When I first launched my first business I really wanted to be all things to all people. My first consulting website must have had 30 pages of different services, largely copied from what my competitors were offering.
At the time, I thought this was sensible – after all, if my competitor had a feature then we would need one, too. Over time I realised that this is NOT the case – we need to have a point of difference if we want customers to be able to choose us.
Focusing on things your customers will pay for
Regardless of whether you’re selling a Product or a Service, there are features or attributes that you offer. e.g.:
- Price
- Availability
- Level of service
- Scope of service
Your job is to create delight in the features that are most important to your target customers.
To do this well, you need to deliberately “suck” at features your customers do NOT care about.
This deck explains how: