If you’re doing this, you’re leaving money on the table! In this episode, This may be considered “controversial”, but I actually think there is such thing as defining your ideal customer too much. If you’re making your marketing and business strategy too narrow, you’re leaving out a wide segment of buyer types that you could be serving with upsell and downsell offers. This episode is my comprehensive approach to building a value ladder that guides customers through various levels of service.
I’ll be sharing:
- How you can create more ideal customers for your business by serving a broader audience.
- My balanced approach to accommodating a diverse customer base while also maintaining focus.
- Why a value ladder should focus on the customer’s progression rather than solely on the business owner’s goals.
- Examples of how you can expand your offers to capture a wider audience while still delivering value.
… and so much more.
Tune in for direct insight into how I serve a wide range of customers from beginner business owners all the way to multimillionaires while still maintaining a cohesive message and aligned brand. Stop leaving money on the table and adopt this strategy in your business today!
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Ways I can support:
[ENTREPRENEUR EVENT] FREE in-person event in Austin, TX for ALL Hirsh Community members! https://www.notforlazymarketers.com/experience
[FREE] Join the Ultimate Facebook Ads Challenge to instantly reach 1,000+ potential customers. We get started April 15th → Register Now! https://www.notforlazymarketers.com/challenge
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READ THE EPISODE TRANSCRIPT
Emily Hirsh:
Hello my friends, welcome back to the podcast! I hope you guys are having a fabulous week. I honestly feel like I am in some sort of vortex of just following the signs and. Putting blinders onto everything but my own creativity and what I’m doing I want to share something really fast with you guys. So I’m doing a lot of really awesome things. If you want to check them out I would just go to my Instagram and look at my pin posts because they’re there. I have a retreat I’m hosting in Alaska in June. I have an actual in-person free event that I’m hosting on May 4th in Austin Texas to celebrate and announce something huge for our company. So I am putting on myself an entire free event free experience, it’ll have 2 parts to it. The details are there and it’s just a big undertaking that I’m so excited about and then we also are hosting our free ultimate Facebook ads challenge starting on April 15th so next week if you do want to register for that you can go to hirshmarketing.com/challenge that’s where in four days I take you from right? where you are maybe never running ads to actually launching visibility ads on day 2 and then getting traffic from ideal customers.
It is our most popular virtual free experience that we do and I have all these things going on so a lot of people are like how are you doing all this not to mention I have other personal things happening and I I went back on social media. Downloaded Instagram because with my retreat and these things happening I wanted to be a little bit more available and also chatting with some people in the Dms. So I intentionally chose to download Instagram and I noticed something super fascinating. So I at first, all I did was just get on message or post a story get off and I put it like in the folder in a phone in my phone and I still don’t remember that it’s there because I was off Instagram for so long but I found myself scrolling for like 1 or 2 minutes and just watching some people’s content like people I follow people I love. And I noticed something really fascinating which was my mind went to going oh they’re doing better than you or oh like this Xyz thing is happening and you weren’t invited because you’re not in the circle and I was like what the heck is happening. Like I haven’t had those thoughts because I’ve been off Instagram but I didn’t realize how intense that can be because I’ve been off for so long when I come back. It’s so loud and I was like oh no like I am not blinded on like I don’t care what other people are doing.
Because I don’t want the influence of what other people are doing to influence what I’m doing because look at the ideas that I’ve created while being off social media like this in-person event is iconic. It is so cool. It is so unique. It is so me and it’s also never been done before. And don’t think I would have created that idea had I had the influence from so many different things and noise on social media and when I took my thirty days off that was one of the benefits of it that was one of the inspirations behind it was I wanted to know what would happen to my creativity if I shut off all the noise. And I can tell you it is very obvious the impact that social media can have. I think eventually I’m going to do a podcast on how I’m navigating that now because I’m still kind of figuring it out like how can I be on social media. And responding to DMs and posting stories sometimes because I want to do that while not playing the game and so I think I’m going to do a separate podcast on it. A friend said to me the other week when I was at a retreat she said you have to be in the game. But you have to play the game without being in the game and I was like ooh that’s good like how do you play the game of social media without being in the game of numbing social media. So anyways, all those things are happening if you do want to register for our challenge. It is free.
It’s the ultimate Facebook ads challenge. I go live every day there’s four days I go live. We have a whole community group for people going through the challenge my ads managers go in there and support. It’s just a really good experience. Super valuable. And not only helps you get ads live but it also breaks down my 3 part Facebook ads system into really good so hirshmarketing.com/challenge. You will actually have ads live on day 2 and then you’ll have two days of getting data and attracting a thousand or more of your ideal customers. Today’s podcast episode I wanted to talk about this simple thing that I see happen all the time and see business owners lose money doing this and it’s almost like it became like a trend in the online space to do this. And I was just working with someone who coaches with me and I had given her a strategy to not do this like four months ago and she was against it. She was just like nope like I’m focused. This is what I want to do like I didn’t align with it. That’s fine. And then four months went by and she came back and she’s like all right like what do you think about this and I’m like I’m so glad that you got here because I knew this was the right thing for your business in my gut but it’s like you can’t you can’t force people to see things sometimes and so.
It was just a cool thing and to see kind of the transition of that and and I think this is a mistake that a lot of people make without even realizing that they’re doing it because there are people in the industry that kind of preach this so that mistake is choosing. To narrow your ideal customer down to somebody who’s only making like 7 figures making a 10 of money so having one offer that only serves 7 figure business owners now if you’re like wait. That’s my offer, just hear me out for a second. So here’s the thing. If you only have one offer that targets business owners making let’s just even say high six seven figures or you have 1 offer that let’s say you’re in a different industry that’s like it’s only for elite athletes right? or it’s only for the small like 1% of a group of people. Because if you get a hundred entrepreneurs together just statistically like if you were to pull a group of a hundred entrepreneurs I understand like some communities are going to have more of others because of the connections. But if you were to pull a group of 100 entrepreneurs and business owners only like 1 or 2 would be 7 figure business owners just based on statistics.
So when you go to market automatically like 95% plus of the people that you’re going to reach are not going to be where you want them to be and you probably still could be profitable doing this because if you sell to those high ticket business owners then you can charge more and so it works for some people but I think you are losing money not creating a passive offer. That you can sell to people who aren’t quite at where you want them to be and you can create ideal customers for that next level so this will be relevant to a lot of you and some of you. It might be just a great reminder because I see people go on this journey. Where they might start out serving a broader group then they realize oh the higher level people are more fun to work with which it’s true like 7 figure business owners are typically more mature. They understand things differently. They’re usually actually easier like. Easier to work with than beginning business owners now, same thing if we use athletes. Okay, you’re targeting everybody who wants to be healthy in the beginning and your health coach then you realize oh the athletes are really fun like I’d rather work with people who are competing. In events and so then people go on this journey and they’re like well I’d rather serve these cool people because they’re easier to serve and that’s valid. But then you cut everybody else off and you’re like okay I’m changing my ideal customer you have to be here in order to work with me.
And I’ve I’ve seen this play out so many times now here’s the problem you still are going to have 95% of people in your audience when you run ads when you go put yourself in front of any group like I don’t even care if it’s just paid ads if you go speak in a room. If you go in front of somebody else’s audience if you run paid ads, organic social media. It is all going to really have only 5% or less now be your ideal customer which could be fine. If your offer is high ticket enough and you still could be profitable but why not serve those other 95% of people. Why not create an offer that is easy for you to deliver. It’s as hands off but still valuable as you can create it as a business owner. And it creates those people into ideal customers of your core offer because the reality is you’re still going to reach those people like you still are going to have 95% of any audience equal to those people. So. Now you go do the work you run Facebook ads you get in front of different audiences. You build your organic social media and you’re doing all this work and you can only capitalize off of 5 % of those people but how about if you do all this work and you get in front of these audiences you can capitalize off of 80% of them.
Right? And you have a place to put people. I think the ultimate goal for every business ultimate goal like this doesn’t happen overnight. This is something I’ve been working towards for the last year but is having a spot like okay, you are here in your business or in your health journey or. Whatever your ideal customer’s path is, you’re here. So here’s the problem that you have right now and here’s how I can solve it and now once I solve that problem you now are here and you have this next problem or this next need and I can solve it here right? And that’s the traditional value ladder. I think a value ladder has gotten very watered down and misunderstood as it’s about the business owner. People now look at value ladders like well let me just create enough products that are like these price points and then maybe it will be successful. Know of a good value. Ladder is about the ideal customer. I mean any good offer is but a good value. Ladder takes somebody from the very beginning of wherever your ideal customer might be like for me, it’s like just starting your business. All the way up to multiple 7 and 8 figures and has a way to serve them. It’s about the ideal customer. It’s about helping them get from 1 step to the next step to the next step with your offers. So if you have narrowed down your ideal customer.
Which there’s a lot out there like narrowing down your niche. I get it like it is good to be able to speak to a specific group of people. But if you get so picky. This is what happens, people get so picky and then they’re like oh well my quality of my traffic is bad. Like I need to get better quality leads. It’s like no, why can’t you just make a lot of money off of people that you’re saying are quote unqualified. Why can’t you qualify them, have them pay you and then you qualify them for your next level of your offer right?x And. You’re basically going to do almost the same amount of work and now you’re going to sell more. So for me this is what I did was I didn’t have an offer that would have worked for somebody who is just starting out in their business. So I created it recently emerge. Which is meant for somebody who hasn’t sold and validated their offer yet. So now I can take someone from selling and validating their offer to now building a funnel and getting ads running to that and then they move up as they as they move up in my offers and they get results in my offers. They move up to the next offer. So I am creating my own ideal customers. This is extremely valuable.
Somebody taught me this a long time ago and that everything we do whether it be a lower priced offer or a free lead Gen or a webinar like can we take the information in that and actually create an ideal customer instead of saying oh I have to go find this perfect customer. What if I could create them between my content and my offers? So if you have a core offer right now and. I Do hesitate here because for some of you if you have a core offer right now your focus should be on selling that core offer. But once you start consistently selling that offer and you have a strategy that sells that offer then can you ask yourself? Okay, if I go a step below or maybe a step above. Is there an offer that I can create that solves that person’s problem if we were to use, let’s use health coaching as an example so you might want to work with elite athletes or let’s just say athletes who compete who are really serious about us. Ah. Sport and like that’s what you want your highest level to be and you’ve narrowed it down and now you’re like I only want to take you if you’re here. Well what if someone’s working on becoming an elite athlete What if they want to compete but they haven’t started yet what if they want to really take something seriously. Could you create something that’s a little bit less than that higher ticket to then create them into successful Elite Athletes. I mean that’s just an example. This is true for every this is true for almost every business right is we want to create the awareness and the confidence and the clarity in everything we do before our offer.
We’re trying to bring them even if that is a smaller priced offer so this business that I was helping she shifted her ideal customer. It’s a done for you service and she shifted her ideal customer to multiple 6 figures and 7 figure entrepreneurs because that’s what her team. Felt the best working with she wanted to do that and that’s totally cool I get it but no matter what she does runs ads gets in front of other people’s audiences organic social media. 95% of the audience is not going to be the multiple 6 and 7 figure business owners. So what I originally encouraged her to do was could you create a fully digital offer with maybe a little bit of easy to implement live support and could you sell that. To all the people who are not quite multiple 6 and 7 figure business owners to make cash out of money or already spending on the audience and on the marketing and then create them into ideal customers and we even got specific with this one because there was one part of it. She said well. I could create ideal customers if I can solve this problem for them. But that’s not a problem I want to solve with my offers and I said okay, well if you were to partner with another business and then affiliate with them now. You’re also creating ideal customers and making money off it right? So…
A while back in a podcast I talked about how right now in the economy you need to get the most out of your efforts. This is an example of that if you’re going to put the effort into your marketing which everybody here should if you’re going to attract people to your business then while balancing staying Focused. We Also want to make sure we get the most out of our Efforts. We’re able to support and serve the most amount of this audience if we limit ourselves to the 1% of any audience we put ourselves in front of. I think you’re just straight up throwing money away. Because you’re still going to do the initiatives and the projects and the things that you need to do to attract the audience and then you’re only able to serve 1% of Them. You will automatically be just wasting money. That’s my opinion and I think there’s a trend out there of people being like. High tickets sell the highest price thing and only you know, get really strict with your ideal customer and narrow it down. But I think not having a plan for what about the rest of the people is a mistake. And not looking at your value ladder and really your entire marketing experience and saying how can I serve my audience and create them into an ideal customer for the next thing I want them to do even when I have a free webinar I know that my job on that free webinar is to give them the clarity and the confidence in my marketing strategies that now they’re an ideal customer.
If they weren’t convinced that they needed to invest in marketing and that they needed to run Facebook ads for their business now they are because they see that this is so important they see. That this is the answer to their dream outcome and I created that even in a free webinar so I would say my invitation today is to pause and kind of take inventory like look at. Free offers look at your funnel, look at your customer journey, look at your offers themselves, look at who you want your ideal customer to be and ask yourself if you’ve catered that to them and support them to get from where they are to the next level. There’s levels in every ideal customer There’s levels where they are at and the more clear you can get on those levels the more clear you can get around the frustrations and the problems and the desires that they have in those levels and how you can support them then you ultimately create this ecosystem. Or somebody who is like a business owner comes in and I can help you right? like I will put you in the right place to be able to help you because I’m intimately familiar with exactly what problems you have based on what phase and stage you’re at and this takes time to build out.
But it should be the ultimate goal versus getting more narrow and more limited and more strict with who you can serve. You do have to balance that with being focused but it’s definitely possible. All right everybody I hope you guys found this helpful. And I will talk to you all on thursday.