Everyone knows that by selling to everyone you sell to no one.

But 90% of brands still do it.

They write generic copy and try to appeal to everyone.

This makes the company blend in with all the other brands, and eventually, they just rely on discounts.

But there's an easy way to avoid this.

Exclusion copy.

It's a tool that was used by many great copywriters.

Gary Halbert, Eugene Schwartz and Gary Bencivenga all used it in their writing.

Yet today, most writers avoid it out of fear of offending someone.

The reality is, if someone's offended by what they read, they weren't going to be a customer anyway.

And that's essentially what this does.

It removes nonbuyers from the pool.

So how can you use it?

1) Sign Up Pages

In my experience, this is the best way to create a high-quality list.

On your sign up page outline who your emails aren't for.

"These supplements aren't for people not willing to work"

"This course isn't for people who are unwilling to learn"

"Our shoes aren't for people who want cheap clothes"

With just one sentence, you can easily eliminate people who aren't the right fit.

This means you build a higher quality list, leading to more sales.

2) Bullet Points

Most copywriters use bullet points for benefits, features, and outcomes.

But bullet points are also fantastic for exclusion copy.

You can do this outright at the top of your page:

"Stop reading now if you're not willing to:

X
Y
Z"

Or you can use it at the bottom to exclude an audience before a CTA:

"You might not be a good fit for this program if you

X
Y
Z"

Both methods are extremely effective.

Test them to see which works best on a certain audience.

3) P.S. Sentences

Using a P.S. is a great way to personalise an email and add a little extra for those really interested.

It's also a great way to make sure your reader is the right fit.

Anyone reading this far into an email is definitely interested in your offer.

But just because they're interested, it doesn't mean they're the right buyer.

For example, they might be interested but might not have the money to buy.

In which case a P.S. could be:

"If you're unwilling to invest $500 in your education, this isn't for you."

Simple, easy, and effective.

And, exclusion copy has a second benefit...

It makes someone who is a good fit even more interested in your offer.

They will read your exclusion copy and think:

"That's not me, so I'm definitely the right person."

They literally convince themselves your solution is right for them.

Which makes their buying decision easier than ever.

So, next time you go to write and you need something a little extra, stand out from other copywriters and sprinkle in some exclusion copy.

You'll make more sales, and get rid of time wasters in the process.

Have a great week,

Copy "Use exclusion copy" Maverick