Many of us small business folks are guilty of throwing in everything but the kitchen sink into our marketing. We are concerned about perhaps missing something important that our prospects need to know. Unfortunately when we clutter up our messaging we end up communicating nothing.
Think about Verizon Wireless. They are a great example of a single minded company. Their ads only talk about how good their coverage is. Nothing else. Well, except perhaps to bash AT&T with how poor their coverage is! Verizon picked an area where they had a competitive advantage that was important to customers and they push it hard.
Do they have other things they do well? I’m sure they do but their goal is to own the space in your mind about superior wireless coverage and they don’t worry about the other things.
What about your business? Do your communications confuse your prospects so that you don’t stick out among the crowd?