A simple, counter-intuitive idea for you today.
You’ve likely been told the importance of niche in marketing. Likely you’ve heard this from myself. You’ve likely heard about the importance of honing in on who you want to reach, to identify your ideal client, chosen audience or target market and maybe even to create a client avatar.
And those are all fine ideas.
But I want to suggest something you might not have considered doing before.
And, until the other day, I hadn’t either.
One of the central roles of marketing is to not just get the attention of your ideal clients but also to make sure you filter out the clients for whom your work will not be a fit in the same way that a window screen allows fresh air in but keeps out the flies.
And so we’re told to write all of our marketing material with our ideal clients in mind. We’re told to write our marketing materials as a sort of letter to them and only them.
And I think that’s good advice. I think it handles 95% of the issue of filtering.
But I’d like to give you an approach to writing sales copy that is the icing on the cake.
Step One: Identify your nightmare client. Get clear on who you never want to work with. Think about all of the worst clients you’ve ever had all rolled into one. Take 20 minutes to map this out a bit.
Step Two: Pick a sales letter or your homepage.
Step Three: Read the sales letter as if you were that Nightmare Client and ask yourself, “Would reading this repel me?” and, if not, rewrite the sales letter so that this person would never even think to call you. Make your materials repulsive to your Nightmare Client, not just attractive to your Ideal Client.
If you’re tired of emotionally needy clients, you might decide to say, “I’m not your mother. I’m not your best-friend. If you’re looking for someone who is touchy feely and who will hold you while you cry for hours and listen to your stories, I’m not it.” Or you might say the opposite, “If you’re looking for a nuts and bolts tactician, that’s not me. I’m here to hold space for your emotional process.”
You might say, “I’m a fundamentalist Christian and so, if my speaking Jesus’ name offends you, then you should stay away.”
You might say, “If you a building a business in the mining, tobacco or oil and gas industry, don’t come to my marketing workshop. This is not for you. I don’t want your business to succeed.”
And you might say all of that less directly but in a more implied manner. I’m not suggesting you intentionally be rude or offensive, but I am inviting you to consider a new level of candour that your ideal clients would love and that your less than ideal clients would be actively repulsed by.
You’ll figure out how but, I can promise you that this will make your sales copy better.