Two speakers argue that marketing should target driven, ambitious people who set big goals and take action, not those with a victim mindset who settle. Content works best when it calls in the people ready to pay and commit to change.
Do you want that person who's like willing to put in the work, has big goals, is relentless with their action? Or do you want a totally different person who's in like a victim mindset, who is settling, who doesn't dream that big, who doesn't think that big? I mean, which person is going to be, one, more likely to pay you, and two, more likely to get better results when they get inside your program? Who is this piece of content calling in? I think the best thing that you can do for yourself—
the best thing that you can do for yourself is to have the audacity to want more than what—
is to have the audacity to want more for yourself than what everyone else around you wants. To not settle, to go for it, to dream big. Who's this speaking to from a character traits perspective? It's speaking to someone who does want more, who doesn't want to settle, who maybe wants more than the people around them, who's willing to go for it, who's willing to be relentless. That's the kind of person that she wants to call in.
