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
I know I said the last topic, perspective
Speaker:and tone, was my favorite, but actually, this one is my
Speaker:favorite. Defining a clear perspective and tone for your brand
Speaker:and explaining what makes you different can dramatically increase
Speaker:your ability to attract your ideal client. True
Speaker:fact. Yes. However, you
Speaker:can up the ante. You can Take it a step further.
Speaker:You can elevate the whole thing by adding just a sprinkle,
Speaker:just a pinch, just a smidge Of selective
Speaker:polarization to your brand messaging. Selective
Speaker:polarization is going to draw in those
Speaker:ideal clients, But it's also Brand more
Speaker:importantly, it's going to repel
Speaker:the people who aren't your ideal clients. It is going to
Speaker:allow those non ideal clients to self select
Speaker:out. Robin, I don't understand. What do you mean? I'm so glad
Speaker:you asked. The language you use will vary depending
Speaker:upon your particular personality and your brand story. But
Speaker:here are some Sayles. And you've probably seen Language that's similar
Speaker:to this. Some of the things that I see and use most often
Speaker:are if you're like me. If
Speaker:you're like me, it drives you crazy when people don't use their blinker when they're
Speaker:emerging on the highway. Right? If you're like me,
Speaker:you're frustrated with the state of today's marketing. If
Speaker:you're like me, you hate having to wash your hair more than
Speaker:once a week. I don't care what it is, but if it starts with
Speaker:something like if you're like me, and what that tells
Speaker:people is it's a Signalling.
Speaker:It tells the people who are your ideal client, the people
Speaker:who are your community. Yes. Yes. I am like that. That is
Speaker:me. I do think that way. Awesome. It lets them know that
Speaker:they've found their place. But the people who read that
Speaker:language and go, Duh. No. That's not me. No. I don't think that's true.
Speaker:No. I don't feel that way. They're gonna keep going. They're
Speaker:gonna scroll past, And that's what you want them to do because if
Speaker:they're not your ideal client, you're not going to have a great time working with
Speaker:them. They're not going to become an evangelist for
Speaker:you. It's going to be a waste of your Five,
Speaker:ultimately. Right? So selective
Speaker:polarization is going to draw in the People that you
Speaker:are for, and it's going to repel the people that
Speaker:you are not Robyn. Because I'm sorry to break it to
Speaker:you if nobody's told you this yet. You are not for everybody,
Speaker:and you should not be for everybody. If you're trying to be
Speaker:for everybody, you're doing yourself and your business and your brand a
Speaker:disservice. So selective polarization is
Speaker:the The language hack, if you will, that's
Speaker:going to signal to the people you are for
Speaker:that they have found the right place. And it's going to signal
Speaker:to the people who aren't your people that they are in the wrong place,
Speaker:and they should move along. Here's another example.
Speaker:This is used more commonly in sales language, but I'm seeing it in a
Speaker:lot of marketing language nowadays, too. And that is what's called
Speaker:the Feel, felt, found methodology.
Speaker:So it sounds a little something like, sometimes I feel
Speaker:like, there is
Speaker:no reason to want to put on real pants anymore.
Speaker:And maybe you Felt the same way. After COVID,
Speaker:nobody wants to put on real pants anymore. But I found that
Speaker:this brand Of professional looking sweatpants is the
Speaker:answer. It allows me to look professional but still feel
Speaker:comfortable. Right? So Feel, felt, found. That,
Speaker:scenario used the actual language. But now that you're aware of this
Speaker:pattern, you'll see it where people don't actually say feel, felt, and found, but
Speaker:that's what They're doing they're saying like, Hey. Here's this thing that I
Speaker:feel. Maybe you felt that way, and I found that this is the
Speaker:answer to that problem. Right? So
Speaker:again, if you also feel that way Brand that is also a problem for
Speaker:you, it's gonna draw you in. What answer did you find?
Speaker:And if that's not how you feel and that is not a problem for you,
Speaker:you're gonna go, no thanks. And you're gonna walk away and find a
Speaker:solution that's the right fit. And then the last and the
Speaker:most obvious Brand sometimes the most simple, it's the easiest to start with
Speaker:is simply this is for you. And I'm sure you've seen
Speaker:this on a coaching sales page or a
Speaker:course or seminar or conference type of sales page Where
Speaker:you get to that point where it says, this is for you
Speaker:if bullet point, bullet point, bullet point. Right?
Speaker:And sometimes you'll even see this is not for you if bullet point
Speaker:bullet point bullet point. And I love those because they're really willing to
Speaker:lean into the polarization And tell the people who aren't the right
Speaker:fit, nah, dude. Move on. This is not the
Speaker:place. So those are some examples of how you can
Speaker:use Selective polarizing language. Look, we're not
Speaker:necessarily trying to piss people off, but we're trying to let
Speaker:the wrong people know That this is not the place for
Speaker:them. And we're trying to let the right people know that they have found
Speaker:their community. They have found their place. They have found Their
Speaker:solution, their product, whatever it is. Not only
Speaker:will selectively polarizing language repel the folks
Speaker:Not only will selectively polarizing language repel folks who aren't the best
Speaker:fit for you or your Brand, It's going to help increase those
Speaker:emotional bonds for the people who are the right Five, and it will draw them
Speaker:in even faster. Now quick warning. If you're
Speaker:gonna be polarizing, make sure you keep your word
Speaker:right. So if you have a list that says this is for you,
Speaker:if X, Brand Z And then in the
Speaker:seminar or in the product or service, you don't deliver x, y, and
Speaker:z. Not only am I no longer a fan of your brand,
Speaker:like, I'm mad. Right? And we all know what mad
Speaker:clients can do nowadays. So Don't dabble in the world of
Speaker:polarization unless you're really willing to lean into it and keep your
Speaker:word. But if you are willing to experiment with
Speaker:Sprinkling in a little polarization into your copy to up the
Speaker:ante and build those bonds and allow people
Speaker:who aren't the right fit to self select out. Here's what I want you to
Speaker:do. I want you to make another list. I want you to list 3
Speaker:to 5 items that would complete the sentence. This
Speaker:is for you if. Who
Speaker:are you for? Who are you for? Who is your brand
Speaker:for? Who is your Product or service 4. You
Speaker:can do it broadly for you or your brand,
Speaker:or you can do it Item by item, product by
Speaker:product, service by service. You can get very granular with this if you want
Speaker:to. So start making a list, 3 to 5 things, this
Speaker:is for you if, and what are those things
Speaker:that The right people, your
Speaker:tribe, your ideal client. What are the 3 things that
Speaker:they need to hear from you that are gonna let them know, Oh, thank
Speaker:God. I'm in the right place. Bonus
Speaker:points if you also wanna make a list that is This is
Speaker:not for
Speaker:you.
