October 20th, 2017 by Jessica Yarbrough
One of the biggest mistakes I see entrepreneurs make is when they try to be everything to everyone. Perhaps you consider yourself a creative. Maybe you have so many great ideas on different products and services that you could offer. You may want to launch several different types of business all at once, but if you try to be everything to everyone you will never gain the momentum that you desire.
The more specific you can get on the product or service you provide that solves a problem and address a specific pain for a specific type of person, the better your chances of success will be.
Let me give you an example. Let’s say that you love to write. You also do health coaching and teach yoga a few times a week. Maybe you love craft making and create these little gifts by hand and sell online Now you’ve got a website that showcases all the different aspects of you – the creative, the teacher, the coach, the writer- and you put that all on your website and expect people to understand you, trust you as the “expert” and buy from you.
If I am looking for a writer and I land on your website, I’m going to find it really confusing. I might think, “Writing must be a passion, not a profession. I’m not hiring her to write for me.” Instantly, you’ve lost credibility by diluting your offer (what you are selling) and trying to be everything to everyone. So how are you going to be able to hone in on who your target market is and speak TO them when you’ve got so many different concepts of “your talents” all over your website?
How to get crystal clear on what you should be selling:
First, consider of all your talents, what is the one thing that you enjoy doing that is going to make you the most money? Let’s say you love writing but you know you’re not really sure how to make money doing it. To start, you can also take any number of classes that are out there on the different types of writing from blogging, to copywriting, to editing and learn how to really hone your skills.
The really cool thing about the internet, is that anybody who’s thinks, “I don’t know how to make money” or “I don’t have a skill that someone will pay for”, can use the internet to educate yourself on becoming skillful at something you enjoy doing.
In this day and age, you can do this from the convenience of your own home. Let go of any excuses and start learning what you need to know. If you already have a skill then use the internet to hone your marketing skills so that you could take what you already know and monetize it.
If you want to make money, pick one thing to focus on. Position yourself or your company as the expert. If you have a course for helping people get out of debt, you want to position your company as the go-to source for helping a specific type of person get out of debt. If you are a coach for for moms who specializes in helping women get rid of their post pregnancy baby weight, you know, the ten pounds every mama wants to get rid of, position yourself that way. Don’t try to be like the weight loss expert for every person you know, the millennial man, the baby boomer, etc. Get super specific. Be the “go-to person” for your market. This is how you build the momentum around who you are drive the value of your products and services. When you get super specific on who you’re selling too and get these people results, they will in turn become your biggest fans. They are the ones who are going be your cheerleader and share with their friends that you helped them to lose your extra 10 pounds of baby weight in eight weeks. Or tell there friends, “You’ve got to take this course. I was able to get out of debt and totally change my financial situation situation in a matter of weeks.
So get clear on who you’re marketing to and pick one way in which you can serve them. Build your business around one solution. Build your funnel, write your emails, test and optimize it among your network of friends. Test your offer using Facebook ads. When you start to see results (i.e. income!) then you know you have a viable business model. Then and only then should you scale. Once you are making money, you can create products and add on services to your heart’s desire. But start with one thing first and find the thing that’s most in alignment with who you are. If you’re really good at something but you know you hate doing it then why do it? Nobody wants to be an entrepreneur to sit behind a desk at their home and just make money doing something that makes them miserable. Make sure you business is in alignment with your desire to serve. When you are in alignment with something that you’re passionate about and it’s really coming from the heart, you’re going to have a lot more momentum. You will have a lot more success. Again, pick something that you’re passionate about, that makes you come alive, and that is something people are also willing to pay for. If you can hone in on something and pick something that people know they need for example, I teach mamas how to launch a successful coaching/consulting business. This is something people actually want and is a service they know their need so it’s a lot easier to sell. But if you’re teaching something abstract that’s going to be a lot harder of the sell so choose something that is going to have the a greatest return and allow you to make the greatest impact in the world.