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Read Time: 5 Minutes
STOP.
Stop trying to be "all things to all people"...
And start using more negative targeting in your marketing assets.
Direct response marketing is often much more about sharing who your solutions are not for, more than who they are.
Sometimes, rather than calling your market out via the usual fears, struggles, and painful experiences...
... you want to disqualify those who aren't a great fit - thereby further magnetizing those who are.
This does three primary things:
1 - It Calls Them Out, Almost By Name
By tapping into your market's deepest pains, and speaking so specifically to only them, you polarize who it's irrelevant for.
Ostracizing those who your message falls on deaf ears for, is a powerful filtration strategy - which attracts only who you want into your sales funnels.
Then...
2 - It Builds a Bridge - Between Where They Are & Want to Go
By doing this, you clearly outline how you can create a killer transformation for them (and only them).
This builds a bond between you, especially as you highlight the personal route you drove, to get where you are today.
Lastly...
3 - It Proves Your Competence to Do So, With Expertise & Examples
Once you resonate this deeply with your specific audience, you can easily transition to proving your competence, and get them the results they seek.
It shows that you clearly understand and empathize with the ups and downs, the trials, and the turmoil they're currently facing.
You can back up your strongest claims with screenshots, testimonials, customer interviews, and other proof of results.
By doing so, you prove that:
- you know what they're facing on the daily - fears, doubts, and setbacks,
- you used to actually be right where they are a few years ago, and that
- you built your own successful system to get where they want to be
As Eben Pagan once said, when you clearly illuminate what they're struggling with, they automatically credit you with the solution.
Avoid These Mistakes:
Avoid only focusing on positive aspects, and clearly targeting your audience's needs.
Leverage the power of disqualification. Actively repel those who aren't the perfect fit.
Don't just rely on attracting your ideal audience, as this can get repetitive or boring for them, to hear the same types of messages.
Negative targeting or disqualification will also assure them that they're tapped into the right source of solutions for their issues.
Tying It All Together:
Build redundancy into your marketing messages, but also sprinkle a strong dose of disqualification on them.
Actively polarize and disqualify the wrong fits, so you can passively attract the perfect ones.
Your One-Minute Takeaway:
Ensure your folks are in the right spot by polarizing the wrong fits.
Tailor your marketing messages carefully - so it keeps the right fits in - and the wrong fits out.
Accomplish the 3 following aims at once:
1 - Use Your Messaging Wisely to Attract the Right Fits, As If By Name
2 - Build a Clear Bridge Between Where They Are & Want to Go
3 - Prove Your Competence, With Your Expertise & Examples |
