As you know, I consult with entrepreneurs about their marketing challenges. One of the most common problems they have is their marketing pieces (website, ads, etc.) don’t speak clearly to their customer’s problem.
Here’s what I mean…
Imagine you’re driving and one of your tires becomes punctured by a nail on the road.
You now have a problem: a punctured tire.
You are seeking to fix that problem.
So you ask around, go online or whatever (Google Adwords?), and you find someone who fixes tires. You are not seeking transmission help, a new windshield, or anything else. You just want your tire fixed.
So you find a mechanic that does tires. He/she fixes it for you. Through the process, you see that the mechanic is professional, courteous, and not trying to take advantage of you. Prices are fair, service is quick.
After the service is complete, the mechanic might point out that your windshield is chipped and you’ve got a burnt out turning light. In other words, they mention they can help you in other ways, not just tires.
You may or may not get those fixes done by the mechanic, but it’s nice to know they offer more than just tire fixes.
They’ve proven themselves with your tire fix, so now this mechanic has earned some of your trust and respect, and is a candidate for you to use again for future car fixes.
In summary, you had a specific problem, and the mechanic fixed it in a satisfactory way. That opened the door for a relationship where the mechanic could fix many other problems that may arise… not just the initial tire problem.
Speak to a Specific Problem
When your tire was punctured, you didn’t want “Joe’s Garage”. You just wanted your tire fixed. Anyone who came along and said “Punctured Tire? We Can Fix That Today” would have captured your attention immediately.
But, but, but… I can help customers in *many* ways!
I’m not saying that *you* or *your business* need to suddenly become restricted. Maybe, maybe not.
But as far as your marketing is concerned, you just need to speak to specific problems if you want to access more clients. How that manifests remains to be seen, but it could be specific offerings on the same website (e.g. we fix tires, we fix windshields, etc.), or as more advanced marketers will do, they’ll break it out into multiple sites (e.g. www.JoesTireRepair.com, www.JoesWindshieldRepair.com).
Specialization Depends on Competition
Keep in mind that the competitiveness of your market also dictates how specialized you need to appear.
In a small town, you could just say “I’m the doctor, she’s the lawyer”.
But in New York City where there’s crushing competition, you’d probably be more likely to say “I’m a doctor, who is a cosmetic surgeon, specializing in breast augmentation for breast cancer survivors.”
At the end of the day, your marketing pieces aren’t *you*. Only you are you. So don’t make it overly personal where you freak out because your website puts you “in a box” or anything like that.
Your websites and other marketing pieces are simply a handshake with a potential customer… they’ve got a specific problem (like the tire example above)… and the website / marketing piece is an introduction to see if you can help them solve their problem of the day.
Think in those terms and I think you’ll see business breakthroughs more quickly.
Hope that helps,