Attract the Best
Repel the Rest
one-time payment - yes really!
The answer to both of those things is simpler than you think. It all starts with making your social values explicit and impossible to miss in your business.
The problem isâŚ
đ You don't even know where to start â like, do you just… put it on your about page? Your checkout page? All of the above?
đľâđŤ You're lowkey terrified of coming across as performative â like you genuinely mean this stuff and the last thing you want is for it to look like a PR move
đ§ You're scared of getting it “wrong” and being called out by the very people you're trying to show up for
đŹ You know what you believe, but every time you try to write it down it either sounds like a corporate diversity statement or like you're giving a TED talk nobody asked for
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If youâre over there nodding and wincing, Iâve got some good news to share:
Making your values impossible to miss in your business doesn't have to be complicated or scary â and you definitely don't have to get it perfect. I'll show you how.
𧲠Never again have to worry if that client is going to cancel if they find out youâre queer
𧲠Finally stop hedging in your emails â write about the things you actually care about without bracing yourself for angry replies
𧲠Stop giving your bandwidth to people who fundamentally disagree with your values â your website filters them out so you don't have to
𧲠Know that every person who joins your email list, buys your course, or hires you has already opted into your values, not just your offers
𧲠Express your allyship in a concrete, structural way â not just in your Instagram Stories or social media re-shares, but baked into how your whole business operates
𧲠Make your business a genuinely safe(r) space for people with marginalized identities, because you're not just saying you're an ally, you're actively filtering out the people who would make your community unsafe for them in the first place
𧲠Feel safer showing up as your full self â no more being coy about your sexuality, your gender, or who you are outside of business hours, because the people in your audience already know and they're here for ALL of you
𧲠Give the right people a reason to say “hell yes, take my money”
𧲠Stop accidentally platforming or supporting people whose beliefs conflict with yours â especially relevant if your work touches other entrepreneurs
Transparency note: the rest of these are from students of other workshops/courses
𧲠Why this matters (and is actually good for your business)
𧲠The Attract the Best, Repel the Rest mindset
đ§˛Â Exactly how I did this in a services-based business
đ§˛Â Exactly how I do this in a courses/programs-based business
𧲠Reflections to help you decide which social values you want to highlight
𧲠How to share your values in a way thatâs explicit and firm without being aggressive (unless thatâs your vibe, which is fine too)
đ§˛Â Convertbox tutorials about how I do this on dozens of pages across my site without having to update each one when I want to make a tweak
Iâm also a queer, nonbinary person with ADHD, autism, anxiety, chronic depression, and fluctuating energy levels.Â
I created the first version of this in my service-based business back in 2020, in the midst of the BLM resurgence. It was my way of making where I stood clear and explicit.
Since then, people have only become even more values-driven with their purchases, especially when it involves high-ticket investments, learning from someone, or ongoing payments, but even beyond that!
The longer I've had my values up and explicit where anyone joining my community or giving me money is sure to see them, the better and better I feel about it.
Every single high-ticket done-for-you client has let me know how much they loved that page. Many of them used the term âHell yes!â
In addition to just LOVING the clients that Iâve worked with and the people in my email community, I also feel so much safer in my business to be myself as a queer and nonbinary person.
Constantly having to come out to people (or wonder if they know) is fucking exhausting (iykyk). With making my values explicit like I'm teaching in this course, I never have to worry about that anymore. Honestly, itâs been a huge relief.
And if youâre worried about the ârestâ that youâll be repelling â in over 6 years of making my social values explicit in my business, Iâve only ever gotten one (relatively polite) negative email. Which I think is amazing, all things considered!
Now, Iâm pulling back the curtain on exactly how I've done this, and the strategy and logic behind each decision I made in the process, so that you can attract the best-fit people, and repel the rest, too 
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Abso-freaking-lutely!!!
By making your social values and allyship explicit, you're doing a huge service to the queer and marginalized people in your audience.
For one, you're signalling that you're a safe person for us to engage with. And two, you're filtering out the people who don't support us, making your community a much safer space for us to exist in.
I personally consider this a huge and necessary step in creating genuinely safe spaces for queer and trans people. Because otherwise, we end up spending hours sifting through your social media looking for micro red flags, which is downright exhausting. And honestly? I'm more likely to just move on and find someone else to learn from who I know is safe for me.
So yes. This is absolutely for you đłď¸âđ
Yes, you absolutely do need to pay the bills, I totally get that and I wonât discredit that true, valid, very real material need.Â
At the same hand, I also want to acknowledge the harm that can be done to you by working with a client who genuinely doesnât share your values (especially if youâre someone with one or multiple marginalized identities).
A big part of why I'm a fan of making these values explicit is to protect you from that experience. Thatâs one reason why I decided to do this in my own business, as a queer and nonbinary person.
But also I donât want to remove your agency by telling you that you should prioritize that over paying the bills.
I totally recognize that itâs possible that the harm of not making that revenue could be greater than the harm of working with someone who doesnât share your values. Only you know if thatâs the case for you, and I absolutely respect that.
Everyoneâs lived experience is different, and everyoneâs priorities are different, and you have the right to make that choice for yourself.
The course itself is about an hour total â I kept it short and sweet so you can get straight to implementing as fast as possible. And once you've got your values explicit and visible in your business, it starts working for you right away.
Nope! The core of this strategy is really about the content you're adding to things you already have â your web pages, your checkout pages, your email opt-in forms. So whatever tech stack you're already using, you can implement this without adding anything new.
That said, I do include tutorials using Convertbox, which is a paid tool I use to make maintaining this easier and more effective. But it's absolutely not required â it's just a peek at how I personally do things if you want to take it a step further down the road.
The course is broken up into short video lessons ranging from 2-10 minutes. All the videos have clean subtitles and playback speed control, as well as a detailed written version of the lesson alongside the video.
There's also a private podcast version of the course content, as well as the slides available for download.
If you're interested in the course and need an accommodation other than what I've listed here, please don't hesitate to email me at hello@clairepaniccia.com and I'll do everything I can to make it happen for you.
There will be no refunds for this course. But at $9, I think you'll find it's worth the gamble đ
Great! Shoot me an email at hello@clairepaniccia.com and weâll chat!