Daniel Priestley

There's one other trick, which is being very selective about what you call an ICP. ICP stands for Ideal Customer Persona. So an ideal customer persona is where you select a type of customer who gets extraordinary value from what you do and you become exclusive for them. So for example, have you had Esther Perel on the show? No. So you know who she is though, right?

So she's a marriage couples therapist, but she's exclusively for billionaires. Like you have to be a billionaire to sign up for her marriage therapy. Now, because her ICP, gets so much value. Think about it like this. If you're a marriage couples therapist, a 22-year-old who's single sees zero value in you.

So she's a marriage couples therapist, but she's exclusively for billionaires. Like you have to be a billionaire to sign up for her marriage therapy. Now, because her ICP, gets so much value. Think about it like this. If you're a marriage couples therapist, a 22-year-old who's single sees zero value in you.

So she's a marriage couples therapist, but she's exclusively for billionaires. Like you have to be a billionaire to sign up for her marriage therapy. Now, because her ICP, gets so much value. Think about it like this. If you're a marriage couples therapist, a 22-year-old who's single sees zero value in you.

A 31-year-old who's in a new relationship and it's honeymoon period sees little value in you. And a 52-year-old billionaire who's about to go through a divorce that will cost $40 million in capital destruction and $8 million in fees sees an extremely high value in a marriage therapist, couples therapist, if they can fix the thing.

A 31-year-old who's in a new relationship and it's honeymoon period sees little value in you. And a 52-year-old billionaire who's about to go through a divorce that will cost $40 million in capital destruction and $8 million in fees sees an extremely high value in a marriage therapist, couples therapist, if they can fix the thing.

A 31-year-old who's in a new relationship and it's honeymoon period sees little value in you. And a 52-year-old billionaire who's about to go through a divorce that will cost $40 million in capital destruction and $8 million in fees sees an extremely high value in a marriage therapist, couples therapist, if they can fix the thing.

So when a billionaire has trouble with their marriage, they go to Esther Perel, they pay quarter of a million bucks and they want serious dedicated service and she's exclusive for that market and she's positioned herself for the market. So in every single audience, there's three categories within the audience. So there is what's called the mass market. They're just interested in price shopping.

So when a billionaire has trouble with their marriage, they go to Esther Perel, they pay quarter of a million bucks and they want serious dedicated service and she's exclusive for that market and she's positioned herself for the market. So in every single audience, there's three categories within the audience. So there is what's called the mass market. They're just interested in price shopping.

So when a billionaire has trouble with their marriage, they go to Esther Perel, they pay quarter of a million bucks and they want serious dedicated service and she's exclusive for that market and she's positioned herself for the market. So in every single audience, there's three categories within the audience. So there is what's called the mass market. They're just interested in price shopping.

There's the niche market or niche market, which is interested in passion, community, story, experience. So they're interested in value, whatever that constitutes for them. They'll pay more for value. And then there's the luxury market. And the luxury market is the ultra high end. They're interested in pedigree, exclusivity, those kind of things.

There's the niche market or niche market, which is interested in passion, community, story, experience. So they're interested in value, whatever that constitutes for them. They'll pay more for value. And then there's the luxury market. And the luxury market is the ultra high end. They're interested in pedigree, exclusivity, those kind of things.

There's the niche market or niche market, which is interested in passion, community, story, experience. So they're interested in value, whatever that constitutes for them. They'll pay more for value. And then there's the luxury market. And the luxury market is the ultra high end. They're interested in pedigree, exclusivity, those kind of things.

So one of the best ways to push prices up is to become exclusive for either a niche or a luxury market. Mm-hmm. As far as spending power goes, inside an audience, 1% of people have 15% of the budget. 9% of people have 45% of the budget and 90% of the people have 40% of the budget. So the top 10% have 60% and the bottom 90% have 40%.

So one of the best ways to push prices up is to become exclusive for either a niche or a luxury market. Mm-hmm. As far as spending power goes, inside an audience, 1% of people have 15% of the budget. 9% of people have 45% of the budget and 90% of the people have 40% of the budget. So the top 10% have 60% and the bottom 90% have 40%.

So one of the best ways to push prices up is to become exclusive for either a niche or a luxury market. Mm-hmm. As far as spending power goes, inside an audience, 1% of people have 15% of the budget. 9% of people have 45% of the budget and 90% of the people have 40% of the budget. So the top 10% have 60% and the bottom 90% have 40%.

So basically what most businesses do is they target the mass market because there's lots of them, but they don't realize that the 90% of people only have 40% of the budget and it's the top 10% who've got all the money. So if you can reposition yourself as a key person of influence for these passionate people up here and be exclusive for them, you're going to end up earning a lot more money.

So basically what most businesses do is they target the mass market because there's lots of them, but they don't realize that the 90% of people only have 40% of the budget and it's the top 10% who've got all the money. So if you can reposition yourself as a key person of influence for these passionate people up here and be exclusive for them, you're going to end up earning a lot more money.

So basically what most businesses do is they target the mass market because there's lots of them, but they don't realize that the 90% of people only have 40% of the budget and it's the top 10% who've got all the money. So if you can reposition yourself as a key person of influence for these passionate people up here and be exclusive for them, you're going to end up earning a lot more money.

It's a great problem to have. A lot of people don't believe that's a problem, but it's so a problem. Like, I've experienced it. You've experienced it. I mean, yeah. So... The best way is to create free content that's for everybody so that if you're priced out of the market for someone, you can just recommend something for free.