The secret to how the top 0,1% companies acquire customers (steal this process)

And how you can get girls at the club

It’s 2AM and you’re on the dance floor in a club.

Red lights flash into your eyes. Sweat runs down your forehead. Your chest pounds to the rhythm of the DJ’s funky electronic music.

Ahhh. Amazing.

But you danced a little too much…

…so you go over to the bar to cool your head down a bit.

You go over to one of those massive cans of water with ice cubes they have at clubs, pour it into your mug, and chug it as if there was no tomorrow.

Another one. And another one.

You never learn, do you?

Because now you’re cooled down…

...but your belly feels so full of water that you just know that you won’t be able to more an inch without vomiting up the 3 liters of water you just drank and the two black bean burritos you ate for dinner.

You’re forced to take a break.

So you lean against the bar counter.

And in (serious) lack of alternatives, you start to look at your surroundings at the club.

Right to your left…

…you spot two identical tall, blond, brown-eyed men.

They’re twins. Probably.

And just as any other man hanging around at clubs at 2am…

…they’re single and, as my biology teacher would put it, looking for opportunities to increase their fitness.

To put it in a language you can understand:

They’re horny as f*ck.

At least the left twin.

With initiative in his eyes, he walks past you to a beautiful blonde girl standing to your right and asks her:

“Do you want to go on a date with me?”

“No.”

(not gonna lie, this girl had some balls to say that right into his face!)

So you watch the guy approach another girl.

“Do you want to go on a date with me?”

“No”

So he walks up to another girl.

Yet another “no”.

You watch the man continuing to walk up to 2, 3, 5, 10, 15 (!) other girls. But all reject him.

Yet, he doesn’t give up.

At this point, you know he’s either:

A) Really brave

B) Really horny

C) Really high on ecstasy

And at his 18th attempt, he finally get’s a “yes” from a girl.

Respect.

Now, you look back at the other twin brother, who still stands to your left.

It’s apparent that he adopted a different evolutionary strategy.

Instead of approaching 15 different girls like his brother, he’s been standing there talking to 3 girls about how their life’s going.

He asks smart questions.

He tells the girls about his lifestyle.

And he listens to them when they talk.

Suddenly, one of the three girls walks up to him and says:

“I think you’re a really caring and nice guy. Would you take me on a date tomorrow?”

The twin, who obviously didn’t expect this, answers with a half-confident, half-nervous “yes”.

He got himself a date.

But let’s leave the club for a second.

Why did I tell you all of this?

As you know, friend, my stories ALWAYS contain one business lesson.

This story illustrates the difference between demand capture and demand generation - a key marketing concept any business must understand.

See, studies show that only 1-3% of the total market of any product is actively buying.

Demand capture is selling to the 1-3% of the market that’s ready to buy NOW.

You capture existing demand for your product.

Examples of demand capture are sales, Search Engine Marketing, and paid advertising.

Demand generation means educating the remaining 97-99% of the market that aren’t ready to buy now.

You generate new demand for your product by making more people aware of the fact that they need it.

Examples of demand generation are social media content, blogs, or podcasts.

-

The first twin in the club was all about demand capture.

He ran around and asked girls to go on a date with him, so he only “converted” girls who were actively looking for a date.

The second twin in the club was all about demand generation.

He helped and educated the 3 girls he spoke with, until one girl became interested in him & asked him on a date.

The top 0,1% of companies do demand generation

Most companies try to capture existing demand rather than educating people and create demand.

This is a HUGE missed opportunity because they’re only selling to 3% of their market.

Also, this makes the 3% of the market ultra-competitive.

It’s a race to the bottom.

Now, here’s where it get’s exciting for you…

There’s a big opportunity in creating educative content for the 97% who aren’t ready to buy yet.

Because when they are ready to buy, they will turn to their trusted educator (you).

This is what the top 0,1% of businesses do today.

And while this approach is getting more & more popular, you’re still early.

How to write content to generate demand rather than capturing demand:

1. Don’t talk about the mechanism, talk about the outcome

If you sell ghostwriting, don’t write about the benefits of having a ghostwriter.

90% don’t even know what a ghostwriter is.

Instead, write about the benefits of having a large social following (outcome), and then mention as a side note that ghostwriting (mechanism) is the best way to build a following and that you offer ghostwriting.

2. Write for beginners

My friend Josh once wrote a legendary tweet:

When you write too specialised content, you’re showing authority to 1-3% of your most educated audience.

While authority content has its place, you want to post content that educates people with little to no understanding of the problem they have.

Look at the pyramid - 60% of your audience isn’t even aware that they have a problem.

(and 60% of your potential dating partners aren’t aware how hot you are, friend)

So, to summarise:

• Top 0,1% businesses create and capture demand for their business by creating educational content for their market.

• The rest of the companies have tough demand-capturing fights about the 1-3% of your market that’s ready to buy. A race to the bottom.

• Join the elite companies by educating your audience on the problems they have, the solutions they need, and they will pay you at the end.

Now, I’m out to generate some demand,

Nils

PS. If you want to get more done in less time, enroll in my free educational email course, Solopreneur Supercharge. It’ll teach you how to use AI & automations to get more done & earn more $$$ next month.