The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

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What Is A 'Probable Purchaser'?

Your Probable Purchaser is the type of person who is perfectly suited to what you are offering.

Don't try to get everyone's Attention. Focus on getting the attention of the right people at the right time.

By spending your limited resources on the people who are already interested in what you are offering, you'll maximize the effectiveness of your efforts.

Josh Kaufman Explains 'Probable Purchaser'

Assuming that everyone in the world cares about what you have to offer is a huge marketing mistake. You may think that what you have to offer is the greatest thing since sliced bread-in fact, I hope you do! That doesn't change the fact that it's not right for everyone. Whatever you're offering, I can guarantee you that most people in this world don't-and will never-care about what you're doing. Harsh but true.

You don't have to appeal to everyone in order to succeed. You just have to attract enough attention to close enough sales to produce enough profit to keep going. To do that, it's best to focus on attracting the attention of the people who will actually care about what you're doing.

Skilled marketers don't try to get everyone's Attention-they focus on getting the attention of the right people at the right time. If you're marketing Harley-Davidson motorcycles, trying to land an appearance on Oprah to show off this year's new models probably isn't the best idea.

Likewise, Oprah's core audience is not likely to include burly men in leather jackets with handlebar mustaches and tattoos, so don't expect her to pay for a marketing booth at a motorcycle trade show any time soon.

Your Probable Purchaser is the type of person who is perfectly suited to what you're offering. Harley's most profitable customer is the "weekend warrior"-early-to-middle aged men with disposable income who want to feel powerful and dangerous while cruising around in their spare time. Oprah's probable purchaser is middle-aged women who want to improve themselves and enjoy listening to intimate confessions and emotional stories.

Harley doesn't try to appeal to Oprah's probable purchasers, and vice versa-they each focus on appealing to their specific core audience, to great effect.

Attempting to appeal to everyone is a waste of time and money: focus your marketing efforts on your Probable Purchaser. By spending your limited resources reaching out to people who are already interested in the types of things you offer, you'll maximize the effectiveness of your attention-grabbing activities.

Questions About 'Probable Purchaser'


"There are 6 billion people on this planet. 99.999% of them would rather not give you their money."

Hugh MacLeod, cartoonist and author of Ignore Everybody


From Chapter 2:

Marketing


https://personalmba.com/probable-purchaser/



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The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

Buy the book:


About Josh Kaufman

Josh Kaufman is an acclaimed business, learning, and skill acquisition expert. He is the author of two international bestsellers: The Personal MBA and The First 20 Hours. Josh's research and writing have helped millions of people worldwide learn the fundamentals of modern business.

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