One Presentation Away

Chapter 6Identify Your Audience

Most people don't understand how important their chosen audience is. The truth is, you can have the most amazing offer and an incredible signature talk, but if your audience isn't the right fit, you won't make much money.

You need to remember that the audience you choose is going to impact your life significantly. You'll be spending a lot of time with these people, thinking about their problems, the desires they feel, and the results they want. Choosing your ideal audience is crucial in this process.

Many entrepreneurs I speak with struggle because they haven't identified their ideal audience. Most people are extremely broad—I know I was when I first started my business. The problem with being broad is that it's difficult to speak to your audience directly. You'll tend to use vague language that doesn't really connect with anyone. The old saying “If you speak to everyone, you speak to no one” is especially true when it comes to marketing.

Some of my most successful students started with a broad audience and then narrowed down to a really specific audience, which has created much more success in their business. The term that many people use in the industry is their “niche.” For me, your niche comprises two things: the audience you're focused on and the message you're delivering to that audience. Throughout the book we look at delivering your message, so in this chapter, I want to focus on the audience itself.

In identifying your audience, I believe ...