We need to talk about your lead problem.
Most business owners think their problem is that they don’t have enough leads. But if you look at your calendar, you’ll often find the opposite is true. You have plenty of leads, but your day is clogged with "pick your brain" sessions, budget-conscious window shoppers, and people who ghost you after the proposal.
These are the Tire Kickers. And they are expensive. They cost you time, energy, and morale.
The solution isn't to cast a wider net; it is to tighten the mesh. You need copy that acts as a bouncer, not a beggar. Here is how to write copy that magnetically attracts your dream clients while politely (but firmly) showing the door to everyone else.
1. Stop Trying to Be "Accessible" to Everyone
The biggest mistake in copywriting is vanilla messaging. When you try to sound professional and safe, you end up sounding like a commodity.
To filter out tire kickers, you must embrace Polarization.
If you are a premium consultant, don't say, "I help businesses grow." Instead, say, "I help established 7-figure firms break their revenue plateaus. If you are just starting out, this strategy will break your business."
Why this works: The serious buyer feels understood ("I am established"), and the tire kicker feels unqualified ("I'm just starting out").
The Rule: If your copy doesn't make at least a few people think, "Whoa, that’s too intense/expensive/advanced for me," you aren't filtering hard enough.
2. The "Who This Is NOT For" Section
This is one of the most powerful tools in your copywriting arsenal. It is psychological judo. By explicitly stating who should not buy from you, you build immense trust with the people who should.
Somewhere on your landing page or in your email sequence, add a section with bullet points like this:
This service is NOT for you if:
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You are looking for a "quick fix" or a magic button.
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You view marketing as an expense rather than an investment.
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You aren't willing to spend 2 hours a week implementing the work.
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You are shopping for the lowest price rather than the highest value.
Why this works: Tire kickers are usually looking for low effort and low cost. When you call that out as a negative trait, they self-select out. Meanwhile, your ideal client thinks, "I'm hard-working and I value quality. This must be for me."
3. Anchor Price Early (and Proudly)
Tire kickers thrive in ambiguity. They will stay on your email list or hop on a Zoom call hoping that maybe, just maybe, your premium service costs $50.
Don't hide the price until the very end. Even if you don't list a specific dollar amount, you must use Price Anchoring language to set expectations.
Use phrases like:
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"A significant investment..."
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"For the serious buyer..."
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"Pricing starts in the mid-four figures..."
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"Cheaper than a full-time employee, but more expensive than a freelancer..."
Why this works: It creates a velvet rope. The people who can't afford you will leave the page immediately, saving you a 45-minute sales call that was doomed from the start.
4. Sell the Process, Not Just the Result
Tire kickers are addicted to the dream of the result (the six-pack abs, the million-dollar business), but they are allergic to the process (the gym, the late nights).
Weak copy focuses 100% on the dream. Strong, filtering copy highlights the work required.
Weak Copy: "Lose weight fast and easy!" Filtering Copy: "This program is brutal. You will be sore. You will have to cook your own meals. But if you commit to the grind, you will change your life."
The tire kicker reads "brutal" and clicks away. The serious athlete reads "brutal" and thinks, "Finally, something real."
5. Use "Insider" Language
Every industry has its own slang, acronyms, and specific pain points. When you write using general terms, you attract generalists. When you use specific, technical, or high-level language, you attract experts.
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General: "We help you write better emails."
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Insider: "We help you fix your deliverability issues and increase CTR by scrubbing cold subscribers."
The second sentence scares away the person who doesn't know what "deliverability" or "CTR" means, whih is exactly what you want if you are selling a high-level service.
Summary: Quality Over Quantity
Writing copy that filters tire kickers requires courage. You will see your click-through rates drop. You might get fewer email replies.
But do not panic.
You are trading vanity metrics for revenue. You are trading a list of 10,000 lookie-loos for a list of 1,000 buyers.
Your goal isn't to be liked by everyone. Your goal is to be loved by the people who are ready to pay you.