You're Not For Everyone

The most uncomfortable truth you have to live with as a business owner is that you're not for everyone.

And in a world where we (especially women) have been trained and taught to be palatable, nice, and likable, it's a hard pill to swallow. But the sooner you embrace this simple truth and understand who you're not for, you can start attracting the right people to your brand so you can build stronger connections and better business outcomes.

I believe that brands should be so uniquely themselves that they filter out the wrong people—the customers who don't appreciate your approach, the clients who don't have the budget, and the potential employees who don't share your values.

Imagine a fitness studio that offers everything—from yoga to CrossFit, dance classes to weightlifting. I'm not saying they can't be successful, but I am saying their message will get muddled as they try to be everything for everyone. Will they share the benefits of trying something new in the form of high-intensity interval training or will they try to drive traffic to more mindful movement practices? Will they brag about PRs hit in their facility or will they promote progress over perfection?

If they try to do it all and talk about it all, potential clients won't know what to expect. So they're likely to find another studio that fits exactly what they need—a yoga studio, a weightlifting program, a cross-fit community.

 But, if the studio focused on being the go-to place for strength training, cycling, mindful movement, or [insert any fitness methodology here], they would attract a dedicated community of people who value exactly what they offer.

How to Start Repelling the Wrong People

Here are some questions to stew on to get you started on your journey to being absolutely repugnant 🤢 (to the wrong people).

1. What does my brand stand against?

If you refuse to use plastic in your packaging and that means you have to charge a higher price for your product, you'll repel those people who don't prioritize environmental responsibility.  

2. Who wouldn't benefit from working with me?

If your services require a certain level of detail that requires a sizable budget, working with a penny-pinching client will always be an uphill battle. Being transparent about your pricing will help repel those who won't see a return on their investment. 

3. If your brand were a party, who wouldn't be on the guest list?

What personality traits would drain your energy from being a great host? What party fowls would they commit? Who would feel out of place at the party? By identifying these traits, you'll be able to understand the personality of your "right-fit" clients and create a community of like-minded brand super fans.

Remember, brand-building isn't about exclusion for exclusion's sake. It's about gaining clarity so you can make more space for those who resonate with your message and will be your brand cheerleaders for years to come—after all, these are the easiest customers to win over.