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The power of disqualification.

You can’t have everyone as your client.

Not even huge marketers like Nike, Apple and Coke do.

In fact the best marketers know who they are for and who they are not for.

This is a powerful persuasion technique. You’ve probably seen it in action at some point. Especially if you’re bought a course or seminar ticket.

It looks a bit like this.

This is for you if…

This is not for you if…

Reasons go under each heading.

The reasons must pack powerful emotional punch. Here’s an example.

This is for you if you’re someone who acts on good ideas to grow your business.

This is not for you if you are someone who keeps buying courses and never takes any action.

In both cases we are calling out an identity of the person we want as a client.

The disqualifiers are especially powerful because we call out things that the person would not like to admit are true. In other words, not part of how they see themselves.

Take 10 minutes today to think about how you can add powerful disqualifiers to your marketing.

When you do you become magnetic to the type of clients you really want and repel the ones you don’t.

Know that’s the right way to do business.