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Last week I jumped on the Brazen Careerist for a damn good webinar hosted by Brazen’s community guru Ryan Paugh. The webinar was headlined by Ramit Sethi, author of the best selling book I Will Teach You To Be Rich and the blog with the same name. I will be honest, I have read Ramit’s content for a while now and early on I thought he was just another guy trying to sell his ideas at a high price to people who have money. Then I realized that that is the damn name of the game! Everything he has done and preaches about reflects his understanding his customer base!
He has created a business model that understands its customers that allows him to sell these e-courses for high prices. He even shared with us that he charges $1,500 / hour for consulting work. That is a high number, I am not sure where I stand with that, but the bottom line is this dude means business and I really pulled one major thing from him during the webinar.
Regardless of what the hell you are trying to do, you have to understand your customer. What are you trying to target? Why the hell do they want anything in the first place? and Why the hell should they go to you of all people to get the job done?
If you do not understand your customer, you are already behind in the game. We went through an example of a person who does a cleaning service. He asked the entire audience who should be the target customer for a cleaning/maid/organization service. People gave answers like “families with kids, rich families who already have the service, families with two working parents.” Ramit shot all the ideas down and told us we were not thinking right.
He then evolved our answers into something more detailed and granular. A better answer ended up being a woman, 35+, with at least two children, little time to keep the house clean, and feels GUILTY because her home is messy! You see a difference between what we suggested first and what we came up with? I know it is easy to talk about the answer in hindsight, but it just makes you question your own understanding of who your target customer is?
He referred to it as persona design, almost mapping out the exact personality and demographics of the customer you are targeting. If done right, you should already have customers ready to buy your product or service because they are ALREADY out there, you just need to tap into them and reach them the right way.
This is just ONE of the points I pulled from the webinar and, I believe, he went for a whole 90 minutes! The best point I got from Ramit out of the entire segment was when he said “… Starting a blog is the dumbest business idea of them all!” Haha! I won’t listen to him on that, I am not in it for the money, I am in it for the sanity it brings me, but I will try and concentrate on my customers, the readers, a little bit better now.
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