Large businesses are started by taking a solution and structuring it for financing and scale. This process is detailed and where the 10+ page business plan comes into play. Small businesses are usually started with a focus on creating or meeting the demand for a solution. The plan usually only consists of something that is known to sell, trying to find more people to sell it to, and a huge absence of detail. This gap is why a lot of small businesses either fail or struggle unnecessarily. How do you fill the gap? Clarity.
Clarity of What. What is the problem that you will solve? You’ve heard it in big business as the flagship product or in small business as the signature offer. You’ve been duped into thinking that if you offer ALL of the things then you will make ALL of the money. Or maybe this sounds familiar: if you don’t sell more things, you are leaving money on the table. It is funny that we know this when it comes to being the client. We prefer to go to the business that specializes in something. We will go to the hair place that specializes in cuts or color, the dentist that specializes in braces or Invisalign, and the mechanic that specializes in tires or oil changes instead of the general hairstylist, dentist, or mechanic. So be the expert that offers one thing as the main thang and kill it!
Clarity of Who. Ever follow someone because you liked what they were talking about and then when you paid attention again it didn’t seem as though they were still talking to you? To try and serve everyone is to serve no one -well. Science keeps showing us that multi-tasking is B.S. but we keep thinking we are the exception to the rule. Focus on one client avatar and give them your all. When you do that, every time they tune in to the content and the offer it is for THEM. Streamline all of your efforts to get one avatar to self-identify with your stuff. To move forward faster, focus on serving one main avatar.
Clarity of How. Just as there are a million problems to solve, once you select one problem, there are many solutions. Select your one purposeful solution. When you do a deep dive into your WHO then you find out how they prefer to work. Should it be a workbook, a live workshop, or a course? Which would your avatar prefer and actually do the work? So, think about how you can serve them in a way that will be successful and get them to the transformation as the right solution to select.
Clarity of Where & When. Where do you find your WHO? Go to where they are, of course, BUT ALSO go to where they are looking for solutions to the problem that you solve. So, yes your people are on Instagram but are they there looking for your solution? When is the best time to offer your solution, is it seasonal or are the better times of year than others? When is the best time to service them? Everything should take you back to your Who: what they want, what they need, and how they want it delivered.
For the best business clarity, have one main offer that tackles one problem with one purposeful solution for one main client avatar. Create a long-term streamlined focus to it and don’t add another offer or client avatar until that one is successful. It will make it easier to transfer that success to the new offer.
If you would like to explore defining clarity or reclarifying your business, let’s talk. ShaCannon.info/talk