Why it’s good for business if some people hate you

You want to make more money in your business, so you should make sure everyone wants to hire you… right?


Keep reading to find out why you actually want some people to hate you – or at the very least not ever want to hire you. That’s how you know you’re doing this branding thing right!

Just because you look like a million bucks doesn’t mean everything thinks so

Let’s imagine that someone is a great dresser. I don’t mean a dope piece of furniture – I mean they look put together, their clothes fit, and nothing clashes.

But just because they’re looking fly doesn’t tell you anything about their particular style. There’s a million different styles someone could dress in. 

Maybe they dress like a hipster, a high fashion celebrity, a hippie, punk, outdoorsy, country sweetheart, a buttoned up power-suit type. 

And yes, each style gives off an instant impression of what type of person that is, and this will either draw you in subconsciously or make you think ‘that’s probably not my type of person’.

However, if you do end up speaking to them, you start to learn more about them and you create more impressions.

You hear how they speak… whether they’re serious, casual, friendly or formal.

You learn their personality – perhaps they’re very down to earth, full of tough love, funny and playful, wise and sage, or motivational and inspirational.

You learn what they care about and what they stand against – maybe they care deeply about being honest and hardworking and a champion of the underdog. Or maybe they care all about performance, victory, and success.

All of this further cements your idea about who this person is and whether you want to spend more time with them. You may be super drawn to them, or you may decide they’re just not really for you. 

Who are you attracting with your business’s vibes?

The same thing happens with your business. If the design of your brand (ie. the logo and color palette and visual parts) looks janky… end of story. People will assume your service sucks and quickly move on.

But if you pass that test, and the person sticks around, the next thing they’ll take in from your brand is your overall vibe that they get from you. This vibe starts with the visual brand, and then builds through your brand’s message.

If the person likes your vibe, it will draw them in further, get them excited, and they’re now one step closer to becoming your client.

If they don’t like your vibe, they’re immediately out.

You might be thinking “okay, I see… I want my business to look good so people think my service is good … but I don’t want to stand out too much. Because I want everyone to want to hire me.”

Sorry. No. You don’t want everyone to hire you.

That, my friend, would be the wrong approach. 

You want to AMP UP everything that’s unique about you and your business to attract your Holy Grail Clients™, and just flat out repel others. They don’t matter.

You want to let your freak flag fly, ok.

Think about it. There’s a lot of people in this world who are too afraid to stand out. They’re afraid if they were too much of themselves in the way they spoke, the way they dressed, their point of view, their passions… that they’d be rejected.

It’s a very primal thing because back in the stone age, if you were rejected from your tribe, it was a death sentence. Without the protection of the group, you’d starve to death or be eaten by T-rexes. So.. pretty understandable. You want to do some serious blending in.

But now there’s 8 billion people on the planet, give or take, and that no longer applies. 

In fact, have you heard the saying “try to impress everybody, and you impress nobody”?

Some people play down their true selves and try their hardest to blend in. As a result, there’s nothing interesting or memorable about them – they’re just like everyone else.

Sure, no one flat out dislikes them because what is there to hate? But on the other hand, what is there to fall head over heels with? They may find they’re constantly attracting people they just don’t really click with and that it’s hard to create deep relationships. 

On the other hand, someone who is confidently themselves and expresses that really clearly – whatever that may look like – becomes a beacon for people on the same wavelength. They easily attract people they click with on a deep level, who are eager to become their friend. They grow strong relationships with people who are their biggest supporters.

On the other hand, these proud-to-be-me types will inevitably trigger people. Some people just won’t like them for it.

That is REALLY hard for some people to accept.

But does it really matter if your mom’s nosy neighbour doesn’t like you? Do you even like her?

But in the end, does it really matter if everyone likes you? Unless they are actively being violent towards you, what does it really take away from you? Especially if they’re people that you wouldn’t really want to hang with anyway.

Wouldn’t it be more satisfying to stop caring what those people think and instead have people you really like just absolutely ADORE you?  

This is all the same for your business. And my business. And everyone’s business.

This is why my skin care business was such a hit, full of loyal, raving fans. It’s why it was so successful, even though some people decidedly did not like me or my approach. Screw ‘em. 

It’s time to define your own blend of special BrandSauce™, make it front and center, and stand confidently in it like an old growth tree rooted firmly against the wind. Be gutsy and happily repel the people who don’t like it. 

The payoff? Clients that you absolutely love working with are going to go wild

Check my How It Works page to learn more about how I help entrepreneurs and freelancers like you craft a brand that people rave about!

Tracy Raftl

Tracy’s a small business branding expert who’s been featured in the Huffington Post, Cosmopolitan, Creative Impact Magazine, and various podcasts. She helps entrepreneurs like you snazz their brands so they can work less, make more, and get clients that don’t suck.

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