[#013] Turning Potential Clients Away

It was one of those Monday mornings. I sat there with coffee in one hand and opened the laptop with the other.

I had to write THAT email.

Over the weekend I received an enquiry through my Private Client Application form on my site, and in looking at things, I needed to politely decline.

Not because they couldn't afford it. Not because I was too busy. Because their business didn't align with my values.

They were working in an industry that I didn't want to be part of. Nothing too bad, but still something that did not dovetail with how I want to live my life.

They reached out about a consulting project. Good timeline. And a healthy budget. Exactly the type of work I'm set up to deliver.

But within one minute looking at the application and their website, I knew it wasn't right.

The industry was gambling. Their approach to marketing felt manipulative. Their sales tactics in one VSL on their site made me feel attacked after watching it. The way they talked about customers in their application made my stomach turn.

So, I politely declined. I sent them a couple of referrals to other people who might be able to help - those I know have worked with this kind of industry. I hit send and moved on to the next person who actually aligns with what I'm building.

Values that don't align often come crashing together at some point, resulting in friction and wasted time on both sides.

Client selection is the number one priority in my business. Not revenue targets. Not growth metrics. Not filling my calendar.

Who I work with matters more than how many people I work with.

And that got me thinking about how our marketing needs to help do the job of polarising people - drawing in those that align with us and our values, and doing the opposite for those that don't align.

The Magnet vs The Net

Most people treat content marketing like a fishing net.

Cast it wide. Catch everything. Sort through the rubbish later. Hope you find something worth keeping.

The problem is that you end up with a boatload of people who don't align with your values, don't respect your process, and drain your energy faster than they fill your bank account.

I treat content like a magnet.

The right content doesn't just attract people. It repels the wrong ones before they ever get near your inbox.

This is the part of the SEED Marketing Model™ from my book that most people miss.

They completely ignore Echo (your core values).

When you Echo your values consistently, the people who don't align with those values naturally filter themselves out. They unsubscribe. They don't book calls. They move on to someone who tells them what they want to hear instead of what they need to know.

And that's not a bug in the system or a breaking point in your funnel that needs fixed. That's the entire point of doing this.

I write about simplification because complexity nearly destroyed my business. I talk about human connection because automation is killing small businesses. I share my faith because it shapes every decision I make.

Some people love that.

Some people hate it.

Both responses are perfect.

The ones who love it become incredible clients. The ones who hate it save me months of headaches by never showing up in the first place.

Why Most Content Attracts Everyone (And Converts No One)

Look at most business content online. It's so vanilla.

"5 tips to grow your business." "The secret to success." "How to achieve your dreams."

Zero personality. Zero values. Zero filtering.

This content is designed not to offend anyone. Which means it also doesn't attract anyone who actually matters.

When you strip values out of your content to appeal to everyone, you end up with an audience of people who barely know you, don't trust you, and certainly won't pay you.

The SEED Marketing Model works because it requires you to Echo your values in every single piece of content you create.

Not just when it's convenient. Not just when it helps you sell something. Every. Single. Time.

Here's what that looks like in practice:

• Shape your expert content around your unique methodology (not generic advice)
• Engage with your audience as a human (not through automated chatbots)
• Echo your core values consistently (even when it costs you followers)
• Deliver actionable steps that align with your approach (not what everyone else teaches)

When someone consumes your content, they should know exactly who you are, what you stand for, and whether you're the right fit for them.

If they're still around after ten pieces of content? They're probably your people.

The Content Filter Framework

Here's how to make your content work as a filter, not a net.

STEP 1 | Identify Your Non-Negotiables

Write down 3-5 values you won't compromise on. Not corporate mission statement rubbish. Real values that actually guide your decisions.

Mine: Faith. Family. Simplification over complexity. Human connection over automation. Profit with purpose.

These show up in what I create. Not as footnotes. As the foundation.

STEP 2 | Find the Friction Points

Where do your values conflict with common industry practices? That's your content goldmine.

I believe most marketing funnels are too complex. That puts me at odds with the entire funnel-building industry. Perfect.

Every time I create content about simplification, I'm simultaneously attracting people who are drowning in complexity and repelling people who love their 47-step funnels.

STEP 3 | Speak Your Truth (Even When It's Unpopular)

Stop sitting on the fence. Stop qualifying. Stop trying to please everyone.

If you believe something, say it. If you disagree with common practice, explain why. If your approach contradicts popular advice, own it.

The people who need to hear it will thank you. The people who don't will leave. Both outcomes move you forward.

STEP 4 | Make Your Values Visible

Don't save your values for your About page. Weave them into every piece of content.

When I write an email about simplifying your tech stack, I'm echoing my value of simplification. When I share a client story about human connection beating automation, I'm echoing that value too.

Your audience should be able to list your core values after reading five pieces of your content.

STEP 5 | Embrace the Unsubscribes

Every unsubscribe is a win. Every unfriend is progress. Every "this isn't for me" saves you both time.

I celebrate unsubscribes. It means my content is doing its job - filtering out people who don't align so I can focus on people who do

Here's What I Want You to Remember

Your content should not attract everyone. It should attract the right people and actively repel the wrong ones.

This isn't about being controversial for attention. It's about being authentic for alignment.

When you Echo your values consistently through the SEED Marketing Model, your content becomes a qualification process. People self-select in or out before they ever reach your inbox.

What you get is better clients, easier sales, less wasted time and more energy for the work that actually matters.

While everyone else is trying to cast wider nets, you're building a stronger magnet - with one end that attracts, the other that repels.

Business is just humans helping humans who share similar values.

Here's my challenge for you this week...

Identify one value you've been hiding in your content. Then create one piece of content that puts that value front and centre. Watch what happens.

Let me know how it goes.

Keep it simple,

Ant

P.S. That enquiry I turned down? The person I said yes to the next day became one of my best partnerships. Sometimes saying no to the wrong opportunity creates space for the right one. Your content should do the same thing.