The Bottom Line

Read time: 3.5 minutes.​
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*I am hosting a LIVE Group Consulting Call on Zoom on March 11th @ 10am PT. Open to anyone who wants personalized advice on how to amplify their marketing.

Use coupon code: "firstfree" HERE to get your first one free

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Hey Reader,

Let’s talk about something sneaky that every business owner does—myself included.

We assume our market thinks like we do.

🚨 Big mistake. 🚨

The moment we start projecting our own preferences, fears, or beliefs onto our potential customers, we limit our reach, our impact, and our revenue.

So today, we’re tackling:

✔️ Why your personal bias is hurting your sales
✔️ How to define your real audience (not just who you think they are)
✔️ The smartest way to focus on the right people—without overcomplicating your business

Let’s go. 🚀

Step 1: Your “Future Customers” Don’t Matter (Yet)

Here’s a hard truth:

❌ The people who say, “I love what you’re doing, I’ll join one day,” don’t matter.
❌ The people who browse your website and say, “This looks really cool,” don’t matter.
❌ The people who comment, “Someday I’ll invest in this,” don’t matter.

💡 You know who does matter? The people who have already given you money.

Your actual buyers hold the key to scaling your business—not the “maybe someday” crowd.

Because people who have already paid are:

✔️ More likely to buy again (if the experience was great).
✔️ Already convinced of your value.
✔️ The best indicator of who your real audience is.

So instead of obsessing over those who “might” buy, double down on the patterns of those who already have.

Step 2: Don’t Project Your Own Bias Onto Your Audience

I’ll be real with you.

People constantly tell me:

🚀 “Nick, stop going after the ultra-high-end. You’re limiting your market!”
​🚀 “You should cast a wider net. You’d make so much more money!”

And honestly?

They’re not wrong. There are people making a killing with broad offers that serve a massive audience.

But here’s the thing:

I know my niche. I know who I serve best. I know the quality of clients I want to work with.

So, could I make more money going broad?
Sure.

Would it align with who I am?
Not necessarily.

💡 The lesson? There’s a fine line between staying true to your vision and limiting yourself based on personal bias.

You have to be careful not to confuse:

❌ “This is the best path for my business”
with
❌ “This is just my personal comfort zone speaking.”

So how do you tell the difference?

Step 3: Use Data, Not Feelings, to Define Your Market

Most business owners start their company because they wanted to solve their own problem.

✔️ Fitness coaches who used to struggle with weight loss.
​✔️ Business consultants who had to figure out success the hard way.
​✔️ Marketers (like me) who learned through real-world experience, not theory.

And that’s great—because it means you understand your industry deeply.

But the downside?

🚨 You assume your audience thinks just like you.

Example:

Let’s say you would never buy an online course over $1,000.
So you think: “My audience probably wouldn’t either.”

🚨 WRONG. 🚨

Your audience isn’t you.

This is why data matters.

• Look at your buyers, not just your leads.
• Track what they actually purchase, not what they say they “might” buy.
• Test different pricing, messaging, and positioning—and let the numbers decide.

Because your business should be built around what works in the real world—not just what feels comfortable to you.

Step 4: Who Are Your Actual Best Customers?

Instead of designing your marketing around who you think your audience is, start with the hard facts.

Ask yourself:

✔️ Who has actually bought from me?
✔️ What do my best clients have in common?
✔️ Where did they come from?
✔️ What messaging, offer, or sales process worked best?

These real-world insights will tell you everything you need to know about where to focus.

And once you identify your real audience? Go all in.

Because doubling down on your best clients will always make you more money than trying to convince lukewarm leads to care.

Step 5: The Only Audience That Truly Matters

Let’s bring this full circle.

If you’re stuck trying to figure out who your market really is, just remember:

1️⃣ Your real market isn’t who you think they are—it’s who’s actually paying you.
2️⃣ Stop trying to convince the “maybes.” Serve the people who are already raising their hands.
3️⃣ Be careful not to limit yourself based on personal biases. Data > Feelings.
4️⃣ You don’t have to serve everyone—but you do need to make sure you’re choosing your market based on reality, not assumption.

So here’s your challenge:

👉 Look at your last 10 paying customers.
👉 What do they have in common?
👉 Where did they come from?
👉 What got them to say yes?

Answer those questions—and you’ll have the foundation for a business that scales effortlessly, without second-guessing who you should be talking to.

And that is how you build a brand that grows with clarity and confidence.

Now go refine your audience.

– Nicholas “little bias” Kusmich
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P.S. Ready For More Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much lower costs, without using an old, outdated traditional funnel... Interested? Learn more here → https://scale.nicholaskusmich.com/fast-track

P.P.S. I am hosting a LIVE Group Consulting Call on Zoom this Tuesday. Open to anyone who wants personalized advice on how to amplify their marketing. The cost is only $27 (One time for each time you want to join). No silly membership or subscription billing. There is NO pitching into and upsell. Just 100% personalized consulting, given to those who want to ask questions. BUT, your first call will always be 100% FREE. Consider it a "test drive," as I believe that if given the opportunity to try something before buying, we would all take that. So use coupon code: "firstfree" HERE to get your first one free.

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