Your Intro is Costing You Business
Being vague about what you do makes people check out. Sharper positioning can turn casual chats into actual leads being specific about your ideal customers and the real problems you solve for them.
- positioning statement
- brand positioning
- market positioning
- niche
- niche down
- niche down strategy
- niche positioning
- brand
- ideal customer profile
- ideal client profile
- icp
- vertical specialization
- value proposition
- unique value proposition
- referral marketing
- target market strategy
- target audience
- positioning
You’re at some kind of event, a family reunion, a barbecue, a neighborhood party, could be anything, and someone asks you, “So what do you do?”
And you say, “Oh I run a wealth management company,” or “I own a roofing business,” or “I run a design agency.”
And then you watch their eyes glaze over, and maybe they ask a polite question or two, but then they move on.
They don’t know where to go from here in that conversation.
And the thing is, they probably know someone who would be a great client for you, but because your answer was so vague, they can’t retain that information and relay it to someone else.
If you say something generic like, “Oh I own a roofing company,” nobody’s gonna think, “Oh I know someone who’d be a perfect fit for you, I gotta remember to call them after this,” because, as far as you’ve clarified, anyone in the world who has a roof could be a customer.
That one forgettable moment, which you’ve probably lived through hundreds of times, is a symptom of the disease that’s killing your business.
I'm James Archer.This is why firms hire me.
I know how to do this in the real world:
- I’ve spent 20+ years in C-level positions
- I ran a successful marketing agency for 12 years
- I’ve helped 100s of businesses from startups to Fortune 500s
- My work’s been featured in The New York Times, Inc. Magazine, Fast Company, and Entrepreneur.
- I’ve delivered over 100 speaking engagements and written countless articles on these strategies.