How to weaponize polarization for better (and often higher-paying) customers…

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Someone couldn’t figure out the new garbage cans at Disney World, so they stuffed a sandwich in the handle.

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So went the headline of a news article I just read.

And it reminds me of something I once heard this park ranger say:

The problem with designing trash cans in national parks is that there’s a significant overlap between the smartest bears…

…and the dumbest humans.

i.e. making them bear-proof would mean certain people don’t get how they work – leading to pollution.

If you have ever worked in customer service?

You realize some people are operating on a subhuman level.

I worked CS at a bank during my university days as part of my internship:

This pregnant lady came in through the one and only front door… walked straight up to me… and asked:

“Where’s the exit?”

My friend’s dad owned a gift shop:

He told me how an older lady once came in… picked up a snow globe… and threw it on the ground – shattering it everywhere. 

Why did she do it?

She said she “wanted to see if it would bounce“.

A sizeable number of people are mononeuronal entities walking amongst us.

Is this politically incorrect to say?

Perhaps, I don’t really care – I care much more how one treats this FACT when it comes to business.

Most businesses – supplements or otherwise – put absolutely zero caps on who they will/won’t do business with.

“Everyone’s welcome here!”

The problem with that?

You’ll inevitably – by the law of large numbers – come across one of these sub-90 IQ drones:

• Who are flaky, bargain-hunter “Karens” that will squeeze every last drop of profit they can from your squealing, exhausted piggy bank in the service of cheap…
• Who are exploiting chargebacks and/or abusing your refund policy.
• Who are the ones that bully & harass your customer service because their order hasn’t arrived 23 minutes post-purchase…

(Even though you clearly STATE that you don’t offer express next-hour delivery as Amazon does – this has actually happened to me/my client, that was their rationalization.)

Many such cases.

With many more headaches – biological & financial – they can cause.

“Yeah, but they still contribute to my top-line!”

If that’s what you think?

Then I suggest you get familiar with the concept of an opportunity cost.

Otherwise nothing I say further could/will make any difference to you and how many of your supplements you’ll sell.

Is there a point to all this dunking on the bottom-of-the-barrel % of your “customers”?

(And I put them in quotes since it’s rich even calling those people customers…)

Yes:

Repel those mindless drones away from you.

I do it with email all the time.

(See my “The pick-up artist secret to dealing with trolls, haters, critics and 1-star reviewers…” on Email Echoes for examples of how.)

That’s why I always say my Email Storyselling method is akin to a giant meat cleaver of humanity – your subscribers will either love or hate my emails:

They’re going to displease those who hate them…

(GOOD! It will get rid of the sub-90-IQ contingent.)

But really strike something in those who love & connect with them. 

Make of all that what you will.

So if you’d like to stop dealing – or at least lower your dealings – with the cognitively underpowered drones…

And increase the number of good, sane, quality, rational-minded customers that buy from you?