Lately, while going from one client to another, it has occurred to me that I have been fortunate to get clients despite my marketing, rather than because of my marketing. Usually, when people ask me what I do, I tell them that I fix computers and do some web work. My intent has been that it is general enough that it might spark an idea for what I can do for that person. While working on a few projects, it occurred to me that I probably should be more specific about what I do. Perhaps you should be specific too.
Let me give you some more examples. Rather than say that I fix computers, I should say that I can help my clients figure out whether they should fix or replace their computers. Quite frankly, many clients do not want to spend more money to fix an old PC than they would spend buying a new one. I have found that my non-business clients have a $200 threshold before they start eyeballing a new PC. Quite frankly, I don’t want to spend hours figuring out software issues either. It’s not cost-effective for the client and no fun for me. By positioning the service as helping them make that decision, it prepares them to make one of the two choices. This way, they already know it’s either going to cost up to their spending limit, or more than their spending limit.
Rather than generally saying that I network computers, I can say that I network computers to share wired and wireless internet connections, share printers on a network, block unwanted sites like Myspace, install routers and set up firewalls, or any number of specific network items. Doesn’t being specific like that spark more ideas of how I can help your small business? Heck, I could probably cycle through marketing campaigns of very specific services. One week, for example, I could call on businesses and offer Myspace blocking for a given price. Once that runs out, I could maybe start a new campaign setting up VPN services.
With respect to Internet, it’s rather vague to say that I provide Internet services. How about specifying that I can set my clients up with their own podcast? I can specify other services like showing my client how to edit video on their computer. I can provide specific services like producing a podcast or blogging for their business. I can set the client up with a WordPress site or create a custom templete. You get the picture, right? Same thing here. Once you have a specific service to latch onto, you can create a marketing campaign for it.
Having specifics about what you do can spark ideas in the prospect; but it also steers the conversation towards the type of work you want to do. This is awesome because doing what you like and getting paid for it is much better than doing things you don’t like and getting paid for it. I’d rather do work I enjoy. Another benefit is that the more you practice specific services, the more proficient you become at them. Therefore, I will practice specifying the kind of work that I do from now on. Perhaps you should too.
Shaine 