Laser-Focus Your Marketing

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I’m in the middle of reading Focus, another fabuluous marketing book by Al Ries. Focusing a business is something that many business owners find hard to do.

There seems to be a great desire amoung business owners to constantly expand their offerings to cater for an even broader customer base. I see it very often when consulting with clients.

For example, a finance broker might say,

“Well, I really want to use my website to attract business customers, but I can also do home and car loans as well. I wouldn’t like to turn those people away, so let’s put up some pages about that too.”

That normally turns out to be a big mistake. It’s a so much more powerful and appealling proposition to tell your business customers, “We are the business finance specialists”, and demonstrate your expertise and credentials in your marketing message and materials.

This focused approach might mean that you sacrifice a few home loan customers while you double or triple your client base in the business area. It’s definitely worth it.

But I also understand why business owners want to unfocus. Heck, I’ve been guilty of it myself. Our core offering is a turnkey sales lead generation system called the Client Attraction System.

Yet we still offer other services such as regular marketing consulting and advertising copywriting. Sure, we can deliver on those services too, but I’ve come round to thinking that they unfocus our offerings and dilute our percieved expertise in the lead generation area.

So you might see a few changes on our website over the next coupla weeks - it’s time to focus.

Will Swayne www.Marketing-Results.com.au

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