Content that politely repels the wrong customers

Key takeaways

To repel the wrong customers politely, state facts about how you work and let readers decide for themselves. Five signals do the filtering: who you serve, where, minimum size, typical price and how you work. None of them requires criticising anyone, and each saves time for you and for the people who would not have been a fit.

• 5 signals filter enquiries: who, where, minimum, price and process.
• State facts about how you work. Never mock a type of customer.
• Put the same signals in your bio, pinned post and replies.
• Expect fewer enquiries and a higher share worth quoting.

What does repelling the wrong customer mean?

Repelling the wrong customer means giving people enough information to see that your service is not right for them before they contact you. It is pre-qualification done in public. Done well, the reader feels informed, not rejected, and may still recommend you to someone who is a fit.

• How to create social media content that attracts the right customers

Which signals filter enquiries?

Five signals filter enquiries: the type of customer you serve, the area you cover, your minimum job or order size, a typical price or starting point, and how you work, such as lead times or deposits. A buyer outside any one of them can see it immediately.

• Who: 'We work with landlords managing 5 or more properties.'
• Where: 'Covering Leeds, Bradford and Wakefield.'
• Minimum: 'Projects from £2,000.'
• Price: 'Most installations are £4,000 to £7,000.'
• Process: 'Currently booking 6 weeks ahead.'

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How do you word it without sounding arrogant?

Word it as a description of what you do best, not as a rule against people. 'We specialise in full refurbishments' reads better than 'We do not do small jobs.' Where you must state a limit, pair it with a helpful alternative, such as the kind of supplier who would suit.

• Brand voice guidelines for social media

Where should the filtering signals appear?

Put them where a new visitor looks first: the bio, the pinned post, service highlights and your first reply to a message. Then repeat them naturally in job posts by stating the scope. Signals that appear once in a post from last March filter nobody.

• How to write a social media bio that attracts buyers
• Turn social media messages into enquiries and sales

What are the risks of filtering too hard?

The risks are losing good buyers who feel lectured, and narrowing before you have enough demand. There is also a legal line: you must not refuse or discourage people because of a protected characteristic under the Equality Act 2010. Filter on the work, the budget and the location, never on who the person is.

• Niche vs broad social media content: which wins buyers?

How do you know it is working?

It is working when the share of enquiries you would happily quote for rises, even if the total falls. Track both numbers for a month before and after. If total enquiries collapse and quality does not improve, the signals are too strict or badly worded.

• How to measure social media lead quality

What does this look like in practice?

A pattern we see with UK firms that add a starting price and service area to their bio and pinned post: the 'how much for a small job?' messages thin out within weeks, and the messages that remain open with details of the project.

• See client work
• Social Media Marketing for UK businesses

Polite filtering checklist

Add these, then review after a month.

• Bio states who you serve and where.
• Pinned post explains typical jobs and starting price.
• Job posts state the scope.
• First-reply template asks for location and project size.
• No line criticises a type of customer.
• Fit rate is tracked monthly.

Next step

Write one sentence each for who, where, minimum, price and process. Put the first two in your bio today.