Sunday, July 05, 2015

Send it to the gallows

Everyone starts by throwing spaghetti against the wall and seeing what sticks. In the absence of experience, that’s really the only way to uncover which path to pursue. We try things, we experiment, we listen to what wants to be written, and we move forward accordingly. 

But the mistake many of us make is, we forget to go back and clean up the old, crusty noodles off the floor. And the kitchen starts to smell foul, scaring away potential customers. 

McDonalds recently simplified their product line, removing more eight items from their menu. Naturally, customers got upset. Nobody wanted to see their favorite value meal sent to the gallows. Especially those bacon ranch chicken fajita wraps.

But business is business. And corporate representatives explained that the company had no choice but to discontinue a number of products in an effort to increase service speed. That’s how fast food works. A confused mind never buys. 

My question is, how bloated is your menu? When was the last time you discontinued all of your company’s superfluous, unsellable and outdated offerings? 

I have a consultant friend whose service line hasn’t simplified in over a decade. I was looking over her website, and her company seems to specialize in just about everything. But what’s interesting is, she says eighty percent of her clients only book one or two of those ten different programs. And I remember thinking to myself, why haven’t you cleaned up that spaghetti off the floor? 

I understand you wanted to position yourself in a way that covered people who didn’t know they were clients yet. But if it’s been a decade and you still haven’t sold it, it’s probably time to drop that loser from your brand and let other aspects stand out better. 

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Which of your products are you afraid to let go of? 

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* * * *
Scott Ginsberg
That Guy with the Nametag
Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.  
scott@hellomynameisscott.com
www.nametagscott.com


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