by Nicolas Gramnea | updated 16 June 2020

Get Better Quality Clients

By Taking 5 Minutes To Do This

It was 11:57 p.m. on a Friday night, and no matter what I was doing, I just couldn’t escape and go sleeping.

The muscles in my legs ached and my back started to hurt. I had a sick feeling in my stomach and my pulse was rising, but I know I wasn’t sick.

In my head, I was WISHING that I had a boss, so he could fire me…

…and end this nightmare!


How Had I Gotten Here?

Just a few years earlier, I had “officially” become an entrepreneur and launched my own company. And despite a lot of mistakes along the way, I had learned a few tricks and experienced some success…

…but for some reason, I was miserable.

A few weeks later, I found myself sitting in the office in front of a blank whiteboard trying to sketch out why I was feeling this way.

Something, definitely was wrong with my business, and I wanted to figure out what it was.

After hours of shuffling through my bookshelf I found this book…

Quickly and quite nervously I open it, hoping that this time I’ll find an answer…

And there it was.

On the page 14, somewhere in the middle, was written these two words:

Who? || Result?

Ask yourself, “WHO is the person I really want to work with?”.

Up to that point in my business, I had been trying to sell to anyone and everyone I could.

While that sounds smart at first, it left me tired, frustrated, and forced to deal with people who command “It’s your job to assist me, even if it’s 23:57”

After you found the WHO you would ideally work with if you had that choice, start to think about the RESULT you would want to give them.

Ask yourself, “How could I serve my customer at the highest level?”

It’s not through a product or service. Rather, it is by giving them a result that would change their lives. That result is where you want to take them.

A few minutes later, I find and I write (using my 5th grade handwriting skills), on the board, two more words:

Where? || Bait?

Ask yourself, “WHERE are these people? How can I find them online?”

Ask yourself, “What type of BAIT can I create to attract my dream client and repel everyone else?”

These questions eventually are the outline of what Russell Brunson called…

“The Secret Formula”, and it’s really the first step that you HAVE to take before you can grow any company. Period.

I have a confession to make…

I “knew” that for a long time, but never I took the time to actually doing it.


The secret formula consists of four simple questions.

These are the same four questions that, now, I first ask anyone who hires me.

At the time of writing this article, businesses happily pay me to help them implement this formula, and to write their copy using methodologies that you’d find inside this blog.

Now while I can’t personally take everyone through this process, I give my best to layout the exact framework on this blog post.

Okay let me walk you through the first process!

Question #1: Who is your Dream Client?

The first question you have to ask yourself is…

Who do I actually want to work with?

Most of us start with a product idea, never thinking about who we want as clients, customers, vendors, and associates.

These are the people you’ll be interacting with day in and day out. You’ll probably spend more time with these people than your own friends and family.

Isn’t that crazy, or what?!?

You choose your significant other carefully, so why wouldn’t you take some time and care in deciding who your dream client or customer will be?

If you’re just getting started, this may not seem important… (like I did)

But I promise you that if you don’t consciously choose your dream client, one day you’ll wake up like I did, working with people who exhaust you and wishing that someone could fire you from the business you created.

After I had some success from launching my first construction company, and from our consulting services, a lot of people took notice, and they started asking me how I was making money.

Because I saw the demand, I thought it would be fun to teach others how to start their own business.

The good thing was there were a LOT of people who wanted to start businesses…

But the downside was that most of them didn’t have any money (and couldn’t invest in the higher-ticket things we had to sell).

And most had no business experience, so I had to spend tons of time on the fundamentals, and that drove me crazy (which is why I couldn’t go to sleep that night).

I had so much value I wanted to provide…

…showing how I learned to become more productive and focused, teaching conversion secrets and how we structure our systems — but 99% of my time was spent showing them how to buy a domain and set up hosting.

I literally spent 2 years serving these customers, and it made me miserable.

My family suffered, and I was unhappy.

It took years before I sat back and actually thought about the WHO.

I realized that I had overlooked some pretty important questions.

  • Who are my dream clients?
  • What do they look like?
  • What are they passionate about?
  • What are their goals, dreams, and desires?

After about a week of thinking about the WHO questions…

I kept following the exercise and I created two customer avatars:

…to work with on a daily basis.

I picked two names and this is the result:


Then I went to Google images and typed in ANA and the characteristics I had written out. Within minutes, I found a picture that looked like the women in my mind.

I printed it out and hung it on my wall. I did the same for JOHN, and within minutes, I had both pictures of my dream clients hanging on my wall.

This may seem like a silly exercise, but it’s important that you do it anyway.

Really spend some time thinking about who you want to work with. Write out their characteristics and then go find an actual picture to represent them.

It’s amazing how your perspective changes when you have a physical picture of your ideal customer — instead of a hazy, half-formed image in your head.

Question #2: Where Can You Find Them?

The second question you have to ask yourself is…

Where can I find this ideal man or woman?

  • Where do they hang out online?
  • Are they on Facebook, LinkedIn or Instagram?
  • What groups are they part of?
  • What email newsletters do they subscribe to?
  • What blogs do they read?
  • What other interests do they have?
  • Do they like sports or the arts?
  • How about fishing or race cars?

If you don’t know the who, it will be hard to find out where your perfect client can be found. So make sure you know exactly who you’re trying to attract.

Just write down a few places you think the prospects might hang out online.

Question #3: What Bait Will You Use?

The third question you have to ask yourself is…

What bait I have to give to attract them?

Once we know where the dream customers are, we have to create the right bait to attract them.

Your bait could be a physical book, a PDF, a private community invitation, a consultation call, or an audio recording…

Anything that makes your dream customer to pay attention, will work!

As my company moved away from selling to beginners and towards attracting dream clients, our first step (challenge) was to create new bait that would attract “Ana” and “John”.

So we came up with the idea of giving away a FREE PDF with one of our most favorite marketing tactic, called…

Evergreen “Growth Hacking” Strategy To Exponentially Grow
Your Current Client Base Without Using Paid Traffic or Social Media

This bait worked great, because most beginners don’t have a client base and don’t know what is an “exponential growth”.

But we KNEW that Ana and John (our DREAM customers) would be interested in knowing how they can take their businesses to the next level and go ahead and download the PDF.

When you find out what your dream clients want and how they look like, it becomes easy to attract them.

Through this blog, we’re going to talk more about creating the right bait, hook and offers…

Right now, just realize that bait has to match what your dream customer wants.

Question #4: What Result Do You Want To Give Them?

Now that you’ve hooked your dream customers with the perfect bait…

It’s time to ask yourself the 4th question, which is the last one.

What results do you want to give them?

I’m not talking about what product or service you want to sell them.

A business is NOT about products and services. A business is about what result you can get for your clients, and how you can improve their life.

Once you (and they) understand that concept, then price is no longer a barrier.

For me, I knew that the best way I can serve my dream client is to have my team connected with him and help build productive habits, write his marketing copy…

…and set-up systems that drive consistent leads and clients to his company.

That is how I can have the deepest impact and serve my client at the highest level. Ideally, it’s where I would like to take all of my customers.

I understand that many of my customers won’t be able to pay me for that level of service (which is why we develop other products — e.g. this blog).

Understanding where you ultimately want to take your dream client is the key to this step.

Imagine that your clients could pay you anything to get a desired result.

What, then, would you do to help guarantee their success?

Where would you lead them? What does that place look like?

Keep that place in your mind; it’s the peak success for your clients.

It’s where you want to take them, and it’s the key to this last step.

That’s it.


I know that this exercise seems simple

…but it is essential if you want to achieve great success and have less stress when you go sleep at night. (for me this is what it did)

So take a few minutes now and really answer these four questions.

The four steps again are as follows:

  1. Who are your dream clients?
  2. Where can you find them?
  3. What bait will you use to attract them?
  4. What result do you want to give them?

P.S. This is an exercise I took, time ago, from “DotComSecrets” by Russell Brunson.

Before doing it, I had an idea who it is my client, as everyone else “think” it does.

But I never actually took the time to clarify my dream client, until the day I felt drained, stressed and like giving up!

I strongly encourage you to go through this exercise and do it now, before getting to a stage where you want to say…

F*CK OFF to everything and everyone.

Click here to get your FREE COPY of DotComSecrets.

You’ll thank me later for doing this!

P.P.S. If you are a copywriter and want to go deeper into your customer brain…

Here you have a compilation of best 40+ simple questions, you can answer to discover more about your dream clients.

Who is your prospect?

  • How old is he?
  • What does he do for a living?
  • Is he married?
  • Does he have kids?
  • Does he have a girlfriend?
  • How much money is he earning?
  • Where is he living?
  • What does his place look like?
  • What kind of neighborhood does he live in?
  • What are his frustrations?
  • What does he want to change?
  • Why does he want to get this area of his life handled?
  • What is motivating him to find a solution?

What are his biggest three triggers?

  • What keeps him awake at night?
  • What’s the stuff that really tears his soul?
    • Hint #1 – think about the things he’s afraid to even admit to his friends or to himself.
    • Hint #2 – Think if this is a dream (move towards) or a fear (moving away). Generally, it is fear.
  • How is this affecting him? Is something he thinks about all the time or just something casual?

What are his biggest fears?

  • What are all his fears?
    • Hint – fears are the small things that bother him while the triggers are big and don’t let him sleep.

What is his dream?

  • What’s his ideal life?
  • How will his life look like if everything has gone perfectly for him, especially around the area your product solves?
    • Hint – think in irrational terms.

What is his nightmare?

  • What’s the worst that can happen to your customer if he doesn’t buy your product?
    • Hint #1 – Go deep and irrational.
    • Hint #2 – Focus on how bad it can get and build your copy around it.

What are his objections?

  • What objections does he have?
    • Hint – From the research you did, find the reasons why he doesn’t buy products similar to yours.

Why have you created your product?

  • What are ten (10) reasons you’ve created your product?

What will he gain after going through your product?

  • What are all the things and feelings he’ll gain from investing in your product?
    • Hint – These are the benefits.

What is your proof?

  • Why should he listen to you?
  • What are all the reasons why you’re an expert?
  • Why should he buy your product and not from the competition?
  • Why should he buy it in the first place?

Who is your product created for?

  • Who needs your product? Make a list long.
  • Who doesn’t need your product? Make a list short.
    • Hint – Create contrast between who needs it and who doesn’t

What tasty advice can you give away?

  • How are you planning to move the free line to get him hooked?

What is your value equation?

  • What is he going to consume?
  • What time and effort he’s going to put in?
  • What are the three big benefit-oriented results he’ll get?
I'm a CRO marketing consultant and copywriter. The preeminent goal of this blog is to share everything I discover and learn with you... reading through can help you make better decisions on your business, save time, energy, and money.
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