## Highlights - found that the difference between a $10,000 website and a $10 million company was all the things happening after a buyer came into the initial sales funnel. ([Location 266](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=266)) - I then asked myself a powerful question that changed everything for me, “Who is the person I really want to serve?” ([Location 512](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=512)) - Question #1: Who is your dream customer? The first question you have to ask yourself is, Who do I actually want to work with? Most of us start with a product idea, never thinking about who we want as clients or customers, yet these are the people you will be interacting with day in and day out. You’ll oftentimes spend more time with these people than your own friends and family. You choose your significant other carefully, so why wouldn’t you take the same time and care in deciding who your dream client or customer will be? If you’re just getting started, this may not seem important. But I promise you that if you don’t consciously choose your dream client, one day you will wake up like I did, working with people who exhaust you and wishing that someone could fire you from the business you created. ([Location 517](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=517)) - literally spent years serving these customers, and it made me miserable. My family suffered, and no matter how much money we made, I wasn’t happy. It took years before I sat back and actually thought about the who. I realized I had overlooked some pretty important questions such as: Who are my dream clients? What do they look like? What are they passionate about? What are their goals, dreams, and desires? What are the offers I could create that would attract them and repel everyone else? ([Location 530](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=530)) - Question #2: Where are your dream customers congregating? The next question in the secret formula is where can you find your dream customer? Where are they already congregating online? The real power of the internet is the power of congregations. Groups of people gathering in little corners of the internet make it possible for people like you and me to get into business quickly and be successful without all the barriers and expensive hurdles of traditional media. ([Location 597](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=597)) - Start asking yourself these questions: What are the top websites that my dream customers already go to? What forums or message boards do they participate in? What are the Facebook groups they participate in? Who are the influencers they follow on Facebook and Instagram? What podcasts do they listen to? What are the email newsletters they are subscribed to? What blogs do they read? What channels are they following on YouTube? ([Location 632](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=632)) - Question #3: What is the bait (hook, story, and offer) you’ll use to attract your dream customers? Once we know where the dream customers are, we have to create the right hook to grab their attention. The hooks are the ads that will grab the attention of your dream customers just long enough for you to tell them a story. The goal of the story is to build rapport with them as well as break the false beliefs they have that would keep them from taking you up on your offer. The offer is the thing you’ve created for your dream customer so you can give them the results they desire. If you do this step correctly, it will repel the customers you don’t want to serve and attract the right customers to you. ([Location 640](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=640)) - Question #4: What is the unique result or value that you can create for your dream customers? Once you’ve hooked your dream customers with the perfect offer, the last question is what result or value do you want to give them? I’m not talking about what product or service you want to sell them. A business is not about products and services. A business is about what result you can get for your clients. Once you (and they) understand that concept, the price is no longer a barrier. ([Location 653](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=653))  ## Highlights - found that the difference between a $10,000 website and a $10 million company was all the things happening after a buyer came into the initial sales funnel. ([Location 266](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=266)) - I then asked myself a powerful question that changed everything for me, “Who is the person I really want to serve?” ([Location 512](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=512)) - Question #1: Who is your dream customer? The first question you have to ask yourself is, Who do I actually want to work with? Most of us start with a product idea, never thinking about who we want as clients or customers, yet these are the people you will be interacting with day in and day out. You’ll oftentimes spend more time with these people than your own friends and family. You choose your significant other carefully, so why wouldn’t you take the same time and care in deciding who your dream client or customer will be? If you’re just getting started, this may not seem important. But I promise you that if you don’t consciously choose your dream client, one day you will wake up like I did, working with people who exhaust you and wishing that someone could fire you from the business you created. ([Location 517](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=517)) - literally spent years serving these customers, and it made me miserable. My family suffered, and no matter how much money we made, I wasn’t happy. It took years before I sat back and actually thought about the who. I realized I had overlooked some pretty important questions such as: Who are my dream clients? What do they look like? What are they passionate about? What are their goals, dreams, and desires? What are the offers I could create that would attract them and repel everyone else? ([Location 530](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=530)) - Question #2: Where are your dream customers congregating? The next question in the secret formula is where can you find your dream customer? Where are they already congregating online? The real power of the internet is the power of congregations. Groups of people gathering in little corners of the internet make it possible for people like you and me to get into business quickly and be successful without all the barriers and expensive hurdles of traditional media. ([Location 597](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=597)) - Start asking yourself these questions: What are the top websites that my dream customers already go to? What forums or message boards do they participate in? What are the Facebook groups they participate in? Who are the influencers they follow on Facebook and Instagram? What podcasts do they listen to? What are the email newsletters they are subscribed to? What blogs do they read? What channels are they following on YouTube? ([Location 632](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=632)) - Question #3: What is the bait (hook, story, and offer) you’ll use to attract your dream customers? Once we know where the dream customers are, we have to create the right hook to grab their attention. The hooks are the ads that will grab the attention of your dream customers just long enough for you to tell them a story. The goal of the story is to build rapport with them as well as break the false beliefs they have that would keep them from taking you up on your offer. The offer is the thing you’ve created for your dream customer so you can give them the results they desire. If you do this step correctly, it will repel the customers you don’t want to serve and attract the right customers to you. ([Location 640](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=640)) - Question #4: What is the unique result or value that you can create for your dream customers? Once you’ve hooked your dream customers with the perfect offer, the last question is what result or value do you want to give them? I’m not talking about what product or service you want to sell them. A business is not about products and services. A business is about what result you can get for your clients. Once you (and they) understand that concept, the price is no longer a barrier. ([Location 653](https://readwise.io/to_kindle?action=open&asin=B085BSSHJ6&location=653))