Ever notice how many folks have a ton of offerings? Do you ever wonder if you need to offer and/or have a plethora of products/services to get clients? Well, (and I say this with a smile), you don’t!
The reality is that few people are in a position to be everything to everybody and few people are versed enough to speak expertly over a huge spectrum of knowledge. The more you offer the more you run the risk of confusing and alienating your Ideal Clients. After all, if you are so widely spread, do you really speak to them anymore? (The answer is no.)
It is far better to have products/services that fit your Ideal Client and truly represent your expertise and passion. If this means that you only have one or two items, that is just fine. Better to be well known for a few things than occasionally known for a lot of things. In fact, a valued offering that is consistent over time is much more desirable. Marketers continually tell us that people make many visits to our sites before they ever do anything. A consistency is significant as it emerges to the searchers that you stand for a few things and in doing so, you begin to stand out. Then your content can really shine once they decide you are worth looking at.
To be consistent, you need to decide who your Ideal Client is and what it is they need from you that you are passionate about and skilled in providing. Generally, this is just a few really important concepts that form the core of the products/services you offer. What you offer may actually increase as you become really focused on your Ideal Client but what you offer should be limited in number. It helps to keep you current if you are "retiring" products/services as you update or change them. It minimizes the confusion of too many choices that affects all consumers. Too many choices either inhibits decision making or makes the closing time much longer than it need be. In reality, a confused mind always says no. Don’t take the choice of doing business with you away from your Ideal Client by offering too much!
So, yes, less is more…more for you and more for your Ideal Clients as they get what they need.
Take a look at what you offer…and rethink the quantity issue!
{ 3 comments… read them below or add one }
Amen, Sister! = )
This is perfect timing. I am smack in the middle of reviewing what services and products I’ll be offering as I move forward based on a single question: “What product/service does my Ideal Client need that I can provide in an exceptional or unique way?” I wholeheartedly agree that by narrowing my focus and limiting the products and services I offer, it will be easier for me to do outstanding work and attractively market to those clients I love to work with. And thanks for the reminder that “a confused mind always says no.” Great post!
Jackie Cunningham´s last blog ..Online Video Marketing: It’s Easier Than You Think (I Swear!)
Hey Cindy: Thanks for this excellent post. One comment that I received when I recently revamped my website was that I should include more services. My response was that the services needed by my ideal client, the solo professional in the coaching industry, were included. My passion and expertise for providing these services are easily identified there. I certainly agree with you and Jackie and know that providing select, innovative services to a select group is more productive than spreading yourself thin and continuously re-inventing the wheel with a lot of people!
Hey PJ,
Thank you for your comments and good for you for knowing what you offer, to who, and most importantly WHY!
Cindy Hillsey´s last blog ..Less IS More!