Here’s a scenario: You want to plan out your next marketing campaign to help your business grow. As with most businesses, you have a whole range of services or products that your business provides to clients.
You have so much that you want to share about the great things your business has to offer, and you then realise you need to create marketing campaigns for all these services. This can be a headache when there’s a lot to offer your clients.
Not only that, but by promoting all the things you do at the same time, you can easily confuse and overwhelm your prospects – and a confused mind never buys!
In fact, it's been proven that a person overwhelmed by choice will move away from making a buying decision altogether.
The solution here is to choose one area of your business to focus on. As tempting as it may be, don't make the mistake that so many small business owners make and fall into the trap of wanting to promote ALL the things you do. This is a sure-fire way of wasting your marketing efforts.
Just choose one product or service to focus on. Not forever, just for now.
The tricky bit can be, how to decide exactly which one this will be.
Which product or service should I feature in my campaign?
There are a few factors to take into consideration when choosing which product or service to feature in your next marketing campaign. The following metrics can help in your decision-making process:
Profit margin in the product or service
Ease of Delivery
Best (paying) Clients that are a pleasure for you to serve and work with
Ideally, you would choose a product or service which you are currently delivering to your favourite clients, based on how easy they are to work with, how promptly they pay their bills, and where what you’re providing them with yields a high profit for your business. Focussing on only one product or service per campaign allows you to easily plan and create a marketing strategy and message that speaks directly to your ideal client and leaves them in no doubt that you understand them and are able to provide a solution the problem they are experiencing. This inadvertently builds trust over time, and once prospects trust you, they will be more likely to buy from you. Unsure where to start with your marketing campaign? Get in touch with our friendly team to book in a complimentary strategy session – 100% obligation-free, of course!
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