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Polarizing Marketing
Why “Polarizing Marketing” Creates a Fiercely Loyal Audience
There’s a saying that goes, “I don’t know the key to success, but the key to failure is trying to please everyone.” It’s true: If you try to serve everyone in your business, you’ll end up serving no one. I learned this when I began creating information products to sell online. As hard as I tried, I discovered that creating a product that would be right for everyone meant that my products weren’t right for anyone. That marked the beginning of my polarizing marketing and I have never looked back.
If you are a marketer trying to stand out in a noisy marketplace, being polarizing is NOT an option. It’s a must. The hard truth is that no matter how good you are or how much value you offer, not everyone is going to like you. Discovering this was freeing for me, as I had been a professional “people pleaser” for decades.
And that’s fine. We weren’t designed to please everyone. As a marketer, you can’t cater to everyone’s needs. You must define your audience and take a stand for what you believe in. Only then can you build a loyal following.
Early on, a big name on the internet stated that “Unless you have ten thousand or more people on your list, it will be impossible to get to six figures a year as an online entrepreneur.” Without giving…
