summary ofDotCom SecretsBook by Russell Brunson, Dan Kennedy

first KEY POINT

The first step in business success is determining exactly who you want to serve

You have to know your target market inside out. Far too many businesses miss this important point. You ask the average business person who their market is, and they will say something like, “I sell men’s clothing, so my target market is clearly any adult male who can afford them.”That's too broad, and it's the reason many businesses won't succeed — especially in the online space.And, if a business succeeds with this kind of broad targeting, two things are bound to happen:
• The owner will never make maximum money from the business because they aren't serving their ideal customers.
• They will get frustrated trying to serve everyone. Business itself is hard enough, don't make it harder by refusing to streamline your market.

If you're running an online business, you can't afford to joke with detailed targeting; otherwise, you will struggle to create the right marketing message to attract and nurture your audience. We will go deeper into running ads and marketing communication, but before that, let's make sure you get your audience right. Here are things you must do:Create an ideal customer avatar: List the ideal characteristics of the customer you would like to work with. Who are they? What do they like? What are their pains and passions? How much should they be earning annually? Are they in a particular location, or maybe location doesn't matter to you? Use pen and paper or your digital notepad to write all their characteristics. This exercise may seem silly initially, but you'd be amazed how much it would transform your business.Hook your ideal customers with great offers. Now it gets super easy because once you know who your customers are and where you can find them, you will know how to hook them. For example, let's say your business exists to serve middle-aged wrestlers struggling with skincare; you know that offering them a free skincare guide will be good bait because they would love to try something new.Now you've learned how to research and locate your ideal customers. The subsequent chapters will show you:
• How to identify your value ladder and move customers through it.
• How to create a sales funnel that converts like crazy.
• What it takes to create stellar marketing campaigns, and much more.