How one sentence unlocked $100k/day

Yesterday I asked you to describe your ideal customer in one sentence.

I got a bunch of replies (thank you!), and most of them sounded something like this:

Here's the issue:

Those aren't markets. They're guesses.

Let me show you what I mean with a real example.

We worked with a brand that makes premium workout supplements. When they came to us, their marketing was all over the place.

They were targeting "fitness enthusiasts." Then "people who work out regularly." Then "athletes."

Nothing was working.

So we did something different.

We ran a simple test. We showed different groups of people a basic ad with one variable: the headline.

Each headline described a different type of person.

"Fitness enthusiasts..."
"Athletes..."
"Gym rats..."
"Active people..."

Guess which one crushed it?

"Gym rats."

Not "enthusiasts." Not "athletes." Gym rats.

Why? Because that's the exact term that specific market uses to self-identify.

When someone sees "gym rats," they either think "that's me" or "that's not me." Instant clarity.

Here's what happened next:

Once they knew their market was "gym rats," they could dig deeper into what gym rats actually struggle with.

Turns out, it wasn't "getting in shape."

It was "hitting a plateau" and "wasting money on supplements that don't work."

So they built their entire marketing around one statement:

"How gym rats go from frustrating plateaus to consistent gains without wasting money on junk."

That single statement became the foundation for everything.

They developed hundreds of different ads around that concept. They brought in well over a thousand new customers every day because they were able to scale profitably to $100,000 a day in ad spend.

Same product. Different clarity.

Tomorrow, I'm going to break down the exact formula they used to build that statement … and how you can use it too.

But here's today's question:

What exact words does your market use to describe themselves?

Not what you call them. What they call themselves.

Hit reply and let me know. If you're not sure, tell me that too.

See you tomorrow,

Jeremiah

P.S. … If you're thinking "but my product works for multiple markets," you're right. And that's actually the next step. But you have to nail ONE first. More on that tomorrow.

100% Typo Guarantee … This message was hand-crafted by a human being … me. While I use AI heavily for my research and the work I do, I respect you too much to automate my email content creation

There was no review queue, no editorial process, no post-facto revisions. I just wrote it and sent it … therefore, I can pretty much guarantee some sort of typo or grammatical error that would make all my past english teachers cringe.

Anonymous Data Disclaimer … Most of my clients prefer that I not share the inner workings of their businesses or the exact details of the marketing strategies we develop. In order to be able to share my own proprietary intellectual property without violating the sensitive nature of my relationship with them, I often anonymize what I share with you. This often includes changing the specifics of their industry, what actually happened, or what we actually developed together. When I make these changes, I work to preserve the success principle I want to convey to you while obscuring sensitive data. This is necessary.