Why it’s all about the “who”
- Yelling in a crowded street example
  - Copywriting 101
    - Targeting the CEO is different from targeting the VP of sales.
    - Targeting the CFO is different from targeting a Head of Product.
  - Your outreach will be far less effective if you try simultaneously calling out multiple people.
- People scan their inboxes for relevance FAST
  - It’s a binary decision (does this deserve more attention or not?)
Ideal Customer Avatar
- Spending the time to define this makes all of your marketing far more effective.
  - It helps you speak to one ideal person
Dream 100 vs Mass Scraping
- In many fields, there’s a Pareto distribution of the best clients
  - This means that 20% of them spend 80% of the money
    - For example - Chet Holmes mentions in his book ‘The Ultimate Sales Machine’ that out of 2,200+ advertisers in his space, just 167 spent 96% of the money. These 167 were his dream clients
    - The other ~2000+ might spend money, but they didn’t warrant nearly as much attention as the others.
  - Whatever you do - don’t risk burning those highest-value accounts.
    - This is why we recommend the non-needy + value magnet approach

Action Items

Step 1

Decide what approach makes sense for your target market. Are there a small number of companies that spend the most money? Who specifically would be most interested in your offer?

Step 2

Fill out the Ideal Customer Avatar sheet with your offer in the Resources below.

Lesson #22: The Bullseye Prospect Strategy

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