I saw this awesome sign while running an errand in Santa Rosa, CA recently:
It very simply says, “Bring the PARTY to your next event. Call 1-800-TORTILLA”.
Notice what the sign is not saying:
- We make the complex problem of preparing delicious Mexican food simple
- You bring your appetite, we bring the technical details of food prep
- Most experienced Mexican cuisine chefs in the world
- Lovingly curated ingredients based on the best that food production technology has to offer
- Boutique tortilla restaurant
- Great team culture at our restaurant where we invest more in our people than the competition
Instead, the sign focuses on the customer’s needs (festive food for an event) and offers a simple, memorable combination call to action that also serves as a label for the restaurant (Call 1-800-TORTILLA).
Their focus on one singular customer desire is so fierce that they don’t even tell you the restaurant’s name.
Is it easy to forgo mentioning other compelling attributes of your product or service in order to focus on just one? You bet it’s not. 🙂 It’s brutally hard.
But when you don’t muster the courage to have a sharp focus, you get something much more like this:
(Thanks to awesome list member Tom Kerwin for finding this photo made by Nikolas Lloyd (LindyBeige) and forwarding it to me)
The sign says “SPECIALIST IN ALL KINDS OF CONTINENTAL FOODS”.
When I hear the word “specialist” used in that way, my reaction is the same every time:
If you were diagnosed with a rare form of cancer and went to see a “specialist” who told you they “specialize” in cancer, brain surgery, reconstructive plastic surgery, chiropractic work, and dentistry, you would stand up and run out of the room so fast you’d knock over some furniture on your way out.
The more sophisticated buyers at your clients will have the same reaction when they see a 5-person shop claim a “specialty” in front end, back end, UI/UX, database, dev ops, and e-commerce work.
I’m not saying that you can’t talk about your full range of attributes in your marketing. But when you decide you are going to capture a desirable, profitable market position by narrowing your focus, you have to make difficult choices along the way about how you’re going to shape your clients’ perceptions of your specialty.
Get the most comprehensive, step-by-step guidance available to help you make that decision right here: http://thepositioningmanual.com