A Man In Finance - Prospecting Advice From a TikTok Phenomenon

In This Week's Episode:

• Looking For A Man (Prospecting Remix)

  • Why Would I Want to Go From 949,200 to 10?

• Free Goodies From Tim

• News & Notes

• Thanks To Our Sponsor - The AI Report

Looking For A Man (Prospecting Remix)

I’m sure you all remember this TikTok phenomenon from last summer….

What you probably didn’t realize is that Girl on Couch knows EXACTLY the right way to prospect.

She whittles down her target from broad to targeted:

• Looking For A Man: Huge target market - 8.23B people in the world - 49% men, so a little over 4 billion.

• Looking For A Man, Trust Fund: OK, this is a good qualifier - but 21% of people get significant inheritances, so still a big number - 840,000,000

• Looking For A Man, Trust Fund, Finance: Narrowed the market even more - but still in the US 8.25mm people work in finance and 55% are men (4.5mm) and 21% of them are “trust-fund” types. That’s 953K targets, just in the US market.

• Looking For A Man, Trust Fund, Finance, 6’5”: OK, that narrows it down A LOT. Only 1% of the male population is 6’5”. Still that’s 9530 guys. Who wants to go on that many Tinder dates…ugh.

• Looking For A Man, Trust Fund, Finance, 6’5”, Blue Eyes: This is another good qualifier. 27% of people in the US have blue eyes - that knocks it down to 2573 guys in the US.

So, Girl On Couch started with a HUGE target market and she narrowed it down to a handful. Let’s do the same concept with some data from Apollo.io (my fav info provider). Let’s imagine that I am doing some prospecting for agencies.

• Companies in Advertising & Marketing Globally: 949,200 (I can’t reach all those companies!)

• Companies in Advertising & Marketing in US: 252,500 (still too many)

• Companies in Advertising & Marketing in US with “agency” in their name or website/social description: 60,200 (Still too many to reach effectively)

• Companies in Advertising & Marketing in US with “agency” in their name or website/social description & have 50 or fewer employees: 52,300 (didn’t knock it down as much as I would like, tbh, still too big of a market for me to reach effectively)

• Companies in Advertising & Marketing in US with “agency” in their name or website/social description & have 50 or fewer employees & between $100K - $10mm in revenue: 8800 (OK, that is a market I can reach - but how do I know if they need me?)

• Companies in Advertising & Marketing in US with “agency” in their name or website/social description & have 50 or fewer employees & between $100K - $10mm in revenue & hiring for “sales” in the last 90 days: 10 (BINGO - I can craft an email campaign that is spot on so I can be REALLY specific to their needs)
  (Note: there are more than 10 companies in this market segment, we didn’t include anybody that calls themselves a “studio” or a “design shop” or a “Hubspot Integrator”…so this is artificially small - and Apollo’s data is only so good.)

Why Would I Want to Go From 949,200 to 10?

It seems dumb, right? Why would I want to throw away a market of almost a million companies and just have 10 targets? Well, since you are all marketers, you already know the reason:

1. It’s a noisy world.

2. The only thing that cuts through the noise is specificity & relevance.

3. So narrowing my market to this pinpoint allows me to approach this market in a way that is uniquely relevant, very specific and it dramatically increases my chance at a meeting.

Make sense?

Free Goodies From Tim

I have two great (and very free) things that I want you to take advantage of:

News & Notes

Sora Invades the UK: Via The Guardian, Sora (OpenAI’s movie maker) has been launched in the UK & “creatives are worried”. Should they be?

All Advertising Will Be Bots: Via the WSJ, the ad platforms do NOT want you nasty marketers touching their stuff. Hands off.

Botox Ain’t Funny: Via The New York Post, a London comedy club has banned people who have facial injections of Botox because they can’t show enough emotion. HA!

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