Ever spent time playing with magnets?

I know it’s not just me…

Notice how powerful the attraction is when they want to stick together.

And how, no matter how hard you try to stick them together, if they’re the same poles they will repel each other.

Your marketing is there to help you attract the right clients and also repel the ones that aren’t a fit for you.

And I get it.

It can feel a bit mean if you’ve never sat down and thought about who isn’t a fit for you, but it will be worth it in the long run.

And you can do it without coming across as the biggest meanie.

Nail It Down

Don’t leave your reader guessing if you could be a fit for them or not.

Tell them.

Be specific.

Here’s some examples:


  • If you work solely with parents of children under 3 years of age you can make this clear in your marketing
  • Or if you solely work with business owners who have been in business for less than 18 months
  • Or you may be a personal trainer who chooses to solely work with women
  • Or you may be a dog trainer who won’t work with certain breeds of dogs
  • It may be that you only work with those who live or work within a certain area

Skill Level and Experience

My son can ride a bike down, what to me looks like a vertical rock face, jump over gaps that are many, many feet and twist and weave, at speed, through a forest.


Give me a cycle path with a cuppa and a cake stop at the end of it, a cycling pace that I can enjoy the view and use my feet for brakes without ruining my trainers. I kid you not.

We have so very different skills levels so there’d be no point in us signing up for the same biking coaching session.

Same for your audience.

Explain what skills or experience you require your potential client to have for each product or service.

Like Ashburton Cookery School

Attract the peeps that are prepared to do the work

You’re not a magic wand to overnight success so you need to explain this to your potential client.

As this life coach explains in her blog ‘6 reasons I’m not the right coach for you‘.

One more idea and example:

Check out how a photographer explains how they may not be a fit for potential clients



Questions to ask to come up with your list

Sit down and write a list of those who aren’t a fit.

Think about those who you’ve worked with you.

Think about your clients who did well, and the clients who didn’t.


  • Did they give up early on?
  • Did they ask for advice?
  • Did they do the work?
  • Did they have a bit of a moaning Minnie/Michael  approach?
  • Would a different style of learning have suited them better?
  • Were they apprehensive to provide you with information before you started working together? Eg a brief, an honest appraisal of their skill-set or experience.

In Summary:

Yup, you want your marketing to keep those who ain’t a fit for you at bay and you can do it and still be a super-duper nice person. 

Working with the wrong client’s isn’t good for you, your business or you clients. 


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