Episode 1: Behind the Scenes of Online Events: Lessons from a Former Virtual Assistant Turned Summit ExpertSeptember 12, 2023
Episode 3: The Power of Targeted Audiences in Your MarketingSeptember 12, 2023
Niche Targeting: Attracting Your Ideal Client through Precision Marketing Tactics
Have you ever wondered why some businesses struggle to find their audience while others effortlessly attract the right customers? Well, that’s exactly what we’re going to explore today.
I’m sitting down with Jason Wiehler, Niche Marketing Strategist. With decades of entrepreneurial and management experience with a heavy focus on marketing, with a gift for seeing the potential in people and in businesses, Jason has a knack for seeing the big picture on with people and building successful businesses.
In this episode we’re discussing the importance of identifying your target audience and finding your niche in the ever-evolving world of digital marketing.From the benefits of precise targeting to the pitfalls of attracting the wrong audience, they unveil the secrets to reaching the right people at the right time.
Whether you’re a small business owner, a seasoned marketer, or someone just starting out in the online world, this episode is packed with actionable tips and strategies to help you pinpoint your niche and skyrocket your success.
On This Week’s Episode:
In today’s rapidly evolving digital landscape, where consumers have become increasingly discerning about how they invest their time and attention, the significance of niche targeting has grown exponentially.
It’s paramount for anyone looking to launch successful online events or lead magnets to have an in-depth understanding of their ideal client.
In the quest for effective niche targeting, it’s not only essential to identify what works but also, perhaps more importantly, what doesn’t.
With the democratization of marketing facilitated by digital platforms, businesses of all sizes, from large corporations to solopreneurs, now have access to similar marketing opportunities.
One of the key challenges discussed in this episode centers around attracting the wrong audience—a situation that can be detrimental for products or services not aligned with the audience’s needs.
This episode underscores the importance of vigilant attention to social media presence and content sharing. Analyzing these elements provides critical insights into who your content is reaching and resonating with.
Attempting a sudden shift in niche focus can often yield suboptimal results. Rather, it’s recommended to gradually and intentionally transition into a new niche.
Crafting content that truly resonates with the intended target audience necessitates a profound understanding of their pain points, behaviors, and online presence.
The impact of niche targeting on business growth is profound. By narrowing the target audience and creating highly specific and directly relevant content, businesses can minimize confusion and ensure they attract precisely the right audience.
While paid advertising can certainly yield results, the episode underscores the limitations of launching a business solely through paid advertising without a clear niche or defined audience.
To consistently attract the ideal client and avoid drawing in the wrong audience, it’s imperative to maintain a continuous and focused conversation with the same ideal client profile.
Landing pages play a pivotal role in conversion rates. By targeting the right audience for a landing page instead of attempting to attract a large but irrelevant audience, conversion rates can experience a substantial boost.
Having Jason our my first expert on the podcast was no mistake. I knew he’d set the foundation for what Acquire is to become for my listeners. A solid niche is the foundation for everything I do to work well.
(Please note this transcript is not edited and was produced by AI. It may contain mistakes, and might not be entirely accurate.)
Jennie Wright [00:00:03]:
Hi. This is the Aquire podcast from the Audphonic Podcast Network, and I’m Jenny Wright. Today, I’ve got niche marketing strategist, Jason Wheeler. With years of entrepreneurial and management experience, Jason has honed his skills with a laser focus on marketing. He possesses a very unique gift of identifying untapped potential in both individuals and businesses and always keeping an eye on the bigger picture when it comes to building successful ventures. Jason’s journey into niche marketing was sparked by a really keen sense of observation while working within and for various businesses. And he quickly realized that solving the niche issue could create strategic clarity that so many businesses need. So I’m really glad you’re here.
Jason Wiehler [00:00:45]:
Thank you. I’m glad to be here. Finally.
Jennie Wright [00:00:48]:
This has been a bit in the making wanting to have you on.
Jason Wiehler [00:00:51]:
I shouldn’t say finally because this is, like, episode 2. So I don’t know.
Jennie Wright [00:00:59]:
You you are the 1st guest, and there’s a reason for it. And in starting off the podcast on the right foot, I think niche is such an important conversation because before you can have a really great like a really great event or a really great list build or really great lead generation. You’ve gotta start with the niche conversation. You have to make sure that that’s like, the foundation.
Jason Wiehler [00:01:22]:
Sure. I think the knee side of things, if that is incorrect, if you’ve got it wrong, everything from that point onward isn’t quite right.
Jennie Wright [00:01:33]:
So, if that’s the case, then what’s a really good motivator? How would you explain the motivation to Nish and for things in terms of, like, list building and lead generation and online events?
Jason Wiehler [00:01:43]:
Well, in those specific instances, I would have to say you are trying to target a very specific audience, one that is most likely gonna become, an ideal client, preferred type of person that you Wiehler want on your email list or a preferred participant. So it only makes sense for you to understand precisely who you’re going after. who you’re pursuing, who you’re trying to get the attention of. If you understand that clearly, you can build a marketing campaign or you can build a structure or an event that will attract that specific type of person. If you don’t, then you get what you get. You could get a much wider variety of people. Some that do not actually fit your needs.
Jennie Wright [00:02:31]:
Okay. Let’s let’s go a little bit more specific and the stock numbers and not necessarily numbers, but a little bit more granularity. And that would be If you are not niched in and you run an online summit or a challenge or any type of list build, if you create a lead magnet without knowing your your niche, What do you think some of the ramifications are?
Jason Wiehler [00:02:52]:
Oh, well, the funny thing is is that a lot of people actually do produce events like that. And some of them have great numbers and some of them have poor numbers. Now, The poor numbers issue is very easy because if you’re not niched in, you’re talking to everybody, but nobody at the same time. Yeah. If you’re niched in wrong, It’s quite possible that you could capture the attention of people you didn’t intend to, and you could get this large swath of people that actually get involved in your event. Most of all, or I should say most of them might not be your people. you might have a few of them in there, but by no means, would it be a concentrated group of people that you are actually trying to get the attention of in the first place? So you could get 3, 4000 people, attending your event. And because you’re not niched in and your message is wrong and your targeting is wrong, It means those 3 or 4000 people mostly are incorrect. It could be only a couple hundred out of those 4000 people that actually are your people, and you only got them by coincidence.
Jennie Wright [00:04:08]:
There is there’s a lot that I agree with there. Actually, I agree with everything that you said, but One of the things that I found over the years is that as people are getting more savvy, let’s say with who they’re willing to listen to or who they’re willing to give their time to, that the importance of niche becomes that much more relevant. I remember years ago building online events or even putting on a lead magnet that felt very broad, very, very wide. and you’d still get a ton of people registering for it because people weren’t that discerning. I don’t think so. Like, I just don’t think. And now everybody’s like, that’s not for me because they’ve signed up for everything. They’re really nilly with their sign ups at one point, and everybody’s got a 100 emails in their inbox every single day. and they don’t want that. So they’re being a lot more discerning. And what that means is like before we even launch an online event or before we do a lead magnet, before we do anything, we have to have that conversation of who your ideal client is, but it has to go deeper. Do you think it has to go with like psychographics and demographics? Like, how deep do you have to niche before you hit the right audience? How do you know?
Jason Wiehler [00:05:19]:
you have to go as deep as you can until it becomes uncomfortable. Okay. And when I say uncomfortable, there are people when you start talking about niching in, there are people that are uncomfortable right away because they feel that if they niche in, they’re putting themselves in a box and they’re excluding a large quantity of the audience that potentially could help them. Mhmm. Which is which is inaccurate because, to be honest, you could niche in so much and still have such a gargantuan audience that if you captured all of it, there’s no way you could deal with all of those individuals in your business. You couldn’t handle it.
Jennie Wright [00:06:02]:
that’s that’s where people mess up. They think that if they niche them too tightly, they’re only gonna have a 100 people to talk to when that number is more like several 100,000, if not several 1,000,000.
Jason Wiehler [00:06:11]:
And that’s why I say you would niche it until the point when it becomes uncomfortable. And for me, that point is, okay, when has it become when has it become so niched in that, I don’t know. You’re describing things that absolutely add no value to the definition of who your ideal client is.
Jennie Wright [00:06:36]:
Steve Conso Deep in the psychographics and the demographics that now you’re talking about the flavor of ice cream or something?
Jason Wiehler [00:06:41]:
You’re talking about geography, language, behavioral, psychographics, demographics, everything. you know, when you get down to the nitty gritty of describing, let’s say, if you had a service, you’re getting down to a group of people who would appreciate the particular way you deliver your service.
Jennie Wright [00:07:00]:
Yeah. But you said if you owe if you wanna go until it feels uncomfortable and then you know you’ve niched in enough. And my my mention is, like, if you’re uncomfortable, then you’re talking about, like, mint chocolate chip ice cream. Like, you’ve gone that deep. that it’s almost irrelevant. Like, the level of things, is that is that accurate?
Jason Wiehler [00:07:16]:
It did. It did. Yes. The things that would define your ideal client no longer add any value or no longer create a better targeting.
Jennie Wright [00:07:23]:
Exactly. Like, that stuff doesn’t matter.
Jason Wiehler [00:07:25]:
Jennie Wright [00:07:25]:
Okay. That’s what I’m that’s what I kinda thought you sir.
Jason Wiehler [00:07:28]:
But what ends up happening most of the time is people blow past the whole niche exercise.
Jennie Wright [00:07:35]:
Of course, they’re gonna blow past it. So many people are so eager to get to market, put their shingle out, whatever, that they’re willing to bypass the because nobody has made it very painfully aware for them that if they don’t have these conversations and they don’t do the niche, they still think they can put ABC product out and make 100 of $1000 while sitting on the beach taking pictures of their totes.
Jason Wiehler [00:07:57]:
Well, funny thing is is that people think they already did the niche work. They have an idea of who they wanna serve. they have an idea of what they think their product will do for those people. And for some reason, when they have both those ideas, they think it’s a perfect match. And if they really looked into it, they could find out What is maybe not working? What doesn’t match up quite so well? I think If you look at the way, marketing works online now, it is easy for everybody to market online. Almost to the same level as a large corporation. However, the large corporations are doing all the work of targeting and doing everything right. So when they spend a dollar on marketing, when they spend a minute on marketing, It’s with a lot of intention and it’s with precision. And just because we can access all of those things at the same level as a corporation, There’s no reason why people shouldn’t put more thought into niching in and targeting the right way.
Jennie Wright [00:09:11]:
Okay. When we’re talking about somebody who’s brand new to building an online business, my experience has always been that the niche conversation is very light. It’s it’s really light because we’re so they’re so eager to get to market. Like I was saying, that they’re willing to, overlook a few things, okay, and and go right in. Fee first. And that’s sort of how they go. And then I find what happens naturally is once they’ve done that and they’re, you know, now they’re trying it, they’ve made their first lead magnet, or they’ve done their first thing, then they start to refine. It’s almost like it’s a it’s almost like they’re approaching a little bit backwards because there’s this whole, And and I’m not saying it’s a bad mentality, but there’s the whole mentality of, like, good is good enough or, you know, doesn’t have to be perfect, just get going, start doing it, you’ll figure it out as you go. Some of that I actually don’t disagree with because I want people to be able to build their businesses or start a business and sitting in that niche conversation can kind of feel like you’re building out a 300 page business plan before you ever get to, like, open you’re from the new grocery store or something, but it’s backwards thinking.
Jason Wiehler [00:10:28]:
This trial and error approach is something that, a lot of service, suppliers or, I guess, services online services would love for you to keep on trying. Trial an error. Get out there. Get your message out there. See if your ad works. Spend the dollars on ad. See if it works. Do AB testing. See if that works. try our application or a CRM, see if it works, and, you know, rinse and repeat. Keep on doing it and learn that way. And I think There is trial and error, but I think what people have discarded is there is still, lots of room to measure twice and cut once instead of just going for it and going, well, I’ve gotta be, you know, I’ve I should just, fail fast I hate that line.
Jennie Wright [00:11:17]:
Jason Wiehler [00:11:18]:
what’s the point of doing that? Why can’t you actually seriously consider who you’re actually supposed to be targeting instead of saying, let’s throw it at the wall and see if it sticks.
Jennie Wright [00:11:32]:
Jason Wiehler [00:11:32]:
And if it doesn’t, what has happened already? You’ve wasted time and you’ve wasted money. If you do it again, your odds haven’t really improved any because you’re just you’ve basically removed that one situation out of a million different ways of doing things, and then you try another and another and another. So it is always best to know precisely who you’re talking to. or at least have a really, really good idea of who you should be talking to or us potentially you’re wasting time and money.
Jennie Wright [00:12:04]:
Oh, definitely. I know that when I started online, I didn’t have any of this niche conversation. I had no idea who I was gonna serve and the coach that was helping me told me I would figure it out later. Just build it, and they will come, and you’ll just figure this out later. And what ended up happening was multiple course corrections. that cost a boatload of time and actually did cost me money. It cost me 1000 of dollars.
Jason Wiehler [00:12:27]:
The coach needed you to do it quickly because wanted you to keep up with the syllabus so they could bill you monthly.
Jennie Wright [00:12:32]:
Absolutely. And it was ridiculous. It was so ridiculous, but the course correction was painful and it actually damaged my confidence at the time. Made me think I wasn’t right for this and then I had to go back into getting a day job, a JOB kind of thing. And I really, I really questioned a lot about myself and where there was a little bit of, I’m glad I could question things and learn more deeply about myself. of. I could have saved myself a whole bunch of time and effort had I done more of the niche conversation. I just don’t think people were talking about it like this 10 years ago. I really don’t. So can you over niche?
Jason Wiehler [00:13:09]:
Yeah. It’s possible, but it would take, it would take a lot of detail, a lot of detailed errors. I mean, when you’re talking about Michigan, you’re talking about a list of descriptors for your ideal client. You would be having to add in a ton of them that point you in the wrong direction if you’re overnaching. I think the bigger problem is underneath obviously, because you can be too broad and too underscript and vague. And that poses a bigger problem because it can actually, affect you in more ways than overnishing.
Jennie Wright [00:13:48]:
Okay. So overnishing is probably something that doesn’t happen a lot.
Jason Wiehler [00:13:54]:
Overnishing is bad, doesn’t happen a lot, but undernishing is horrible and it happens all over the place.
Jennie Wright [00:14:01]:
So with your experience and your sort of keen, I don’t know, vision of these things, you see it all the time. You’re seeing it you’ve told me before that you see this, like, lack of nation or you can actually pinpoint it from a mile away on a ton of different businesses. when you see an example of something niche in, how do you see that working for them? Like, what is the how what’s the big identifier that you’re seeing just from like a distance from a glance. How can you tell just by looking at somebody’s social media or their website? or their programs or something that they’re not niched in. You’ve got this keen ability.
Jason Wiehler [00:14:45]:
Oh, okay. So It’s not just at a glance. I mean, it would be terrible if it was just at a glance because there is a level of detail that you go into. Wiehler people know it or not, they do do a bit of niching in. It’s a matter of whether they’ve done. enough detail and whether they actually found the right answers. But to your question, I try to triangulate, so to speak. You could look at the social media and you could look at the articles and the posts you could look at the website and any content on it, listen to any audio they’ve done, any interviews they’ve done. The questions you would ask is, are they all pointing the same direction? Are they all speaking to the same person first of all?
Jennie Wright [00:15:41]:
Jason Wiehler [00:15:41]:
And if they’re not, that’s a problem because then you’re not talking to the same ideal client every single time. And Put that one aside. Then afterwards, is it are they actually talking to the right person the person who needs their product or service the most, or are they too vague, or are they talking to the wrong audience So they’re capturing the attention of the wrong people. And I know that kind of sounds, a bit vague on its own when I describe that, but There are people that, when they create a post, they have this warm feeling. their heart flutters, and they’re like, oh, this is the greatest post ever. It’s gonna get a lot of attention. But is that actual post attracting the people that need the product or service the most, or is it a post that’s attracting the people they wish? Wiehler gonna pry buy their product or service, but least of all, it’s probably gonna be the fact that that post is not attracting the people that it should. Right? There are people that have products and services out there that they’re tracked they are attracting and demoing it and pushing it on people that are not their ideal client because unfortunately, they attracted the wrong ones through their strategies and their tactics.
Jennie Wright [00:17:10]:
k. That makes sense. That is I’ve had this conversation with clients too where they wanna sell a, like, as an example, a $25,000 mastermind. That’s a huge popular thing right now. $25,000 Masterings. By the way, where do you get that number? But anyways, and they wanna sell these masterminds people that are attracting to their social media with their posts and so on are people who are in year 1 of their businesses. These are not people who have $25,000 of liquidity to spend on a mastermind. So, you’ve attracted the wrong audience. You wanna do this big, you know, this big mastermind then you’re trying to promote it on social media and you’re not getting any bites, you then think that you have the wrong product when it’s actually the wrong audience. or 1 of the or vice versa. And that’s one of the reasons why when a client says I want to change who I’m selling to or who I’m marketing to, we take a really close look at who their social media is pointing to, like you, like you mentioned, and what articles and all that kind of stuff. And if they’re trying to break free and move into a different realm or audience, they have to spend the time before the online event like a summit, attracting those people in. Because if you try and launch an online summit and your whole audience is you’re 1 and your summon is to attract people who are making multi 6 or 7 figures, good freaking luck, right? It’s not gonna work and it’s not this is where I think, like, it’s almost like too fast of a course. Correct? So if you are gonna try and change your niche, it has to be a little bit more gradual I think, intentional.
Jason Wiehler [00:18:53]:
It has to be intentional. Actually, when you started talking about the, the $25,000 Mastermind. It’s interesting because if you think about from a financial standpoint who they’re trying to target, Obviously, it would be a mistake to target anybody who likely couldn’t afford a mastermind over
Jennie Wright [00:19:11]:
Jason Wiehler [00:19:13]:
but it’d also be a mistake to target people that could afford a $100,000 Mastermind. Because that $25,000 price tag It has a bit of a stature about it. Mhmm. It’s sort of like if you can afford to pay $25,000 to go in this mastermind, you’re in a very, exclusive group of people.
Jennie Wright [00:19:36]:
Jason Wiehler [00:19:37]:
So it would be a bunch of people who strive to be a part of that group. So you might be targeting people who could comfortably or just barely afford that price tag. feeling that there is a lot of value within that $25,000 Mastermind. The people that have a $1,000,000 to spend Those people already have it figured out. They don’t need a $25,000 master mind.
Jennie Wright [00:20:04]:
No. Unless they’re trying to do something else. But, yeah, agreed.
Jason Wiehler [00:20:07]:
Most of the time, those people have already though the the people that have already succeeded that could easily afford the $25,000 mastermind They do not have to be concerned about getting that coach. They have different type types of coaches. Different types of people. They’ve they’ve probably already gone through the system. They could probably have their own mastermind. But but the targeting, the the prime target audience of the people that will say that
Jennie Wright [00:20:31]:
Jason Wiehler [00:20:33]:
mastermind has a lot of value to me in my current situation.
Jennie Wright [00:20:38]:
Okay. So let’s talk to let’s talk about for a second. why, or not why, but more like how we can get the people who are completely in their blind spot about their fact that they have a niche problem. how can we either gently tap them on their shoulder or bang them across the head? However, we need to do this to get them to see that they have a huge problem. How do you educate people so they can see it in a positive way? Because not everybody responds to negative enforcement, but they’re like positive So how would you how would you get somebody to see they have a niche problem or a niche blind spot?
Jason Wiehler [00:21:14]:
Congratulations. You just described the hardest thing about my business.
Jennie Wright [00:21:18]:
I know. So how do you do it?
Jason Wiehler [00:21:19]:
It’s very, very difficult because there is a large group of people that believe they have it right. and to actually go through a process like this. One they believe they’ve already done, is a non starter for them, and they will keep on doing what they’re doing. never feeling that, the target audience isn’t the problem. It’s actually everything else. It could be the It could be their marketing or social media manager that’s making all the mistakes. They could be pointing a lot of fingers at a lot of different people, but seldom, do they ever point the finger at themselves or say, wait a second. Maybe I miscalculated my direction. Maybe my compass is a little bit off from day 1. They don’t think like that. So that’s the big problem right there.
Jennie Wright [00:22:11]:
The — I don’t think like that, or they haven’t bought it yet.
Jason Wiehler [00:22:14]:
They haven’t thought it yet, but, you know, the sad part is there’s a lot of people that either pivot and change their business or their business fails without ever realizing that that was the problem.
Jennie Wright [00:22:29]:
Jason Wiehler [00:22:30]:
they will vacate the very business they could have succeeded in without over targeting the right audience, or they have spent all their money and decided to get a real job. well, not a real job. They decided to get a job working for somebody else,
Jennie Wright [00:22:47]:
We called the JOB.
Jason Wiehler [00:22:48]:
Yeah. The JOB. because they couldn’t make it work, and it could’ve just been that one thing. Now there are people that I’ve helped where when you’ve pointed it out, it’s like you’ve turned the switch on. And then all of a sudden, realize that, hey, everything else that I can do from this point forward now becomes a lot easier. I know specifically who I’m targeting, and I know exactly what their pain points are, and I know exactly what their behaviors are. I know where they are on social media. I know how to speak to them. I know exactly what to say to them, and now I just have to broadcast in the right places at the right time, the right way. That means when they do their marketing strategies, they’re very specific and direct, they’re more effective when they create a website the content is more specific and more direct to those specific people. And there’s no confusion. The people that actually are attracted to their words and their messages show up at a place on their website or for their products. with a near perfect match saying they’ve attracted me with these words, and now The very thing that they supply, which is gonna solve my problems, is exactly what I need. So, what happens? Your subscriptions and your opt ins go up. your sales go up, your closing rates go up?
Jennie Wright [00:24:11]:
Jason Wiehler [00:24:12]:
from a website perspective, you know, there’s not gonna be so many people popping in on your website and leaving 2 seconds later, suddenly realizing they’re in the wrong place. A lot of people will actually go into your website, look around, try and gain everything they can from your website. That’s really what you want. That’s what Neaching in does. I mean, a lot of people accept really, really lousy numbers and results for things. You know, if you talk about people sending out an email to the email list, if the if the email list is not in each end, They’re gonna get these weird numbers that they’re gonna say, well, 200 people opened up this email out of my list of two thousand people but that’s 200 people. Are you excited? No. I wouldn’t be excited about that. I wouldn’t I don’t start to get excited until it starts to exceed 1 third of your list. Right? And what about the number of people that click through? Right?
Jennie Wright [00:25:09]:
It’s a telling thing.
Jason Wiehler [00:25:11]:
How many people actually follow through on the purchase? you know, all these numbers, we’ve we’ve obviously, the niche problem is big because all these numbers that people look at. Some of them are vanity numbers, but the result numbers, they’re accepting ones that are far below what they should be. As if it’s industry standard.
Jennie Wright [00:25:36]:
Jason Wiehler [00:25:36]:
And I think industry standard numbers suck.
Jennie Wright [00:25:39]:
They do suck. I I’m constantly trying to beat them. And if you’re nation enough, you can see results. You’ve seen this and I’ve seen this. where they say industry standard opt in rate for a landing page is between, you know, 15 25%. K? What I’m finding is that if I can get a client niched in enough or have they’ve gone through that process before they come to me, we can get a landing page to convert between 44 and even 84%. Some of my landing pages have converted at like 90%. There’s a huge difference between being completely niched in on your audience and having the right people looking at your landing page so that the traffic is very, very good. I’d rather and I say this a lot. I’d rather have 500 people opt in to an online event that are completely niched in than two thousand people opt in. And then as soon as you put an in front of them, you’re having like 100 of unsubscribes because they’re not the right audience. So we’re on the same page with the whole niche conversation, and it does increase to opt in rates. It does increase the quote unquote industry standard, you know, sales rates, all that kind of stuff. What would be the will be the last thing that you’d wanna tell people about niche, why it’s important, or what they should be doing with it, what’s your sort of like final thoughts?
Jason Wiehler [00:27:04]:
Before I get into the final thoughts, I wanted to revisit what you just said. You’re talking about people showing up at a landing page
Jennie Wright [00:27:10]:
Jason Wiehler [00:27:11]:
they do on it. And I think sometimes we have to take a look at how things operate in real life with your own personal time. If you were to put out, let’s go back pre online. If you were to put out an ad in the newspaper, and you owned a retail environment and you tried to track people to your store, and you didn’t put the right message on it. And those people showed up at your store. and they walked in and they realized based off of the things that got them there that they were in the wrong place four times out of 5. that would be devastating. Mhmm. It shouldn’t be any different than the way people view their time online. So if you actually do your job correctly, people should show up at your website. not thinking they’re in the wrong place 4 out of 5 times.
Jennie Wright [00:28:07]:
Jason Wiehler [00:28:07]:
They should show up on your landing page almost certainly more than half the time or most of the time saying the thing that actually brought me here was correct in bringing me here, and I’m in the right place. And for people to accept that 15 to 20 percent, it’s just crazy.
Jennie Wright [00:28:25]:
It is. It drives me nuts.
Jason Wiehler [00:28:27]:
Yeah. And there is there is no sense in pursuing the, well, if I run a hoard of traffic through and pay for that too, then I’m gonna reach my number goals, which great. You might reach your number goals, but it’s gonna cost you. And in the end, you still might not end up with the right audience.
Jennie Wright [00:28:46]:
with the price of ads right now, you can’t do this anymore. You can’t willy nilly. It is so expensive to get traffic these days. Organic to me is always gonna be better than paid because it’s already warm and it’s already, you know, it’s it’s pretty niched in and I think it I think it delivers better. You’re gonna get a better cost per lead in my personal opinion.
Jason Wiehler [00:29:08]:
There’s an easier way of saying it. The reason why people don’t do organic is because under the system right now, they can’t seem to figure out how to do organic. And if you can throw money at the problem, you think you might have solved it, but you haven’t.
Jennie Wright [00:29:24]:
Nope. No. You haven’t. There’s actually 2 ways to grow your business. There’s either buying your way in or, you know, we’re building your way in. You can either work for it or you can pay for it. And if you work for it, I think you get a better audience rather than if you pay for it. However, if you are niched in, then you can make paid advertising work, but I don’t think you can launch a business with it. I think it’s I think it’s doom doom and gloom because you’re not niche in. You haven’t built an audience, but we’re getting off track when we’re talking about paid ads at this point. But, it is part of Michigan. I think before you wanna run a campaign, one of my clients started business with a podcast and paid an external source to build that audience with their podcasts before they even had an audience. Like, they had they had no listeners. They had nothing. So they were going from scratch and putting paid advertising. It was like pushing a boulder up a mountain. But the organic that he started to do alongside of it made that bolder, like added more people to the team to push that bolder up basically. It made it easier. It wasn’t so hard going. then eventually they hit a crescendo, and everything started working. But there was tens of 1000 of dollars that were put into the paid advertising because he didn’t have the time to work at it. He had to make it work quickly. So we threw cash at it.
Jason Wiehler [00:30:42]:
Did it work?
Jennie Wright [00:30:43]:
Yeah. eventually, but — But
Jason Wiehler [00:30:45]:
it took longer, and it took more money.
Jennie Wright [00:30:47]:
Yeah. Took a ton of money. Took more money than if he had paid me to to do it for him.
Jason Wiehler [00:30:53]:
I just, you know, in that particular case, I would rather, figure out who the niche or the target audience was in an organic manner do that really, really Wiehler, and then put some dollars behind your ads when you know exactly what you’re targeting. And that 10,000 might not have been 10,000 to get as resolved that that dollar amount would have been
Jennie Wright [00:31:13]:
Jason Wiehler [00:31:13]:
to get the same result if he was targeting properly.
Jennie Wright [00:31:15]:
Jason Wiehler [00:31:18]:
But as you say, my final thoughts on Michigan. has to be done. There is one way or another, you’re gonna do it. And if you don’t, and you’ve got a bomb, Things aren’t gonna go so well. It’s going to be a struggle, and I urge people to take a look at it because it can be the one thing that you dismiss. It can be the one thing in a blind spot. It can be the one thing that you think you have covered maybe the question is have you actually talked to somebody who actually knows this stuff? Like, somebody like myself or anybody else who’s a knee specialist and said, am I really targeting the right people? Am I targeting am I targeting the wrong people Am I just targeting the people I wish to target, but they’re still living on people, or am I actually targeting the precisely the right audience? It’s worth the conversation. It’s worth the conversation. At least have the conversation.
Jennie Wright [00:32:14]:
Jason Wiehler [00:32:14]:
Right? Because, you know, And if you don’t wanna talk to somebody, I suggest you do this. Take a look at your content. Take a look at something you’ve done that you think is brilliant. And ask yourself, who do I think I’m talking to when I put this out into the world? who was this speaking to to the point where they had an uh-uh moment and they they literally felt like they needed to. go down the rabbit hole of clicking on the link or pursuing any other piece of my content further, like who Wiehler at, who was I trying to speak to in this particular post or contact piece. Right? Mhmm. And then once you figure out who that is, it was it who you planned on targeting? Was it who you wanted? Was it the person you had in mind that was gonna make your business like a success or is it the actual person that can benefit the most from your product or service. Figure out if that’s what’s actually happening when you create content. And if you don’t, I think you might have a niche problem.
Jennie Wright [00:33:21]:
There’s a lot of people listening that would have a niche problem. And if you don’t think that you do or maybe you think that you do, then you might wanna get in touch with somebody like Jason. So, Jason, how can people find you or get in touch with you to find out if they do have any problem?
Jason Wiehler [00:33:34]:
Well, they could go to my website at jasonwheeler.com, or they could email me at email@example.com. Wiehler, I’m on Instagram. I’m on Facebook. And
Jennie Wright [00:33:46]:
— You’re on LinkedIn.
Jason Wiehler [00:33:48]:
I’m on LinkedIn. I keep on forgetting about LinkedIn yet. It is one of the best ones.
Jennie Wright [00:33:51]:
It is one of the best ones. Yeah. So and Wheeler is spelled w i e h l e r. So go and check that out. We’re gonna have all the show notes for this episode on oddfonic.com, and you can find out everything about Jason there you can follow them on social and get in touch and have that niche conversation with them so that you can figure out whether or not you’re marketing to the right people. So I just wanna, like, thank everybody, and I wanna thank you, Jason, for doing this. I really appreciate it. You are the 1st guest. This will live in perpetuity forever. you get a ring, like, a, like, a signet ring or something.
Jason Wiehler [00:34:25]
Oh, great. Awesome.
Jennie Wright [00:34:27]:
You can, like, show people.
Jason Wiehler [00:34:29]:
I’ll let everybody else know that they’re getting
Jennie Wright [00:34:31]:
No. Nobody else gets over. Just you. Anyways, thank you so much. I really appreciate it. And if you’re not already checking out this episode on a regular basis, why don’t subscribe button. There’s so much more to come in the Acquire podcast. We’ve got great guests on the way, as well as solo episodes from me, and they drop every Tuesday. So go and check that out. Thanks so much.