The Siren Call of “Everything”
We’ve had a cool 18-year-old kid staying with us on and off this year. He and I share my desk and many mornings I find scattered stickies with his girlfriend’s name penned in his elegant script.
The other day, I found this list, titled “I do everything!”
[Spelling is not one of the things he does, so here’s a quick translation: ukelele, guitar, magic, cook, art, calligraphy, agriculture, Ultimate Fight Club, science, poetry, romantic.]
All of it’s true… so that’s not my point. He’s got a lot to offer—and, as he’ll tell you, a whooooole lot to offer the ladies. Like it says, he’s romantic.
My point is that this desire to be everything is natural when you’re 18. But when you’re in business, your clients aren’t like a teenage girlfriend (or maybe they are, but this will still hold true for them, I promise.)
Your clients wants to work with someone who gets them, who understands them quickly, who makes them a specific offer. An offer that’s clear, definite, and confident.
If you are like my young friend (as so many of us are), you’re good at many things. And that’s great. I like to do it all, too, and I know it’s not easy to pick just one.
But if you want a website that hums and gets you clients, you’ve got to get specific.
When I work with someone on website copy, the first thing we do is narrow down “everyone” to their most ideal clients. And, believe me, almost all my clients initially say, “Oh, seriously, I DO work with everyone.”
But, think about it, if you’re a 40-year-old woman who’s never worked out and is desperate to get fit, but uncomfortable going to a gym, who would you rather work with?
Fitness Trainer A who works with “everyone”
Fitness Trainer B who works at home with women, 35-45, who are sick and tired of feeling out of shape and intimidated at stepping into a health club.
Being everything to everyone is good for your ego.
Being very specific about what you offer the person who really needs you is good for your business.