We each have one. That one food that even if we just get a whiff of it, it turns your stomach.
We can't help ourselves -- if we see it, smell it or even hear someone talking about it -- we make that scrunched up face.
You know the face I'm talking about.
Hold that thought for a minute. Now... I want you to think of the client/customer that you could never make happy. They were always complaining about something, disrespecting your team or having you do it over. Again.
Those are the kinds of clients who suck the life out of us. Who make us regret our career decision and wish we'd opted for something less stressful, like bull fighting.
Those are the kinds of clients we need to repel in 2015. We want them to make that run from us. Why? Besides their general unpleasantness, a bad fit customer costs you:
- Time (They require so much hand holding, do over time, etc.)
- Money (We are probably paying for the privilege of working for them, because they're such a pain)
- Employees (our best ones will leave, not being willing to tolerate that sort of behavior/attitude)
- Sleep/Peace of mind (W're always waiting for the other shoe to drop)
- Our good customers (because we're so busy with the bad ones, we neglect the good ones)
So what can you do to repel them in 2015?
I want you to think of the most effective marketing tool that you have. Your website? An ad in a trade pub? A radio spot? It doesn't matter what it is -- just that you have one.
Now, I want you to modify that marketing tool by writing and designing it in a way that would totally turn off that bad client. Make every word and visual emphasize something they would hate. Now - actually use it.
Why? You're going to kill two birds with one stone. First, it will repel those bad fit customers who drain your organization of all your mojo. Second, it will help you attact the absolute opposite of your worst customer -- your best fit customer.
Marketing materials are often too generic, too "all things are possible" because the creator doesn't want to offend or turn off anyone. I think that's crazy. You want your marketing to offend those who aren't a great fit. You want your marketing to clearly spell out what value you deliver and what matters to you. And you want your marketing to push away those prospects that you could never make happy to begin with.
Go on, give it a try. Write an absoltutely repulsive ad and see what it attracts!