Thinking about concentrating on the key stuff that matters most to the company. Many entrepreneurs think “oh, if I want to narrowly define my company, I’m going to lose out on all sorts of possibilities that are right and left of where I’m going to be, so that’s why my business is going to get smaller.” Oh, the fact is, the more I concentrate my business on one or more small niches, the more I’m perceived to be in the market. The more I am an expert, the more I can charge what I do.
You can also focus your marketing communications by being more the expert to be more targeted so it’s more relevant to your target audience. So we want to think about issues that favor our target audience so we can say stuff that really draw them in while we’re tightly oriented. In reality, they can see themselves in your marketing messages and this drives stronger commitment to your solutions than your competitors. And we can talk about the benefits in those communications. And the benefits are those things that are not normally even on the invoice. When you are selling your product, the client doesn’t want to just buy what you are selling, they want to take advantage of what this product provides.