Why this video
The most expensive mistake in marketing: trying to sell to everyone. She goes past age and zip code into what your customer values and how they live — the same person you just described on the Know Them Cold worksheet — and reminds you that your audience isn't permanent. Emma learned that the hard way.
What to watch for
Video by LivePlan (Palo Alto Software), played here from YouTube in privacy-enhanced mode. If the player doesn't load, watch it on YouTube. Build Your First Business is published by Family Aspirations and is not affiliated with LivePlan.