Pick Your Lead

I saw this sign at a nursery and it got me thinking about how we sell production.

The basil plant has four selling points. All valid and certainly a solid set of value propositions compared to store-bought basil.

But do too many benefits blur the message for someone actively in the market?

When many things are highlighted, it’s hard for anything to stand out. And if the features sound generic, it doesn’t give me a reason to buy this one.

So, instead of listing all the things your production company does, start by asking, “What’s the one thing we’re known for?”

Yes, you do more than one thing. But what’s the one you lead with?

Shoppers desire clarity. The more you specialize, the easier it is for people to know exactly why to call you. You’ll get more work, not less. You earn a reputation, build trust and ironically, open doors to all the other things you do well.

By the way, I didn’t buy the basil. I already had some planted. But if the sign had told me how these particular herbs were next-level on a pizza, I probably would’ve bought it too.

Pick your lead. Make it specific. Then back it up.