you're selling to the wrong person and that's why you're broke......
Yegor@yegormethod
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Oct 12, 2025
~2 min read
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you're selling to the wrong person and that's why you're broke...
the person feeling the pain and the person with the credit card are usually different people
(keep reading it's saucy)
here's the "Proxy Buyer" method that made my client $2M selling to teenagers without talking to a single teenager...
He was trying to sell a "get your life together" course to 18-year-old losers living in their mom's basement. Zero sales. They had no money and no urgency.
Then he switched. Started targeting their MOTHERS on Facebook.
The ad stopped saying "escape the matrix bro"
It started saying "is your son falling behind?"
Same product. Different buyer. Revenue exploded.
Here's the psychology:
The 18-year-old feels fine. He's comfortable. Gaming all day. Mom cooks. No urgency to change.
His mom? She's crying herself to sleep terrified he'll be in that basement forever. She'll pay ANYTHING to fix him.
The kid has the problem but no pain
The mom has no problem but massive pain
Sell to the one with the pain AND the credit card.
Real examples that print:
WRONG: Marketing fitness programs to teenagers
RIGHT: Marketing to parents "worried about child's health"
WRONG: Selling coding bootcamps to unemployed people
RIGHT: Selling to their spouse who's tired of being the only earner
WRONG: Pitching rehab to addicts
RIGHT: Pitching to families watching them die
The framework:
1. Identify who ACTUALLY suffers from the problem
2. Find who has emotional investment + money
3. Position as solving THEIR pain, not the user's
4. Let them force the solution on the real user
More examples:
Business software? Don't pitch the employees using it. Pitch the CEO whose company is bleeding efficiency.
Dating coach for men? Don't pitch the men. Pitch their mothers who want grandchildren.
Career coaching? Don't pitch the job seeker. Pitch their partner who's sick of their complaining.
The person with the problem rarely has the urgency or money
The person watching them struggle has both
This works because:
EMOTIONAL BUYERS PAY MORE - Logic negotiates. Emotion writes checks.
URGENCY IS EXTERNAL - The sufferer adapted. The observer is in pain.
PURCHASING POWER MISMATCH - Users are often broke. Sponsors have money.
The mothers didn't care about ROI. They cared about their biggest fear - their son becoming a failure.
the best part is this marketing does not have to be exclusive...
run paid ads talking about one, then about the other
i have a group with high level people where we talk abt hidden methods like this
dm me "zolex" to join
(minimum 25k/m mrr to join)
the person feeling the pain and the person with the credit card are usually different people
(keep reading it's saucy)
here's the "Proxy Buyer" method that made my client $2M selling to teenagers without talking to a single teenager...
He was trying to sell a "get your life together" course to 18-year-old losers living in their mom's basement. Zero sales. They had no money and no urgency.
Then he switched. Started targeting their MOTHERS on Facebook.
The ad stopped saying "escape the matrix bro"
It started saying "is your son falling behind?"
Same product. Different buyer. Revenue exploded.
Here's the psychology:
The 18-year-old feels fine. He's comfortable. Gaming all day. Mom cooks. No urgency to change.
His mom? She's crying herself to sleep terrified he'll be in that basement forever. She'll pay ANYTHING to fix him.
The kid has the problem but no pain
The mom has no problem but massive pain
Sell to the one with the pain AND the credit card.
Real examples that print:
WRONG: Marketing fitness programs to teenagers
RIGHT: Marketing to parents "worried about child's health"
WRONG: Selling coding bootcamps to unemployed people
RIGHT: Selling to their spouse who's tired of being the only earner
WRONG: Pitching rehab to addicts
RIGHT: Pitching to families watching them die
The framework:
1. Identify who ACTUALLY suffers from the problem
2. Find who has emotional investment + money
3. Position as solving THEIR pain, not the user's
4. Let them force the solution on the real user
More examples:
Business software? Don't pitch the employees using it. Pitch the CEO whose company is bleeding efficiency.
Dating coach for men? Don't pitch the men. Pitch their mothers who want grandchildren.
Career coaching? Don't pitch the job seeker. Pitch their partner who's sick of their complaining.
The person with the problem rarely has the urgency or money
The person watching them struggle has both
This works because:
EMOTIONAL BUYERS PAY MORE - Logic negotiates. Emotion writes checks.
URGENCY IS EXTERNAL - The sufferer adapted. The observer is in pain.
PURCHASING POWER MISMATCH - Users are often broke. Sponsors have money.
The mothers didn't care about ROI. They cared about their biggest fear - their son becoming a failure.
the best part is this marketing does not have to be exclusive...
run paid ads talking about one, then about the other
i have a group with high level people where we talk abt hidden methods like this
dm me "zolex" to join
(minimum 25k/m mrr to join)