5 Marketing Moves for Business Success - Let me give...
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Let me give you an example. There's a real company that lists among its services "Carpet removal, house cleaning, odd jobs, catering." Now, I don't know about you, but when I want a caterer, I'm looking for someone who does catering 24/7. I don't want to have to worry about "Did they wash their hands after the carpet removal job and before serving my guests?" In fact, if I'm looking for a caterer for a wedding, I might even be drawn to "Wedding Bells Catering" much more so than "Sam's Catering" or "Good Eats Catering."
Here's another example. There are lots of graphic design companies that do all sorts of work - websites, logo design, brochures, collateral material, wine labels, book packaging, etc. You name it, they do it. And business is generally OK. (But let's face it, if they were going like gangbusters, they probably wouldn't have sought out my help!) Some of them had a hard time differentiating themselves from the competition and others found it challenging to develop a strong client base and referral network. We've had some good success developing their current business, but when we delve into the possibilities of "Moving Aside" and carving out a real niche, or developing one thing that is their flagship specialty, most of my clients get cold feet.
One company (not my client - too bad for me!) that has done this with fabulous results is MaxEffect. They made a tough call. They moved aside. They could obviously do a wide variety of things with their graphic design and advertising skills, but they do ONE THING: they work exclusively on yellow pages ads. That's it. If you want a killer yellow pages ad with bold graphics, custom or stock photography, clean layout, and a strong, compelling message, these are your go-to people.
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