How do you manage a business — and more specifically, your email list — with multiple ICAs?

When you’re producing content, I would lead with your core audience, but mix it up. For example, on my podcast, I have a lot of beginners, so I lead with that, but I include content for people who are more advanced as well.

The key is to have a thread running through your content that could speak to both, but would probably bring in one more closely than the other. Your overall message has to be the same. You can have different audiences and you can speak to them in different ways, but just make sure you don’t alienate one or the other.

If I release a podcast episode about how to start an email list from scratch, even my more advanced listeners can listen and check against their current list-building situation and say, "Have I done that? Yes, I've done that. Okay, great.” Or, “Oh, that's a good idea. I haven’t tried that yet. I could go back and fix that and make it stronger." They could still get value from it.

Then, of course, through email marketing, you can segment your list by the different ICAs and talk to each one more specifically. Your message becomes so much stronger through email marketing; that’s where you're going to have your biggest bang for your buck.