Your marketing is generating leads, but the wrong ones. The positioning is trying to speak to everyone, and the moment you do that, your ideal client stops recognising themselves in what you say.
A London pop-up called Flat White Or F*ck Off generated 32,000 Instagram followers by serving coffee for exactly one day. One product, zero flexibility, and zero apology.
That principle - using exclusion as a trust signal, is the most underused positioning move in service business marketing.
This video walks through a two-part framework called Repellent Positioning: how to name who you're not for, and how to speak the problem your best clients actually have in language that makes them think 'this is exactly for me.'If you've hit a revenue ceiling and your marketing feels like it's reaching people but not landing, this is worth 8 minutes.
Strategy Day: https://calendly.com/deirdremartincx/first-business-soiree
Timestamps:
0:00 The coffee pop-up that changed my thinking on positioning
0:50 Why broad messaging is invisible messaging
1:30 What referrals do that your marketing doesn't
2:40 Conviction as a credibility signal
3:25 The neuroscience: how your ideal client actually decides
4:00 Repellent positioning part one: name who you're not for
5:00 Repellent positioning part two: speak the real problem
5:50 The real-world contrast: 4 conversions from 5 leads
6:50 Two traps that hold good businesses back
7:35 The close
Read the Show Notes here --> https://www.deirdremartin.ie/blog/repellent-positioning-strategy-attract-ideal-clients
Listen next:
Ep 155 — "Stop Mixing Up USP, UVP & Positioning"
Ep 133 — "Simple Steps to Become the Obvious Choice for Your Dream Clients"
