Pick One Thing and be “Crazy Good” at it!

Deciding which of your business’s features to highlight when crafting your marketing message is a whole lot harder than it seems, don’t you think?

After all, if you pitch too many features you risk confusing prospective customers and not being remembered for anything in particular. If you say too little you risk limiting your appeal to a broader audience.

So then what’s your business to do?

As brutal as it may sound you’re better off focusing on just one thing and making sure your business is “crazy good” at it! This will not only give you mindshare with prospects and customers, it’ll also give you a real competitive advantage over your competition.

Don’t believe me? Look around you. There are tons of examples of companies that went from good to great by following this very simple yet disciplined approach.

It’s why Starbucks focused on selling coffee and Zappos.com focused on shoes.

It’s why Fedex put a laser focus on overnight delivery service and made its slogan “When it’s Absolutely, Positively Got to be There Overnight.”

And it’s why Avis used its number 2 spot in the rental car market to position itself as the overachieving underdog with its message, “We Try Harder.”

It’s better to be considered “crazy good” at just one thing than to be utterly forgettable at lots of things.

Now get after it!

This much I know.

-Jeanine