Is rejection one of your goals? It should be.
I don’t know about you, but this year is off to a speedy start!
2020 brings with it a lot of vision jokes, and I hate to add to the noise of those already-overused-two-weeks-into-the-year marketing puns. But it’s starting to feel like a “blink and you’ll miss it” kind of month, am I right?
I don’t usually make resolutions or major life goals for mainstream turning points like all the “New Year, New Me” stuff you’ve been seeing in the land of the Internet, but I do have one unique goal that I want to share with you.
And that’s rejection.
Yes, you read that right.
I want to be rejected.
In fact, I want to write absolutely repulsive content this year. Stuff that sends people heading for the hills.
Now, before you close your browser and send someone to do a welfare check because you think I’ve really lost it this time, hear me out…
(and then you can run if you like)
Good content repels as much as it attracts.
So that means we want our content to intentionally exclude people.
This idea was tough for me to swallow as a new business owner.
Inclusion is one of my core values. I do my best to ensure all of my images are screen reader friendly, caption all of my audiovisual content before it goes up, and make a conscious effort to use language that is sensitive to the diverse cultural experiences my audience brings to the table—whether they’re based in race, ethnicity, religion, ability, gender, sexual orientation, or other categories of difference that make this world a beautiful place.
Why would I want to exclude anyone from my business?
Fortunately, I quickly learned that this wasn’t the type of exclusion I needed.
Exclusionary content—what I now call “repulsive” to help differentiate between that which is inclusive/accessible and that which is meant to repel—turns people off.
It sends away those who aren’t your ideal client.
The people who don’t “get” you or what you do. The ones who don’t see the value in what you have to offer. The people you don’t want to work with anyway.
Designing intentional content that weeds out people who aren’t a good fit for your product or service serves you BOTH well.
Let me give you an example.
I like to work with people who appreciate a sense of humor and don’t take themselves too seriously. This doesn’t mean that they aren’t professional people, but it means that they’re open to playing with new ideas, leaning in to their own unique vibe, and welcoming an occasional giggle during calls.
(Okay, maybe several…who doesn’t like to laugh?)
So, I let my personality and lighthearted approach to writing show through in my content, all while packing a value-loaded punch that demonstrates my knowledge and expertise all the same.
If that resonates with someone, they might like, comment, follow me to see more, or send a connection request. They may even reach out to start a 1:1 conversation.
But, if they think I’m too bubbly or forward, not straight-laced enough for their brand, or simply an annoying human being, they can scroll on by or unsubscribe and move on with their day. Neither one of us has to invest time, energy, and emotional capital in pursuing a deeper discovery process.
That’s a win-win if you ask me.
Most people try to avoid rejection, but it’s not always a bad thing!
You’re not going to be the right fit for everyone, and that’s okay.
So don’t fret if someone opts out of your email list, unfollows your Facebook page, or ignores your invitation to connect. It’s not a reflection of your personal inadequacy or an indicator of failure.
In fact, it could mean your content is WORKING.
And, when people self-select out of your pond (i.e. “reject” you), it protects your time, energy, and inbox space for the people you’re best situated to serve who are an ideal fit.
So, let’s get rejected! Are you with me?
When you’re ready to generate content that repels the wrong people as well as it attracts the right ones, request your free consultation call here.
To your success (and rejection!),