If you try to talk to everyone, you talk to no one.

And this is the biggest mistake that I see in marketing, is when people come to me and say, “But I could appeal to 50 year old women and 20 year old women.”

“They can both be helped by me.” I don’t care. Which one?

When we go through the exercise in just a little while, I’m basically going to be pretty ruthless with you and ask you to pick one. You want to do two avatars, fine. Get one right, market it, build a successful funnel, nail it, go build four, like I’m building for Peter right now.

But until you do that, until you get one right, you’re wasting time and precious, precious time and energy that you don’t have. Neil, how many emails are we writing right now for Peter?

– [Peter] Over 100, I think.

– Over 100, he’s editing It’s a lot of work, okay? Building one funnel right is hard. I’m making my team go, Adam, how many pages did you build yesterday?

– [Adam] 64.

– 64 pages, and the day before, 96? We are killing ourselves to build four avatars, and we’re an agency. I have 15 people on staff, contractors and core employees. So do you want to do four avatars? Knock yourself out, all right?

Go get some money, pay for it. All right? If you speak to everyone, you speak to no one, so what you need to do today is focus. And I’m here to tell you that you might think that you can work on three, four avatars, but you might be able to get by with it, you might be able to be profitable and make money, but if you listen and you focus on one, you’ll make way more money, and then you can go hire a bunch of people to focus on the other one.

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