You don't need everybody to become your customer. You need to get your offer in front of the people who have a reason to care about it.

One of the mistakes I see people make when they're trying to make money online is believing that the answer is simply getting their product in front of as many people as possible. They post their link everywhere, join every group they can find, send messages to random people, and then get frustrated when all that activity doesn't turn into sales.

I want the Resell Circle community to understand something: more people seeing your product doesn't necessarily mean more people buying your product. The right people seeing it is what matters.

If you're selling something for new real estate investors, you don't need everybody on Facebook to see it. You need people interested in real estate investing. If you've created a guide for starting a cleaning business, you need people who are considering starting a cleaning business. If you have a product teaching people how to become a notary, you need people who are actually interested in becoming a notary.

Your job isn't to find everybody. Your job is to find your people.

Start With the Problem Your Product Solves

Before you start promoting anything, ask yourself a very basic question: What problem does my product solve? If you can't clearly answer that question, you're going to have a difficult time figuring out who should buy it.

Let's say you created a digital guide called How to Start a Mobile Detailing Business. The product isn't really about a PDF file. It's about helping someone who wants to start a detailing business figure out what equipment they need, how to get started, how to find customers, and how to avoid beginner mistakes.

Now we have something to work with. We're no longer looking for random people who buy digital products. We're looking for people who want to start a mobile detailing business, people looking for side hustles, car enthusiasts interested in making money, or people searching for low-cost businesses they can start.

That's a much better audience.

Think About Who Needs What You Know

Sometimes your customer is easier to identify than you think. Ask yourself who you were before you learned what you now know. What questions did you have? What mistakes did you make? What information did you wish somebody had given you?

There's a good chance somebody else is standing where you used to stand.

If you've successfully started a catering business, there are people trying to figure out how to start one today. If you've learned how to repair credit, organize events, braid hair, manage rental properties, create websites, homeschool children, or build a YouTube channel, there are beginners looking for information you may already have.

That's why I keep telling people that knowledge has value. But knowing something isn't enough. You have to connect that knowledge with the person who needs it.

Go Where Your Customers Already Are

Once you know who you're looking for, the next question becomes: Where are these people already spending their time?

Don't always try to build an audience from scratch. Look for the conversations that are already happening. There are Facebook groups, online communities, YouTube channels, forums, local organizations, networking groups, conferences, events, and social media conversations built around almost every interest imaginable.

If you're selling something for first-time landlords, go where landlords and real estate investors are talking. If you're selling wedding-planning templates, find communities where brides and wedding professionals are exchanging ideas. If your product helps people start a trucking company, find the places where aspiring truck owners and entrepreneurs are already asking questions.

Don't enter those spaces immediately yelling, "Buy my product!" Pay attention first. Listen to the questions. Learn what people are struggling with. Participate in the conversation and provide some value.

That information can make your marketing much stronger.

Listen to the Words People Use

This is something that can completely change the way you promote.

Your customers will often tell you exactly how to market to them if you pay attention.

Suppose you keep seeing people ask, "How much money do I need to start?" That's content.

Maybe they ask, "Where do I find my first customer?" That's content.

Maybe the biggest concern is, "What equipment do I actually need?" That's content too.

Instead of sitting at your desk trying to invent clever marketing language, use the real questions people are already asking. Create posts, videos, articles, and products that address those questions.

When somebody sees content that describes the exact problem they've been thinking about, they're much more likely to stop and pay attention.

Teach Around What You're Selling

This is where your content strategy becomes much easier.

If you know who your customer is and what they're struggling with, you shouldn't constantly be wondering what to post.

Let's go back to that mobile detailing guide. You could create content about five mistakes new detailers make, how much equipment you really need to start, whether you need a van, ways to find your first customers, what to charge for your first job, or things you wish you knew before starting.

Every one of those subjects attracts somebody who could potentially need your product.

That's much stronger than posting a picture of your guide every day saying, "Available now! Buy my eBook!"

You're giving the right person a reason to discover you.

Stop Measuring Success Only by Views

I'd rather have 200 of the right people see an offer than 20,000 people who couldn't care less about it.

Large numbers look good on a screen, but we're building businesses. If 10,000 people watch your video and none of them are potential customers, what did those views actually accomplish for your business?

Meanwhile, another creator might have 500 views, receive 30 inquiries, add 20 people to an email list, and make six sales because the content reached exactly the audience it was created for.

Don't become obsessed with looking popular. Become obsessed with becoming relevant to the people you want to serve.

Use the One Product, One Customer Exercise

Here's an exercise I want you to try before you promote your next product. Take out a piece of paper or open the notes on your phone and answer five things.

One Product: What exactly am I promoting?

One Customer: Who is the most likely person to need it?

One Problem: What problem is that person trying to solve?

Three Places: Where can I find people who have that problem?

Three Pieces of Content: What three things could I teach or talk about that would get those people's attention?

Don't make it complicated. The purpose of this exercise is to force yourself to think beyond simply posting a link.

Once you can answer those five questions, you have the beginning of a marketing plan.

Speak to Somebody, Not Everybody

There's another advantage to knowing your customer: your message gets better.

When you're trying to talk to everybody, your marketing becomes extremely general. You say things like, "This is a great product that can help you succeed." That could mean almost anything.

But when you know exactly who you're speaking to, your message becomes specific. You can say, "If you've been thinking about starting a mobile detailing business but don't know what equipment you actually need, here's where I would start."

Now the right person immediately knows you're talking to them.

That's what good marketing should do.

Find Your People and Keep Showing Up

I want the Resell Circle community to stop thinking that successful marketing means throwing links everywhere and hoping somebody buys something. That's activity, but it's not necessarily productive activity.

Start with your product. Understand the problem it solves. Identify the person who has that problem. Figure out where those people are. Listen to what they're asking. Create content around those questions and consistently put yourself in those conversations.

You don't need the entire internet.

You need a group of people who have a problem that your knowledge, product, or offer can help solve.

Stop trying to reach everybody. Find the people who actually need what you offer, speak directly to them, help them, and give them a reason to become your customer.

That's a much smarter way to build your business.

— Bishop Al
Founder, Resell Circle

 

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