Businesses are often told to focus on their niche, to talk about particular products and services for a specific audience in their main messages.
The problem with that for many businesses is they then feel like they’re not talking their full range of products and services or potential clients. You then get the other extreme where people talk about too many products and services.
Either way the problem can end up with a feeling of being misunderstood. You talk about so many things you undervalue any individual one or you leave your audience not really knowing all that you’re really great at.
It’s hard for businesses that have a range of products and services and have a range of expertise, not to mention a range of potential targets.
I was speaking recently with someone where their overall business is not challenging to understand, but within that, they have one or two experts that even their existing staff don’t appreciate their value.
Translate that then across to partners, existing clients, and potential clients and these people who have extraordinary skills are not being valued because they are not being heard.
Is that a problem in your business? Too many services, hidden expertise that are not being valued?
Another business owner told me the problem they were having is that the real service that they want to offer is making up such a small percentage of their overall business, because people default to the basic of what they think they know of what they offer. So instead of them really going to town on their specialty, it’s been lost in the equation.
If you want to increase sales, the best way to be doing it is to be talking about your expertise, creating a value proposition.
These are all common business problems. What are you doing to overcome them?
What are you doing to make sure that particularly your ideal audience fully appreciates all that you do, the range of services, your expertise and why you should stand out? Is that a problem for your business?
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