Scaring Away Customers: Good or Bad? Depends on Your Target Market!
When you set out on your quest to pursue your dreams or build a business, you likely did everything possible to avoid offending any potential customers. Generally, this is a good rule of thumb, especially if said customers are people you know and are close to.
However, this isn’t always the best advice. Some people on this planet are your dream customers and others are not. That doesn’t mean you shouldn’t be kind and loving towards everyone, but it does mean that you don’t have to worry about getting everyone to like you.
It’s ok to repel people who don’t match your target market!
That way you don’t get them to buy something they really don’t need or won’t serve them, which will likely lead to a bad experience for them. Their bad experience will then result in a bad review for you and a refund for them (we touched on this topic in a past post called Your Target Market and You: 3 Reasons Why You Want to Hone in on It NOW).
Why invite that kind of negativity into your life? You’re better off being totally up front and transparent about whom your ideal customer is and who isn’t, especially in your marketing.
As Ravi Zacharias once said, “What you attract them WITH is what you attract them TO.”
If you know your target market is composed of stay-at-home moms over 30, then you probably don’t want to show a lot of skin in your professional photos. That will likely attract people who’ll show up for a reason that you didn’t intend. You may get lets of followers, likes, and initial interest, but once those people realize you’re not offering what they thought, they’ll vanish.
Similarly, if you offer training courses for online businesses but also encourage brick-and-mortar business owners to buy your course even though there’s no solid advice in there for them, you’ll likely see a high rate of unhappy customers and refund requests.
If you’re someone who’s controversial and edgy and you know your target market is similar, then don’t tone down your language for your marketing. There’s no need to be outright obscene, but showing everyone a glimpse of what they’ll get when working with you is a great idea.
Following this technique will help you to avoid attracting people who’ll be offended by your true demeanor, while simultaneously drawing in people who will thrive off of your particular style.
While I don’t advocate actively working to be offensive or rude to people outside of our target market, it’s ok to hone in on your peeps and talk to them in a tone and manner that works for them. This won’t work for everyone, but that’s ok. You can’t please everyone, so focusing on the people you can serve and make happy is a great practice.
Review how you approach potential customers in person, through messages, blogs, your marketing, etc. Are you walking on egg shells trying to appease anyone and everyone? Or have you identified your target market and are crating messages specifically to them? If you don’t know who your ideal customer is, I invite you to check out this blog from a couple weeks ago, Your Target Market and You: 3 Reasons Why you Want to Hone in on it NOW.
Join the convo! ;-)
Ever scared away a potential customer on accident, but just realized that maybe it was for the better? Tell us about it!