This Simple Strategy Can Make You More Money with Far Less Effort
May 11, 2025
I discovered this strategy years ago while selling a course on how to sell on Amazon. I was doing pretty well. But there was this invisible Italian dude who also sold a course on how to sell on Amazon.
I had 260,000 subs on Youtube. He had fewer than 100.
I had a full blown website with blog posts and 10s of thousands of hits a month. He had just one landing page.
And yet, his course sales almost doubled mine.
He spent far less time, less money, and less energy, yet his results surpassed mine.
How did he do it?
He was more targeted than I was.
What does targeted mean? He created content only for his ideal client.
Most of my videos were about how to sell on Amazon. But some of my videos were about how to make money online. How to make money on eBay. How to create a personal budget.
These videos did not just do nothing for course sales. They hurt sales. People had subscribed to my YouTube channel for one reason: To learn how to sell on Amazon.
So when a video popped up about how to do a personal budget, their interest waned. They started watching fewer videos. Some would unsubscribe.
And here is the tricky part: you might think you are doing better, because videos like this actually grew our subscriber base. Some of them received very strong views. But the kind of people who were interested in them were people who never would purchase my course.
But without realizing it, I had shifted my mindset to a completely different business model: YouTube growth. If you are selling a course and your primary goal is YouTube growth, your course sales will suffer.
Your primary goal should be one thing: create content for your target customer.
When you are selling a course, the goal of your YouTube channel is not to get as big as possible. The goal of your YouTube channel or any platform you use for content marketing, is to attract your ideal client.
Let me give you an example.
Max Perzon teaches people how to make money selling a course.
His average views based on his last 4 videos are only 2,500.
Yet look at his paid Skool community: 867 members. Now I know it says $5,000 per year, but just a few days ago it was only $1,200/year which means 867 members x $1,200 = $1,040,400 in course sales.
With only 2,500 views per video, he’s made over a million a year.
How?
Max only makes content for his target audience.
But how do you do this?
By understanding who your ideal client is.
“How do I understand who my ideal client is?” you ask.
By understanding your client’s ultimate desire for consuming your content.
"And how do I figure that out?"
By creating a new market, which is called a hyperniche.
“Why?” you ask.
Because you will never figure out your target audience if you don’t know your client’s ultimate desire. And you will never figure out your client’s ultimate desire if you don’t create a hyperniche that attracts that kind of client.
Your hyperniche attracts clients with a specific ultimate desire. And that ultimate desire shows you what kind of client to create content for, which means your sales go through the roof.
I broke this process down into three steps to make it as clear as possible for you:
Step 1: Create a new market
When you create a new market, you are creating a hyperniche.
“What is a hyperniche?”
It’s when your product has a super narrowed-down focus on a very specific topic for a very specific kind of client.
Let’s say your course teaches men how to get fit. Great topic. But way too broad. Narrow it down. You need to create a hyperniche.
“Okay,” you reply. “My course teaches men how to get shredded.”
Better. But do better. What is unique about your approach?
“Alright,” you say. “My course teaches men how to get shredded using a single set of dumbbells.”
“Much better. But get more specific on what kind of men. “Men” is a VERY broad category.
“Well,” you say. “My course teaches men in their 50s how to get shredded using a single set of dumbbells.”
Perfect! Now you have a hyperniche. Not only did you narrow down the results in what you teach, and what is unique about your method, but who you teach.
Now at this point you probably sense a problem. “Seth, by narrowing down whom I sell to (adults not children, men not women, men in their 50s not their 20s, men who care about how they look not men who’d rather drink coke and eat french fries) I will not win as many customers because I’m cutting out people who could end up buying.”
The opposite is true. The broader your client base is, the more time and money you will spend trying to get “everyone” to buy your product. And when you market to everyone, you market to no one.
Step 2: Find your client’s ultimate desire
Now that you have a hyperniche, figure out what your client’s ultimate desire is.
This is not hard to do. Creating your hyperniche did half the work for you. Just ask yourself: what do I know about my client?
Your client is male.
Your client is in his 50s.
Your client cares about appearance. Yes, he probably cares about health too, but a man could be fairly healthy and not shredded.
So you know that your client is a 50 some year old male who wants to look good by getting shredded.
This is about as far as you can go, until you start receiving feedback on your content, because you don’t know if he’s trying to get shredded for his wife, or for his personal overall confidence, or because summer is coming and he wants to look good on the beach.
Regardless, you now have a very focused strategy: create content that men in their 50s who want to get shredded with a set of dumbbells would love.
Step 3: Make content for your target audience
You now know exactly what kind of content to create. Believe it or not, the more narrow your focus is, the easier it is to come up with great content all the time.
As you market and begin winning clients, you will learn more about your client’s ultimate desire.
You might discover that a lot of executive suite employees want your training to build their confidence. Or maybe a lot of married men who want to be more attractive for their wives will be drawn to your content. Or it could be single men who want to be more marketable on the dating market.
That is the beauty of learning as you go. Don’t try to set up the perfect business plan before launching. Your idealistic approach will kill your business.
At some point you have to just get on the bicycle and start pedaling. Yes, you’ll fall a few times and bruise up your shins. But you will learn a thousand times faster than the guy still sitting on the curb, watching YouTube tutorials about proper posture, comparing tire brands, and waiting for the perfect weather.
This concept is how I got the phone number of the woman who became my wife.
When I first met KK, I hosted a talk radio show. The day I met her, I knew she was not going to give her number to a stranger.
But I knew that she had an amazing singing voice. So I invited her to be on my radio show to sing as a talent spotlight. And it worked!
Knowing that simple fact about her, persuaded her to give me her number. Eight months later we said, “I do,” at the altar, and today we’ve been married for over 26 years and have four adult children.
The better you know who will be buying your course the more effective you will become at creating content only for the people who will buy your course.
This means less effort with more results.
This means you can charge much higher prices.
This means less stress and more fulfillment, because you know exactly who you are serving.
The invisible Italian dude
As I studied this invisible Italian dude, I switched my strategy. I stopped focusing on how many new subscribers I was winning per day and started narrowing down my content so that the only kind of person who would want to watch is the kind of person who would want to buy my course.
I went from $2.8 million gross profit the previous year to $3.9 million gross profit the following year.
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