Episode 6

Speak Their Language: How Selective Polarization Can Lure in Your Ideal Clients

In this episode, Robyn dives into the power of selective polarization in brand messaging. She explains how defining a clear perspective and tone for your brand can attract your ideal clients while repelling those who are not a good fit. Using examples like "if you're like me" language and the "feel, felt, found" methodology, Robyn illustrates how selective polarization can strengthen emotional bonds with the right audience and encourage those who aren't a good fit to self-select out. Tune in as Robyn provides actionable steps for identifying who your brand is for and who it's not for, highlighting the importance of keeping your word in the world of brand polarization.

  • The importance of defining a clear perspective and tone for your brand to attract ideal clients and repel non-ideal clients.
  • Using selective polarization in brand messaging to draw in the right people and allow the wrong people to self-select out.
  • Examples of language hacks like "if you're like me," "feel, felt, found" methodology, and "this is for you," and "this is not for you" to signal to the right audience and repel the wrong audience.
  • Leveraging selective polarization to increase emotional bonds with the right audience and efficiently draw them in.
  • The necessity to keep your word when using selective polarization and the potential consequences of not doing so.

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Transcript
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I know I said the last topic, perspective

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and tone, was my favorite, but actually, this one is my

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favorite. Defining a clear perspective and tone for your brand

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and explaining what makes you different can dramatically increase

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your ability to attract your ideal client. True

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fact. Yes. However, you

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can up the ante. You can Take it a step further.

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You can elevate the whole thing by adding just a sprinkle,

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just a pinch, just a smidge Of selective

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polarization to your brand messaging. Selective

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polarization is going to draw in those

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ideal clients, But it's also Brand more

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importantly, it's going to repel

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the people who aren't your ideal clients. It is going to

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allow those non ideal clients to self select

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out. Robin, I don't understand. What do you mean? I'm so glad

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you asked. The language you use will vary depending

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upon your particular personality and your brand story. But

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here are some Sayles. And you've probably seen Language that's similar

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to this. Some of the things that I see and use most often

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are if you're like me. If

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you're like me, it drives you crazy when people don't use their blinker when they're

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emerging on the highway. Right? If you're like me,

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you're frustrated with the state of today's marketing. If

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you're like me, you hate having to wash your hair more than

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once a week. I don't care what it is, but if it starts with

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something like if you're like me, and what that tells

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people is it's a Signalling.

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It tells the people who are your ideal client, the people

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who are your community. Yes. Yes. I am like that. That is

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me. I do think that way. Awesome. It lets them know that

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they've found their place. But the people who read that

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language and go, Duh. No. That's not me. No. I don't think that's true.

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No. I don't feel that way. They're gonna keep going. They're

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gonna scroll past, And that's what you want them to do because if

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they're not your ideal client, you're not going to have a great time working with

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them. They're not going to become an evangelist for

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you. It's going to be a waste of your Five,

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ultimately. Right? So selective

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polarization is going to draw in the People that you

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are for, and it's going to repel the people that

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you are not Robyn. Because I'm sorry to break it to

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you if nobody's told you this yet. You are not for everybody,

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and you should not be for everybody. If you're trying to be

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for everybody, you're doing yourself and your business and your brand a

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disservice. So selective polarization is

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the The language hack, if you will, that's

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going to signal to the people you are for

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that they have found the right place. And it's going to signal

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to the people who aren't your people that they are in the wrong place,

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and they should move along. Here's another example.

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This is used more commonly in sales language, but I'm seeing it in a

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lot of marketing language nowadays, too. And that is what's called

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the Feel, felt, found methodology.

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So it sounds a little something like, sometimes I feel

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like, there is

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no reason to want to put on real pants anymore.

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And maybe you Felt the same way. After COVID,

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nobody wants to put on real pants anymore. But I found that

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this brand Of professional looking sweatpants is the

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answer. It allows me to look professional but still feel

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comfortable. Right? So Feel, felt, found. That,

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scenario used the actual language. But now that you're aware of this

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pattern, you'll see it where people don't actually say feel, felt, and found, but

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that's what They're doing they're saying like, Hey. Here's this thing that I

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feel. Maybe you felt that way, and I found that this is the

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answer to that problem. Right? So

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again, if you also feel that way Brand that is also a problem for

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you, it's gonna draw you in. What answer did you find?

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And if that's not how you feel and that is not a problem for you,

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you're gonna go, no thanks. And you're gonna walk away and find a

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solution that's the right fit. And then the last and the

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most obvious Brand sometimes the most simple, it's the easiest to start with

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is simply this is for you. And I'm sure you've seen

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this on a coaching sales page or a

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course or seminar or conference type of sales page Where

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you get to that point where it says, this is for you

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if bullet point, bullet point, bullet point. Right?

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And sometimes you'll even see this is not for you if bullet point

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bullet point bullet point. And I love those because they're really willing to

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lean into the polarization And tell the people who aren't the right

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fit, nah, dude. Move on. This is not the

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place. So those are some examples of how you can

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use Selective polarizing language. Look, we're not

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necessarily trying to piss people off, but we're trying to let

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the wrong people know That this is not the place for

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them. And we're trying to let the right people know that they have found

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their community. They have found their place. They have found Their

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solution, their product, whatever it is. Not only

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will selectively polarizing language repel the folks

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Not only will selectively polarizing language repel folks who aren't the best

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fit for you or your Brand, It's going to help increase those

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emotional bonds for the people who are the right Five, and it will draw them

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in even faster. Now quick warning. If you're

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gonna be polarizing, make sure you keep your word

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right. So if you have a list that says this is for you,

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if X, Brand Z And then in the

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seminar or in the product or service, you don't deliver x, y, and

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z. Not only am I no longer a fan of your brand,

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like, I'm mad. Right? And we all know what mad

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clients can do nowadays. So Don't dabble in the world of

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polarization unless you're really willing to lean into it and keep your

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word. But if you are willing to experiment with

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Sprinkling in a little polarization into your copy to up the

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ante and build those bonds and allow people

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who aren't the right fit to self select out. Here's what I want you to

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do. I want you to make another list. I want you to list 3

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to 5 items that would complete the sentence. This

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is for you if. Who

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are you for? Who are you for? Who is your brand

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for? Who is your Product or service 4. You

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can do it broadly for you or your brand,

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or you can do it Item by item, product by

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product, service by service. You can get very granular with this if you want

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to. So start making a list, 3 to 5 things, this

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is for you if, and what are those things

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that The right people, your

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tribe, your ideal client. What are the 3 things that

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they need to hear from you that are gonna let them know, Oh, thank

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God. I'm in the right place. Bonus

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points if you also wanna make a list that is This is

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not for

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you.

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Robyn Sayles

Brand Magician | Podcaster | Oddball | Unapologetically Enthusiastic

Hi, I'm Robyn. I'm the CEO/Founder of Launching Your Success. For 20 years, I worked in corporate training and sales for big ol' corporations. Now, I help ambitious folks launch the success of their content, teams, and projects using the power of a personal brand.

I specialize in working with creative entrepreneurs, polymaths, and misunderstood genius types that have struggled for years to explain exactly who they are and how they add value. I believe that everyone has an audience looking for their content. Let's figure out the exact words that will get their attention and let them know they've found you.