One customer, one offer

Most small businesses don't have a marketing problem. They have a clarity problem.

When someone lands on your website, your Google listing or your Facebook page, they decide in a few seconds whether you're for them. If they can't tell what you do, who it's for and what to do next, they move on. It isn't because you're not good. It's because they couldn't tell.

Before you spend another dollar or another evening on marketing, get this one thing clear.

Who is your best customer?

Not "anyone who needs what I do." Think of the customer you'd clone if you could. They're easy to work with, they pay fairly, they come back, and they send their friends.

Write down three things about them:

• Who they are: a homeowner with an older house, a busy parent, a small office manager.
• What problem sends them looking for you: a leak, no time to cook, a computer that keeps crashing.
• What they're worried about when they call: being overcharged, the mess, waiting all week.

What is your one offer?

You probably do a lot of things. Your marketing should lead with one. It should be the thing your best customer wants most, and the thing you most want to sell.

You can still do everything else. You just don't lead with everything else.

Put it in one sentence

I help [who] get [result] without [the worry].

• "I help homeowners get leaks fixed the same day without surprise charges."
• "We help busy families get healthy dinners on the table without spending Sunday cooking."
• "I help small offices keep their computers running without paying for a full-time IT person."

It doesn't need to be clever. It needs to be clear. If a stranger reads it and can tell you what you do, it's working.

Where to use it

• The top of your website's home page
• The first line of your Google Business Profile description
• Your social media bios
• How you answer "So, what do you do?"

Every lesson after this one builds on this sentence, so it's worth ten minutes now.

Do this today

• Write down your best customer: who they are, their problem, their worry
• Pick the one offer you'll lead with
• Fill in: "I help ___ get ___ without ___."
• Read it to someone who doesn't know your business. Can they repeat it back?

Questions? Email mike@profitlinkpro.io, or reply to any course email. It comes straight to me. Mike