In this video Hernan Vazquez explains that entrepreneurs mistakenly focus only on the small group of people who already know their brand, neglecting the much larger pool of potential customers who have never heard of them. He categorizes audiences into four groups: (1) people who know the business and have purchased, (2) people who know the business but haven’t purchased, (3) people who know the business but are not engaged, and (4) people who don’t know the business at all. He warns that repeatedly bombarding existing followers with offers leads to fatigue. Instead, he advocates building a branding strategy that creates high‑quality content (videos, blog posts) and uses paid media (Facebook and Instagram ads) to target the “unknown” audience, gradually indoctrinating them into the brand funnel. He shares a case study where a client added roughly $720,000 in annual sales by shifting focus from over‑selling to existing followers to attracting new prospects through content‑driven ads. Vazquez concludes by urging viewers to develop a systematic branding and paid‑media approach, to like and share the video for algorithmic boost, and offers his services to help entrepreneurs grow revenue via paid media.
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So there are basically 2 types of people in this world. There's people that know you, they know your business, they know who you are, they know what you provide, what you offer. And there's people that do not know you, they do not know your business, they do not know who you are, and they haven't heard about your business. Now, out of the people that do know you, there are also 2 types of people. Number one, people that have purchased from you in the past, or maybe they're current clients and they're giving you money. And there are people that know who you are, they know your offer, they know your product, but they haven't purchased from you yet. Now the main problem with business owners is that they focus on that small group of people and they leave behind a big huge pond of people, which is people that do not know you, they haven't heard about you, but they might be interested in your product. So for instance, one of my clients added, I think it was something crazy like $720,000 per year in sales by just, you know, focusing on that pool that was just outside of his reach, but not that much outside. So what he used to do, he was He was an info product marketer. He used to sell information and whatnot. He's still doing it. And he was doing really, really well with one of his businesses, but he contacted me because he wanted to launch a new vertical. He didn't know how to do it, you know, faster and better than before. So he contacted me and what he was doing in order to launch this new vertical, this new product to a completely brand new marketplace for him was to just pound in the head his Instagram followers, his Facebook followers, his email list with offers. Okay, so he would pound them in the head with sale after sale after sale after sale, flash sale or 50% discount or whatever. And that was his way of doing businesses. And that's, you know, it was working for him. But the reality is that, you know, his Instagram followers, his Facebook fans, his email list, and everyone that was around him was kind of, you know, getting burnt out. So what we did was kind of, you know, switch that mentality from targeting those people that did know him but haven't purchased from him to actually get more people into the circle of people that knew him. So we started doing some really cool stuff in terms of branding. And by branding, I don't mean that he spent, you know, hundreds of thousands of dollars just with the hope that somebody would come and purchase. That's not the case. What we did was to actually start putting out there really good content. He would make videos, he would write blog posts, and we would just shoot that content through, for example, Facebook ads to people that They had this necessity or they were interested about something, but they haven't heard about him. So what we did with this was to kind of build up that pool of people that he could then sell to. So instead of pounding in the head people that, you know, they knew who he was and whatnot, and instead of pounding them in the head with offer behind offer, sell plus sell, what we did was to kind of indoctrinate this bigger pool of people so that we could take, we could skim out of the top that people that had this necessity, but they haven't heard about my client yet. So if you're struggling right now, think about this for a minute, okay? Maybe what you're trying to do is to just pound in the head those people that have heard about you, but you do not have a system in place to actually go out there to the biggest piece of the marketplace and bring more people into the awareness of your branding. So branding is not at all something that you may want to discard just because it doesn't work. If you have a pretty good funnel in place and if you have the correct strategy behind your branding, it can yield a lot of results. So I hope this helps. My name is Hernan Vazquez. I've been helping entrepreneurs for the past 7 years to do just that, get more sales and leads, grow their revenue through the use of paid media like Facebook ads, Instagram ads, and whatnot. If you wanna know more about this, just make sure that you like and comment and share these posts because the algorithm will actually reward you by showing you more content related to digital marketing, and I'll see you on the next video. Bye-bye.
