The Danger of Marketing on Too Many Fronts
Focusing on one message is not easy. It’s horribly hard.
I mean, even I struggle. I’m handsome, muscular and really funny. But I have to focus on one feature at a time to impress women and get a date. I usually tell them I’m funny and charming to get them to go out with me, and then let my smoldering looks and sculpted arms work their magic during dinner.
Seriously, though, every business person I talk to struggles with focus. And most are getting killed. “But we can do this, and we can do that, and we’re also good at XYZ.”
So I tell them, “Hey, let me suggest this great hotel for you. They cater to families, vacationers, business people and visiting dignitaries. The breakfast buffet has wi-fi, toys for the kids, a fortune teller, guys on stilts and free translators for leaders of foreign countries.”
They say, “What? It sounds like a zoo. Forget it.”
But when I tell them, “Stay at this hotel. It caters to business people, has free wifi, free coffee, free massages, free car wash service, a free healthy breakfast and world-class meeting rooms.”
They say, “Perfect for me.”
Try to think of the person who is your best prospect, the person who would say “This is perfect for me.” Then build a single message to market to that person.
