Don't be so rigid. Everyone's not your customer. Understand that and it's okay. Hey guys, if you're like me, you've always had a desire to do more and keep inside you known there's a way and a possibility for you to achieve your dreams, the lifestyle and achieve the freedom you've always wanted because we have what it takes to get things done and learn from others and get the mindset to achieve the dreams we've always wanted.
Welcome to SB Warriors. Hey, what's up? SB Warriors, Paul K here and a lot of times I know I talked to business owners and they tend to have either a belief or an idea that this particular traffic source is the best traffic source for their business and a lot of times that can be true but what most people do is they jump on the bandwagon of whatever is popular so they don't look at the overall like, hey, who am I trying to reach? Who am I trying to advertise to?
So a lot of times if someone would do it, it'll come up to me and be like, oh yeah, I heard Facebook is the way to go and you know what? Facebook is a way to go. It's not the way to go and it's kind of like if you were, let's say you're going to take a trip and you're going to take a trip to the safari and someone said, you know what, the only way we go this far is by boat and then all of a sudden you got some guy going low, hey, we can take a plane or better yet, we can, you know, drive off of your own and you guys can see everything, you don't have to risk damaging getting hurt by mosquitoes and anything like that and each way is a way for you to visit that area. One is real, one is not but some people resonate with one more than the other.
So all that being said, even though I don't think virtual traveling is coming any time soon, even though there is 3D glasses and all that stuff on your phone but I think most people don't consider who they're really advertising to. Most small business owners will say, you know what, everybody is my audience or everybody is my ideal customer and I don't think that's true because we've all had customers we love to work with and we've all had customers we would go, wow, we're glad they're not a client anymore and it's not to say that anything negative about them, it's just some clients are paying the ass and you mean that respectfully, but there's a, it's probably goes to the 80-20 rule where you know, 20% of your revenue, like, every day revenue is going to come from 20% of the people and those are people who die aren't fans who love you and so probably converse is true where that you know, 20% of your, of your people who are coming to your business, hopefully it's not 80% are like a pain in the butt as much as you love people and want to help people, you can't help everybody and you try and you want to service them but because it takes you more time and energy to try to do it, you, you end up getting everybody which means you're getting nobody. So when you're advertising, yes there's Facebook, yes there's Instagram, yes there's Google, all Twitter, LinkedIn, all these social media platforms, there's paper ads, there's all these ways of advertising and you can do it a number of different ways. The question you should be asking is who am I trying to advertise to first?
Then by knowing the who you can figure out the where and then the how. So if, if I am in a particular niche and I know that Sam and I and niche that services people that make over a hundred thousand dollars or maybe more or two hundred thousand dollars in that niche, there are going to be certain things that that niche is going to do versus somebody who makes a fifty thousand dollar income. Now there's nothing wrong with that but you're understanding your avatar, if you, and your avatar is the person is your ideal customer. So by knowing that then you go, okay, my ideal customer is spends two hundred and fifty they do a big store fifty thousand dollars or more a year.
They tend to like certain watches, they tend to drive certain cars and they tend to do certain types of activities. So hypothetically they drive a BMW, they maybe use high end cufflinks, whatever it is you name it, you can figure out who that person is and then you go, oh well this person most likely reads the Wall Street Journal, watches CNBC or very much Bloomberg and then you kind of get an idea where you should be advertising because you're not going to advertise on Facebook for that person because the odds are that person isn't scrolling around the Facebook as much. Not saying they're not there but as much as the average person who is making less than them. Now this is just a general general kind of thought, I don't have any data to back this up but I know when you talk to business owners, business owners tend to use social media as a tool versus as it means to take a break or to get a dopamine hit off of their checking their status and getting the updates.
Most business owners realize that hey, I don't have time, time is the biggest asset. So you have to put yourself in their shoes to understand how do you track that attention and a lot of it's going to be through content marketing, it's going to be interruption marketing, you may do a direct phone call campaign and there's all these different ways of getting people's attention. So the focus should be on how you get their attention by knowing who they are, by knowing who they are. You can put your stuff, just imagine that you're on a highway driving and imagine all of a sudden there's a detour, the freeways close and everybody has to get off on the first street exit.
Well guess what, that's what you can do with traffic. There is so much traffic available, most people are either lacking the knowledge to understand it, which is fine. But then you need to team up with somebody who does, or they just don't want to change with the way things are changing in society. And one of the big things I always try to tell people, look, when you're real estate and you own a house, that house becomes an asset.
You can appreciate it, it could increase the value, it can do a number of different things, but as time it tends to appreciate. Well, I kind of look at the digital world the same way. When you create a digital product online, one is one of content, whether it's a video, whether it's a blog article, whether it's a podcast, whatever it is, that that is an asset out in the world. That asset starts to be disseminated in your area, in your niche, in your field.
Now, the more link juice you can have to it, the more it's going to get what we call natural search engine results so that they're more organic, so that people can find you better. So the more you can create a digital platform and have digital assets and even use those digital assets to advertise, the better off you're going to be. Now, are you going to get everybody through content marketing? No.
Are you going to get everybody by videos and doing that? No. But you're not going to get everybody by doing PVC ads and paying $40 to click either. So you have to understand it, your idea person is on the internet.
Your idea person is off the internet. They're all over the place. And that's why it's good to create a strategy that best suits your idea customer, not just one approach. It's like playing basketball one way all the time.
And as all you do is say, I just try to slam. I just try, you know, I just do this one move. It's what people figure it out. People will duplicate it.
And then all of a sudden that move doesn't work anymore. And so the same thing is true with your business. People rely on one source of traffic. I think that's the biggest mistake that business owner can make is rely on one traffic source.
Now it's good to know how to do that traffic source. But when you only have one and you're a small business owner, you will rely on that one. So no matter what happens, if the price goes really high for that particular platform, guess what? You have to pay that cost.
And now then you're trying to figure out where your client, where your avatar is on a different platform. So I usually try to do a little bit each. I know some people, this is not the norm or someone say, you don't learn one platform. Yes, that's true.
You should learn one platform. But it doesn't mean you can't take those digital assets and advertise them across more than one platform. And hopefully that makes sense because if you have a video, your video is on YouTube, well that video on YouTube can also go on Facebook. Just make sure you add in the translation, transcribe it.
Then that video can also go on Instagram, especially with IG stories. I mean, IGTV, you have all these options available to you. So you don't feel limited. And should you be doing this all yourself?
Absolutely not. If you don't understand terms like PPC, if you don't understand pay per click, you don't understand CTV cost per view, then you need to grasp these elements or hire somebody to do it. So you're able to save your time because time is the most important asset that you cannot get back. You cannot get your time back.
So no matter how much money you spend or don't spend, time is invaluable. And when people are in their death bed, they're going, hey, I want to spend more time with my family. They're not going, I wish that Facebook campaign worked there or going, man, I really could optimize that landing page better. And so it's like, how can we create the system to advertise the best by knowing who we are, knowing who we're advertising to?
And hopefully that makes sense for you guys because a lot of times business owners will base want the easy solution. And the answer is it's not easy. Finding the right formula for advertisement is not easy. It does take time.
It takes energy. Unfortunately, I find that people are like, well, I spent $300 a month and that's going to solve all my problems or I didn't get any business or I didn't. And like, you realize that $300 is maybe one service of one of your clients. And so I'll spend, when I spend money, I'll spend at least the lowest amount of my value ladder.
So for the lowest price of my value ladder, say it's exactly $1,000, I'll test at least $1,000. And in hopes to get that one client. Now, if I get that client and then I send people up my value ladder, then it starts to pay for itself. But I don't go in expecting to put in 20 to 50 bucks and go, oh, it's not working because I don't get any clients.
It's not working because I haven't figured out how to advertise to that customer yet. I haven't figured out what the right ad is, right, the right, the feel for it, the landing page. And of course, you're going to go with it your best foot forward. But you have to adjust to who it is you're talking to, just like you would adjust in dating.
You know, I always talk about dating and marketing. They're very similar to each other. That was the one thing that actually helped me find my wife is I finally said, you know what, I cannot please everybody. I know who I am as a person.
And you know, uncomfortable. Some people are going to be attracted to me and some people aren't. Guess what, that's fine. I can't control that.
But I can control what I allow in my sphere, who I will talk to and then reciprocate. If I'm interested, same principle in your dating, your marketing, your marketing. My wife's going, why are you talking about dating so much? It's because it's like marketing.
Marketing and dating are very similar. It's like your business shouldn't be attracting everybody because it's like that guy at the club. And I haven't been to the club in years. So I'm kind of making fun of myself.
But we've all been there. You ever been to the club, you see this guy just bouncing around from girl to girl to girl to girl. And he's so desperate to get like some girl's number that he's just oozing out of desperation. And when we advertise like that, everyone's like, oh, they just want to, this, want my money.
And if it was dating, you would say something else. But you know what I mean? And so it's like, you can't make your clients or your potential clients feel like it's all you want is their money. Add value to them.
Help them along the process. Open their eyes to new opportunities. Educate them. And by knowing that person, then you can go, you know what, I know which format to advertise on.
I know how to turn on these ads. I know how to follow up with them. I know what things they're looking for. And the same thing's true.
Like, you know what, you should know your significant others, what kind of flowers they like. You should know that you don't, you touch them at a certain spot. They're going to like cringe and get a little tingle down their back or whatever it is. So, the same thing's true with our customer.
We know our customer. We know who we want to serve. We can better serve them by then putting our ads in front of them. Now we're getting into offers and correct offer is another story.
We'll jump into that next time. But thanks for listening S.B. Warriors. Keep pushing.
Keep pushing your advertising campaigns, optimize and tweak and move forward so you get the business growth you want for your business. Take care guys. See you next time.