In Ep. 21, That is fundamental.

Once you get right the type of customer that you are after, your work is much easier.

Most of the businesses out there make this mistake from the beginning and lower drastically their chances of being successful.

For example if your product or service is more suitable for B2B customers, but your Marketing campaign is targeting B2C customers than you are spending money for nothing, because your message is not working out and not reaching the right audience. (This is just a simple example).

So you better know to who you are selling, and than you start using the right approach, and the right tools to convert that audience in real paying customers.