0:00:02.150,0:00:05.030
When I ask someone who their targeted customer is,

0:00:05.460,0:00:09.569
I almost always get the same answer. Well, our customer could be

0:00:09.729,0:00:10.680
anybody.

0:00:11.010,0:00:14.279
We sell insurance, so anybody that needs insurance.

0:00:14.439,0:00:18.399
We're a financial planner, so anybody who eventually thinks they need to retire.

0:00:18.930,0:00:20.649
I want you to think about it in this way.

0:00:21.069,0:00:22.549
Have you ever been to McDonald's?

0:00:22.860,0:00:28.069
If you think about McDonald's 25 billion dollar company,

0:00:28.290,0:00:32.348
they have a targeted customer base. Who do you think it is?

0:00:32.869,0:00:33.830
It's kids.

0:00:34.189,0:00:36.130
That's why they have the Happy Meal, PlayPlace,

0:00:36.139,0:00:39.349
and that creepy clown. You'll float too!

0:00:39.560,0:00:41.830
You don't see their advertising during the 24

0:00:41.840,0:00:44.090
hour news cycler in the Wall Street Journal.

0:00:44.290,0:00:47.610
You'll see it most of the time on kids' shows. So,

0:00:47.759,0:00:50.709
when you're trying to figure out who your targeted customer is

0:00:50.840,0:00:55.349
and you try to cast the widest net possible, you'll usually catch the fewest fish.

0:00:55.630,0:00:56.729
Look at who

0:00:56.834,0:01:00.834
your best potential customer is. Look at your top 10 clients.

0:01:01.005,0:01:04.334
Are they more male or female? Are they more white collar or blue collar?

0:01:04.345,0:01:06.635
Where are they located? What do they do for a living?

0:01:06.745,0:01:09.824
What is their decision criteria based on? And

0:01:09.974,0:01:14.535
start to really focus in on who that customer is, serve them well,

0:01:14.544,0:01:17.614
because it's better to have a narrow niche with a lot

0:01:17.625,0:01:20.694
of clients that have a wide niche and no clients.