What's the right offer for your audience?

You can’t sell Ferraris to high school kids. And billionaires probably won’t buy fidget spinners. Seems obvious, right?

But I’ve probably been on 150 sales call in the last year, and this is one of the most common problems that comes up: an offer that just isn’t a fit for their audience.

So how do you know what’s right for you?

Start by defining your overall strategy:

Small Audience + Low Intent (“The Zone of Pain”)

If you’re here, you’ve got problems! This is when you’re content is getting 14 views, no comments, and no clicks.

You need to either grow your audience, or find a higher-intent niche. Either one can work— but be careful!

The direction you should take depends on your offer:

Small Audience + High Intent: High ticket offer

You don’t need a big audience if your offer is worth a lot AND you’re able to convert enough people.

For example, Vision Labs does very sophisticated data measurement implementation for marketing teams. I’d imagine their clients probably pay them 5-6 figures for that work.

Since they only need to get a few new clients a year, it’s totally OK if their videos get 1400 views (as long as the views are from the right people).

This is the strategy I currently use on LinkedIn— my posts only get 3-10k impressions, but I convert enough to support our family based purely on inbound from those posts.

My thoughts:

→ Great for agency owners or consultants

→ It’s a little dicey on YouTube (but it CAN work)

Big Audience + Low Intent: Low ticket offer

Let’s say you have a really big audience, but a lot of them are casuals/beginners/etc. They’re not gonna buy a 5-6 offer from you (selling Ferraris to high school kids).

For example, Luke Matthews’ $297 AI Writing Made Easy course is a perfect offer for his 181k followers. If he can convert .05% of them every month, that’s 90 units sold for $27k in revenue. Not bad!

But it wouldn’t make sense for me, because I only have 16k followers on LinkedIn— that would only be 8 units a month at that same conversion rate, which isn’t really enough to move the needle.

It makes more sense for me to focus on a high-ticket offer.

However, I do sell $20-30 merch to my YouTube audience, because why not? Might as well take advantage of millions of views, right?

I do literally nothing to promote it other than a link under my videos, and I’ve still sold something like 2,000 units just from passive traffic.

My thoughts:

→ I love this approach for YouTube

→ Great for selling courses or consumer products

Big Audience + High Intent: Fully scaled product

And here’s the holy grail: building a large audience full of high-value people who want to buy from you.

On YouTube, that’s people like MrBeast or Tati Westbrook who sell candy bars and makeup respectively to their 10s of millions of followers.

On LinkedIn, that’s people like Adam Robinson or other SaaS founders who use their personal profile as an acquisition channel for their product— and assuming their LTVs are 4-5 figures, that adds up fast.

If you get here, awesome! But you DON’T need to. There are tons of people making a great living (6-7 figures) with either of the previous two strategies.

My thoughts:

→ Love this for SaaS or DTC products

→ Not needed for 90%+ of people

The bottom line

Any of these can work. The key is to have alignment between your offer, audience and content.

You can’t sell Ferraris to high school kids, or fidget spinners to billionaires.

And if you’re in the zone of pain, let’s talk— you need help!