Are you trying to attract everyone to your office?
Anyone and everyone in the world?
I really hope you said no to that. Otherwise this needs to be a bigger conversation.
For one thing, not everyone could use your services. If nothing else, there are language barriers. Geographical ones too, probably.
Then there are millions of folk who don’t want what you offer. Never have, never will.
Then there are those who might want what you provide… but you don’t want to provide it. The clear mark of an amateur is they want to work with everyone. Professionals are more selective.
Which means you aren’t trying to appeal to everyone.
But how much are you doing to dissuade anyone?
If there’s a certain sort you don’t want to work with (or you know won’t want to work with you), then you could ignore them.
Or you could actively repel them.
Be so offensive in their eyes (and their eyes alone – you don’t want to offend everyone) they’ll turn tail and run at top speed.
If they’re going to say no anyway, you might as well save yourselves both time.
But here’s the strange thing:
Folk who you want to work with – your ideal clients – will notice.
They’ll see you specialise in people like them, which gives a rational reason why they want to hire you.
It also creates emotional ones too.
Let’s say you’re a coach who expects (nay, demands) a lot from your clients. You push them hard, beyond their limits.
And you get results.
You can’t help lazy, unmotivated folk. It takes someone driven, focuses and hungry to work with you.
So your ads make it clear you aren’t there to handhold or talk about their mother. Anyone who hires you ends up hating you at some stage. You don’t care, because you know to break their limitations means breaking their mind.
Any unmotivated losers can find someone else to validate their excuses.
Your nightmare clients should read your ads and feel offended.
Your ideal clients, though?
The ones who do want to work hard?
Who are hungry – desperate, even – to outperform everyone, including themselves?
They’ll read that and think:
Finally, a real coach – someone able to do what needs doing.
And the more you offend the lazy losers, the more appealing you become to high performers.
They’ll see that you get them. For any business, you want customers to feel understood. For something as relationship-heavy as coaching, though, it’s essential.
It’s a fine line, though. You need to attract a certain level of controversy without alienating everyone.
And you need to be clear on who your ideal clients are – and aren’t.
If you’re at all hazy on these, or how to use them in your marketing, then it’s worth us having a long conversation on this.