Scott Duffy argues that entrepreneurs waste money trying to reach everyone. Instead, pick one specific customer avatar, learn everything about them, find where they hang out, and go deep in that niche. You'll grow faster and spend less.
Hi, my name is Scott Duffy, and today, what I want to talk to you about is your target customer. And the reason is this. When I started my career, I was in the advertising business. And what we used to do is we used to tell marketers when we were selling advertising to cast the widest possible net so that they could hopefully pull in as many fish as possible. But today, that model is totally ineffective. It's totally inefficient. And the reason is there's just a lot of people out there that. That aren't interested today in what you have to offer. What I've learned is that there's real power and there's riches and niches. And the way that you tap into that power is you find one customer. You pick one customer. I call it your avatar, and you describe that one person in as much depth and as much detail as you possibly can. And then what you do is you find where that person lives, find what communities they live in online, find out what places they hang out, find out what they like to do. Most important, find out. Find out what they care about and live there. And focus your product on that one person. Because here's the thing, that person represents millions of people out there. It's not just that one person. So again, find your avatar, pick your one person, and go deep. Go deep, don't go wide, because the deeper that you go, the faster your business will grow and the farther that you'll get with less money. So, again, find riches and niches, and that's where there's real power. I'm Scott Duffy, and for more, check out ScottDuffy.com.
Business & Burgers-Sequence Collection bracelet for National Entrepreneurship Week
