Ramit Sethi on why you’re broke

Depressed, broke or frustrated? Go where the fish are.

I’ve followed Ramit Sethi ever since he was on the Tim Ferriss blog back in 2009.

Dude keeps it gangster.


I love his counter-intuitiveness. With his flow of unconventional advice that few have the cajones to deliver, all from 10 years of building and launching successful infoproducts and courses on the internet.

He dropped some gold nuggets to help the broke peeps out there.

His message was loud and clear: go where the fish are.

The analogy, of course, of someone fishing and not catching any fish, and remaining dumbfounded and perplexed until they switched up their location and started fishing in different spots…

…and then the fish coming, a plenty.

Sounds simple enough, right?

The translation, marketing-wise, for your product, brand or content:

Instead of doing the same damned thing, focus on finding out where the loyal, dedicated fans of your content are…

Like, if you had 1,000 perfect customers, where would they be?

You see the difference?

Where are your ideal, paying customers at?

Where are your fish?

This hit home for me.

As my specialty is helping people bring targeted, Google traffic to their blog or website, I’ve strategically gone after people who would be interested in these services.

That’s what I’ve done with the few blog posts I’ve done for this site – namely, the Empower Network audience.

So what audience did I target for my Empower Network business?

People who Google Empower Network terms.

Duh, right?

Not so fast.

You see, I did that, in a matter of a few months, and that traffic has steadily increased for the last 5 months or so.

Google anything Empower Network-related, and you’ll see my face.

I dominate most of the Empower Network keywords:

empower network
empower network review
empower network products
empower network system
empower network affiliates

It’s given me hundreds of visitors to this blog on the daily, just from those keywords.

But, the results I got from this traffic really surprised me.

And, not in a good way.

The traffic, for the most part, attracts skeptical, poverty-minded people.


Like this:

“I only have $25 to invest…so can you please, please help me…”

“I have paid for products in the past and haven’t made any money, can you give me more information. Is this a scam?”

These are broke, skeptic people who struggle with self-limiting beliefs because of negative experiences in their past.

Lottery-mindset people.

Indeed, these are the same people that “research” (see:boredom) reviews for 3-4 days before making a decision to buy anything.

Analysis paralysis, straight outta the book.

They’ll do anything to avoid taking action.

Largely in part, that’s the type of customer I’ve been dealing with for the last 5-6 months.

The “what can you give me for $25?” customer.

And what have I been doing?

Fishing in the exact, damned spot for the last 5-6 months.

Don’t get me wrong, these Empower Network rankings have made me thousands of dollars.

And I have incredible teammates who have joined my business from this traffic that do not fit the broke-minded persona, so it’s been a blessing.

But it’s nowhere near where it should be.

Not CEO money.

Instead, I’m getting tons and tons of bites.

You know, people who want to email or chat for a few weeks before taking action, then never do.

Enough already.

I’m done with these people.

F this. Deuces, Empower. When 99% of the people are failing, I can’t keep roll’n with that.

I’m passionate about helping people, but you can’t help people who do not want to help themselves.


I’m going to where the fish are.

Lightbulb moment, right?

Where are the fish?

Where are your perfect customers hanging out?

I’m going to find the people who’re flat-out sick of the regurgitated, $89.99 info-product launches.

I’m going to find the people who would pay $10,000 to know my blogging and SEO secrets that generate four-figure days from online commissions, even though I don’t even charge that to people.

People that understand they’ll get nowhere before doubling down on their knowledge and finding a real mentor.

I’m going to find those niches that target affluent, positive people who’re looking to partner with big-thinkers and entrepreneurs.

For the last 5 months, I have been offering Audi to Hyundai.

Building the wrong kind of relationships.

As Ramit said to wrap up his webinar, you need to ask these 2 real questions:

  • Where are people?
  • What do they want?

My hard lesson?

I learned that people searching Empower Network-terms are typically not the same people who want to put in the time to earn four-figure days.

They can’t relate to that.

They want to know what shortcut or ‘secret’ they can get for a $25 buy-in.

I wasn’t giving them what they wanted.

It was the wrong audience for my product. So, it’s time to switch my game up, and target different audiences.

New bait & tackle (content), new fish (big-thinkers who have 5k).

Go where the fish are.

Jeremy Page






(NOTE: You can apply to work directly with me here)

See our top 22 small business ideas of 2017

Click here

Jeremy Page

Jeremy Page created Multiple Streams for ballers, big thinkers and online business owners. You can follow him on Instagram here.

Leave a Comment

Cancel reply

Show 16 Comments
  • dennis March 31, 2014, 8:46 pm

    So, where are those fat money fishies?:)

    • Jeremy Page March 31, 2014, 9:13 pm

      Dennis, they’re everywhere on the web.

      Personal injury attorneys, MLM leaders, lead brokers for home mortgages.

      (Just to name a few)

      If these guys doubled their traffic in 90 days, they’d also double their incomes, and their credit cards are levitating before you ask them to buy.

      So, instead of going after “Visalus Scam” (attracts skeptics), you’d go after “MLM Blog” or “MLM Leads” (attracts people already in MLM looking for web-centric modalities)

      Bigger fish.

      Oh, not to mention the 10,000 baby-boomers who retire every single day. Many of them turning to the internet – huge opportunity there.

      Good question, though.

  • Sylvester Clarke April 1, 2014, 1:37 pm


    Now, I see this article which makes perfect sense it def struck a nerve
    Boss Like Thinking To The Tee. I recently (literally a few days ago) started related my content around exactly what you’ve done the past 5-6 months with Empower sprinkling network marketing/mlm related terms.

    And now I see this good content. From what I’ve learned in my short time online. You should focus on building out related content around your niche.

    How do you switch gears with your content and not confuse Google?

    I see guys like yourself, James, Brad crushing it with everything related to Empower Network keywords and I’m like damn. I have to get like you guys.

    And I know you guys just did what others didn’t want to.
    I know I’m suppose to be in the game playing right now, but I’m still on the bench and that’s has changed.

    Do you have a mastermind group? For folks who are not on your team?

    • Jeremy Page April 1, 2014, 9:17 pm

      Sylvester, thanks for your comment.

      Yeah, it can be a little tough switching gears and going into different niches. For that reason, I wanted this site to be more about “make money blogging” and less about Empower Network.

      That way, I can literally touch whatever I want, and it won’t throw Google off too much. Make sense?

      Mastermind group for those not in my group? In the works, but more than likely not for a few more months. I don’t think its right to start a “mastermind” if you aren’t making $30k/mo, you feel me? I still got work to do.

  • Leah Lambart April 16, 2014, 8:37 pm

    This is a great way to look at drawing in traffic! I started with Empower several months ago as a tire kicker. But I stayed and now am asking myself the same thing… who do I want to work with? And how can I attract them? Thanks for this great content.

    • Jeremy Page April 16, 2014, 10:55 pm

      Leah, that’s excellent. Congrats on your transformation.

  • Danielle June 13, 2014, 7:51 am

    Jeremy, I joined Empower Network 2 days ago and I honestly have no idea what I am getting myself into. Nor do I completely understand this whole concept. I just know about myself and who I am….. believing anything is possible . So with that said what is it that you created?

    • Jeremy Page June 13, 2014, 4:51 pm

      Believing in yourself is 80% of the game, Danielle.

      “So with that said what is it that you created?” I took action.

  • Carlton June 13, 2014, 2:33 pm

    I also joined EN Sept 2013 at 25.00.
    Am retiring after 34 yrs, enjoy writing but realize I need to pitch to the right niche…

    Am I wrong to think I’d dread the rah-rah-rah of what appear to be crazily long meetings?

    Can you tell me about the other business you referred to?
    Thanks in anticipation.

    • Jeremy Page June 13, 2014, 4:50 pm

      Sure, I’ve found a less-scuzzier, non-MLM or money-chasing-esque route to 10k+ months doing this.

      Being real, I’ve never made more money in my life and I’ve never felt better about my business.

      • Ruben February 12, 2015, 9:47 am

        Hey Jeremy great blog brotha very well put together lol and I know what you mean about those who are skeptics lol I noticed one way you know it’s not a scam is a real qualification interview most mentored good mentors are good at reading people and are analizing to see if they are a good fit for the mentorship lol. But really liked this well put blog on empowerment 5 Stars and good luck with you future ventures wish you much success .

        • Jeremy Page February 12, 2015, 10:12 pm

          Glad you liked it

  • Darla January 31, 2015, 10:21 am

    Hey Jeremy, i watched the video posted and I’ll have to say, I’m intrigued. Other than a feeble attempt at selling pampered chef several years back, (honestly, I Sucked at it, lol) I have no real experience in owning a business, but I am definitely not afraid of hard work. From what i understood from the video, I don’t have to be the best “salesman” on the block, and your model is unlike P.C. and many others in the sense that there isnt a handful of people getting the money while others get scraps. My question is-I live in a small town of about 35,000 people (small town politics and mentality, beaucratic b.s., everybody knows everybody, etc…Can this be done here or would i need to go regional right away (something id want to do eventually anyway?)

    • Jeremy Page January 31, 2015, 6:34 pm

      Darla, that’s exactly it. Our model flat-out works for most people. Yes, 35k is plenty of people to build a local campaign, and you can always expand in other cities as well.

  • Amber Smith January 26, 2016, 10:05 pm

    I am a part of a MLM company. I found great success in a short period of time. I quickly climbed up the income ladder into leadership, however, that success was with a lot of “behind the scenes” that people would be surprised to know! The products I never really used consistently enough to actually fall in love with, they were ok, nothing life changing! I guess timing and an innovative product or idea behind their products was on my side. I have slowed down very much so (its been a few years in)……….I am trying to stay afloat.. using the systems that’s in place and deemed duplicable for “success” that we teach all new recruits and I was taught… is not working anymore. And I have no support within that company. The warm market solicitation, Facebook posts, Instagram posts aren’t cutting it anymore. As result, I am ready to walk away, however, the money was unbelievable. Although, It’s not about the money….but more in the fact, it’s an opportunity and market to make money out here, is what blew my mind! In the midst, of me attempting to revamp my current MLM business and adding additional streams of income.. I started researching blogging as a means of leads. I always saw some the top leaders of my MLM company have blogs etc.. to generate leads. Also, they had other “systems” in place for lead generation………however, this information never seemed to trickle down to their “downline” (me or my downline). Instead, we prompted to duplicate for “success” and wealth. When in fact, there are a lot of money, and behind the scene lead generation system and other avenues these leaders ( in MY opinion) are obtaining their revenue from. Through my experience the “help you” mind state does not actually stand true in MOST online opportunities (MLM) and advertisements via blogs, systems, e-books etc. It can become a bit frustrating….However, in this experience, I had a mental shift. I feel like I’m touching it but haven’t quit grasped the concept yet…. so I’m guessing the GODs has lead me to your page. So……..I said all of that, to say: I am very intrigued and anxious to learn more on what you offer.

    • Jeremy Page January 26, 2016, 10:09 pm

      Awesome, thanks for your feedback. Keep reading and I’d watch this next.