Please help me get focused.

by mrcouchpotato

Posted: 13 years ago 25 replies

OFFLINE MARKETING

I'm not sure if anyone else here is like me, but I feel like I'm a jack of all trades...master of none. And for the last 6 or 7 months, I just can't get focused with a specific business service.

For instance, I'm able to....and have...

1. Built websites for myself and other businesses (mainly Wordpress but can also do HTML). But nothing super fancy...just good old informational type sites.

2. Produce videos - I actually started out as a video company over 20 years ago and still do some today. My wife took the video business over doing weddings and events. However, I still do an occasional video for businesses. I can do more but don't promote it much.

3. Done Mobile marketing - I'm now starting to build mobile websites and also promote QR codes and hope to get more into SMS texting services.

4. Photography - I recently took listing photographs for a few real estate agents (I'm a part time agent myself) and I'm building virtual tours for them as well. In two weeks I'll be speaking at a broker's sales meeting about this service. I've also been asked to take family portrait photos and next year I have to photograph a wedding.

5. Print Design - I've designed flyers for our own business as well as others. I can do brochures, business cards, promotional post cards, etc.

6. Marketing Ideas - Tonight I went to a networking meeting (it was my first time there). During the meeting we broke off into groups and at least 5 times I gave some marketing ideas to other members who loved them and plan on implementing them (or they at least got new ideas from them).

7. Advertising - Even though I haven't done it yet, I've been putting out some feelers to create a mobile directory and sell advertising on it to local businesses.

So as you can see, there's a lot I can offer but it's hard for me to explain it well. Tonight's marketing meeting was a perfect example. They wanted us to tell about our business in 30 seconds or less. And I guess that's my problem. My business is so scattered that I have a hard time explaining it. In fact, I don't even know if I'd call it a business. I feel more like a handyman (like when you hire a handyman to do odd jobs around your house).

I've been using our video company name Willow Productions for everything.....even the non-video stuff simply because I'm not sure what else to use.

I want to appear more professional and focused instead of "sure I can do that....oh you need that too? No problem......yeah, I can even do this for you as well." I feel like I'm all over the place when I'm talking to someone.

So what's the best strategy for being able to offer a whole slew of different services, but still sound like a reputable company?

Hope that makes sense.

Mike

#focused

Jason Kanigan 13 years ago

Those are all great "whats".

"Why" do you do what you do?

Check out this video which was forwarded to me by Rentamentor in the middle of the night (he never sleeps).
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RentItNow 13 years ago

What I have noticed is more to do with values than services. "I can't get a hold of my webmaster to change even the simplest coupon" seems to be my IN with businesses. What I can sell them uniquely (and it has been a hard sell) is focused marketing messages thru testing and application of that message (someone at the other end of a phone line that can do what they want helps but as the relationship builds is not necessary).
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I have no agenda but to help those in the same situation. This I feel will pay the bills.
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Aaron Doud

13 years ago

Doing it all isn't bad. Doing it all yourself is.

Focus on one business you want to expand. Work on expanding that and maybe add in other services as up sells. Get employees or outsource work to free time and move onto the next.

You've kind of done that with the video business. Just keep doing that. Some may all be under one company name, some may be under multiple names. But learn to be a leader and once you get things going hand them off.

Rinse and repeat.

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KingOfContentMarketing

13 years ago

Originally Posted by lordauric

This is the way. Your personal efficiency and effectiveness will increase. Not only that, your marketing will be better because you will become known for one service. You will grow faster and your upsells and cross-sells will grow as well.

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Voasi 13 years ago

Don't be a "yes" man.

Offer solutions, don't say "sure I can do that". Give you an example...

I had a potential client talk to me about his business. He wanted to get into social media, because he heard everyone talk about it on the news and saw other media outlets using it. He wanted to stay ahead of the curve and he knew if he set it up, he'd be getting a TON of clients from it. He wanted a Facebook and Twitter setup. His business: plumbing.

I told him that is NOT where is client's are. Granted, you MAY be able to get clients from Facebook and/or Twitter, but a Plumber does not need a Facebook and/or Twitter account. A Bakery, Clothing store or Bar are good examples of local companies that should use social media, but a Plumber is not.

I told him that's not what he wants - he said "it's not". I said No, you want more deals, let me show you how to do that.

What you should focus on is what you like to do. If it's web design, then stick with that. If it's producing/creating video, then do that. If it's traffic generation, then go there. The nature of the beast is that your clients will ask for these additional services, and you can white-label someone else's services for the products outside your core competencies.

Stick to offering one service and become an expert at it. I know, you hear that a lot, but it's true. Mainly because it will help you market that service effectively. If you become a video guy, then you really open your mind to the reasons (benefits) why a company should have video on their website. You'll go into why video converts higher then any other sales messaging platform on the net. By honing in on a specific service, you'll expand your thought process for how to sell it effectively, which is the most important part.
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Aaron Doud 13 years ago

The plumber on facebook is a classic example of what people have drummed into these small business owners' heads.

Sometimes as consultants we have to make sure they see if their idea is bad. We are the experts. They count on us to steer them right.

Never be afraid to give a client your honest and back up opinion. People for the most part respect those who will tell them when they are wrong. And the rest who want just yes men are not people I want to work with.
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Brendan Vraibel 13 years ago

Sometimes you just have to remind yourself that you're a marketer. Your job is to bring in more sales and profits for businesses.

Put yourself in your client's shoes. It is good to be able to offer multiple solutions to adjust to a their needs but most business owners don't really want someone who is OK at a lot of things but an expert at the things that they do.
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mjbmedia 13 years ago

Mike, if you had staff doing that list of 7 things, you wouldnt have an issue with saying you (your business) does them , because its you doing them you seem to have an issue with admitting you're that talented.

Anyway which of those do you a) like doing the most day in day out b) talk about the most enthusiastically and c) which one makes the most profit , hopefully all three bring the same answer .

Consultancies that have staff are massively limited to their staffs potential limits, still their clients pay them to have work done at less than 60% quality simply because their staff arent experts in that field but its within their remit to deal with that particular function.

Now move this scenario onto yourself, you can genuinely say you specialise in 1-7 and know you can deliver via an expert in that field whether its yourself or you outsource it , either way they get a better result , maybe for a bit more money, maybe not, but serious businesses will pay more for better quality results.

Whatever it is theyre talking about needing, you're the expert at it (your business) , if you're giving an elevator pitch then pick two related things and be an expert on them for the purposes of the elevator pitch, make it social media and mobile and people will come to ask you about other 'complicated' stuff too beleive me.
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Seantrepreneur 13 years ago

First off, I think its great that you understand and can offer all these services to potential clients. As far as the name goes, maybe you could come up with something similar like "Willow Promotions" for example. Don't over think it when explaining to ppl what your company. Tell them what you do which is you specialize in bringing more customers and sales to your clients. That will for sure make ppl perk up.

I agree with what must of the ppl here are saying. While its great to be able to do all of these things, I know from experience that it's too much too sound.

Maybe you could work your way into the business by offering one service and then up-sell another service that you can provide to the client. Its wayyyy easier selling a customer than it is a prospect. Also, as mentioned you are going to go nuts doing all this work by yourself. Once you work really picks up you should seriously start looking for outsourcers. That's what I did and I couldn't be happier.

Hope that helps!

Sean
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saggsee

13 years ago

You sound like me good sir!!! I have great trouble holding FOCUS I have a wealth of knowledge and am only now after years and years of obtaining knowledge am I now beginning to FOCUS on what I enjoy. That being Consulting offline business and building Facebook pages for them. All else I "outsource" Best line for me is "I cant do that but my good and trusted friend Tony (as an example) can do that and boy does he do that good. As a favor just for you because I like you understand the seriousness of business will get you a special price"

My FOCUS is hampered by being diagnosed with ADHD a few years back but with that diagnosis came an understanding of how I am and why I am what I am. Hope this gets read....

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mrcouchpotato

13 years ago

Thanks everyone for your replies.

I think I do need to focus on one thing but every time I turn around, an opportunity pops up for an project I can do, but isn't what I thought I'd focus on.

For instance....

Just an hour ago I had to stop by a local Laser Tag place (where kids play laser tag against each other) to pick up some free coupons for a charity halloween party we're having.

So I meet with one of the owners and she needed to cut the coupons apart since she printed them with her inkjet printer. She then gets a phone call and leaves the room. (we were in one of their party rooms).

Well, in this party room I see one of their promotional pieces with a QR Code. So I scan the code and it takes me to their website.....which is not a mobile site. In fact it looked terrible on my phone.

So the owner comes back in and I start talking to her about it.

I say... "I see you're using QR codes for promotions".

She says "Yeah, my husband figured that out.".

I then said, "Well, I scanned it and..." She interupts me and says "Didn't it work?"

I said "Yeah, but it took me to your regular website and it's hard to read. Here....take a look.".

She said "You're right, you can't read that at all."

I told her she needs it to at least go to a mobile version of her site. She then asked if I create them and I said yes. I then showed her a few on my phone. But I then explained how a QR code going to a website is nice but you can't track it. You need it to go to a special kind of page to either collect an email, promote a special deal, or something like that so you know it's working and can be tracked. She said I needed to talk to her husband since he does all the advertising. She then gave me his card and said to call him tonight.

So.......this is where my dilema seems to happen.

I want to focus on one thing, but I don't want to pass up other opportunities that I happen to stumble on.

I sometimes see large marketing firms promote their branding services, design services, promotional services, etc.

Do you think this is something that a little guy like me (well, not so little around the waist) can do. Maybe become a "Marketing Firm for the Little Guy" and target small businesses that can't afford the big marketing firms in the area.

Mike

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saggsee

13 years ago

Outsource.... seriously you know what should happen, you know who can do that, you have your clients asking you "can you do that". "Yes we can" to coin the BO of USofA president. This happens to me.... Outsource outsource outsource charge what ever you like..

so say me jay in the uk...ok?

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mrcouchpotato

13 years ago

I don't have a problem with outsourcing. If I need help, I'll definitely get it.

The problem I'm having is how do I define my business....whether I'm a one man band or have an entire team behind me?

Once I define what my (or we as an eventual team) business is, I can start focusing my own marketing materials, website, videos, etc. on that focus.

So let's say I focus on promotional videos. What happens when I come across a customer who wants a mobile website. My business card says Mike's Video Production, but how do I say "oh, well I can also create mobile sites". Wouldn't that look strange to a customer?

Or let's say I want to focus on mobile marketing and I run across a client that needs an entire website built? But my business card and website talk about mobile sites, sms, qr codes, etc. The customer may think "Well, I need someone who can do my regular site. Not a mobile site."

I hope that makes sense.

BTW, kaniganj, that video was awesome.

Mike

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Voasi

13 years ago

Originally Posted by mrcouchpotato

My company focuses on SEO and Google Places optimization. We get clients all the time that ask us to do their website design/re-design, which we do.

If you provide a good service, they'll come to you for other stuff because they think you're "plugged-in" to other peeps on the net that do good work - at that point, you can either push off to a preferred vendor or do it in-house (white-label).

Too be honest, I wouldn't worry about "losing" business. There is plenty of business, just focus on one service and GO... that's what you need to do. If you lose someone because you don't "offer" that, who cares, just continue to get clients in your core competencies.

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wilder1047 13 years ago

How to Build on Your Good Idea

Just focus.

I didn`t start to make any progress until I spent more time away from this forum.

There is sooo much information being thrown around in this forum which is great - but at the same time you need to step away from it all.

Internet Marketing Blog by Internet Marketer James Schramko

I`d also go and opt-in for James Schramckos e-book on the right hand side of the website linked above.

It pretty much tells you step-by-step how to focus and get moving!!
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sadiecopywriter 13 years ago

You're a consultant. You come up with solutions, not services. People will pay you for your solutions. sometimes that will be video, sometimes not.

The trick is in knowing what works for each individual client, not a blanket solution. (ie 'facebook works for everyone'.) Knowing it doesn't is what will set you apart.

You are not a 'service provider' you are a 'consultant'
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- SEO Genius 13 years ago
  
  "When you can learn to say "NO". You have achieved success"
  
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  blend 13 years ago
  
  All handy men have a favourite job! If i was you, i would pick out from your list what you do best, and how to push it forward etc..!
  
  What have you got lose mate!
  
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- TyErickson 13 years ago
  
  Originally Posted by sadiecopywriter
  
  You are not a 'service provider' you are a 'consultant'
  
  Are you sure? Maybe he wants to be a business owner. Personally I think consulting is highly over rated. There's very little leverage unless you can grow it into a real business.
  
  I don't see anything wrong with picking one service as your lead in.
  
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JToneyUK

13 years ago

Wow Mike this is very much similar to me! I've come across many of your threads and I thought you was well established. One great thing is you're at least out there, meeting people and constantly scouting for potential clients, just like your laser tag lady. That's great!

I'm in a similar predicament. I know web/mobile design, SEO, social media marketing etc and am looking into SMS services.

I think what you are is a "marketing solutions company". All of your services revolve around generating more business for local businesses.

You could give yourself the "consultant" tag. But I think there is good advice here about just taking 1 or 2 of your favourite services and sticking with them. If you happen to come across someone who needs a service you can offer, if you're not overwhelmed by work, offer that to them, or outsource it like you said you can do.

For me, I am literally overcoming the fear to put my plans into action. I want to focus on mobile websites with QR codes and SMS campaigns, hopefully since both of these compliment each other, it will leads to the clients wanting both these services over time. But I would also further upsell other services such as Google Places listings, Facebook pages and social media services.

I could also do full websites if I was asked the question or got referals, but want to concentrate on the mobile side of things.

My brother, who I am gonna partner up with is a graphic designer and so between us we are a small "Design and Marketing Studio" with our services falling into three categories.

Graphic Design: Fliers, brochures, logo design, branding etc
Web Design: Custom websites, CMS sites, Mobile sites, basic SEO
Internet Services & Marketing: QR codes, FB pages, Google Places, Social Media campaigns, SMS text services.

That is a lot to offer and if it got to the stage where we got lots of clients and it was too much to handle, that's a good sign the company is growing and we can bring in more staff.

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mrcouchpotato

13 years ago

Originally Posted by JToneyUK

I just recently have gotten into the mobile marketing and web design arena, but have been in the video business for years. I took a break from videos myself about 7 years ago (while I dabbled in the real estate market as an agent) and my wife runs the video business now. But she mainly shoots weddings and events. When I was into it, I did more corporate type videos but have only shot a few here and there lately.

I think the networking group meeting I attended last night really made me realize how unfocused I am (and have been). When everyone else stood up and said 'My name is <name> and I <what their company does>, I started thinking, heck....I do a lot of different things so I don't know what to say.

But now after reading everyone's replies here, and especially watching the video mentioned above after my original post, I need to stop thinking "What" I do and start thinking "Why" I do it.

I've also come to the conclusion that I don't think I can do just one thing. I get bored very quickly which is probably why I'm all over the place with my services. If I had to spend every day creating mobile sites, I'd get tired of them and stop. And if I had to spend all day shooting and editing videos, I'd get tired of that and stop.

Just last week I spent two full days videotaping a professional trainer for a product that she's creating. I haven't done that for a while and it was refreshing because it was something different. But then it's nice to do something different by talking to other business about mobile marketing.

Sooooo....

Maybe I need to look at myself (and my company) as a full service promotional boutique. Provide a list of services under the umbrella of helping small businesses promote themselves.

I was having a similar conversation as this discussion with one of the women at the networking group and she said that as a business owner, she'd rather deal with one person (or company) to do whatever she needs instead of having to coordinate with multiple companies. But that was just one business owner....who knows how many others think that too.

Mike

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mjbmedia

13 years ago

Originally Posted by mrcouchpotato

I think the networking group meeting I attended last night really made me realize how unfocused I am (and have been). When everyone else stood up and said 'My name is <name> and I <what their company does>, I started thinking, heck....I do a lot of different things so I don't know what to say.

thats easy though, everyone knows what an accountant/ solicitor/ FSA/ Realtor/ etc do, they then rally only have to say their speciality or at least what they want to focus on in that meeting.

Whereas what you do, many people dont know what it is, so you shouldnt expect to be able to explain it to them so theyd understand in 40seconds -1 minute , most of them misunderstand when I say something like 'I help businesses grow via mobile marketing' , they then say 'ahh yes I need a new phone which one should I get' did I say I sell mobile phones ??? ...no, they heard one word and created the rest of the sentence to suit their own requirements , :rolleyes:

I was having a similar conversation as this discussion with one of the women at the networking group and she said that as a business owner, she'd rather deal with one person (or company) to do whatever she needs instead of having to coordinate with multiple companies. But that was just one business owner....who knows how many others think that too.

Absolutely , this is where we position oursleves , a one stop shop sounds corny and isnt how we put it but its what we are, one point of contact, one constant message and focused point of view going through all channels, one meeting required, one set of ideas to 'argue' (discuss) through

Just to say this isnt the original reply I typed up that was lost , I'll try to get that redone at some point but the emotion has gone

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misterme 13 years ago

You're an "idea" man. A renaissance man when it comes to some things like creative matters. You also are intense, focused, highly intelligent, but bored if doing the same things over and over again. You like the diversity.

If I'm right about that, I'll spook myself. But it also would mean we have the same parents. But anyway, judging from what you've written, you seem to have a knack for starting conversations that lead to inciting people to do business with you. How about you focus on that aspect of what you do, since you seem to do that well? How about finding other professionals in those diverse fields whom you then refer, be a birddog if you will, and who pay you a finder's fee for the work you refer them to. Then when you're making commissions just for referring people, don't forget to teach others how to do the same for $1,997 and your $5,000 day coaching programs.

And I get a commission for giving you the idea.
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mjbmedia 13 years ago

ahh man I put a great reply then the database issues that WF keeps suffering didnt save it , this keeps happening on here , of course sods law it will save this one
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qualityin 13 years ago

you are off to a great start having technical knowledge of all relevant avenues of business you wish to expand later on, i suggest now start bringing in teams..

i wish to share a small story about Einstein

weather it is a legend or not let us take this story for the message

"Einstein once had a friend who was as abysmal in studies as Einstein was, but Einstein was hopeful and optimistic whereas his friend just wanted to run away from school and start his own business."

years later when Einstein received global renown, he went and visited his friend who he learned had a very successful business now, he went and was introduced, and very warmly welcomed.

exchanging pleasantries, Einstein wrote a maths problem on a piece of paper and handed it to his friend who put it on his lunch tray and called the butler to take away the tray.. after a few moments conversation the butler returned with a solution to the problem on another piece of paper.

Einstein was surprised. his friend replied

" i myself am not a genius but i was wise enough to hire geniuses to work for me , that has always been the reason for my success "

and i say the same thing to you, you really dont need to do all those things yourself.. start making teams, and with the knowledge that you have you can work on business procurement for your operational teams. to make a team you will have to first gain resources enough to start working on your projects. all you need to do is be a strong marketeer. and have expert teams backing you up to have your business thrive.

the best guidance in can give you for that is look for joint ventures. overseas service providers would give you the best operational support in regards to your projects. and you can procure business and re-vendor services. your technical knowledge would support you in this regard. and once you gain enough resources you can initiate your own project. or continue to work in this same manner , totally depends on the situation at that time..

hope the advice helps.

Regards.
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Please help me get focused.

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