Eben PaganDiscovery Hub

Always target beginners, not experienced experts

One of the biggest mistakes I see is aiming your content at experts rather than beginners. In any niche — no matter how complex — 60 to 80 percent of your potential customers have very little experience. They're just starting out, just realizing they have a problem, just waking up to the fact that they need a solution. Experts forget what it felt like to not know. When you create for them, you lose the majority. Target yourself before you had the answers. Target the person who's confused, overwhelmed, and urgently searching. When in doubt, aim lower on the experience curve, not higher. That's where the market actually lives.

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One of the biggest mistakes I see is aiming your content at experts rather than beginners. In any niche — no matter how complex — 60 to 80 percent of your potential customers have very little experience. They're just starting out, just realizing they have a problem, just waking up to the fact that they need a solution. Experts forget what it felt like to not know. When you create for them, you lose the majority. Target yourself before you had the answers. Target the person who's confused, overwhelmed, and urgently searching. When in doubt, aim lower on the experience curve, not higher. That's where the market actually lives.

Relevant Clips2

  • Answer10:55

    Target Beginners Not Expert Versions of Yourself

    Target beginners. Experts forget what it feels like to be stuck and not know what to do. You're not targeting the expert version of yourself, but rather yourself when you first had the challenge you now solve.

    → Canonical answer
  • Answer2:10

    Appeal to Beginners — They Dominate Every Niche

    Always appeal to beginners when in doubt. 60-80% of customers in any niche have very little experience, regardless of topic complexity.

    → Canonical answer