Repelling content is content designed to keep unsuitable clients away. It lets prospects know when your service will not be the best choice for them, or your values don’t align, before they even put their toe over your virtual threshold. When done well, repelling content will stop these people from ever contacting you. It has the power to reduce the likelihood of unsatisfied customers, and leave you with more energy to make the customer experience of your ideal client something really special.
“But I want to help everyone!“
Do you, really? Think back… have you ever had a customer that drove you crazy? Whose emails you dreaded opening? Whose phone number flashed up on your screen at all times of day… and night? Someone you couldn’t seem to please, no matter how hard you tried? Let’s take the high road, and put it as kindly as possible: that customer was a bad fit for you, and you were a bad choice for them. The goal of repelling content is to ensure you never get another one like that.
If you’ve never had an unhappy customer – brilliant! Repelling content is here to help you keep it that way.
How to write repelling content
The easiest way to write repelling content is to imagine that awful ‘bad fit’ customer from earlier.
- What did they need that you couldn’t help with? (Other than a slap upside the chops.)
- What would a good alternative be for them?
- Which of your boundaries were they crossing?
- What were their expectations?
You can then write your articles directly to them. You don’t need to be rude about it. This is saving them as much time and grief as it is you, so think of it as helping them. Here are a few examples of topics you could consider:
- X times {solution} wasn’t a good fit
- {Your solution} vs {alternative}: what’s right for you?
- You might not need {solution}, here’s why
- X reasons not to buy X
Examples of repelling content
Here are some examples of repelling content from our writers:
What we won’t write about: An article stating the types of content we don’t want any part in.
What if my prospects read my articles and choose a competitor?
If you write a truthful, helpful article about the options within your industry, and a potential customer reads it and decides your solution isn’t the best for them, they’re probably right. Your content plan is working perfectly!
When to use repelling content
Don’t be afraid to repel, especially in service industries. When you receive an enquiry from a client who is vigorously waving multiple red flags, or who you believe should consider alternatives, you can use your repelling content to let them know. The fact that this content is publicly available on your website makes the whole thing feel less personal than writing an email about how they sound like a bad customer for you! Here’s an example of an email you can use:
Hi {Prospect}
Thanks for your interest in {Solution}. In this situation, it sounds like {alternative} might be a better solution for {Problem}. Here’s an article from our blog that explains more:
I hope that helps; please feel free to reach out with any further questions.
How easy was that? Your prospect gets a better solution, you get some good karma for not selling them something they don’t need, and your record of customer success remains unblemished.
It can be hard to see it when you’re just starting out, or when sales are slow, but you do not want to work with everyone. When you focus on attracting your absolute ideal clients, deliver an unbeatable service, and knock their socks off, they’ll tell people. When you take on any client, even if they’re not right for you, you’ll both be stressed and disappointed, and they’ll tell people, too.
When your content clearly states who doesn’t need your service, and what their alternatives are, you’ll build goodwill and trust with your prospects, and maybe even your competitors. To talk about how repelling content could work for your business, book a free content review today.
