Been a couple of discussions and help posts within GM+ recently (you can join us for similar help here) with a shared theme.

A theme which, when you get it right, can be the difference between success and failure.

In fact, when I look at all my past wins, this has been at the core.

And honestly, for most offers, it's a simple pivot.

Here's how it breaks down.

Let's imagine you have an offer that solves several issues.

And so, it appeals to several kinds of people.

We'll say it's one of the big 3 niches of health and go generic weight loss.

The actual mechanism might work across all people, body types, stages etc.

But you can't sell the same thing to all those people. It's too generic.

Yeah, they all want to lose weight. But they all want to lose weight for different reasons and they all have different underlying causes.

For example, within weight loss you might have...

• People who want to lose X lbs to get ready for something like a wedding (aesthetics, focusing on speed of results to be ready in time)
• People who have been advised by their doc to lose weight for general health (health, fear about being able to get results)
• People who want to shed weight for some sort of competitive athletic competition, like hitting a weight class for boxing (sporting, need to lose weight healthily to not lose strength)

All of them need to lose weight.
All have different reasons and motivations.
All of them lay awake at night worrying about this for different reasons.

If all you're saying is "lose weight" every group will overlook it cause that's not what's at the forefront of their mind.

I've worked on hundreds of offers at this point.

And often, the easiest win for a good offer that's failing to sell is to simply focus in on the specific group you want to target.

Sure, you might think "but Pete, I have a bigger TAM by focusing on more groups", you're wrong.

A big group who won't buy is pointless.

Focus on one group.

Build the system, get results.

When it's stable, cop[y the system and change the 20% of messaging to appeal to the next logical area of the market.

That's how you grow and scale.

If you want help scaling your offers and to get personalised feedback and support on this stuff, come say hi in GM+ here. ​

Pete "Specificity" Boyle