Want More Right-Fit Leads? Say Who You’re NOT For

2025-12-02

What if telling people who your product or service isn’t for actually helped you sell more? In this episode, Katy shares eye-opening research out of Georgetown, the University of Alabama in Huntsville, and Florida International University that shows negative framing — as in “Not for risk-taking investors” — can significantly boost interest and conversions. You'll learn why this works so well with preference-driven purchases (like luxury outdoor living), how it triggers exclusivity and trust, ...

What if telling people who your product or service isn’t for actually helped you sell more?

In this episode, Katy shares eye-opening research out of Georgetown, the University of Alabama in Huntsville, and Florida International University that shows negative framing — as in “Not for risk-taking investors” — can significantly boost interest and conversions.

You'll learn why this works so well with preference-driven purchases (like luxury outdoor living), how it triggers exclusivity and trust, and five specific places to use it: website copy, social posts, print, Pinterest, and Meta ads.

If your messaging feels too broad or “nice,” this might be the positioning shift you’ve been missing.

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