Want to expand your opportunities? Get small to go big
Often when there is slow or no movement in a creative business, a lack of inspiration, or worse a lack of profit I see the business try to fix the problem by getting bigger hoping to capture something more. Getting bigger can look like more product types or high product volume, a broader message, and something for everyone. If you were feeling a bit underwhelmed before growing I promise you it only gets worse. Instead of an influx of customers or more traffic the opposite tends to happen–and now you aren’t even so sure who you are and what you do.
At first it seems scary, right? There is a fear that you won’t have enough ideas to fill up the business, or you won’t have enough to attract your customers with. But then something quite interesting happens–when you share with your ideal market exactly who you are they don’t have to play any guessing games.
A confused shopper doesn’t buy
Worse yet, a confused business owner can’t grow! Narrow your focus and you will discover things like what you are built to do, your intention, your distinct message, and the best products to carry your brand. This is so definitely strong that your best customers can’t help themselves but be apart of it.
Think about your favorite stores, blogs, or books. Now of these favorites quickly think of the single reason you love them. What word do you use to describe them or what feeling comes to mind? I imagine it won’t be difficult to think up because it’s so clear and concise. One of my favorite blogs is about handmade style and I know that when I check in on the posts for the day they will have one common theme: handmade style. This predictability allows me as the reader to rely on the experience I will have there making me a dedicated reader.
If you want others to be dedicated to you then be distinctly narrow in what it is you do
Be distinct in the experience you offer, how it is delivered, the benefits you stand for, how you make your customer’s day better, and how great you are at what you do. You probably won’t be the only one in the world doing what you do–it’s not so much about being unique as it is being transparent and this begins with you.
Ready to narrow yourself? Try this few tips on for size and watch the reaction to your business change and grow:
Be true to who you are – The best place to begin in narrowing your creative focus is with yourself. Set out to create and build your business around what it is you are coded to do! You have heard this before like when someone says, “follow your heart” or, “be true to who you are.” I can’t recommend doing this enough–yet it sounds so much simpler than it is sometimes.
Think back to the time when you decided you wanted to have your own business or use your creativity for more than just a hobby, what were you most excited about?
Stand for one thing - Stand for one single thing. What do you want to be known for? Lead with this as the heart of your business and ultimately the heart of your brand. Before you can be a changing part of your customer’s lives you need to know what single most impactful benefit you offer. Lead with this, talk about this, and build this into everything you do.
Cut out all the should – Looking around this great thing you are building what are you doing because you think you should? It might be a type of product or it may even be a component of business such as bookkeeping. You will know it is something built in should if you don’t care how great it is. If you can’t stand behind everything you do how can your customers? It doesn’t matter what similar businesses to you offer, what do you want to offer?
Now go and be great,