After a recent speaking engagement, I have been helping several of the entrepreneurs who reached out to me after the event with their marketing challenges. The common thread from these conversations was the need to be specific, not general.
Specific and Narrow
- In my conversation with the first person who reached out to me, we discussed that they needed to solve someone’s problem – and no, you can’t fix everyone’s challenges. We came up with this statement of intent for her specific business plan. My business is for dads who want to buy a memorable, customized piece of jewelry for their daughters. Of course, some moms want to buy jewelry for their daughter, but you aren’t for them. Thus, this business stands for someone specific, a dad with a daughter. By positioning her business narrowly, she has a clear picture of who she serves.
- With another entrepreneur, we focused on helping a specific and narrow group of people who share a standard set of concerns. Her statement of intent is: My business is an alternative approach to giving medication to young children diagnosed with ADD. Your alternative techniques might also be helpful for children with other challenges – but how can you narrowly focus what you do by limiting who you help? Be seen as THE expert in alternative solutions for parents of children diagnosed with ADD. Don’t extend who you serve to other communities like parents of children with Asperger’s or Autism. Pick one focal point.
Metaphors and Limits
- Third, this entrepreneur was struggling with how the message her business. Communicate something familiar that is specific, not generic, so others will instantly understand what you do. Her statement of intent is limited: My business will be like a matchmaking service for people who need home health care. We are like a dating matchmaker service except we connect caregivers and patients. In other words, a narrowly focused company that explains themselves with a clear metaphor helps potential customers see themselves in your messaging. This doesn’t work if you are a generalist.
- Finally, can you stake out a claim and plant your flag in the ground. Her statement of intent intentionally has limits: My business builds websites for startups. That’s all we do. A website firm for startups is specific. People who need this service will know that they came to the right place. Your product offering will be for those who want an easy and reasonably priced approach to building an online presence. Your business and product offering is designed to people engaged in startups with unique needs.
Who You Gonna Call?
We don’t take our dental problems to our allergy doctor. Nor do we ask the eye doctor to check out our broken leg. We take our challenges to a specialist so you get an expert to help solve your problem.
Your business needs to be narrow and specific, so there isn’t confusion about who you serve and why new customers should trust you.
Great brands aren’t all over the place. Hence, they focus.
Gillette stands for razors. Levis for jeans. Starbucks for coffee. IHOP for pancakes. All these brands have positioned themselves with a narrow focus. For a small business startup, focus paves the path to success.
Take a stand. Plant a flag in the ground—narrow your scope.
Be specific.
Looking for a specific, narrow and focused edge? I can help. You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo by Caroline Hernandez on Unsplash
