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Focus On One Type of Customer

Name: Focus On One Type of Customer
Uploaded: 2024-08-31T21:00:26+00:00
Duration: 54 s
Channel: Shanli Liu, CPA, CTP
Description: In this YouTube excerpt, the speaker warns small business owners against spreading their efforts across multiple customers, products, or marketing…

31 Aug 2024 · 1 min

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0:54

In this YouTube excerpt, the speaker warns small business owners against spreading their efforts across multiple customers, products, or marketing channels. He argues that trying to serve many avatars or launch several products dilutes focus, limits volume, and prevents mastery. Instead, entrepreneurs should identify a single, specific customer avatar, create one product that solves a clear problem for that avatar, and concentrate all marketing efforts on one channel (e.g., cold email, cold calls, TikTok ads, or YouTube videos). By saying no to non‑ideal prospects, they can iterate quickly, templatize the offering, and reliably scale the chosen channel, eventually 10‑folding results before expanding.

Chapters

I see way too many small business owners saying, hey, I've got 2 businesses or I have 7 products or I have 2 different avatars. No, focus on one specific type of customer. And if you, if you just say yes to everyone with money, you're basically saying no to your business because you're never going to be able to focus and make something really good. You can't serve 6 customers and then make a good product only doing $100,000 a month. It's too small volume, like you don't get enough reps. And so you need to do one very specific thing, which means you have to say no to people who aren't that type of person. You serve one problem, which means you have one product for that specific avatar and you get better and better at templatizing it, making iterations on it, and you advertise through one channel, meaning you just know how to make cold email convert, or you just know how to make cold calls convert, or you just know how to make TikTok ads convert, or you just know how to make YouTube videos that convert. Whatever your channel is, you just stick with that channel because as soon as you're like, oh, I'm going to do two different things, like that's not the objective of this stage. You just need to get it reliable so that you can then keep tweaking the product so that then you can 10x the existing channel you're on.