One of my favorite winter activities?

Calling my family up North when it “gets cold” here on Marco Island.

Me: “Man, it’s brutal today… low 70s. Had to put on a long-sleeve tee.”

Them: “We just spent an hour shoveling two feet of snow off the driveway.”

Me: “Yeah, I had to move my chair into the sun. The shade was just too much.”

Them: [Click.]

Apparently, they don’t think I’m funny.

And that’s fine—because I’m not for everyone.

Same goes for your marketing.

Too many professionals try to appeal to everyone—worried they’ll scare off potential clients.

But here’s the truth: You want to repel the wrong people just as much as you want to attract the right ones.

Your best clients? They should feel like you’re speaking directly to them.

And the ones who aren’t a fit? They should self-select before they ever waste your time.

Actionable Tip:

Look at your messaging—your website, emails, ads. Ask yourself:

Does this clearly speak to my ideal client while filtering out the ones I don’t want?

If it sounds like it could apply to anyone, you’re watering it down too much.

So embrace your inner Marco Island “cold snap” storyteller and own your voice.

You’ll attract the right people, repel the wrong ones, and—unlike my family—your perfect clients will appreciate your humor.

Kick butt, make mucho DEEnero!

Dave “Chilly in the Low 70s” Dee