Leading on from yesterday's email about finding the right format for your audience, I stumbled across something.

I was analysing some competitors in the space to see what kind of offers they're using that seem to work well for them.

Came across some reviews of a pretty big name.

• 8-figure business
• Hundreds of thousands of followers
• Known by a lot of different people in the space

... dude made his name in that period where a bunch of people were selling the whole "start your own SMMA business".

That kind of stuff isn't for me, but it's obviously working for them - so congrats.

Anyway, I was going through reviews, right?

They were mixed, but a lot of the positive ones were talking about the sheer volume of content available within their course portal.

Over 40 hours of mindset training was one of the ones that stuck out to me.

And when I looked at the people who were commending this, I noticed that they all said something like...

• Helped me start my agency
• I got my first client in X days with this
• Managed to get my first $5k month

All big wins for people at the start of their journey, and the content genuinely seemed to help them.

BUT, as I mentioned yesterday, these people were the kind who were time-rich, but money-poor.

Compare that to the people who are time poor, but money rich.

I remember working with an agency doing very well but struggled when they got to the high 5-figure months.

They needed assistance pushing over that $100k / month mark.

If you had told that founder he needed to put aside 40 hours this month to do some mindset videos, you would have lost that deal.

He barely had the time to keep things running as they were.

They hired me to basically advise and manage their marketing team for them.

I was paid to free up time for the founder.

I'm not saying going after one type of client or the other is better.

But more that you have to make sure whatever it is you're offering actually fits with the availability of time and resources of your ICP.

If you get that matchup wrong, you'll struggle with the downstream efforts to increase LTV.

Happy weekend,

Pete "time v money" Boyle