Trying to appeal to everyone appeals to no one. Like darts, aiming at a specific target means even your misses land closer than throwing at the whole board. Define a precise customer avatar and tailor content for that niche instead of chasing everyone.
The point is, if you say you're for everybody, you're for nobody. It's how you step on the dance floor. I love it.
You said, you know, if you're creating this video and you want everybody, you're going to lose. But see, everyone listening probably wrote down this like, but Phil, I do want everybody. Are you asking me to narrow my focus? Are you asking me to like less people and have less people like me? Like, what does that mean?
Have you ever played the game of darts? Of course. If you're playing darts and you're looking to get maximum score with the first dart, what are you aiming at?
Uh, bullseye.
Bullseye's 50, but like, I'll give you this close, it's triple 20s what we're really hitting, which is 60. Um, but you're gonna aim for that bullseye, right? You're gonna aim for that triple 20.
Yeah.
And what's going to happen is, if you're anything like me at darts, you're not very good.
Yeah.
And you're gonna miss, and you're gonna land it in 17 or 4 or 7 or 9 or anywhere else around that board. You're gonna land it. It's highly unlikely to land in the bullseye. It's highly unlikely to land in double 20, yet still every time you throw, you're still aiming at the same thing. But you miss, you miss, you miss, you miss, and every time you miss, you still contribute to your score. If you didn't choose the avatar of what you're aiming at, if you didn't choose to aim at the bullseye, where might that dart have gone? The fact that you said, I'm aiming at that, yeah, at least every time you missed, you still landed in the board. Yes. And the same thing is true when you're choosing who's the other side of this video, who's the other side of this conversation, is I'm aiming very specifically that this is, you know, first-time buyer that is giving a consideration to the fact they're going to move from a rental into their first home, and I'm producing the for them. Yes. Or this video is because of the fact that what I'd love to be able to do is I'd love to try and help people who are downsizing, that are moving from their prestigious family home to be able to move into some lifestyle, better price point, lower, but, but it gives them maybe some more freedom. It's for them. And the reality of it is, is that I'll bump into people that would be like, well, if you're good enough for them, you're good enough for me, right? Like, if you are the world's best locally at helping first-time buyers find their first home, you can probably help me find my second. But the point is, if you say you're for everybody, you're for nobody.
Bingo. And that's the hard part for people. It's really hard to market for the most part. And I'm not— I'm not busting your chops here, but the vast majority of people are taught like try and get everybody versus niche to reach, right?
