In this episode, master coach Shawn Quintero reveals the uncomfortable truth about why your lead generation is stalling: You’re trying too hard to appeal to everyone.
Generic messaging is the enemy of revenue. If your service business wants to scale to a six-figure or even seven-figure level, you must master the art of the “repellent message.”
1. Start with Surgical Clarity (Know Your Whale)
Before you write a single piece of copy, you need radical clarity on your ideal client. Don’t just tick off demographics like age and location. Dive deeper into the psychographics:
- Values & Beliefs: What are their core principles?
- Buying Triggers: What makes them decide to invest in a service like yours?
- Financial Readiness: Are they willing and able to pay premium prices for your solution?
Shawn’s rule: Get so specific that your client avatar feels like a real person. Use surveys and interviews with your best existing clients—not the time-wasters.
2. The Power of Repellent Language
Once you know who you want to serve, you must clearly state who you won’t serve. This is your filter.
Example: A real estate expert might say, “If you’re just touring houses for fun, I’m not your agent. If you’re serious about investing in the next 90 days, let’s talk.”
Why This Works:
- Saves Time: It weeds out unqualified leads, so your sales team only talks to high-intent buyers.
- Builds Authority: Setting firm boundaries signals expertise and value.
- Boosts Trust: Your target audience trusts you more because you are honest about your perfect fit.
The goal isn’t to get likes; it’s to generate genuine leads. Review your last ten social posts. Do they actively repel the wrong audience while drawing in the right one? If not, it’s time to sharpen your message.
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