Customer Avatar Part 2 - The Media Kit Trick #Best Education Page #Online Earning

hey miles bechler here and this is part

two of creating your customer avatar now

in the first video I thought this was

going to end it two parts but I've

decided to turn this into three parts

I'm going to cover each of these tools

that I use on a regular basis

individually so this first one is what I

call the media kit trick now if you're

not familiar with what a media kit is

it's essentially a document that's

created by magazine publishers and it's

designed to help answer a lot of the

frequently asked questions of these

magazines to their potential advertisers

so if I was a large advertiser and I

wanted to run a full page ad inside of a

magazine I would go to this magazine and

I would find their media kit and then

I'd be able to research not just who

like how many magazines they have in

circulation

but who is their average reader is and

they'd also be able to see the prices

for the advertisements now all we're

really interested in is the customer

information what's their average

customer and generally we'll be able to

learn things like what's their average

income average age whether they've kids

or not it depends on the publication and

the niche so let's jump right in and

take a look at this I'm going to get

myself out of the way and we go right

over to magazines com2 start again and

I'm going to follow through with the

golf idea that I've been working on I

mentioned it a little bit in the first

video about the idea of using golf as a

niche so I'm just going to kind of

follow through on that now here are our

main magazines and I just want to pull a

point out if you will these are already

pretty niche down right like Golf

International UK so there's a dedicated

UK audience african-american golfers

digest right so we could already see at

this base level that we can niche down

specifically but I'm looking for general

broad golf so I'm going to look at these

three the Golf Digest I'm gonna look at

Lynx magazine and golf week magazine and

see what we can find about their readers

so I don't really need to go beyond this

I'm just going to open up google and I'm

going to type in Golf Digest magazine

and right away

we've got Golf Digest and Golf Digest

magazine I'll just click on this one

here and this is their magazines website

and what I want to do is I'm going to

the bottom and I'm looking for one of

two things number one I'm looking for

specifically just the media kit link

which I see right here you can see

they've got their media kit published

and the reason is because they want to

attract advertisers they don't want to

make this information difficult to find

so let's click on that and I notice

right away that it's taking me to Conde

Nast now if you know about Conde Nast

they are a large kind of luxury brand so

they obviously have several magazines

and if you notice there's Golf Digest

and golf world right there I'm gonna

click on Golf Digest which is one of

their brands and instantly it shows me

their print audience their digital

audience and they are claiming that they

are the number one most widely read golf

publication perfect so on the Left I see

media kit and again I'm really looking

for either advertising information or

media kit at every step because they

just thick and use different phrases and

then I'll look at webs and some on web

generally if you go with print you'll

get a PDF document which is really nice

and here it is here's our demographic so

the median age 48 years old median

household income 78 750 I said I thought

they might be in their 50s making at

least $80,000 a year so I was relatively

close close looks like it's a

male-dominated demographic here 50%

married 45% employed and I kind of

wonder if this has to do with potential

retirees as well making up some of that

so we just literally found a one of the

largest magazines about golf in the

world this is their average person this

is the base of their customer avatar

let's go ahead and do another one

um you see here we go back to magazines

and let's look at links magazine here so

Lynx magazine and it comes up Lynx

magazine com I click and again I'm going

to go straight to the footer because

generally this information is stashed in

the in the footer here so I see

advertising information which is where

I'm going to start and there it is so

right here there media kit like I said

it's either going to say media kit in

the footer or it'll say something about

advertising information and this one is

a PDF so there's gonna be more

information on here that I'm actually

interested in wow there's 47 pages so

let's uh I'm gonna use page down real

quick and give me a moment so right here

on page 4 it starts with the

demographics so it's got the reader

demographic average household income now

now we're getting closer to some of the

numbers I was expecting 253 is average

150 thousand dollars per year is the

median household income the 2.5 million

dollars in total asset value excluding

their principal residents between 2 and

2.5 million so this is an affluent

audience right the largest publication

on golf wasn't as affluent this is

obviously a little bit more niche you're

going to see here ninety-four percent

mail average age is 55 so obviously it

was a productive several years as they

got older here eighty-five percent

college educated professional and

managerial sixty-two percent so over

half so that's kind of what I was

starting to think about and my idea of

what a customer avatar would be for kind

of a golf niche and then you can even

see they go into how many days they golf

per year this would be over once a week

on average so you know they're avid

golfers seventy-three percent of private

club them like this is really

interesting information

now if golf isn't your niche you're just

like what can I do with this information

if you're in the golf niche knowing that

most of these readers people who are

willing to spend money on a magazine to

learn most of them have like a 20 and

under handicap which is absolutely

tastic like that's a that's a really

good the average handicap index is 13

like these are good golfers looking to

get even better right so this isn't a

new who's hitting the links for the

first time it's like I want to figure

this out this is someone who's been

golfing for a while and they're really

looking to get better at it let's go do

one more for golf just for fun I'll do

golf week and I'm going to show you real

quick so what we can do is to kind of

shorten the process you can go straight

to Google and you can type in golf Week

magazine media kit and it even

pre-populated that for me and it looks

like they have their own website for the

media kit alone which is actually

relatively common so I'm not seeing any

links here which means it's going to be

up on the top so I click on magazine and

here we go so the audience profile is

where we want to go and we can see that

for golf week again 93% male 7 percent

female so at this point with just as

basic 5 minutes of research I know for a

fact we're talking to men right if I'm

going to knit out a product and go for

it I'm going after the men the average

age is 55 here again so men who are in

their early to mid 50s average household

income 155 thousand 80 percent or

college degree holders so what we've

been able to see is prove that the age

is going to be early 50s it's going to

be a male they're going to be making one

hundred and fifty thousand dollars per

year which is something like what eleven

twelve thousand dollars per month is is

their income and we can learn more about

their behaviors and even their media

consumptions this is interesting so now

they get down to the buying habits and

this is really powerful data so the

average amount spent annually on golf is

six thousand dollars that's $500 per

month they spend on golf do you think

there's room for you if golf interests

you to create a niche website that could

potentially solve one of their problems

that they're throwing five hundred

dollars a month at and make a little bit

of money the answer is absolutely yes

see 90% think having custom-fitted Club

plays an important role in performance

83% encourage other golfers to be sized

for custom-fitted clubs wow that sounds

like some great content that you'd want

to put out that resonates with these

people all right so I'm gonna jump out

of golf for a minute let's go do one

more I just wanted to show you how that

worked and how you can go from this kind

of conceptual idea that we started out

in the last video and you can get some

actual data on it so if I was using that

golfer I might name him Frank and he

would be 53 years old he makes one

hundred and forty six thousand dollars

per year and I would just paint that

profile how many days a week he calls

how often he travels for golf and once

you know who he is and he's married and

and where he's at in his life he's got

three kids and and you can speak to him

in that place and he'll feel that

connection like you're talking to him

and that's really powerful so the next

one I talked about in the first in the

niche actually in the niche video if you

haven't seen that that was about three

four videos ago diabetes there was a lot

of interesting books that came up on the

Amazon Kindle bestseller list about

managing diabetes I wanted to just see

if there was a magazine about this as

well turns out there's about three of

them one of the biggest areas in

building a niche website and creating

online brand is helping people do things

for themselves is really powerful so

you'll see this magazine here is the

diabetes self-management magazine now

that's really interesting to me because

somebody who subscribe to a

self-management magazine is obviously

interested in consuming content about

how to manage this disease this

challenge that they've had so let's go

see if we can learn more about their

readers on diabetes self-management

magazine self-management magazines right

there and I'm going to load this and

skip those top ads here is their website

and I'm going to scroll straight to the

bottom

and advertise so 33 years

so they've got sections dedicated to

cooking tow recipes and then weight

self-management as well that might be a

separate magazine readership 7 million

per issue so they may allow 415 files

and issues and they expect that every

one of their issues gets read by I don't

know the math on that off top ahead like

20 people I don't even know many more

than just know they'll be like 14 people

or 12 people so they expect their

magazine gets passed around and read by

many people still looking for the media

kit all right

so please complete the following

information to download the media kit

and it's got a little four right here so

the odds are if you fill this out this

form you don't have to use your real

information at all it does not matter I

would assume that they would send you

right over to the download page for that

the all there is a chance that they

would mail it to you and it would show

up in a day or two well worth putting

your information in 100% absolutely get

the information but let me go back and

see if I can so I'm going to do the

diabetic Living magazine kit and it

looks like it might be under Meredith

direct media so essentially what I've

done is I've come over to this magazine

if that was too quick and I lost you

there I'm looking for their media kit to

see if we can see something and right

here off the top I mean they've got it

right on the very top audience profile

68 years old so they're in their

retirement years

$52,000 is the median household income

probably a combination of social

security as well as whatever retirement

they have and with type 2 diabetes 70

percent 77 percent live with and they've

had diabetes for over 12 years and this

is really interesting to me highly

female audience now that doesn't mean

that more females than male

get diabetes but what it says is that

more women are interested in this

diabetic Living magazine than men are

which would kind of lead me to start to

believe and seeing the recipes idea from

the first one that maybe it's a woman

bait like maybe the women in the family

are the ones who are actually looking

for the content on how to manage

diabetes so let's go check this one out

real quick last one I promise um and

some magazine and I'll do media kit

advertise with us diabetes forecasts

what I'm looking about so I'm looking

for

and right here the media kit so you at

this point we've gone through what like

six seven eight times it's super simple

to find this information and honestly I

am amazed at how few people do this kind

of research and I do believe that it's

in this kind of research that you really

set yourself apart because you know who

you're speaking to you know the customer

you know about their life you know their

age their problems at that age you have

to extrapolate from this information

right we're not getting everything here

from them we're just getting statistical

demographic information that makes us

think who are they what we're and then

we can start to paint the picture of

where are they in their life what are

their challenges what are their problems

and I found so this is for their

diabetes forecast org online sixty-eight

percent female again above average

sixty-seven percent of people are

between 25 and 54 which is actually

that's impressive to me college

graduates and most have children at home

okay so this is really interesting right

so if you're creating a product or

giveaway in the here's their audience

I'll get back to that now quick second

um who they are people living with

pre-diabetes so live in condition for

many years people newly diagnosed have a

steep learning curve yet the older folks

or people who had diabetes for longer

have higher risk of diabetes

complications now so as I was kind of

staying right so let's say we're writing

an opt-in page or a squeeze page which

we're going to look at exactly how to do

that in the future it needs a hook right

everything you do online needs a hook

there needs to be a big idea that really

kind of captures people so right here

they're even telling us people newly

diagnosed have a steep learning curve

and we also saw that 48% of these people

have kids at home so here's their

challenge right

they've just been diagnosed with a

disease it scares the hell out of them

they don't know what to do about it they

go to Google and they go online to start

researching what can I do to manage this

and you're able to help them say look

you have a steep learning curve ahead of

you and I know your time is challenging

because you're busy you've got kids you

got a job like you're busy and I get

that but what this free report is going

to do is take all of that information

online about how to manage your diabetes

holistically and it breaks it down into

a seven page free report just enter your

email below and get the free report so

you can quickly get through the learning

curve and get on to managing your

diabetes successfully to live a happier

healthier life like I just totally like

pulled that out of my ear and that's the

kind of information that you're able to

kind of extrapolate from this you need

to take the data points that we're

getting from these people and from these

media kits and then you need to look in

and like what does this mean

what does this mean about their life you

know the guy who golf's over one time a

week you know he does about five times

per month he's out golfing he thinks

these custom clubs will help him like

what's the one secret about golf that

he's missing that he hasn't focused on

that'll help him get from being a 20

handicap to a 15 or a 10 handicap to go

from being an average golfer at his

local club to being an above-average

golfer at his club we know he's paying

for that kind of information so what

we've done in this process is we've

taken the idea of are these valid niches

are there people looking for this

information and we've got an absolute

definitive yes they are and we've also

been able to pull out some information

and some ideas about where they are in

their life the challenges they're having

and what we can do with this content is

use it to connect with them build a

relationship with them help them get to

know like and trust us and eventually

send them valuable information that's

going to help them kind of solve their

problems and eventually we'll recommend

a product a service or will create a

product that we can sell to them and

that's the point when you start to make

some money so if you've noticed there's

a lot of research upfront there's a lot

of work upfront it's well worth it I can

tell you 100% from my personal

experience it's so worth it what you

need to do is make sure you're

solidified on your niche and you've

really dialed in at this point who your

customer avatar is for that niche using

the media kit trick on the next video

which is part 3 we're going to look at

Facebook's free tool that is out of

control crazy cool it's free it's one of

my favorite tools that I use and we'll

go to that one next so thank you very

much for watching again this is Miles

Beckler if you haven't subscribed yet

click the subscribe button above this

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teach you everything and there is to

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if you have any questions for me leave a

comment below and I'll be happy to

answer your questions or possibly

feature your question in a future video

thanks again for your time I'm Miles

bechler have a great day

#Best Education Page #Online Earning

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