Why do we attract the wrong customers?

Usually because the marketing describes nobody in particular. Copy written to avoid excluding anyone excludes no one, so people the product was never built for try it, find it does not fit, and leave -- after generating support load.

How do I attract better-fit customers?

Name the buyer you are built for and, unusually, name who should not buy. Then show the actual workflow so people self-select on something concrete rather than projecting onto aspirational copy.

Will clearer positioning reduce my signups?

Yes, and that is the mechanism working. Measure what happens afterwards -- activation, retention, support load per account -- because better-fitting customers in smaller numbers looks like a decline in any metric that counts arrivals.

← Back to blog

When You Keep Attracting the Wrong Customers

August 28, 2026

Support is heavy, expectations are wrong, and the customers who arrive are not the ones the product was built for. This is almost always self-inflicted and almost always fixable.

You are attracting the customers your marketing describes, and the usual cause is that it describes nobody in particular.

Vague positioning attracts everyone

Copy written to avoid excluding anybody excludes nobody, and a product that sounds like it might work for everyone gets tried by people it was never for.

They then find it does not fit, and you carry the support load and the churn for a customer you were never going to keep.

Say who it is not for

Name the buyer you are built for, specifically.
Name who should not buy, which is the part almost nobody does.
Show the real workflow, so people self-select on something concrete.
Price to signal, since price is read as a statement about who you are for.

Showing filters better than describing

Copy is aspirational and readers project onto it. A demo is specific — somebody watching it either recognises their own work or does not.

That makes it a more accurate filter than any amount of qualifying language, and it does the filtering before the signup rather than after, which is where the cost sits.

Accept a smaller number

Being clearer about who you are for reduces signups. That is the mechanism working, not a failure.

Track what happens after — activation, retention, support load per account — because a smaller number of better-fitting customers looks like a decline in every metric that counts arrivals.

Frequently asked questions

Why do we attract the wrong customers?: Usually because the marketing describes nobody in particular. Copy written to avoid excluding anyone excludes no one, so people the product was never built for try it, find it does not fit, and leave -- after generating support load.
How do I attract better-fit customers?: Name the buyer you are built for and, unusually, name who should not buy. Then show the actual workflow so people self-select on something concrete rather than projecting onto aspirational copy.
Will clearer positioning reduce my signups?: Yes, and that is the mechanism working. Measure what happens afterwards -- activation, retention, support load per account -- because better-fitting customers in smaller numbers looks like a decline in any metric that counts arrivals.

Keep reading

This is what Demorta does

Click through it — the same kind of demo you can record of your own product.

Try it on your own product

Record your first interactive demo free.

Five demos on the free plan, forever. No credit card, no trial countdown, no sales call. Install the Chrome extension, click through your product once, and you have a shareable link in about ten minutes.

Start free →