I’m about to say something that ‘goes against the grain’.
It’s super simple, but you might not like my advice:
- Stop creating a bunch of different products.
- Start focusing on ONE product.
One product only please.
The bitter truth is that you are doing yourself a disservice by touting several different products at the same time. A lot of different products mean you, your product and your time are dispersed in a thousand different directions.
And more importantly it means your messaging is fragmented. The more products you sell, the less clear people are about who you are or what you do.
Stand for one thing and build on that over time.
Why One Product Makes Sense
So let’s get clear on why a focus on ONE product is preferable:
- One product keeps your attention focused
- One product allows you to develop a higher value (and higher cost) item
- One product gives you the maximum benefit for your marketing dollar
- One product keeps your positioning clear; prospects won’t be confused about who you are, what you do, what you’re selling or what they’re getting.
The more products you sell, the less clear people are about who you are or what you do. -Taki Moore [Tweet This]
Why One Product Will Leverage Your Marketing Dollar
Think of your marketing budget (including time and energy) as an interest-bearing investment. You put in some money (your budget) and you earn some interest. If the investment stops performing, that’s it. That’s the most you can make.
But what if the investment keeps performing? Then the interest compounds – you earn interest on your initial investment and on the interest. It’s exponential growth.
The point is that marketing is a compound activity that has a cumulative effect on your business and can give you the exponential growth you’re looking for.
But what happens if your marketing is splintered in 10 different directions?
Suppose you do speaking events where you talk about one product. You have a blog that talks about another product. You have a newsletter that talks about your three other products. Then you do promotions on a whole lot of other things. Your marketing—and your message—will be spread thin and completely fragmented.
And worse of all? Your audience has no idea what you’re talking about or what you actually do.
Imagine however you expend all that marketing and messaging energy towards one thing, i.e. all of your speaking events, your blog posts, your newsletters, your emails, your web pages and maybe even your business card are focused on a single product.
You aren’t spread so thin.
Your entire marketing machine should exist for one product. That means your entire marketing efforts– from your blog to emails to speaking engagements—will have an exponential cumulative POSITIVE effect on your audience.
People know exactly what you’re talking about and exactly what you do.
You distinguish yourself in your prospects’ mind as a leader with a clear message and a high-value proposition.
And guess what that means?
You get a bigger, more loyal following.
And TONS more sales!
So don’t splinter your efforts across several different products and initiatives. Do focus on ONE high-end, high value product which will boost both your reputation as well as your bottom line.
So sit back and enjoy the results!