Use “Not for Everyone” to Attract Exactly Who You Want
Bear Matthews
Most marketing tries to lure everyone in. The smarter move? Tell people why they shouldn’t buy, apply, or join. That honesty filters out the wrong fits and makes the right ones lean in harder.
The strongest brands and teams filter first, sell second. Telling people who shouldn’t buy, apply, or join increases trust and pulls the right people closer.
The Barbell Positioning Method
Hold two truths at once:
Left hand (Repel): “This is not for you if…” (explicit disqualifiers)
Right hand (Rally): “This is absolutely for you if…” (identity-level qualifiers)
Write the “Repel” List (be brave)
Price sensitivity, time expectations, required effort, necessary beliefs.
Example categories (adapt, don’t copy):
“You want done-for-you with no input.”
“You need instant results.”
“You dislike public iteration and feedback.”
Write the “Rally” List (get specific)
The habits, ambitions, constraints, and worldview of your ideal buyer/member/hire.
“You ship every week and care about compounding.”
“You prefer receipts over adjectives.”
Place both lists above the fold. It reads like confidence because it is.
For Hiring: Signal the Reality Early
Realistic Preview: Show the hard parts—on-call schedules, pace, ambiguity, failure rate.
Working Agreements: Document how decisions are made, how feedback works, what “done” means.
Trial Work / Shadow Day: A short, paid exercise that mirrors the actual job.
Quality Metrics: Optimize for screen→offer and offer→accept rates among target profiles, not total applicants.
Killer metric:
Application Quality Index (AQI):
(Candidates meeting bar) / (Total applicants)—aim to shift AQI up even if total applicants fall.
For Customers: Gated Value = Higher LTV
Public “No” List: Who shouldn’t buy (misuse cases, misaligned goals).
Quiz Gate: Route “nos” to free resources; “yeses” to premium.
Handshake Costs: A small friction—short form, short waitlist, short call—to increase commitment and reduce churn.
Killer metric:
Qualified Conversion Rate (QCR):
Purchases from “yes” segment / total “yes” visitorsvs. site average. You want a higher QCR with lower refunds.
Messaging that Works (templates)
Landing page subhead: “Not for everyone. Built for [identity] who [behaviors].”
CTA barbell: “If you want X with no Y, don’t join. If you care about Z, start here.”
Email opener: “Before you apply/buy, a few reasons you shouldn’t…”
Risks & How to Mitigate
Perceived arrogance: Counter with receipts (case studies, transparent process).
Legal/HR concerns: Keep disqualifiers tied to behaviors and role requirements—not protected classes or personal attributes.
Under-scoping: Review with Sales/CS/HR so you don’t repel viable edge cases.
