This is a big idea post that will make you a lot of money…

…and give you an advantage over 99% of people in your industry.

It’s also a big reason lots of good agencies lose clients.

Yesterday, I asked people how many books they’ve bought.

Here were some of the answers.

* 250 on Audible

* 500 physical books

* 400+ easily

* 100 plus easily

* 350 total

* A “ridiculous amount” (…thanks Lyn)

* 350

* About 450 physical and 988 digital

* 459

* 1204

People who bought books tend to fall into 2 categories.

1. People who are habitual book buyers and will be for life. (Like most of us here.)

2. People who don’t buy books and probably never will.

Notice nobody said “1 book”.

You either buy lots of books or you don’t.

80% of the books are sold to 20% of the people.

Your marketing service is the same. So is your niche.

If you could put 100 people from your niche into a room…

…it would probably look like this.

* 80 of them would spend very little to no money on marketing services. Many of them would be broke. When they bought, they would mostly dabble.

* 15–20 would regularly spend on services and outspend the other 80 people combined by 4x.

* 1 would have more money than the other 99 combined.

Why does this matter?

When it comes to scaling and growing…

…most people start with the wrong question.

“How do I sell more of my ______ service?”

(SEO/PPC/FB ads/GHL SAAS/chatbots/etc etc)

And it’s the wrong question.

A better question?

Who is BUYING it?

In other words, who are the 15–20 who spend all the money?

Getting this wrong leads to…

…everyone in your niche will seem broke

…churn city because getting clients to stick will be like pulling teeth

…sales will feature lots of chasing, proposals, follow ups, and unnecessary convincing

…your stuff will generally NOT work and instead will just highlight all the holes in their leaky bucket. (“All your leads are terrible.”)

If selling your marketing service was BBQ pork ribs…

…which scenario do you think would be better for you?

A: You sell your ribs at the Jewish vegetarian conference.

B: You sell your ribs at the Alabama football game.

In scenario A?

No offer, messaging, or copy will work. Even if you land a sale, it will not stick. They are not pork buyers and never will be.

In scenario B?

Brace yourself for a line half a stadium long. Say hello to fulfillment problems. They are diehard pork buyers.

A big secret of mine?

I can walk into any industry…

…and quickly identify the 15–20 who spend all the money.

This is why I can do big numbers from a small audience. Because it’s mostly buyers.

Think of how many of you got here by BUYING a book.

If you ask 100 people in your niche…

…would you like to grow your biz?

Know how many of them say yes?

All of them.

Know how many of them actually do it?

Maybe 10–20.

Trust behavior, not words.

We’ll jam on this more next week.

But here’s a question for you.

How can we identify the buyers in a niche?

How can we proactively get in front of the people who buy the stuff we sell?

Drop a comment below.

Random thoughts in Mexico.

May the force be with you.

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