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Digital Game Plan: Who is Your Soulmate (aka Ideal Buyer)

Summary Of This Stop Being the Best Kept Secret Presentation

Do you ever feel like you’re the best kept secret in your industry? You deliver exceptional products or services, your customers adore you, but you’re still struggling to get noticed. If that sounds familiar, it’s time to ask the game-changing question: Who is your soulmate?

In the world of B2B marketing, we define your “soulmate” as your ideal buyer, the person who truly needs what you offer, resonates with your message, and benefits the most from your solutions. Understanding who that soulmate is can be the difference between struggling to be seen and becoming the go-to authority in your niche.

Why Soulmates Matter in Marketing

When you don’t know who is your soulmate, your marketing becomes a scattershot effort. You end up speaking to everyone, and in turn, no one. As Damon Pistulka wisely points out, “If you don’t know who’s buying from you or what they really need, your message will fall flat.”

Your soulmate isn’t just a demographic profile. It’s someone with specific challenges, goals, and pain points that you are uniquely positioned to solve. Identifying that person and speaking directly to them creates relevance, trust, and ultimately sales.

Niching Down Until It Hurts

Curt Anderson and Damon emphasized the importance of niching down. “When you try to be everything to everybody,” Curt shared, “you become nothing to nobody.” That’s why we say: niche down until it hurts.

Think of it this way: if you injure your right knee, would you want a general doctor or a top specialist in right-knee injuries? Of course, you’d choose the expert. The same logic applies in your business. You want to be known as the right-knee expert in your field, a hyper-focused authority your soulmate buyer is desperately searching for.

Steps to Find Your Soulmate Buyer

To answer the question who is your soulmate, use tools like the Digital Game Plan, available for free on B2Btail.com. In it, you’ll define your ideal buyer’s:

By diving deep into these attributes, you’ll gain laser focus on your messaging and outreach. You’ll stop being the best kept secret and start being the trusted solution your soulmate has been hoping to find.

Out-Teach the Competition

Once you know who your soulmate is, everything else becomes easier. You can out-teach the competition by creating content, such as podcasts, blog posts, and LinkedIn updates, that speak directly to their needs. They’ll feel seen. They’ll trust you. And they’ll be far more likely to buy from you.

As Damon shared so powerfully: “If you know your buyer well enough, you can create products they didn’t even know they needed — but when they see them, they’ll love them.”

Conclusion: Find Your Soulmate, Fuel Your Growth

The sooner you answer the question “Who is your soulmate?”, the sooner you can start transforming your marketing into a magnet. You’ll stop wasting time on broad messages and start building connections that convert. The Digital Game Plan makes it simple. Go grab your free copy and take the first step toward becoming the right-knee expert in your industry.

Resources

To learn more about connecting with your Ideal Customers, check out The Complete Guide to Website Design for Manufacturers: Make a Great First Webpression

B2Btail – Helping Awesome Companies with Digital Sales Growth Solutions

You Have Only One Chance to Make An Outstanding First Webpression

Stop Being the Best Kept Secret: Manufacturing eCommerce Strategies

Exit Your Way– Helping owners create businesses that make more money today and they can sell or succeed when they want.

Damon on LinkedIn

Key Highlights 

• Understanding the Ideal Buyer 0:01
• Steps to Identify the Ideal Buyer 2:10
• Demographic and Psychographic Information 5:04
• Niching Down to a Specific Market 7:19
• The Right Knee Story 8:05
• Building Trust with the Ideal Buyer 15:26
• Conclusion and Takeaways 17:44

Transcription 

Damon Pistulka  00:01

Hey, hello there. Happy Monday. Damon, how are you, dude? I’m doing great. Curt, ready to go?

Curt Anderson  00:07

All right, welcome to Stop Being the Best Kept Secret. Do you ever feel like you’re the best kept secret? Yes, you do. I’m just, I’m just a secret. I’m not the best kept secret. I’m just, no, I’m just kidding. So let’s

Damon Pistulka  00:18

Yeah, I would be a secret, but not the best. Yeah,

Curt Anderson  00:21

now we’re, you know, what? In my book, you are the best kept secret. Well, you’re just the best as well. You’re not a kept secret. You’re just the best. So alright, let’s dive in. If you ever refer to yourself as I gosh, you know, we make this product a solution where you just, you know our customers. We’ve been doing this for decades. Our customer just love us, adore us all these great things. And you’re like, Man, I just wish more people would discover our solution. And that’s therefore, you know, how do we stop being in best kept secret? One of the big things we want to do is, like, dive into that ideal buyer persona. Yep, retail here with our stop being a best kept secret. We call them soul mates, our soul mates. So Damon, let’s dive into the soul mate. How so? First off, why is understanding that soul mate that I do a buyer? Why is that just so mission

Damon Pistulka  01:13

critical? Well, if you don’t know who’s buying from you or that person, what they’re what they’re really looking for the things they need to make an informed decision. You’re just going to be saying stuff in your marketing or talking about stuff that they really don’t care about.

Curt Anderson  01:28

That’s right, you know. So you want to get hyper focus, and, trust me, it’s challenging, right? It’s, you know, you and I, we were talking with a client the other day, and she was giving us great, constructive feedback on things that we could be doing better. So, like, you know, I don’t know, you know, I’m sure there’s major companies that have this completely figured out. But for a smaller businesses that are working relentlessly, tirelessly, we don’t have the 100 million dollar marketing budgets. Might not even have $100,000 marketing budget. We’re just trying to, like, how to figure out how to stop being best kept secret. So I want to dive into becoming that ideal buyer. Let’s go through some steps. Okay, yep. And so Damon, what I’m going to do is I’m going to share my screen, and let’s go through, let’s run through like a little exercise here. Sorry, you can see my screen. Okay, right? Yes, I can. Okay, excellent. So what we have here, B2B tell we have what’s called the Digital Game Plan. This is just a wonderful, powerful tool that we offer to each and every single one of our clients. It’s completely free. We have a free link on our website. If you go to B2Btail.com little link right at the top says, Hey, grab your free digital game plan. And what we do is we built out this tool with our clients. In this tab that we’re looking at right here is, how do you build out your soulmate, that ideal buyer, Damon. Let’s go through a couple steps right. First off, we always say this when you try to be everything to everybody. What do you become? You are nothing to no one, nothing to nobody. So we really want to niche that down. We say down till it hurts, man, this is it’s really painful to niche down, but just talk about like, what are some of the characteristics that we want to identify for that buyer persona?

Damon Pistulka  03:09

Well, we want to identify, you know, first of all, their role in an organization. Where are they at? What are what do they do? What are their daily challenges that directly affect what you might provide and the challenges that you might be able to help them with, that you know people that could help them even and and then just, just their the companies, the kind of companies they work at, the challenges that they have, the different things that really make a difference to them in the day, and because once you learn that really well, you can help them be more successful.

Curt Anderson  03:48

Yeah, completely. Hey, our dear friend, DiAnn Beyer, dropped by DiAnn. Hey. How are you? Diane? So hey, welcome to the show. Happy Monday to each and every one of you. Happy Monday to you, DiAnn. Appreciate you, my friend, more than you can imagine. And so if you’re out there, drop us note, let us know where you’re at, where you’re coming from. But let’s dive in a little bit deeper, because what’s common is you talk to folks, you’re like, hey, what’s the service you provide? What’s the solution that you deliver to your customers? And so let’s say, like CNC machining, or we do fabrication, or we do circuit board manufacturing. And you’re like, you know, well, gee, who or what do you see and see for? Well, we can see and see for everybody, or we can make circuit boards for everybody, but when you look at like your customer base, right? Like Damon, you know that the old 8020 rule, right? Yep, 20% of your customers typically derive 80% of your profits and sales. So if you look at that top 20% what industry are you focusing on? What specific parts are you like, really exceptional at? That’s where we want you to focus. Number one. Number two is if you’re like, Well, here’s the department that we’re always hitting. Right? Or it’s like, it’s HR. Well, like, who in HR? Like, what’s that person? What do they have for breakfast this morning? What type of coffee do they drink? So Damon, let’s go through some of the steps, like, some of the the demographic information, bio, let’s like, let’s add in some of these things. What are some things? Is for folks that can download this for free, they can grab a complete free copy, and they’re filling this out. What are some of the things that they should be focusing on?

Damon Pistulka  05:24

Well, I think you hit some of them here, the frustrations, their pain points, pain points, both at work and and in life in general, potentially, you know, because we do have all the people that buy from us, whether we like to look at it or not, they have personal and professional lives, and sometimes that crossover is very important for us. And then you look at the their motivations. What are they trying to do that’s really important, as are they trying to, you know, bump their career level up. Are they trying to look good, you know? What are they trying to do, and then where another one that’s really important that I don’t actually see. I know it’s down lower, but it’s like, where do these people hang out? Where do they get their information? What are they what are they typically search for? So you know, if you’ve got someone that’s 2025, years old, is your target, is a person you’re trying to identify here, then they may be in the Instagram crowd. They may in the snapshot crowd, if you’re looking at social channels, and if you’re looking at somebody that’s in their 40s or 50s, they may in the fate be in the Facebook crowd. Little bit in the Instagram crowd. Yeah, you always have to think about where they’re at and where they’re getting their information from, because do you want to be there in some of those things? And then you’ve got some really, really, really important points in there, their role in the buying process. And there’s factors that influence the buying process. Those are two very important things and and how they go through the process, right? Is, is, are they the ultimate decision maker? Are they a champion for your your product or service. You know, where are they at in that process, and how do they help with that? Yeah,

Curt Anderson  07:06

but you’re covering a lot of great points here. So again, let’s do a quick recap. Is focusing on that buyer, right? So if you’re targeting entrepreneurs, right, they have a whole different set of challenges that they face, right? Compared to, say, someone that works for a company or a corporation. Well, they might not have the same challenges, but they still probably have things that they lose sleep over at, yep, right, yeah. So a couple like, the point you made was, like, you know, if I work for a large corporation and I’m looking for somebody to, you know, fabricate metal, CNC, some machining, you know, and, you know, maybe my, quarterly bonus is based on, yeah, finding a good provider. Maybe you know what our Curt provider, who I just found six months ago, is completely drop a ball. Now my reputation is on the line. I have to go find another company to appease my boss. So am I appeasing a boss? Am I trying to hit quarterly quarterly bonuses? Am I an entrepreneur or, you know, like so who is that ideal buyer, that soulmate that we’re hitting right? And we’ve got some comments here that I’m going to pull up demon. So we’ve got Pavan is here today. Hope you’re both off to a strong Monday, same right. Back at you. My friend Pavon, hope you’re having a great Monday. To you. Catherine says, Happy Monday. And Diane fire, our dear friend says, digital game plan, game changer, really helped us. Thank you. Diane man, it means a lot. So Catherine says, Hey, congrats for the amazing work. Congrats to you, Catherine, yeah, and kind regards from Brazil. So alright guys, hey, happy Monday to everybody. Keep the comments flowing if you have any questions whatsoever. Damon, I want to talk about niching down till it hurts. Right? Yep, talk a little bit, because I’m gonna, I’m gonna, I’m gonna share my right knee story. But so sure. Like, why is it so important to, like, really laser focus on this ideal buyer and to stay in your lane?

Damon Pistulka  08:56

Yeah? Because if you don’t, you’re saying general stuff, like at real top of the funnel, general things about your industry. You’re not speaking to the exact kind of things that you help people with the problems you solve. And because if I’m trying to talk about I’ll just say I’m whatever it is. I’m making metal fabrication just come to mind, right? So, I’m do metal fabrication. Yeah, that’s great. I can, I can bend metal and weld stuff up and make great, you know, whatever. Now, if I say I do metal fabrication for the medical industry, on precise components in stainless steel and other pre, you know, medically approved metals, blah, blah, blah, blah, blah. Now it’s like, the first one is like, who really is your customer? Why? Why should I care about you, other than you’re just making stuff. And then down at the second one is like, when you get really, really specific, when someone finds you, they go, you. That’s who I want, or that’s not who I want, real quick. And that’s that simple. It’s, it’s

Curt Anderson  10:07

that simple. So again, like, if you have certifications, you do ITAR, you have different ISO standards, yeah, you have different, you know, whatever that certification, certification might be, maybe it’s something in security, you know, whatever it might be, right? When you can, like, laser hyper focus on what you’re absolutely best at. What are your God given talents? Yeah, what are your super powers? And again, the more that you niche down. Now I understand that ideal buyer. I can move the needle by helping those folks. Damon, let me, let’s How about the the right knee story? Can I share the right let’s do that. This one my favorite so dear mutual friend of ours. His name is Max Krug. Max is just a wonderful guy. When I first met Max, probably 1015, years ago, I was doing like a little LinkedIn workshop. It was an in person workshop, and we went around and this gentleman, who’s now a dear friend, he’s been on the show multiple times. Yeah, he he, he he was like, Hey, let’s Could I get an appointment? Can we do a one on one jam session together? I’m like, Of course we can. So we, we meet up. He comes in my office, and I’m sitting there, and I’m like, Well, tell me about your business. And he does Theory of Constraints. If you remember that book the goal that came out in the 80s, like, dude, like, you’re like, was that you got it sitting right there? Right? I got, I’ve got it up there somewhere. So, phenomenal book, if you haven’t read. It’s called the goal, and it’s about theory of constraints. Well, he’s a Theory of Constraints expert, and he and I’m like, Well, tell me about your business. He’s like, Well, I’m a three constraints expert, and I want to be the right knee guy of theory of constraints. And he just kept on going talking. And I’m like, what? Wait, wait, what did, did you say right knee? Like, what is the I don’t know. Would you know what a right knee guy like, am I the dummy? Or what like, would you know? I wouldn’t have known. He goes, I want to be the right knee guy of theory of constraints. I’m like, Alright, I call the time out, dude. You gotta explain what the right knee guy is. Well, he goes, Well, you know. And Max is, like, this big, burly, you know, athlete guy. He goes, Well, you know, if you were ever injured, who would you go to if you blew out your right knee? Am I going to go to? You know, pediatrician, general, you know, general doctor. He goes like, No, you know, like, I like, we’re in Buffalo Bills country for our football fans here in the United States, our American football. So he goes like, I want to go to the doctor that takes care of like, the Buffalo Bills. Like, I want to go to the the authority. Like, I don’t want to go to somebody that’s just like this general, like, might be able to help me. I want to go to a guy who’s so specialized that, like, he’s going to get my get me back on the field and fix my right knee as quickly as possible. He goes, that’s what I want to be. He was, he goes, if you’ve hurt anything else on your body, I can’t help you. If you’ve hurt your left knee, I don’t know a thing about it, but boy, gosh darn it, if you hurt your right knee, I’m the world renowned authority on the right knee. Yep. I want to be that for theory constraints. I want to be the right knee guy. Bam. It was like a brick to the head. I had, like, this massive aha moment. I’ve used that right knee story probably, I probably owe max if I gave Max like a buck every time I use that story like I own 1000s. But it’s a great analogy of thinking about, like, if you injured yourself, who are you going to go to Yeah. How could you be that specialized, world class expert in your field. What are your thoughts? Yeah,

Damon Pistulka  13:24

you really need to niche down to that point, because when you do your your playing field becomes clearer, right? If I am that same metal fabricator for medical for for small medical devices with certain materials and certain processes, or whatever certain parts of the body, even whatever is the right descriptors you get down to that right knee example. And it’s real easy. People come to you because, not because you got a finger problem, not because you got an elbow problem, because you got a right knee problem. And when they come to you, they know that they’re going to the expert in the right knee. That’s the cool part about it is, if I am the company that does CNC five axis machining of hard metals like titanium, four complex aerospace applications and a certain size range, I mean, it’s hard for somebody to come there and go, Hey, can you make my boat part for this out of aluminum. They’re going to look at you like, what did all this stuff say? Coming in, you know, coming to us, you know it, it helps people really find you. And then in the converse, when someone is in that industry and they look at you and they go, Wow, look at this. They do what, what I need. They’ve got the certifications I need. They talk in the language I do. They’re going to go they, I feel like they know me, right,

Curt Anderson  14:45

right? I so I have a classic story. So it was, it was last summer we run, so I have a young daughter, and we run into this, this young man, he’s college age, and he’s, he’s got this big brace. I’m like, Oh, dude. Like, what? You know, he’s a big athlete, football player, and, like, a division. And three college, yeah. Like, what happened? He goes, Oh, I blew up my right knee. I’m, like, really, what? Well, I’m getting repaired. Well, you know, I’m going to, I’m going to the guy that takes care of the Buffalo Bills, because my right, you know, like, he sits there and tells me the right knee story. Like, yeah, maybe, like, I didn’t, I didn’t bore him with, you know this, but I’m dying because, like, here’s this kid hurt his right knee. What does he tell me? Well, I didn’t go to anybody. I went to the guy that’s taken care of. So he went to the right knee guy. So I just, I absolutely love that analogy. I love geeking out on this buyer persona, like Diane buyer, our dear friend, like she’s our soul mate out there, you know? And we just, you know, what the takeaway today is, just get laser focused on who you really help. Who do you move the needle for? And then, you know, tagline that we love to use is, how do you out teach the competition? So when you come out and you do like a live stream, when you do a podcast, when you put out content, when you do a LinkedIn post, you’re speaking directly to that soulmate, and you’re saying, hey, soulmate, listen, I understand the pain, the challenge, the frustration that you’re going through. I have your back. This is what we’re trying to do to help you move that needle. And that’s we strongly encourage you to take that approach. It’s how you build trust. It’s how you move move the needle. Help your clients. Damon, takeaways, as we close out, what are your thoughts?

Damon Pistulka  16:18

No, I think that’s just you know, understanding your ideal buyer is so important. It is a starting point for most of the most of the work you’re going to do, even when you think about designing products and services, right? If you know your buyer better, you’re not going to design products and services that they don’t need or don’t want. And it really helps a lot. And I think from that standpoint too, if you know your buyer well enough, you can design products or services that they don’t know that they need, but when they see them, they will love them, yeah, which is a huge blue ocean

Damon Pistulka  16:54

thing. Drop the

Curt Anderson  16:55

mic right there. Demon. You say that again. You can do what?

Damon Pistulka  16:59

Well, if you really know your buyer well, you can develop products and services that they need that they don’t even know they need until they see them.

Curt Anderson  17:08

Man, moment of silence, my friend, that was a that was a good drop to Mike, so Okay, we are going to what am I gonna do? I’m gonna stop sharing, and we’re gonna move out for today. So first off, thank you everybody for joining us. Thanks for being here, everyone. Thank you. Catherine, Pavan, Diane Beyer, my dear friend. Thank you all, everybody out there that didn’t drop a comment. We appreciate you. Hear you, see you. Thank you. We’re back here Friday. We have an incredible guest here, Damon. We have John Leroy from apparel read to find, and so can’t wait to dive in. So Diane says, Hey, you can’t help everyone, but when you help your soulmate, you can help them exponentially. Diane dropped the mic to you, my friend. That was a great comment, right? Awesome. So alright, Damon, takeaways, thoughts, what should everybody be working on this week as we close out, you

Damon Pistulka  18:01

know, if you haven’t already, grab your digital game plan off the B to B tail.com website and get started thinking about that ideal

Damon Pistulka  18:09

buyer. That’s

Curt Anderson  18:10

right. So okay, guys, have a great, amazing, incredible week. God bless you. We appreciate you, and we will be back here Friday. Drop Damon a note. Connect with Damon on LinkedIn. Drop myself a note. I’d love to connect with you on LinkedIn, and we will see you guys back here on Friday. Peace. You.