Content DNA – Chapter 22 – Poison portraits: the salesy douche canoe

The relentlessly helpful blog

21 April 2020

Content DNA

Marketing can be a filter as well as a magnet.

Doug Kessler

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.

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.

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John Espirian

I’m the relentlessly helpful®️ LinkedIn nerd and author of Content DNA

I teach business owners how to be noticed, remembered and preferred.

Espresso+ is a safe space to learn how to ethically promote your business online and get better results on LinkedIn.

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