9♣️ Repel to attract: Counter-intuitive marketing 

This advice might seem counterintuitive. As business leaders, we often feel the urge to promote our products and attract as many customers as possible. But sometimes, repelling potential customers can be more effective.

By being provocative and exclusive, we can create a sense of being special and attract just the right customers. This strategy can be more effective than trying to appeal to everyone.

Problem or challenge: 

Many businesses struggle to attract the right customers, often wasting time and resources on leads that are not a good fit. This is often the result of being ‘too entrepreneurial’ and trying to appeal to everyone. This can result in a diluted message and a lack of differentiation. This then leads to a cluttered marketing funnel and lower conversion rates.

Complexities:

Repelling potential customers can feel counterintuitive, especially for entrepreneurs that hate turning away business. Or businesses that prioritise customer satisfaction. It can be challenging to strike the right balance between exclusivity and inclusivity.

Solution

But instead of trying to appeal to everyone, consider repelling certain customers. This can create a sense of exclusivity and be more attractive to the right audience. Be provocative and direct. For example, if you're offering a premium product, say, 'If you're looking for the cheapest option, we're not the right choice.'

This approach can work for both high-end and low-cost products. By defining your niche and highlighting your unique selling points, you can attract customers who are a perfect fit for your brand. This strategy can also save time and resources by eliminating potential customers who are unlikely to buy from you anyway.

Consider Ryanair's approach. They deliberately use messaging that suggests that if you’re looking for bells and whistles and friendly and flexible customer service they're not the right airline. They are very clear their focus is on offering on-time arrival at the lowest possible cost.

Similarly, a luxury home builder might advertise, 'We only use the finest materials, like traditional Cotswold stone.' This approach excludes those seeking a budget-friendly option but attracts customers who appreciate high-quality craftsmanship.

I even do it myself now. I’m quite open and quite explicit that the market for my books and my speaking is only the operational, probably accidental business leader challenged by the tantrums and probably plateauing revenues of their adolescent business.

By clearly defining their target audience and communicating their unique value proposition, your business can attract the right customers more effectively. This can involve:

• Identifying your ideal customer: Create detailed buyer personas to understand the needs, preferences, and pain points of your target audience.

• Highlighting your unique selling points: Clearly articulate what sets your business apart from competitors.

• Using negative marketing: Instead of focusing on the benefits of your product or service, highlight the drawbacks of competitors or alternative options.

• Creating a sense of exclusivity: Make your customers feel special by limiting availability or offering exclusive perks.

Benefits and measurement: 

Repelling potential customers can lead to and be measured by:

• Higher conversion rates: By attracting only qualified leads, you can improve your chances of closing deals. Track the number of leads that convert into customers.

• Increased customer satisfaction: When customers feel like they are a good fit for your business, they are more likely to be satisfied with their purchase. Conduct surveys or customer interviews to gauge satisfaction levels.

• Improved brand reputation: A strong, well-defined brand identity can help your business stand out from the competition. Monitor brand recognition and engagement metrics.

• Reduced marketing costs: By targeting a specific audience, you can allocate your marketing resources more effectively. Analyse marketing spend and ROI.

Why it works: 

Repelling potential customers can create a sense of exclusivity and desirability. When customers feel like they have to earn their place, they are more likely to value your product or service.