"why is she in her underpants with no pants on top?!"

"why is she in her underpants with no pants on top?!"

I hadn’t figured out how I was going to answer this question yet.

On the way to the park I had asked my husband to drive through the new coffee cart on the corner. As she opens the drive through window to take our order we realize that it was a lingerie coffee cart. This was not on my bingo card for my day!

So here I was, a mom with her 3 kids in a minivan getting a latte from a woman in the tiniest lingerie you can imagine. The ladies were so nice, also moms it turns out, and the coffee was actually good. Luckily my kids are young enough that I didn’t have to get into it much, they thought it was unusual but quickly changed the subject.

But it reminds me of an important marketing lesson I learn over and over: your messaging should magnetically attract your ideal customer and vehemently repel everyone else. The minivan mom should not accidentally come to your business if its not meant for her.

This is a hard lesson to learn, because people think that they need to cast the net so wide to catch enough customers. They vanilla themselves down to be palatable for a wider audience, instead of going straight for their ideal customer.

I struggled with this when I started my business coaching business.

“I’m for everyone!”… but I really only want to work with women.

“I’m for people at all stages of entrepreneurship!”… but I only really want to work with seasoned business owners.

“I’m for all types of women!”…but I really only want to work with spiritually attuned women who will see the benefits of my intuitive gifts and want their tarot read.

So over these 7 years with this business I have gotten more and more OK with the idea of my true self showing through, and repelling everyone except my dream customer.

Can you imagine if a MAGA dude saw my Instagram and wanted to work with me? It would be a nightmare for both of us.

So ask yourself, are you vanilla-ing your messaging to attract a wider audience? If you could attract your absolute dream customer, who would they be? what kind of car would they drive? Where would they go on vacation? Get them crystal clear in your mind. Then write JUST to them in your marketing and watch them magnetically come flocking to you!