I know it sounds counterintuitive, but actually you want your marketing message to repel some people away. What’s commonly referred to as Repel Marketing.
Think of your marketing message like a magnet, your marketing magnet if you will.
In Marketing, one side of your message is thus attracting ideal customers toward your business, and the other side of your message, if formulated and constructed properly, is actually repelling non-ideal people that will never become customers anyhow.
You have limited resources in terms of time, effort, energy, and money in your small business and you need to respect that fact and take advantage of it.
If you get a bunch of inquiries from people that aren’t really prospects and won’t buy your products or services no matter what you do, then you are wasting those limited resources. Better to repel those people right from the start with your marketing message.
It’s hard to believe now with their size and growth, but even Facebook didn’t market to everyone when they were small.
In the beginning not only didn’t Facebook market to everyone, but they actually limited sign-ups to college students only, so they had a 2nd gate keeping their non-ideal customers out.
When you are properly constructing your marketing messages to both attract and repel, you won’t be wasting a bunch of time on people that will never buy your products and services, and instead you can be spending your valuable resources like your time, energy, effort and money with actual customers that have already bought from you in the past and probably will again in the future, as well as prospective customers that are your ideal prospect and have a great chance of buying from you in the future as well.
As a small business, you can’t be all things to all people, you just don’t have the resources, so don’t even try.
That is why your marketing message must be targeted not only to pull in customers, but as importantly, you want to Repel non-customers.
If you are properly repelling non-prospects with your marketing message, then you no longer have to qualify leads that contact you, because your marketing message has already done so for you.
It’s sometime a difficult concept, because Entrepreneurs think that their product or service in ubiquitous and everyone could benefit from it, but in reality you can’t market that way, especially when you are small.
If your business is just scraping to get by, then I know that the hardest thing to do is to think about repelling someone, but the person that is being repelled would never have bought from you in the first place, so the earlier in the process you can disqualify them as lead, the better off you will be in the long run.
If you narrow your market niche and address you marketing message in such a way that you repel those non-customers, that is actually one of the best things that you can do to attract customers, because you are now talking directly to your customer in a language and vocabulary that they will connect with.
Have you ever conciously thought about repelling people with your marketing message?
Are you using Repel Marketing with your marketing message today?
Post a comment below to let me know if your marketing message repels as well as it attracts? Or are you still have to qualify leads once they contact you?
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Have A Prosperous Day!