Choose Who To Lose!

Today I share how choosing who to lose opens up more doors than simply deciding on who to keep. In 2011 my mentor Roy H. Williams and I were at the Pathfinder Mastermind, and I had a question I was burning to ask him. I wanted to know how he managed to target his audience so effectively. Roy’s response was that I needed to, “Choose who to lose.” When I asked for clarification he referred me to one of his Monday Morning Memos (specifically the one from 5/30/2005) discussing how deciding who not to target is more clarifying than deciding who to target. The memo goes on to discuss three other rules for properly targeting the right audience.  I also share an amazing case study of my own. I share an ad that I created with T. Harv Eker that made over $22 million dollars in just three years. Let me know if you can spot the four targeting concepts we discuss in the episode. Our three key insights for this episode explore why narrowing your targeting creates more effective messaging and how to niche down. We learn:  Why declaring who you DON’T want to sell 1st, clarifies who you DO. Why candor in messaging has the surprising power to grab attention. Why your message is a far more effective targeting tool than media. You won’t want to miss this episode if selling really isn’t your thing. Why? Because when you’re speaking to the right people and providing them the right content, selling becomes simple. In This Episode:  [04:01] - Alex relates the three key insights for this episode. [05:11] - The episode starts as Alex recounts asking his mentor, Roy H. Williams, how he targets his audiences when they were at the Pathfinder Mastermind in 2011. [06:00] - Roy responded with four words, “Choose who to lose!” [06:14] - “Creativity is the truth made fascinating.” Not the Alexism for this episode, but today deserved a bonus. [07:00] - After asking for clarification, Roy recommended Alex look up a Monday Morning Memo from 5/30/2005. [07:32] - Alex reads the Monday Morning Memo he was referred to. [08:42] - Target through the content of your message rather than the demographic profile. [10:03] - After targeting through content, you have to gain attention. [11:10] - Surprise your target with candor. Fascinate them with candor. [12:43] - Make it make sense. Believability is the key. [14:59] - The riches are in the niches. The more narrowly you define your ideal customer, the easier it is to speak to them. [15:49] - Alex shares examples of niches that he targets naturally due to the content he creates.  [17:25] - He reveals one of his most successful ads to date for the Ultimate Internet Boot Camp. [18:13] - Today’s Alexism: Creativity in marketing is the truth made fascinating. [19:09] - Alex provides a quick review of the episode and restates the three key insights for today. [20:55] - If you’ve already given Alex a review, write down a specific takeaway from this episode on an index card. If you haven’t, though, please use that Aha! moment as your review for the show at this link! [22:45] - In honor of this episode, Alex gives listeners a final gift. You can get a completely free copy of his book Alexisms by going to this link! You will also get free access to his $497 VBT e-Course! Links and Resources:  Alex Mandossian Alex Mandossian Fan on Facebook Alex’s Friday Live events MarketingOnline.com Marketing Online 4-Part Video Training Series Alex Mandossian on YouTube Alexisms by Alex Mandossian All Selling Aside on iTunes Alex Mandossian’s free live Friday show Roy H Williams Monday Morning Memos Jack Canfield Ryan Deiss Harv Eker