Your inclusive brand message is why you’re broke.
Stop it.
I spent YEARS trying to appeal to everyone. And you know what I got? Shitty clients, scope creep, and 60-70 hour weeks that nearly gave me panic attacks.
Here’s the thing. Strong brand identity isn’t built on who you include. It’s built on who you deliberately exclude.
The day I started saying “I don’t work with businesses under $2M in revenue” changed everything. Not because I’m elitist. But because clarity attracts the right people and repels the wrong ones.
Most brands feel like lukewarm water
You’ve seen these websites. “We provide innovative solutions for forward-thinking companies.”
What does that even mean?
Nothing.
It means nothing. It speaks to no one. It’s so broad that everyone scrolls past.
BTW, this is probably your website right now. Don’t feel bad. Mine was the same vanilla garbage for years.
The problem? Fear.
→ Fear of missing opportunities → Fear of turning away money
→ Fear that being specific means being small
But here’s what ACTUALLY happens when you try to be everything to everyone:
Your message gets watered down to nothing.
Your expertise looks an inch deep.
Price shoppers question every dollar.
Your ideal clients don’t recognize themselves.
And you attract the exact clients you DON’T want. The ones who make you dread Monday mornings.
I discovered deliberate exclusion by accident
After a particularly brutal project with a startup that had champagne dreams and beer money, I lost it.
Posted on LinkedIn: “I don’t work with pre-revenue startups anymore. Period.”
Thought I’d committed business suicide.
My inbox EXPLODED.
“Finally, someone who gets it.”
“We’re tired of agencies who don’t understand our scale.”
“When can we talk?”
See what happened?
By saying who I WASN’T for, I became magnetic to who I WAS for.
This isn’t about being a jerk. It’s about being helpful. When you draw hard lines, the right people step forward and the wrong people step back.
Everyone wins.
Why exclusion works (the psychology nobody talks about)
There’s actual science behind this. It’s called the “in-group effect.”
When you define clear boundaries around who belongs and who doesn’t, the people inside those boundaries feel special. They’re part of something exclusive. Their brain literally releases dopamine when they realize they “made the cut.”
Think about it. Which feels better:
“We work with all businesses” (you’re one of millions)
Or:
“We only work with 7-figure B2B companies ready to scale” (you’re one of the chosen few)
The second one makes qualified prospects lean in. They feel recognized. Understood. Valued before you’ve even talked.
But here’s the kicker. It’s not just about making people feel special.
When you get specific about who you serve, you signal expertise. Generalists are assumed to be mediocre. Specialists are assumed to be excellent.
A lawyer who “handles all legal matters” seems less competent than one who “only does merger acquisitions for tech companies.”
Same skill level. Different perception.
This is why exclusion builds trust faster than any sales pitch.
Your positioning is broken (and here’s how I know)
Let me guess. Your website says:
“We help businesses grow”
Groundbreaking.
“Your trusted partner in success”
Revolutionary.
“Solutions that deliver results”
Stop it. Just stop.
Know how I know? Because I wrote that same forgettable garbage for years. Thought I was being professional. I was actually being invisible.
Real positioning sounds like:
“We only work with B2B SaaS companies doing $5-50M. If you’re not there yet, come back when you are.”
“If you’re not spending at least $20K/month on ads, we’re not your agency. Try these guys instead.”
“We fix broken sales processes for manufacturing companies. Period. Not interested in your app idea.”
Notice the difference?
The second list might turn away 90% of potential clients.
GOOD.
Those weren’t your clients anyway.
The brutal framework that changed everything
I locked myself in a room with a whiteboard and documented every nightmare client I’d ever had.
Patterns from nightmare clients
The patterns jumped out like neon signs:
- Tiny budgets but champagne expectations • “Need it yesterday” timelines • Zero internal resources but wanting miracles • Seeing marketing as a cost, not investment
Reverse engineering the dream clients
Then I flipped it. What did my BEST clients have in common?
- Already making real money • Understood that growth takes time • Had teams to execute • Valued thinking over task lists
Drawing hard lines with love
So I got ruthless with my positioning.
Who I work with:
- $2M+ in revenue (no exceptions)
- Product-market fit proven
- 6+ month commitment minimum
- See marketing as growth investment
Who I DON’T work with:
- “Idea stage” anything
- “Can you just make it viral?”
- “What’s your cheapest option?”
- “We need results next week”
A prospect literally said to me last month: “I appreciate you being so clear about this upfront. Most agencies string us along for weeks before admitting we’re not a fit.”
Exactly.
What happens when you get specific (warning: it’s addictive)
My close rate TRIPLED.
Not because I became a better salesperson. Because I was only talking to people who were already a perfect fit.
Think about it.
Someone reads “We don’t work with businesses under $2M revenue” and they’re doing $5M.
Their brain: “Oh good, someone who gets our level.”
They read “We require 6-month minimum engagements” and they want a long-term partner.
Their brain: “Finally, someone thinking beyond quick wins.”
Every line that excludes wrong-fit clients INCLUDES right-fit clients.
It’s like a bouncer at an exclusive club. The velvet rope doesn’t just keep people out. It makes the people inside feel like they belong somewhere special.
BTW, I still struggle with this sometimes. Just last week I almost took on a startup because the founder seemed cool. Had to literally re-read my own criteria to stop myself.
Old habits die hard.
Your ideal client avatar is complete bullshit
Most agencies start with creating an ideal client avatar.
“Meet Jennifer. She’s 35, drives a Tesla, enjoys yoga, and drinks oat milk lattes while managing her team of 12.”
Stop it.
This surface-level nonsense doesn’t help you position anything. I don’t care what car your clients drive.
What matters:
- Business Reality: Where they are, where they’re going
- Mental State: How they think about growth
- Resources: What they can actually execute
- Pain Points: The specific hell they’re living
- Values: What they believe about business
I’ve seen this work dozens of times. A $3M ecommerce brand and a $3M SaaS company can have IDENTICAL challenges around scaling. The industry doesn’t matter. The situation does.
The language shift that changes everything
Once you know who you’re NOT for, your entire communication style transforms.
Before: “We offer comprehensive marketing solutions for businesses of all sizes looking to achieve their growth objectives through our innovative methodologies.”
Make it stop.
After: “If you’re still figuring out product-market fit, we’re not your agency. But if you’re ready to scale what’s already working? Let’s talk.”
Before: “Our services include SEO, PPC, social media, content marketing, email marketing, web design, analytics, and strategic consulting.”
After: “We build marketing systems that scale. That means documented processes, clear attribution, and predictable growth. Not random tactics and hope.”
See the shift?
The first version tries not to offend anyone. The second qualifies and disqualifies in the same breath.
One attracts everyone and converts no one. The other attracts the right ones and converts most of them.
Stop worrying about the clients you’ll lose
“But Rodney, what if I’m too specific? What if that startup becomes the next Uber?”
Here’s the brutal truth.
For every unicorn startup, there are 10,000 that will waste your time, drain your energy, and never pay their final invoice.
I used to take EVERY client. You know what happened?
→ Scope creep on every project → Chasing invoices for months → Endless revisions from people who didn’t know what they wanted → Resentment building until I hated my own business
Every nightmare client doesn’t just waste time. They steal the spot that could’ve gone to a dream client.
Every mismatched project drains energy from the work you’re MEANT to do.
Choose your stress. The stress of saying no to bad money? Or the stress of working with clients who make you miserable?
I know which one I’m picking.
The compound effect nobody talks about
Here’s what happens when you stick to your guns on positioning:
Month 1: You lose some leads but close better ones
Month 6: Word spreads in your exact target market
Month 12: Referrals come pre-qualified
Month 18: You become THE obvious choice
I started getting messages like:
“Three people in my mastermind said you’re THE person for B2B marketing systems.”
“I know you usually don’t work with companies our size, but figured I’d shoot my shot…”
“Your content is literally describing our exact situation. When can we talk?”
That last one? That’s the goal.
When someone feels like you’re reading their mind, you’ve nailed positioning.
How to implement exclusion across every touchpoint
Knowing who you’re not for is step one. Actually implementing it everywhere? That’s where most businesses fail.
Here’s exactly how to bake exclusion into every customer interaction:
Your website (the first filter)
Your homepage headline should qualify AND disqualify in the same breath.
Bad: “Marketing solutions for growth-minded businesses”
Better: “Marketing systems for $2M+ B2B companies ready to scale”
Add a “Who We Work With” section that’s really a “Who We Don’t Work With” section in disguise:
“We partner exclusively with established B2B companies that: • Generate $2M+ in annual revenue • Have product-market fit confirmed • Can commit to 6+ month engagements • View marketing as an investment, not an expense”
Anyone reading that knows immediately if they qualify. No awkward discovery calls with bad fits.
Your intake process (the second filter)
Stop letting anyone book time on your calendar. Add qualifying questions to your contact form:
- Current annual revenue? • Timeline for this project? • Budget range allocated? • Why are you looking for help now?
Make them required. Yes, fewer leads. That’s the point.
I added one question that cut my bad leads by 80%: “What’s your monthly marketing budget (not including this project)?”
Startups put “$0” and self-disqualified. Beautiful.
Your sales conversations (the final filter)
The first five minutes should confirm fit, not sell services.
“Before we dive in, let me make sure we’re a good match. We typically work with companies doing $2M+ who need strategic guidance, not just task execution. Does that describe where you are?”
If they hesitate or try to convince you they’re “almost there,” stop the call.
“I appreciate your honesty. You’d be better served by [competitor who serves that market]. Want me to make an introduction?”
They’ll either thank you for saving their time, or suddenly find budget because you’re walking away.
Your proposals (reinforcing the filter)
Even if they passed all previous filters, reinforce your positioning in proposals:
“This strategy is designed specifically for established B2B companies ready to scale existing success. It assumes you have [list your requirements].”
Include a “Success Criteria” section that restates your ideal client profile. Make them see themselves in it, or realize they don’t belong.
Build your exclusion criteria (do this TODAY)
Stop reading and start documenting.
Step 1: List your three worst clients ever
- What made them horrible?
- What patterns do you see?
- What red flags did you ignore?
Step 2: List your three best clients ever
- What made them amazing?
- What did they have in common?
- Why was the work fulfilling?
Step 3: Create YOUR filters
Mine:
- Money Filter: $5K/month minimum or don’t waste my time
- Mindset Filter: Investment thinking or goodbye
- Resource Filter: Internal team or budget for execution
- Timeline Filter: Think in quarters, not days
- Energy Filter: Do I actually want to help them win?
Every filter excludes wrong fits and attracts right fits.
The clearer you are, the better it works.
How to know if your exclusion strategy is working
You can’t just set it and forget it. You need to track if your positioning is actually attracting better clients.
Here’s what to measure:
Lead quality metrics
Track these monthly: • Percentage of leads that meet your criteria • Average project value of qualified leads • Close rate on qualified leads • Time from first contact to close
When I started tracking, I discovered something shocking. My close rate on “perfect fit” clients was 75%. On “maybe fit” clients? 8%.
The math was clear. One good client was worth 20 mediocre ones.
Referral quality indicators
The ultimate test? Your referrals start coming pre-qualified.
You’ll hear things like:
“Sarah said you only work with companies our size” “Tom mentioned you require serious budgets” “Lisa said you’re selective about clients”
When referrals show up already understanding your standards, your positioning is working.
Energy and enjoyment metrics
This sounds soft, but track it:
- Sunday dread: How often do you hate the upcoming week?
- Inbox avoidance: Are you avoiding client emails?
- Scope creep: Are you constantly renegotiating deliverables?
- Project joy: Are you actually excited about your active work?
When you work with the right clients, these metrics transform. Work becomes energizing instead of draining.
The 90-day positioning test
Give any positioning change 90 days minimum. Here’s why:
Days 1-30: You’ll panic as some leads disappear
Days 31-60: Quality leads start appearing
Days 61-90: Momentum builds as word spreads
Most businesses quit during the panic phase. That’s like stopping a workout after one week because you’re sore.
Push through. The results compound.
Words that repel and attract (use these tomorrow)
Your language should work like a magnet. Same force that attracts iron repels plastic.
Repelling language:
- “Affordable solutions” (attracts cheap)
- “Quick wins” (attracts impatient)
- “We work with everyone” (attracts chaos)
- “Flexible pricing” (attracts negotiators)
Attracting language:
- “Significant investment required”
- “Long-term growth focus”
- “Specifically for [exact target]”
- “Premium pricing for premium results”
Last week a prospect said: “Your pricing is double what we budgeted.”
I replied: “Sounds like we’re not a fit then. I can recommend someone cheaper if you’d like.”
They hired me the next day.
Why?
Because everyone else negotiated. I stood firm. That confidence is what they were actually buying.
This changes EVERYTHING about your business
Once you nail who you’re NOT for, watch what happens:
Pricing conversations: “This is what it costs to work with us.”
Service focus: Only offering what your exact target needs
Content topics: Speaking directly to specific pains
Sales cycles: Shorter because you’re pre-qualifying harder
Client results: Better because you’re in your zone
Your sanity: Protected because you’re not fighting bad fits
It all starts with the balls to exclude.
Here’s your homework (seriously, DO THIS)
Don’t just read this and nod along. That’s what everyone does. And that’s why everyone’s positioning sucks.
Your assignment:
Tomorrow morning, post ONE thing you don’t do on LinkedIn.
“I don’t work with pre-revenue companies.”
“I don’t do social media management.”
“I don’t take projects under $10K.”
“I don’t work with clients who need hand-holding.”
Watch what happens.
The wrong people will unfollow. GOOD.
The right people will reach out. BETTER.
And you’ll realize that exclusion isn’t limiting. It’s liberating.
The uncomfortable truth about strong positioning
Being specific feels scary because it is scary.
You’re literally telling money to walk away.
You’re saying no to opportunities.
You’re risking being “too narrow.”
But here’s what I’ve learned after years of doing this wrong:
The riches are in the niches. (Yeah, it’s a cliche. It’s also true.)
When you try to serve everyone, you serve no one well.
When you get laser-focused on a specific group, you become irreplaceable to them.
Stop trying to be everything to everyone.
Start being everything to someone.
The rest? They can find another agency.
Now stop reading and start excluding.
Your calendar will feel lighter. Your clients will get better. And yeah, your bank account will thank you too.
