The better you define your audience, the easier it is to speak to them. For example, I’ve worked with multiple clients who sell health and weight loss products, both courses and supplements. We’ll often advertise to male and female audiences separately (this is easy to do with ads on Google, Youtube, and Facebook). These audiences have different motivations and we can better serve our clients by focusing on separate messages. At times, we’ll even create two separate email lists for these audiences so our messages can be custom tailored for them. An advanced marketing tactic you may consider as your business grows is introducing additional segments in your email follow-up and other sequences. For example, a CPA would want to break out their clients into personal tax clients and business tax clients. Marketing material that appeals to the business clients would be wasted if also delivered to the personal clients. They could further segment their audience into large businesses, medium businesses, and small businesses. Or they might separate them out into industry categories such as chiropractors. They could create marketing materials specifically to appeal to chiropractors in their area. They would end up generating a much higher conversion rate because they zeroed in on a specific market with similar problems and offered them a custom solution that was just right for them and their needs. That brings us to the 2nd step of the Desperate Problem. Identify a pain point you can help your audience solve. Describe the problem and the repercussions of this problem in detail. How is this problem influencing the life of your potential client? What frustrations are they experiencing? What are they tolerating that could be fixed? What are they laying in bed at night worrying about? What are the end results of this problem if it’s not fixed? There are really only two motivations in life: pain or pleasure. Of these two, pain is a much stronger motivation. You can see this demonstrated with health issues. While everyone would like to be healthy and live to a ripe old age, it’s difficult to motivate yourself into action on this goal. It’s tough to sell people on prevention. But as soon as pain enters the picture, that’s when people are motivated to take action. Go to the doctor. Take the medication. And if the problem is painful enough, perhaps even modify their nutrition.