Sweet spot. Zone of genius. Area of expertise.
If you’ve been around online for a while, you’ve probably heard most of these. Business coaches and leading motivational gurus and top level marketing people are constantly advising business owners like us to identify this mystical “thingy” and “operate inside it” in order to make lots of money and be uber successful.
But – do you actually know what this is? And have you defined it for yourself?
Let’s start with a definition. Your sweet spot is the intersection between what you do best and what your clients really need. It’s that simple.
Why is this SO important? When you can simplify, streamline, and systematize offers within your sweet spot, everything gets easier in your business. Not only is marketing easier because you know what to talk about, your business is easier to run because you focus on what you do better than anyone else. Suddenly you’re more profitable, less stressed, and actually loving your business.
Magical, right? So let’s get busy and identify this sweet spot thing in your business.
Step One :: Identify the ONE thing you do really, really well.
Most of us get stuck here for one of two reasons. We either think we do everything (or at least lots of things) really well OR we aren’t sure we do much of anything well enough to stand out from the competition. Both of these mistakes have the same result – we decided to do all the things for our clients.
We create packages that include design + development + copywriting + social media marketing + SEO + video editing + print media + more + more + more. And then we worry about hitting our client’s target budget number so we put it all together for something crazy like $1,200.
This was me (back in the day) – only with copywriting. I knew I was good at writing. But I was also good at marketing and business. I knew how to build a simple website using a WordPress template. I could write just enough code to really mess things up, too. So, I created packages that offered all kinds of services for super cheap.
I wondered why they didn’t sell very well. Then one sold, and I was really in trouble.
Turns out only a really tiny group of people in the world believed I could do all of this stuff. Me, my husband (who thinks I can do anything), and that one customer. Before long, my husband was on his own. Both my customer and I became convinced that I was a total failure.
The truth is this: I am good at many things… but I am only really, really good at listening to people talk about things they love and turning what they say into effective marketing. My unique combination of marketing expertise, writing ability, and intuition is my superpower.
I can confidently tell you that my ability to translate the vision my clients have for their business into effective marketing is pretty special. Am I the best in the world? No, probably not. But my work stands out in the marketplace. My clients are excited to work with me and love what I do.
Step Two :: Identify what your clients really need.
The challenge here is to move past the obvious and get a little deeper. Sure, your clients need a website. But, what makes your ideal clients really unique?
Maybe your clients need an online virtual store to showcase the amazing, custom designed products they make in the best possible way. Or maybe your clients are looking to capture the attention of a specific audience and draw them into a membership platform built just for them. Perhaps your client isn’t sure how to build a community around their brand – but with the right advice and implementation they would really make a difference in their market.
Once you know what you do best (see step one) you can really get detailed about what your ideal clients need from you. Start by thinking of your favorite clients from the past. What did you provide to them? How were they able to take what you created and use it to get results? The answers to these questions will point you in the right direction.
Step Three :: Position your business where those needs intersect with what you do really, really well.
When I decided to align my business around services that were based on my intuitive marketing ability, my business exploded. I play to my strengths… and my business is thriving.
What about potential clients who don’t need my marketing services? The ones for whom simple website copy is enough to sell their retail product? Those are not my people. Clients who just want technical writing to explain how their gadget works? Not my people.
My work meets the needs of people who want to motivate, inspire, and grab the emotions of their audience and connect with potential clients. Those are my people… and they are willing to pay well for my skills. See how this works?
Your design style won’t resonate with everyone. Your technical ability is not a match for all the potential clients you meet. For some, a simple landing page built on a template works just fine. Others will want a full eCommerce solution or a huge email funnel or a vibrant design that leaps off the screen. Some people really need you… and others don’t.
It’s okay to play to your strengths and tailor your marketing to the needs of your people. In fact, it’s more than okay. It’s the way to position your business for success. Want to read more about positioning? Click here.