This episode focuses on creating audience segments. An audience segment is a portion of your prospects and customers segmented by how far along the sales process they have moved.

What is the One Big Problem?

You need to find 1 problem that you solve. Not multiple..just one. This helps your audience identify clearly what it is you do and how you can help.

The Google Search TechniqueSearch Google to help nail your 1 big problem you solve

Use the Google Search Technique to validate your 1 big problem. Type in the phrase identifying the 1 big problem into Google and see what's there. You should find articles and providers that solve the problem.

If there is content but no providers, that means there may be no market for this.

If there are providers but no content, that means there may be an opportunity for content marketing in this space.

Look through the content to find what element of the 1 big problem is really relevant for people.

The 5 Why's

Once you identify what service you provide, ask yourself "why do you need that service?" Then answer the question and ask "why" again. Do that 5 times until you really uncover the true need.

For example, if you provide quality video production service for businesses, ask "why do you need quality video?"