Peter was trying to fuse two service offerings:
- a business advisory service
- and a quarterly program of paid workshops.
Both had a common audience – business owners wanting advice and input to fix the problems and challenges that arise in their business. To help unblock them and build momentum.
Both services would address issues in each of the four pillars of business success – sales & marketing / finance & reporting / operations / people.
The advisory service has an individual focus on the business and its owner, working through each issue as they arise.
The workshops are shared discussions with other business owners on one common issue. Guided by the subject matter experts, with lessons and ideas they can take back to their business.
But they are two separate offers.
There is a golden rule: the power of one.
One Audience – too often sales & marketing is desperate to impact as many people as possible, then misses any mark.
One audience – “this is for you (and you alone)” – and all the ‘yous’ in that niche turn and pay attention.
One Offer* – choice leads to indecision. The audience has to stop and think, “Do I want this, or that, or both?” And the last thing you want is to interrupt the buying process with overthinking.
The flame that captured their attention will stutter. The moment is gone as something else grabs their attention.
It’s a precious thing, attention. You’ve worked hard to get it, so do not squander it.
One Call To Action – what do you want them to do? What’s the next step? Make it seamless, simple, obvious; and above all do not offer another action. Because the chances are your outcomes will be a fraction of their potential.
* As always there are exceptions, and upsell can work very well; but only after the audience has made the first purchase.