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Keeping your eyes on the prize
Perhaps the most pervasive problem today for organizations big and small
can be summed up in one simple phrase: a lack of focus. And it happens
in three distinct areas.
- The market. Ask the local florist, realtor, hardware-store
owner or government program manager to name their target market. "Everyone,"
is what you'd likely hear. No, it's not. Tighten the focus and you will
win more new customers and sell more to existing customers.
- The message. "We make dreams come true."
"You can do it. We can help." Sure. But let me ask you: Why
should I buy from you over your competition, all of whom are saying
exactly the same thing? What's unique about you? Focus the message to
get more people to buy—or buy in.
- The method. How are you delivering the message?
Newspaper ads where only a small percentage may actually be potential
customers? Expensive television placements? Through search-engine optimization?
Are they working for you? Focus your advertising dollars on those things
you know hit the market in a measurable way.
With everything in focus, how can you miss?
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