The drink everyone hated that made billions

How to find your PERFECT Customer

Welcome to DreamMail, a newsletter where you can keep up to date with the dreamers you see in my content, as well as actionable advice to help you build your own dream.

If you’re enjoying these updates, you can also grab my latest book to teach kids business.

The Man With the Megaphone

There once was a man who invented an automatic pen. A pen that could turn anyone into a world-famous author.

It was revolutionary. Anyone could use it. It would save people time and change their lives.

He wanted the world to know.

So he stood in the town square with a megaphone and shouted to everyone who passed:

“Come see what I’ve made! It can help anyone!”

People stopped for a moment, then carried on. A few smiled politely. Most didn’t hear at all.

So he shouted louder. He made the signs bigger.

“This pen can change your life!”

But no one listened and no one cared.

He tried to sell the pen to everyone, but no one would buy it.

And he couldn’t figure out why. “This could change people’s lives, and no one even cares.”

Weeks turned into months, and still zero sales.

One morning, tired and hoarse, he noticed a woman sitting on a bench.

She was writing in a little notebook, but she looked frustrated.

He put down the megaphone and walked over. Quietly, he asked, “What’s wrong?”

She explained how she was trying to write a book, but she couldn’t get the words right.

“I’ve built something that could make that easier for you,” he said.

She listened. Then she bought the pen.

“Finally,” he thought, “my first customer.”

By the evening, a queue had formed outside his house of people begging to buy his pen.

The lesson is:

When you speak to everyone, no one listens.

When you speak to someone, everyone who needs it hears.

Read below to find your perfect customer.

Stop Selling To Too Many People

When people try to market their product, they attempt to reach as many people as possible.

And in theory, that makes perfect sense, right?

But the Secret to Being Seen is to start With One Scene

Everyone wants to be seen by everyone, and that’s why no one sees them.

The power of marketing is niching down.

Dominate one space before expanding.

When you’re just starting out, you’re not Apple. You can’t sell to everyone.

Instead, you need to obsess over your perfect customer.

Draw them. Literally. Grab a pen and draw what they look like from their hairstyle to their clothing.

Label their personality in detail, their hobbies, their favourite food, if their introverted etc.

The deeper you go, the better your marketing becomes. Because now you know where they hang out. What catches their eye. And how to speak to them in a way that turns them into a customer and a community member.

Gymshark is a billion-dollar brand that targets the entire fitness community. But before that, it was a bodybuilding community on YouTube.

Instead of buying ads, Ben Francis sent Gymshark hoodies to 10 creators like Lex Griffin and Matt Ogus. Guys already worshipped in one niche.

That one subculture became their stage, and from there, they expanded into all of fitness.

“We don’t sell energy drinks. We sell adrenaline.”

Red Bull has a similar story. When they launched, everyone thought:

“Who wants a weird-tasting energy drink?”

They didn’t waste money on ads. They just dropped crates of Red Bull cans outside nightclubs, branded as energy. Partygoers started drinking them and soon, everyone assumed everyone else was too.

They didn’t market a product. They built a culture around nightlife, risk, and rebellion after identifying their perfect consumer.

You can follow Atlas Project here if you’d like - https://www.instagram.com/atlasprojectuk

See you next week!

- Simon Squibb