Captain’s log, stardate 20180720
Sent by Jonathan Stark on July 20th, 2018
There’s an Irish pub near my house that has at least fifty types of beer on their menu.
But they only mention one on the sandwich board on the sidewalk outside.
It’s not always the same one, but it’s always only one.
Hot summer day?
“Ice cold Bud Light inside!”
Dead of winter?
“Come in for our warm mulled cider!”
Saint Patrick’s day?
“Best Guinness in town right here!”
Q: Why would the pub pick just one beer to feature on the sandwich board? Why not list all 50+ beers?
Q: How do you think people who read the sandwich board would react when they come inside and learn that the pub stocks more than one type of beer?
Q: How do you think people would react if the pub only stocked the one type of beer featured on the sandwich board?
While you’re pondering these questions, I’ll cut to the chase:
Sharing a comprehensive list of your capabilities in your marketing is ineffective and lazy. You’re placing the burden of connecting the dot on your potential clients. It’s an amateur move.
Take the time to understand your ideal buyer and then focus your marketing on the one thing they need most right now.
This is YOUR responsibility. You OWE it to them. They’ll THANK YOU for it.
Once they come inside, you can walk them through the entire menu.
P.S. Not sure what to put on your sandwich board? I can help you in my private coaching program. Learn more here: jonathanstark.com/coaching