Yesterday we spoke about Reg and his marketing profile for his new consulting business that would bury him before he started.
The first issue was it doesn’t address why his target market should or would hire him.
Instead it hoped to say he could do what the big guys do but cheaper.
Unfortunately as a one man shop he can’t do what the big guys do.
No one would believe it and since getting the best price isn’t the critical desire here, he didn’t have much else to offer.
But there is more that is killing his chances before he even gets out of the starting block.
And that is his scope of services.
They are broad.. extensive… and screams of here’s a guy who doesn’t know what he wants, can’t make up his mind, and so you hire him at your own risk.
There are no true “Renaissance Men” anymore.
You know experts at everything…
These experts at everything only exist in teenager’s minds as they slam the door and call their parent’s idiots and in the 18th century when it was possible still to know almost everything that was known at the time (although I doubt that highly).
So Reg needs to focus and niche down.
To leverage his experiences at what he did best and make that the reason to hire him as a specialist.
For a particular pain point and issue.
And then build up and scale from there to the corporate profile he created.
It’s how so many information based service giants we know today started out.
It’s how many of the successful businesses operate today.
And it’s much more profitable and sustainable than trying to be everything to everyone, and so end up as nothing to anyone.
But I’d love to get your thoughts on what he should do.
Reply and let me share with him your feedback.
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P.S. I work with information based service business owners who started the business to have a better life, only to find themselves falling short and then getting frustrated by the broken promises and lack of results when they sought help elsewhere.
That’s when they find me and I show them exactly what path to take when investing their time and money in their business, so they can live the life they want.
We do it through 1;1 consultations, group master round tables and workshops and other collaborations whose insights are 100% tailored to them and which can easily be implemented.
But don’t take my word for it, find out more by clicking here to check out our different services and resources.