Your solution isn't a fit for every problem.
Your solution isn't a fit for every problem.
One more time for everyone in the back.
Your solution. Isn't a fit. For every problem.
A tourniquet is great for stopping arterial bleeding. Try using one when you cut yourself shaving. Not the best idea…
I scroll LinkedIn daily, looking for interesting content. Here's a theme I see:
Ad agencies recommend more ads
Content marketers recommend more content
Social marketers recommend more posts
Very few of these accounts state WHO and WHEN these services are a great fit.
They’ve got a hammer, and they’re looking for nails.
Why You Can’t Save the World
If you're offering these services, you should ONLY want the clients who could benefit from your service.
There are so many problems out there, and you can’t solve them all.
So be specific. Because if you can’t deliver, you’re going to deliver poor results.
Poor results mean negative reviews.
And those reviews are from people who weren't even a fit.
Imagine putting your entire reputation on a few deals you know won’t work out.
So instead, here are three quick things to do:
1. You need to be specific about the results you can help clients earn.
If you’re best for early-stage startups because you can get them to that next level, within their budget, tell them. There’s a huge difference between marketing for them and marketing for someone in Series B.
They also care about different things at that point. The goal and how you propose to solve their problem with resonate more fully if you articulate it well.
2. Be clear about who's the best fit.
If you work best with B2B companies in manufacturing that have fewer than 20 people, tell them.
That’s starting to get to the level of specificity where someone who fits the bill will say, “They basically just called my name.”
Show them the case studies, testimonials, and reviews that prove it.
3. Be ready to decline anyone who isn't a fit.
It can be hard to say no to money. But it’s necessary to build your reputation and a portfolio of case studies that perfectly align with the problem you solve.
Get over the fear. Say no.
You’re making yourself more valuable by doing it.
Don’t try to be everything for everyone. It makes you nothing for everyone.
And if you're looking to buy these services, ask for case studies or references. Do whatever you need to prove you're a good fit for what they offer. Otherwise, you’re wasting your time and money.
It's your responsibility as much as theirs.