Business Sense: You Can’t Have 10 Specialties

Posted on 10 August 2017 by CRadmin3

Projektovy-manazment-pre-Marketing_8_wMany countertop fabricators today like to offer their customers a full range of products and services, but saying you specialize in each one of them stretches the definition of the word a little too far. For example, one countertop fabricator’s website claims the company specializes in “granite, marble, limestone, tiles, quartz, travertine, onyx soapstone pavers and fireplaces.” For what it’s worth, this fabricator may as well throw in basketball, blackjack and fine cheeses.

This is in no way an isolated incident. A few quick jumps through Google reveal a whole host of other fabricators with similarly long lists of specialties. In just one city, the following examples can be found:

  • We specialize in countertops, vanities, windowsills, fireplaces and coffee tables.
  • We specialize in natural stone, granite, marble, limestone, soapstone, travertine and onyx.
  • We specialize laminate, solid surface and sinks.

How is a homeowner supposed to determine which of the above businesses he or she should select?

Create a Unique Proposition

Rather than trying to attract the entire kitchen and bath market, focus on what makes your company unique. Instead of spouting out all of your services and products in one long list, tell your website visitors why they should choose you. A great template for this sentence looks something like this:

I help _____ do _____ so they can _____!

Now, this message is not going to attract everyone, but it should ring true to your primary customer base. To help you create a powerfully unique marketing message, ensure it meets the following four criteria:

  1. It states a specific benefit.
  2. It includes an offer that does not or cannot be met by your competitors.
  3. It speaks strongly to a large group of potential customers.
  4. It is tried and tested to be true.

All it takes is one day of brainstorming to create a unique message that converts your website visitors into happy customers without having to say that you specialize in everything.

Read the full article by Harry Hollander of Moraware here: You Can’t Specialize in 10 Things

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