How To Find The ‘Lots Of Money’ That Is Out There

How To Find The Money | Ryze 2011

There is So. Much. Money.

There is.

It’s out there and it keeps growing. There’s way more now, than there was decade ago.

There are dollars waiting for you, right now, sitting in different people’s wallets and banks, and it can be yours, and it’s pretty easy. You just have to learn how to find the dollars, and how to bring them to you.

Hopefully you’ve read Ryze’s Basics Of Delivering Value (if not, check it out first).

So you know that it’s important to deliver value to others, and present it to them well.

When we present value well, we are rewarded.

Believe it, it’s a universal law, but you can make it hard on yourself, or easy on yourself. So how to make it easier? Well…

It’s Easier To Get Dollars From Those You ‘Know’

To present something well to someone, you kinda…well…need to know them.

If you give a gift to someone and you don’t know what they like, it might offend them, or they might ignore it. If you serve food to someone, and you don’t know their food allergies, they could even get sick.

If you try to sell something to an audience that you don’t know very well, what do you think might happen?

If you spend all your time creating the most awesome chococlate chip cookies, but that year everyone wants cupcakes, how well do you think you’ll do?

There are dollars out there, sitting in people’s wallets, but it won’t flow your way if you won’t take the time to get to know your people.

(note: there is an advanced version where you DON’T need to know people to deliver for them, but one step at a time…)

Two of my favourite marketing websites offer incredible help with this, and, help you to imagine your perfect person, and to really dig deep and know them, so that you can present your offers well and… rake in the dough.

Ryze offers a different perspective though – helping you to imagine a few groups of people you might connect well with.

This gives more freedom, more variety, and it doesn’t pin you down.

At the same time, you’re going to rank each group, so that you’ll still have a clear focus.

This is all heavily inspired by Trump Marketing 101, but sexified and refined – let’s get to it :)

How Well Do You Really Know Your People?

Oh sure, everyone thinks they
"Know Their Fans Well", but do you really?

Have you studied? Lived with them? Profiled them? How much consicous-thought went into understanding your people? Have you sat down one day and figured it out? Have you thought about it every day on the bus?

In my experience… most people haven’t done these things.

Most people ASSUME they know their fans, but assumptions are a very double-edged sword.

If I asked you, right now, in face-to-face conversation, could you tell me the common patterns and trends in your fans, and how they think?

Not only that, would it flow out of your mouth cleanly and smoothly, because you know it so well?

Lady Gaga can. She can tell you about her fans, very, very clearly – intimately even. Ashton Kutcher can tell you the inner-workings of his fan’s hearts and minds.

To me, THAT is clarity. THAT is knowing your people well, and it is a vital step for success.

Why You Need To Find Your Fans, Now

You want to make money, but more than that you want to be recognized on some level.

To be recognized properly for your work, it’s important to CONNECT with people. Connection is key, just getting your stuff in front of them is almost useless.

How many ads, products and entertainment are put in-front of you everyday?

How much of it do you connect with? How much do you invest in? Only a small percentage, right? Well, that is how everyone works in the information age.

We have so much in front of us, and we can only give attention and support to things we connect with.

There’s 7 billion people in the world, and it’s guaranteed that you don’t have the resources, reach, or appeal to connect to them all. So, since you can`t possibly connect to them all, how do you direct your time, energy, and resources?

Let’s admit it, you only have the time, energy and resources to connect with a few.

Yes, you can expand – but for now it’s only fair to focus your attention on One Group At A Time.

Imagine You’re At A Party:

Imagine you’re hosting a party in your home – would you be handing a drink to someone in the kitchen, talking to someone in the living room, and pulling out chairs for the guests outside to sit… all at the same time?

You might, but it’s not something you’d keep up very long. You’re only one person and you can’t be in 2 places at once. You’d take one task at a time, give it the proper attention, and then move to the next room.

The only way you’ll really connect with your true fans is by taking manageable chunks, one group at a time – anything else is unsustainable and will quickly dissolve (probably not pleasantly).

How To Help Your People Properly…

…and get their dollars.

Let’s continue with our party metaphor. To help your people properly, you need to know what room of the house they’re in, and what they need to really enjoy the party.

This means categorizing them into groups, and focusing on them one at a time.

In a party setting, it’s pretty obvious and easy to see, with a market it might be a bit unfamiliar, and take a little more thought. That’s ok.

It may actually take you 20-30 minutes of actual deliberate thinking — but don’t worry — this post is a guide. Get psyched to find your fans with a Lady Gaga-like-clarity. Get ready to be confident and solid in using your time, money, and resources every day in an super-effective way.

Sound good? Do the exercise below and let it come to life.

Secrets Of The Profit-Makers Translated Into Plain English.

Donald Trump’s Trump University 101, has some of the clearest, simplest, most straight-forward info on how to know people.

They use language like… ‘market segmentation’.

I didn’t know what that phrase meant at first.

What is ‘market segmentation’ ? It’s so simple.

It’s just breaking your people down into manageable chunks.

And it helps, so, so, so, so much.

The graphic below is a pretty clear example, but read on for even more instruction on how to do it for yourself. (And it even works for people in jobs, you just change the groups you’re catering to into bosses, clients, co-workers, etc.)

Know Your People | Trump Inspired

Ryze's take on Trump's market segmentation - click for bigger.

We’ll run through the exercise with a musician, as an example.

In fact, let’s take a Toronto-Based Rapper, and see how he can understand his fans. (I love my city.)

As you can see from our graph, our rapper — let’s call him ‘Hardison’ — is targeting People Who Listen To Rap. Which is great, but it does NOT count as a manageable chunk.

So he proceeds to step 1, which is to brainstorm some reasonable groups. He comes up with "friends, myspace friends, mature listeners, toronto listeners, record execs."

So that’s a fantastic start.

Step 2 is to rank the groups on how attractive they are to you, and how reachable they are to you. (For example: Rich, powerful, influential celebrities might be ‘attractive’ but not very ‘reachable’ for you, right now <grin>.)

Step 3 is to get a piece of paper, divide it into 4 quarters with a ‘cross’ (horizontal line, and vertical).

The vertical axis is attractiveness, and the horizontal axis is reachability.

Then you draw a circle representing the size of the group, and their attractiveness and reachability – then label it.

That’s it! Now you have some very real clarity about who your fans are, and you can aim your energies towards how to reach them properly, with fair attention.

If you want some bonus steps you can do these (I highly recommend them):

Step 4, write down key characteristics of each group on your diagram.
Step 5 circle the group that is the most valuable to you, and whom you can easily provide the most value for.

Get Started

So there you go, a powerful start on how to easily influence attractive, reachable groups in life, and you will be rewarded for it. Yes, there are more steps to it, but a lot of the time, people have tons of value ready to share, but they have no idea who to share it with or where the dollars are.

Know where they are, know your people.

You know why it’s so important to clarify who they are. You know that groups are like ‘party-goers’, each deserving their own individual type of attention. You have an easy exercise to give you big results.

So do it.

Act now, get clear, reach your people.

And hey, if you get clear on your people – let us know who they are below, the examples will help everyone :)

Also: I’ve had a huge response any time I walk people through this exercise 1-on-1, and if that kind of thing sounds good to you click below for coaching with me!


  1. Awesome post Jason! Love the market segmentation illustration, reminded me of those Marketing days in college :)

    But you definitely bring up points that I’m working on, especially with my apparel blog at Amped Style. I’m still trying to figure out who exactly is my “core” target audience as I continue to evolve the blog to fit the needs of the future readers, whom I don’t know exactly yet.

    I’ve just started reading your posts, so I look forward to learning more here! Cheers – Harrison

    • Thanks so much Harrison, I always aim to be myself, focused on sharing some sexy success πŸ˜‰

      I highly recommend you try this exercise, well it works for Trump Marketing 101, it worked for me, and it works for my clients :)

      The amped style blog feels to me like it appeals to a new breed of people who are looking for FORM *&* FUNCTION in their clothe (sounds like… me!) – but of course, who your people are is up to you πŸ˜‰

      • Trump’s Art of the Deal (published in 1987) was one of the first business books I’ve ever read. Love him or hate him, you’ve gotta give him props for being one of the most interesting entrepreneurs around to watch (along with Mark Cuban). He certainly has his finger on the pulse. And as much as we want to cater to the masses, the better strategy is to segment the market, then maximize our marketing dollars by targeting the right segment.

        • His personality, that ‘tycoon’ vibe, really ruffles some feathers.

          As for segmenting the market and so on – of course, not many people would argue it is a very effective thing to do, at the same time, I have a post coming up that might offer a fresh perspective. I’m tentatively titling it “F*** ‘Knowing’ Your Audience, Be A Leader First!”

          Watch for it :)

    • Really resonated with this, Harrison – ” still trying to figure out who exactly is my β€œcore” target audience as I continue to evolve the blog to fit the needs of the future readers, whom I don’t know exactly yet.”

      I’ve allowed my blog to evolve over the past 8 months, and I know it’s still going to.. as my reader base grows, I do wonder who they really are. I mean, really. who are they? lol. I’ve been thinking about this over the past couple of weeks and I’m interested in digger a lot deeper than just replying to their comments or emails to me.

      Awesome topic, as always, Jason!

      • You guys rock :D:D:D

        The exercise I outlined is not hard, but it takes some willingness and some enthusiasm.

        It requires some energy like: “Yeah! It’s not hard to brainstorm groups of people, it’s easy, I’m psyched that the next 15 minutes are REALLY GONNA HELP me get clear on my core audience!”

        With that attitude, you can sit down and ace it.

        Here’s a few more tools to help you:

        CopyBlogger’s Imaginary Friend Template –
        Danny Iny’s Find Your ONE Person –

        Harrison, Denise, you’re as good as done on this, I can feel it :)

  2. Hi Jason,

    “Buyer Personas” is the word I use for the same idea :) I guess the best ideas have many names… Your “segmenting” exercise is really good, and it addresses an important issue; not everybody are reachable, no matter how well targeted they are.

    • Heh, our latest posts are very related, it seems, Peter :)

      You’re right though, the segmenting exercise is good on a few levels:

      1. It doesn’t limit a person’s mind to 1 single buyer, but it does highlight their “best buyer”
      2. It shows who’s unreachable (currently) and who’s hyper-reachable. The thing is, it can shift, as your business, or your buyers, grow … your reach changes πŸ˜€

      Thanks so much for contributing!

  3. Hi Jason,
    A lengthy and well thought out post providing plenty of value for your readers (proving you clearly know who they are!)
    It’s so easy these days to get to know your audience but so few people do – I hope this post inspires people :)

    • Thanks so much Gemma!

      I’m thrilled you enjoyed it.

      What you say is very true, it IS easy to know your audience these days. Really, really easy lol. And we’re doing our part by spreading awareness (tweeting/liking this post might help more people hear about just how easy :D)

      Maybe you’ll help me apply it to my social media, eh ? πŸ˜‰

      • It is easy, but I wonder if people are afraid of getting to know their readers, and ask questions… ask for feedback. I notice few people do put themselves out there and ask their readers the “right questions”. I did a video post a while back, asking my readers for feedback, and I was pretty scared to do that. Not sure why. lol.

        But, I think we have to attempt to connect with each other on a deeper level, whenever possible. Take the focus off ourselves a bit, and find out who our fans/readers/customers.. really are.

        • Well that’s the thing about ‘easy’ things… what percentage of the pop. does these ‘easy’ things.

          And why aren’t we, if it’s so easy?

          You raise very good points, Denise.

          And I’ll do you one better, I think we all deeply desire to connect on a deeper level, and “attempt” doesn’t even come into it. It’s as good as done.

          “I breathe deep / Like an old man in a deep sleep / Or an Indian peace pipe in a tipi / The beginning, the end / The first, the last Breath into eternity.” – Common πŸ˜‰

  4. Great write up, my man.
    You can have all the equipment, gear, bait, and tackle, but it depends on the fish.
    Sometimes we have to cast out a single line. Other times we have to throw out a net. Which approach you take to reel them in depends on the result you’re looking for.
    Know your fans. Understand their needs. A great strategy for success!

    • lol, Jason, great mini-write-up from you here! The fish analogy is great (and vaguely biblical )

      “Strategy for success” sounds pretty ballin’ too :)

      So glad to have you here, and question: who are your fish?

      • Great question! And in staying in line with the theme, I’d say they are the one’s looking to swim up the right stream πŸ˜‰

        • I can’t tell if that’s a cop-out, or the best answer I’ve ever heard πŸ˜›

  5. Jason,

    Guessing (instead of knowing) is very easy thing to do when it comes to your fans and I have to say I have been guilty of this too.

    Although it may take some time to learn more about your fans (just like creating Personas), I can now understand that this is definitely worth it. I would imagine that the better defined group you have, it is easier to create solutions (products/services) that speak directly to them.

    Thanks for the lesson!

    And BTW, I visited Toronto in 2008 – I’d love to visit again someday :)


    • Yep, you’re spot on, Timo. It *is* easier to create solutions that speak to them, when you understand their language/culture/hot-buttons.

      It’s funny, I realize that this exercise helped me and tons of other people, but I’m starting to feel like there’s a “better way”.

      I’m not slamming my own article, but “knowing your audience” feels.. I dunno… overdone and boring.

      I’m going to look into this further. πŸ˜€

  6. There’s something both scary and rewarding about target marketing – as well as then factoring in that powerful law of attraction. Incorporate those and your odds of success increase exponentially.

    • I find it fun, other feel some fear, but either way I agree it’s powerful, and I agree LOA is ridiculously helpful.

      Some people like to argue about LoA, but only they know if they’ve truly, honestly experimented with it and learned for themselves — or if they just talk about it on a cold, detached unemotionally invested level.

      I’m really glad you brought that up, and I have a post coming up about NOT target-marketing :)

  7. Nice post title Jason. I have been thinking of this for last few days, you kind a read my mind. :-)

    I agree with you that there are lots of money out there to grab and if you want to grab that you need to become a go to person. People buy from those who they love and trust. You should spend time on building your tribe, If you are looking to attract any sort of dollars.

    • Thanks Rana! I’ve recently turned my energies to headline-honing and it’s really delivered :)

      Glad we’re on the same page in our thinking! I love that :)

      If you’re big on know, like, trust, you may want to check out Stephen M.R. Covey + Greg Links’ – The Speed Of Trust.

      This man ‘gets it’. Him and Greg Habstritt of Trusted Authority Formula:

      Both absolutely fantastic at this stuff, with lots of goodness to offer.

    • Thanks Rana! I’ve been honing my headlines recently, and I really feel a strong command of it :)

      I’m glad we’re on the same page with our thinking!

      If you’re big on know like trust, I highly recommend The Speed Of Trust by Stephen Covey or The Authority Formula by Greg Habstritt!

      Thanks for being here!

  8. Hm.. not coming from a marketing background I STILL don’t get it. Take our new Dutch blog that is like Copyblogger – to explain shortly. We target small business owners with writing and social media advice etc. We are small business owners ourselves. Now what? Do we just think of small business owners in different professions? We get all kinds of people in our workshops – creatives, journalists, lawyers.. how do I think of subgroups? I can see the value in pinpointing customers that are easiest to reach.. Jon Morrow, from the Guestblogging course, told us not to target too closely since the blog is one of the first of its kind in Holland. By being ourselves we are attracting copywriters and free lance writers, not our customers. So.. it is one big mess to me πŸ˜‰

  9. Incredible… I’m going to leave my comment at that for now. Digest. Then circle back for more.

    Thanks dude.

    • That’s what I aim for, Ryan! Fun, sexy, easy-to-read, results-generating changes.

      Digest, heh.


      Stop by Ryze, eat a full meal, feast in good company, digest, have some dessert, and then bring a friend to the next bash :)

  10. Interesting.. I am trying to wrap my mind around marketing.. and I am getting a new idea while reading this.. friends and I started a Dutch blog (Blogstylers) because we wanted to sell writing workshops and courses. But instead of small business owners we are attracting copywriters and marketeers. I have been thinking of many ways to get the small business owners interested.. but apparently they are not our natural customer base. The copywriters and marketeers are..they are our natural fan base.. But are they easy to satisfy? I guess they don’t need writing courses.. so we need to attract them with our writing and then sell them something else. Huh. Thanks..

    • Great to hear, Kitty. You’re clearly growing in clarity of your offering and your people.

      These things can shift and change, and what really makes a difference is how creative a person can be when they aim for a certain market / result.

      You can roll with who you’re naturally attracting, and cater to them, or you can re-position yourself to attract who you really want.

      “Catch flies with honey…”

      Keep rockin’, superstar, thanks for commentin!


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