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Attractive and Repellent At The Same Time

Your marketing message needs to be attractive and repellent at the same time.

Yes you heard right.

But surely you want to attract as many people as possible?

That’s true you do but at the same time there are some people you’re better off without and your marketing message should tell those people that you’re really not the right supplier for them.

If this is sounding a bit left field for you, let’s start somewhere easy.

Your marketing messages should be written specifically to attract your ideal customer 

I’m sure you know who your ideal customer is. The more detail you have about your him or her, the better. Something I always do with my clients is to create an avatar for their deal customer.

Are they male or female, how old are they, where do they live, how much do they earn, what do they do, what publications do they read, do they have children, what do they do in their spare time etc etc.  I even give them a name.

Only when you’ve created this detailed picture can you identify what their issues are and therefore what you can do to solve their issues and therefore become their supplier of choice

But what about the second part?

Have you identified the customers you really don’t want?

Who are the customers who you want to avoid? Those that complain endlessly? Those that continually try to beat you up on price? Those you wish you didn’t have, but continue to keep  because you don’t have anyone to replace them?

The interesting thing about your marketing message is that it can be used to BOTH, attract the type of customers you want, AND, repel those who don’t want.

This isn’t hard. Let me give you an example.

For most of us, we need to communicate with our prospects before they actually become customers. Your marketing materials therefore have to contain compelling reasons why the prospect should talk to you.

Now whether that’s your website, email marketing, sales letters, brochures or whatever, the text will be full of the benefits that you deliver and how you can solve their problems. The more you can provide real tangible benefits during the conversation, the greater the likelihood is that they’ll actually become a customer.

Repelling those you don’t want.

Which brings us to the second part of the equation.

Now I’m not suggesting you should be rude in any way. Everyone should be treated with equal respect but you can detail the characteristics of those you don’t want to have contact with..

You might do it as follows: “I’m happy to offer this service, I think it will be very helpful and valuable to you, BUT the reality is that unfortunately I can’t talk to everyone. So in order to take me up on this offer you need to…”

…and that’s where you start to list the criteria that will eliminate those you don’t want to do business with.

I’ll show you what I mean.

In my world, I can’t really help people who have an idea for a business, but haven’t actually started trading. At this stage they’re looking for free advice. Nothing inherently wrong with that, we’ve all been there, but they’re not really the people I want to invest my time in. So, I put in language saying, “You need to be up and running already. You don’t have to be huge, but you do need to have some momentum.”

That’s an easy one. It’s a rather obvious group I don’t want to attract more of and I’m sure you’ve got a similar one.

But to make this really work, you want to dig down and think about what frustrates you about certain types of customers, so you avoid getting more of them.

For me, I get a lot of people who are very sceptical about marketing. They’ve never really done any marketing. Their business comes from word of mouth and referrals.

These people tend to need a lot of convincing that marketing will work for them.  They’re also very likely to bail out if the marketing doesn’t immediately generate spectacular results, reassuring themselves that, as they already knew, marketing doesn’t work.

Whereas, people who have already done some marketing and now want to do more are ideal for me. They understand what marketing can do and they’re committed to working with me to get the best possible results.

So, how do I repel the group I don’t want, and attract the one I do? It’s not hard. Following on from the wording above I will say “Ideally you are doing some marketing already, but recognise that you need some help”

This will therefore resonate with people who know that marketing is the way to build their business and are going to get on board with the activities I put in place.

One of the great things about good marketing is that it just doesn’t get you new business-if you do it right, it gets you precisely the type of business you want