How to find your dream customers

With the Secret Formula, you discovered that you must find out who your dream clients
are and then find out where they are. Usually my clients can figure out pretty quickly who
they want to sell to, but they get stuck figuring out where those dream clients are and how
to get them to visit their websites. The process of getting people to come to your website
is called “driving traffic.” So when I talk about “traffic” throughout this book, I’m talking
about the people you are convincing (through an ad) to come to your website. People
always ask me how to attract more traffic to their websites, but before we can address how
to get those people, you have to understand the concept of “congregations.”
One of the coolest things about the Internet is the power of congregations. These
seemingly unimportant groups of people gathering together 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.
When I say the word congregation, what’s the first thing that pops into your head?
For most people, the word congregation brings to mind a church. A church is really
nothing more than a group of people who gather together based on similar beliefs, values,
and ideas. For example, each week, the Baptists all congregate together based on their
similar beliefs and values. The Catholics also congregate together and so do the Mormons,
Seventh Day Adventists, Muslims, and Jews, etc., … right? So, if I were selling a perfect
product for Mormons, where would I go to sell it? Of course, I would go to the Mormon
Church. My dream customers would be right there congregated together. All I’d have to
do is put my message out in front of them.
My point is not to teach you how to sell things to churches. I want you to understand
the power of a congregation because it’s one of the main reasons the Internet is such an
amazing tool for businesses. Prior to the Internet, it was hard for people around the world
to congregate together. We were limited by location and ability to communicate. But now
it’s possible for anyone and everyone to congregate together and discuss almost anything
with groups of people who hold similar beliefs.
When I was in high school, there were five or six kids who would get together every
day at lunch and play card games. I remember one of the games was called Magic: The
Gathering. Now I had never heard of it, and I thought the kids were kind of strange sitting
by themselves playing cards. But they were content to congregate together and participate
in an activity they enjoyed. I’m sure there were a handful of kids in high schools all over
the country doing the same thing, unaware of one another. Before the Internet, that was
how things worked. You were kind of limited based on geography; you might not be close
to other people in your congregation. As a marketer, I would have found it difficult to
reach five kids at one high school and three at another school and six or seven at yet
another. It would have cost too much money to be successful. Yet now, thanks to the
Internet, those five or six kids in my high school can congregate with others all over the
world to play Magic: The Gathering online. They can hang out on forums and play games
with people half way across the world. Now, if I have a product to sell to a congregation
of people who love Magic: The Gathering, it’s easy and economical to go online, find
where they are, and get my message in front of them.
Here’s another example: I was a wrestler in college, and every night all the student
athletes had to spend two hours in study hall to make sure we got our homework done.
Naturally, I would sit next to my wrestling buddies, and we’d goof off online. I remember
looking over one day and noticing that all my friends were looking at the exact same
website I was. It was called TheMat.com—a website for wrestlers. We were all chatting
about what had happened that month in the world of wrestling and who was winning. We
were showing cool moves and discussing what move might work better. Every single
person on my college wrestling team was in that study lab for two hours every night
hanging out on TheMat.com and talking about wrestling—rather than doing our
homework.
Interestingly, this was probably happening in every single university around the
country. Add in all the high school wrestlers and any older people interested in the sport
who would likely find this site, and you can see that potentially every single wrestler in
the world could congregate in one spot and talk about wrestling. Now, if I had a wresting
product, what would I do to sell it? I would find the existing congregation of wrestling
fans, and I would put my message out in front of them. Simple!
There are congregations for everything you can dream up—from antiques buyers to
zipper collectors. Once you understand the core concept of congregations, driving traffic is
incredibly easy. Not sure where your congregations are? Just go to Google and type in
your keywords plus the word forum or search for groups related to your keywords on
Facebook. It might take a little digging, but you’ll find your target audience. Now, there
are three questions you have to ask yourself to find and really tap into these congregations.