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110: 2 Degrees Off: Reconnect With Your Target Audience
Your business isn't broken — your target audience research just hasn't kept up. If you've been showing up, creating content, and still not making sales, you're probably just 2 degrees off from where you need to be…and 2 degrees off does not allow you to find profit or success.
In this episode, you'll discover how a tiny messaging shift can turn your stalled business into a thriving one. Here are 5 things you'll walk away with:
✅Why your target audience from 2 years ago is not the same person you're selling to today
✅The 2-degree mistake that's quietly costing you sales (and how to spot it fast)
✅Where to do real research — no guessing, no assuming
✅The 2-steps-back method that shows you exactly where your audience is before they buy
✅How to audit your last 5 pieces of content and rewrite just one headline to get traction today
Ready to stop spinning your wheels and start seeing real results? Grab the free 5 Fixes training and find your 2 degrees: familyebiz.com/5fixes
Resources for You
Free Training — April 22nd Live Class (1:00 PM): "What's Missing? Five Fixes That Unlock Real Growth"
Show Notes:
Are You 2 Degrees Off? Why Your Business Isn't Failing — Your Targeting Is
The 2-Degree Problem
There's a story about a pilot who was just 2 degrees off course when he left New York to go to Los Angeles. 2 degrees! That seems like nothing, right? But by the time he flew all the way across the country, he was landing thousands of miles away from Los Angeles. Those two degrees are like a snowball — you get off target, and you end up in the desert somewhere.
Two degrees doesn't feel like much until it costs you everything. And that's exactly what's happening in your business right now. And it's not your fault.
You're Not Lazy. You're Just Off Target.
You started your business, you believe in what you offer, you're willing to put in the time, you're not lazy — but you're making no sales, or very low sales. And you're starting to wonder, maybe it's you.
That is where most people assume they're failing, but that's not exactly what is happening. I've been there. Several years ago, I would spend months creating content, creating new products, but it was not solving the problem for today, at that time, with my audience. Maybe I made $100 or $200 a month. It's not that I was lazy, and it's not that I wasn't committed. I was just 2 degrees off. And that cost me thousands of dollars and hundreds of hours.
Think about Howard Schultz, who built Starbucks. He originally started growing it the wrong way — selling equipment and beans, and it wasn't working. He took a trip to Italy, saw espresso bars focusing on experience and connection, and he came back and shifted Starbucks' model completely. He's still in the coffee business, but instead of focusing on equipment and beans, he started focusing on experience. That small shift turned Starbucks into a global brand. He wasn't failing — he was just a few degrees off in how he positioned his business.
Where are you? Are you positioning your business in the right place?
Your Research Might Be the Problem
Your business isn't failing. Your targeting is just slightly off. But you're saying, I did the research. Here's the thing — if your research is 2 years old or more, you have not done it. Your audience has evolved, even from a year ago. Life is different now. You're selling to them where they were back then, not where they are now, today.
Here's a little tip, a little secret. You need to know where they are to buy your product, and then go two steps backwards. Where are they two steps beforehand? That's those two degrees. You need to know where they are so that you can bring them along and sell your product to them.
Think about MrBeast — his real name is Jimmy Donaldson. When he was around 13, he started making YouTube videos. Random gaming videos, very little traction. Instead of quitting, he studied what people were actually watching. He adjusted his titles, his thumbnails, and his format. Same platform, same creator, but a slight shift in strategy. That recalibration brings him 474 million followers on YouTube and 25 million on X. He didn't need a new niche. He needed alignment with what people were actually wanting right now.
Small shifts create massive results. Think about a little snowball — it's just a little bitty thing, but you start rolling it around the yard to make a snowman, and all of a sudden you've got a big one. You don't need to start over. You don't need a different niche. You need to recalibrate 2 degrees.
How to Find Your 2 Degrees
So how do we do that? Take a quick check on your business. Who was your audience 1 or 2 years ago? Who are they today?
I want you to write down this sentence — or type it into a Google Doc so you actually have it:
Right now, today, 2026, my audience is struggling with ___________.
Don't guess. You need to do real research. Go to places where they buy stuff — Amazon, eBay, Etsy. Talk to your customers and ask them this one question: What's your biggest struggle right now? If you're assuming, if you're not talking to people or looking at what people are buying, then you are making an assumption. You're guessing on your messaging, and you're probably 2 degrees off.
This is fixable, and faster than you think. You are closer than you realize if you just do the research. The right guidance can correct your course in weeks, not years.
Everyone's telling you, oh, just keep going, trust the process — but if you are 2 degrees off and you keep going, you're just going to be lost. You need to stop, recalibrate, and then keep going. That's what nobody's telling you.
Recalibrate, Don't Start Over
Think about what Netflix did. They started as a DVD-by-mail company, doing well during that season. But they saw a shift coming, and they saw streaming was the future. They didn't start over. They recalibrated. Same company, same audience, different alignment with reality. And they went from mailing DVDs to being the global streaming giant.
You don't need a new niche. You don't need a new business. You don't need a new platform. You need a message shift. You just need to align your offer with today's problem, not the two-year-ago problem.
Do This Right Now
Look at your last 5 pieces of content. Do those pieces speak to your current audience and what they need? Do you know their current pain point, or are you assuming it?
If it does not align with today, rewrite one headline or a hook so that you can get their attention for today. I do that with my blog posts sometimes — I'll take an old blog post and rewrite it for today. You need to make it more immediate and specific to who they are right now.
If you've been working hard but not seeing results, you're not broken. You're not in the wrong niche. You're just 2 degrees off, and I can help you find those 2 degrees.
🎉 Join Me for a Free Class!
On April 22nd at 1:00 PM, I'm teaching a free class called What's Missing? Five Fixes That Unlock Real Growth. I'm going to show you exactly where those two degrees are hiding in your business.
👉 Register at familyebiz.com/5fixes
If you have a friend who has a business and they're working hard but not seeing results — it's not them. They need to find their two degrees. Would you share this episode with them?
View all episodes
By Kerry BeckYour business isn't broken — your target audience research just hasn't kept up. If you've been showing up, creating content, and still not making sales, you're probably just 2 degrees off from where you need to be…and 2 degrees off does not allow you to find profit or success.
In this episode, you'll discover how a tiny messaging shift can turn your stalled business into a thriving one. Here are 5 things you'll walk away with:
✅Why your target audience from 2 years ago is not the same person you're selling to today
✅The 2-degree mistake that's quietly costing you sales (and how to spot it fast)
✅Where to do real research — no guessing, no assuming
✅The 2-steps-back method that shows you exactly where your audience is before they buy
✅How to audit your last 5 pieces of content and rewrite just one headline to get traction today
Ready to stop spinning your wheels and start seeing real results? Grab the free 5 Fixes training and find your 2 degrees: familyebiz.com/5fixes
Resources for You
Free Training — April 22nd Live Class (1:00 PM): "What's Missing? Five Fixes That Unlock Real Growth"
Show Notes:
Are You 2 Degrees Off? Why Your Business Isn't Failing — Your Targeting Is
The 2-Degree Problem
There's a story about a pilot who was just 2 degrees off course when he left New York to go to Los Angeles. 2 degrees! That seems like nothing, right? But by the time he flew all the way across the country, he was landing thousands of miles away from Los Angeles. Those two degrees are like a snowball — you get off target, and you end up in the desert somewhere.
Two degrees doesn't feel like much until it costs you everything. And that's exactly what's happening in your business right now. And it's not your fault.
You're Not Lazy. You're Just Off Target.
You started your business, you believe in what you offer, you're willing to put in the time, you're not lazy — but you're making no sales, or very low sales. And you're starting to wonder, maybe it's you.
That is where most people assume they're failing, but that's not exactly what is happening. I've been there. Several years ago, I would spend months creating content, creating new products, but it was not solving the problem for today, at that time, with my audience. Maybe I made $100 or $200 a month. It's not that I was lazy, and it's not that I wasn't committed. I was just 2 degrees off. And that cost me thousands of dollars and hundreds of hours.
Think about Howard Schultz, who built Starbucks. He originally started growing it the wrong way — selling equipment and beans, and it wasn't working. He took a trip to Italy, saw espresso bars focusing on experience and connection, and he came back and shifted Starbucks' model completely. He's still in the coffee business, but instead of focusing on equipment and beans, he started focusing on experience. That small shift turned Starbucks into a global brand. He wasn't failing — he was just a few degrees off in how he positioned his business.
Where are you? Are you positioning your business in the right place?
Your Research Might Be the Problem
Your business isn't failing. Your targeting is just slightly off. But you're saying, I did the research. Here's the thing — if your research is 2 years old or more, you have not done it. Your audience has evolved, even from a year ago. Life is different now. You're selling to them where they were back then, not where they are now, today.
Here's a little tip, a little secret. You need to know where they are to buy your product, and then go two steps backwards. Where are they two steps beforehand? That's those two degrees. You need to know where they are so that you can bring them along and sell your product to them.
Think about MrBeast — his real name is Jimmy Donaldson. When he was around 13, he started making YouTube videos. Random gaming videos, very little traction. Instead of quitting, he studied what people were actually watching. He adjusted his titles, his thumbnails, and his format. Same platform, same creator, but a slight shift in strategy. That recalibration brings him 474 million followers on YouTube and 25 million on X. He didn't need a new niche. He needed alignment with what people were actually wanting right now.
Small shifts create massive results. Think about a little snowball — it's just a little bitty thing, but you start rolling it around the yard to make a snowman, and all of a sudden you've got a big one. You don't need to start over. You don't need a different niche. You need to recalibrate 2 degrees.
How to Find Your 2 Degrees
So how do we do that? Take a quick check on your business. Who was your audience 1 or 2 years ago? Who are they today?
I want you to write down this sentence — or type it into a Google Doc so you actually have it:
Right now, today, 2026, my audience is struggling with ___________.
Don't guess. You need to do real research. Go to places where they buy stuff — Amazon, eBay, Etsy. Talk to your customers and ask them this one question: What's your biggest struggle right now? If you're assuming, if you're not talking to people or looking at what people are buying, then you are making an assumption. You're guessing on your messaging, and you're probably 2 degrees off.
This is fixable, and faster than you think. You are closer than you realize if you just do the research. The right guidance can correct your course in weeks, not years.
Everyone's telling you, oh, just keep going, trust the process — but if you are 2 degrees off and you keep going, you're just going to be lost. You need to stop, recalibrate, and then keep going. That's what nobody's telling you.
Recalibrate, Don't Start Over
Think about what Netflix did. They started as a DVD-by-mail company, doing well during that season. But they saw a shift coming, and they saw streaming was the future. They didn't start over. They recalibrated. Same company, same audience, different alignment with reality. And they went from mailing DVDs to being the global streaming giant.
You don't need a new niche. You don't need a new business. You don't need a new platform. You need a message shift. You just need to align your offer with today's problem, not the two-year-ago problem.
Do This Right Now
Look at your last 5 pieces of content. Do those pieces speak to your current audience and what they need? Do you know their current pain point, or are you assuming it?
If it does not align with today, rewrite one headline or a hook so that you can get their attention for today. I do that with my blog posts sometimes — I'll take an old blog post and rewrite it for today. You need to make it more immediate and specific to who they are right now.
If you've been working hard but not seeing results, you're not broken. You're not in the wrong niche. You're just 2 degrees off, and I can help you find those 2 degrees.
🎉 Join Me for a Free Class!
On April 22nd at 1:00 PM, I'm teaching a free class called What's Missing? Five Fixes That Unlock Real Growth. I'm going to show you exactly where those two degrees are hiding in your business.
👉 Register at familyebiz.com/5fixes
If you have a friend who has a business and they're working hard but not seeing results — it's not them. They need to find their two degrees. Would you share this episode with them?