Are you trying to attract everyone to your office?

Anyone and everyone in the world?

I really hope you said no to that. If not, this should be a larger conversation.

For one thing, not everyone can use their services. At least there are language barriers. Probably geographic too.

Then there are millions of people who don’t want what you offer. I never did, never will.

Then there are those who may want what you provide … but you don’t want to provide it. The clear mark of an amateur is that he wants to work with everyone. Professionals are more selective.

Which means you are not trying to appeal to everyone.

But how much are you doing to deter someone?

If there’s a guy you don’t want to work with (or you know he won’t want to work with you), you can ignore him.

Or you could actively repel them.

Be so offensive in their eyes (and only in their eyes, you don’t want to offend everyone) that they will turn around and run full speed ahead.

If they are going to say no anyway, they better save time.

But here’s the weird thing:

The people you want to work with, your ideal clients, will take notice.

They will see that you specialize in people like them, which gives them a rational reason why they want to hire you.

It also creates emotions too.

Let’s say you are a coach who expects (rather, demands) a lot from your clients. You push them hard, beyond their limits.

And you get results.

You can’t help lazy and unmotivated people. It takes someone motivated, focused and hungry to work with you.

Therefore, his ads make it clear that he is not there to hold or talk about his mother. Anyone who hires you ends up hating you at some point. You don’t care, because you know that breaking their limitations means breaking their heads.

Any unmotivated loser can find someone else to validate their excuses.

Your nightmare customers should read your ads and be offended.

Your ideal clients, however?

The ones who want to work hard?

Who are hungry, even desperate, to surpass everyone, including themselves?

They will read that and think:

Perfect.

Finally, a true coach, someone capable of doing whatever it takes.

And the more you offend lazy losers, the more attractive you become to high achievers.

They will see that you get them. For any business, you want customers to feel understood. However, for something as heavy on relationships as coaching, it is essential.