Today we are talking about why being too specific kills your sales online.
Valuing your work and not overwhelming your customer by overwhelming them with features. Your customers do not want ( and do not by) lists of features.
They want a solution to their problem- a transformation of something that is painful. When you are specific, as a small business, you can get on even ground and compete with bigger companies.
Example: If I want to quit smoking, I can search online for coaches.
Say for the sake of this example, I only find 2 coaches. One is a premium coach with cache, who has worked with some big names like Tony Robbins and Gary V. They describe themselves as a ‘business and life coach’.
The second one I find is a local coach that describes themself as a ‘quit-smoking coach’. They don’t have a huge client list, tons of reviews or any of that.
Truthfully, you want to quit smoking- that’s your focused goal and the reason for your wanting to hire in the first place. So chances are 9 out of 10 that you will pick the second coach.
See how a focused and specific offer that gets to a transformation has a lot more weight?
Reach your customers, make sales, be seen online.