I recently had a discussion with a new client, and I asked him a key question.

“You’ve told me you want to focus on high-net-worth customers. So does that mean we should exclude everyone else from your marketing?”

There was a few seconds of silence, and then he replied…

To my delight, he confirmed that he did, indeed, want to exclude everyone else. Clearly, it wasn’t an easy decision for him to make. But it was the correct one.

If this client wants to impress high-net-worth individuals, he needs to talk exclusively about their concerns.

What won’t impress them is if he sends a mixed message: “We really, really, really care about you, but we also kind of care about other people too.”