Many of the small business owners I’ve spoken to lately have a similar problem to me. When asked “What do you have to offer?” they have a long and lovely list of things they can offer and/or do. And they want the very best for these people so they blurt out the whole list. However, their enthusiasm and their choice overload probably just cost them their client.
Instead, go small and narrow.
I’ve been learning this the hard way. As a social media company we can offer you anything from a simple coaching session to a full blown, fully managed social media plan. The problem with this is you can’t market all of that well, and you easily lose clients in an onslaught of choice they can no longer navigate.
At one point in December of last year the lightbulb finally went on for me. I pushed aside all the amazing things I can do for you, and focused on one thing: Social Media in a Box. First of all, it’s very easy to market. Many people and organizations are looking for a clear introduction to how social media works. I offer them that through my introductory live seminar or onine webinar called “9 Ways to Stop Shooting Yourself in Your Social Media Foot“. This teaching gives a solid foundation for a good social media strategy, and then leads people right into the Social Media in a Box offering.
Small and Narrow
Now some folks will be beyond that. No problem. A quick, properly prepared, 15 minute conversation on the phone will tell me that, and I can offer them whatever they really need.
However, my marketing, my efforts, my money, my time, all focus on Social Media in a Box. Period.
Small and Narrow.
This means I spend less time and money marketing, my message is clear, my target audience is very specific, and there’s no overwhelm.
Is it time to move your own marketing down to the Small and Narrow?