The Bottom Line

Read time: 3.5 minutes.​
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Hey Reader,

Let’s get one thing straight: half of marketing is just choosing the right audience.

You can have the world’s best messaging, but if you’re speaking to the wrong people? Flop.

You can target the perfect audience, but if your messaging is off? Flop.

You nail both the audience and the messaging? That’s where the magic happens.

Yet, most businesses get stuck chasing the wrong people, not realizing their marketing should be doing two things at the same time:

1️⃣ Attracting the right people.
2️⃣ Repelling the wrong ones.

But guess what? Everyone talks about attraction marketing and almost nobody talks about repelling the wrong people.

Let’s change that.

Step 1: Attract the Right, Repel the Wrong

Most business owners focus so much on attracting clients that they forget—the clearer your message, the more you’ll also push the wrong people away.

This is a good thing.

When your marketing is dialed in:

• The right people feel like you’re speaking directly to them.
• The wrong people feel like you’re not for them.

This is why generic marketing kills businesses.

If your message is: “We help anyone looking for X, Y, or Z,” you’re toast.

💡 Example: If I had a heart problem, would I go to my general doctor or the best heart surgeon on the planet?

Easy choice.

If you can afford it, you’ll always choose the specialist.

So when your business is too general, you become the GP instead of the expert. And experts get paid more.

✅ A specialist doctor makes more than a general doctor.
✅ A specialist lawyer charges more per hour than a general lawyer.
✅ A niche-focused business scales faster than a generalist.

💡 Key takeaway:
If you’re trying to be everything to everyone, you’ll be nothing to no one.

Step 2: If Your Market Isn’t Working, Re-Evaluate It

Some business owners hit a home run right away.

They know exactly who they serve and how to speak to them.

For everyone else? You only figure it out once you start marketing.

🚨 This is why marketing is an iterative process—not a “set it and forget it” game. 🚨

If you’ve been running your business for a while and something feels off, ask yourself:

• Are we targeting the right people, or just the people we think we should be serving?
• Are we trying to attract everyone, instead of specializing?
• Is the data telling us something different than our assumptions?

Because here’s the thing: the best way to find your real market is to look at your actual buyers.

Step 3: The Best Market Research? Look at Who’s Already Paid You

If you have paying customers, your biggest marketing shortcut is right in front of you.

📊 Look at your last 20-50 buyers.
✅ What do they have in common?
✅ Where did they come from?
✅ What made them buy?
✅ Are they the type of client you want more of?

You might be surprised by what you find.

Sometimes we want to serve one market… but the market that actually buys from us is completely different.

💡 Example: You might think your business is for high-level CEOs.
But your data shows your best buyers are mid-level executives looking to level up.

📢 What do you do?

📌 Option A: Ignore the data and keep chasing CEOs (tough sell).
📌 Option B: Lean into the audience that’s already buying (easier, more profitable).

Your business should be based on real numbers, not wishful thinking.

Step 4: How to Stop Wasting Time on the Wrong Audience

Here’s a simple test to know if you’re going after the right people:

💡 If you have to convince them that they need your offer, they’re the wrong audience.

Your ideal market should already:

✅ Be aware they have a problem.
✅ Want a solution.
✅ Be willing to invest in solving it.

If you’re spending too much time educating people about why they need what you sell, you’re probably talking to the wrong people.

🚀 High-quality clients don’t need convincing—they need a clear solution.

Step 5: Fixing Your Market Mistakes (Before They Cost You More Money)

If you’re feeling stuck, here’s a quick 5-step action plan to realign your marketing:

1️⃣ Pull up your customer list. Look at your last 20-50 buyers. Identify common patterns.
2️⃣ Survey them. Ask why they bought, what problem you solved, and what nearly stopped them.
3️⃣ Identify your real market. If your ideal customers aren’t who you thought they were, adjust accordingly.
4️⃣ Rewrite your messaging. Speak directly to your real market, not a broad general audience.
5️⃣ Be bold in repelling the wrong people. The clearer your message, the stronger your brand.

Because at the end of the day, great marketing isn’t about attracting everyone—it’s about attracting the right people and repelling the wrong ones.

The Bottom Line: Where Do You Need to Adjust?

Here’s your challenge:

👉 Look at your last 20-50 paying customers.
👉 Identify their common traits, problems, and motivations.
👉 Adjust your messaging and target audience based on real data, not assumptions.

Because when you stop guessing and start listening to your actual buyers, your marketing becomes infinitely easier, more profitable, and way less frustrating.

And isn’t that the goal?

Now go refine your audience.

– Nicholas “repelling” 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. Every 2 weeks, I am hosting a LIVE Group Consulting Call on Zoom. 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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