it.

So you, you remember yourself being 30.

And ask, and ask anybody who is over 50. They're like, I still feel exactly the same as I did when I was 25. I still think of myself as the same person.

Yeah. I think the brain doesn't realize you get old.

Yeah. So that's like, that's, that's your message. That's your message, Paul. That's your met. Like you are speaking to the person over 50 who still feels like they're 25 and wants to feel it physically too. That's your market. Right. And so your problems, your problems and your content that you are now addressing is the everything that mismatches my 25 year old version of myself versus my 55 year old version of myself. Aches and pains, sexual dysfunction, brain fog, tiredness, getting up in the morning. These are all of the things that you're now addressing from your content and product perspective. Now you have a very clear lane to run in. You came in saying, I want to be in the. I want to sell supplements to people over 50. Okay. Now you're walking away with a very clear avatar and you can serve that person in a myriad of different ways. Does that make sense?

It makes absolute sense. Now can, can I ask you another question?

Yep.

From that to the.

Tribe or this group and the idea to communicate with them through some medium like maybe Instagram or a blog.

It'S can I talk about random things related to this or do I have to act like the teacher and say, look, you know, when you're old, you can I talk about.

Don'T teach, don't teach.

I can talk about almost anything.

Well, you can, you can, but also you don't. Teaching is the hardest and the least valuable content.

Relating, sharing, exposing, entertaining.

Inspiring. Those are all the things that are actually valuable.

So for you, it'd be my recommendation that you stay in a lane for a while. And I would suggest that you do that with an authority site rather than trying to create social media content. And if you didn't see last week's overview. Okay, all right, I would, I would go hard into that because it's gonna, it's gonna build you that foundation, and you can talk about whatever you want, as long as it's related to the 55 year old. Who feels like a 25 year old. Absolutely. You can. Absolutely. That keeps it fresh and fun and easy and builds personality around the brand. But I would pick one specific mechanism and one specific theme for you to go really deep into, and that gives you the ability to scale from there and to grow on whatever topics that you want to talk about from there. Great. Does that make sense?

Yeah, makes sense. We're peeling the onion here.

So I want you to sit with that and I want you to start building out, doing the exercises from last week. And that's how you're going to start this thing.

Okay.

I just joined the group.

I bought your book.

Thank you.

I don't know, for some reason, I saw your video about two years ago.

Two, three years ago. And the funny thing is that this time I watched it and it clicked. So this is a very strange situation because I am in amazing selling machine and.

I started looking at your video and I said, no, I don't want to listen to this guy.

That millennial.

Yeah, that millennial.

I know more than him.

Yeah, of course. And now it clicked and I'm hooked. I think your model is really. It makes a lot of sense, even though there's a lot of people that say, hey, you can make money with no blogging, with no this, no that. But, yeah, maybe you can make money, but chase the money. This is like.

Chasing enjoyment, chasing.

Something that is sustainable.

I feel that I can help men like me.

Now, I have a lot of ideas for the future regarding this, but I want to focus on what I have in front of me as opposed to on what I'm going to do when I spend a million dollars.

Good, good, good, Paul. And to be frank, we love money@capitalism.com. it just happens to elude you when you pursue that over excitement and everything else. Thanks so much for following my work, Paul. We've got a wrap.

Yes. Congratulate Jasmine for her amazing presentation and really, really clever approach.

Thank you so much.

Thanks, Paul.

Thank you.

All right, see ya.

What's that? Yasmine?

I was just gonna say, can I add something to what he said, please? I think that the difference between what you teach and others in this space is, like, integrity and audience connection. You're really like the people in this group, the people that follow you. We're serving our customers. We're serving people. And I think that's the real difference. Like I said before, it's not just about like putting a product, finding, finding what sells and putting a product on Amazon. That's not what anyone here is doing. And I think that's why, you know, that's why I joined the tribe. That's why I follow you. Because you're teaching something else. You're teaching something on a much deeper level, psychology based and really like you're helping people help the world and create change. And that's so different than what I think anyone else does.

Thanks, Jasmine. That means a lot to me. I appreciate that.

Hey team, if you enjoyed today's podcast, please let me know on Twitter or Instagram. I'm Ryan Moran on Twitter and RyanDaniel Moran over on Instagram. And if you're looking to start a business or you know somebody who's starting a new journey during this crazy time, you're wondering, what am I going to do next? You're wondering, what do I do with my time? You're wondering, where's the world going? My new book, 12 months to 1 million is going to give you the clear plan to pick a winning product, to build a seven figure business and to become a successful entrepreneur. This is for those of you who want to live life on your own terms. For those of you who are struggling with a lack of clarity, who are wondering what am I going to do next? Who are wondering what's the path to building a successful business so that I live life on my own terms, I can call my own shots and, and I don't have to go back to work after all of this craziness is over. If you're the type of person who has to be an entrepreneur, then you've got to read this book. You can get it on Amazon or if you're in a position to order multiple copies, you can book that over@capitalism.com book. I'm so proud of this, so proud of this community for all that it has done. Thank you so much. I hope you love the book.