Get to the point

Have a clear idea of who you don’t want to serve. Make sure that your content and processes actively repel those people, so that you can focus on the clients who energise you.

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Your pen portrait is that picture of ideal audience member: the person you most want to influence to do business with you. As valuable as it is to have a clear idea of who you want to serve, there’s a complement to this that is often ignored or overlooked.

Inspired by a talk by my marketing buddies Andrew and Pete, I came up with a name for the evil twin version of a pen portrait. I call it a poison portrait.