A friend recently emailed me and said she was having a crisis of faith, that her attempts to work with people weren’t going especially well, that she felt a bit lost in it all. I gave her some fairly harsh feedback, but all in the service of love. The shortest version of my response to her? “You have a white truck, not a business.”
Define Your Business As Clearly As You Can
When I talk about a “white truck” business, here’s the thing: if you buy a white truck like the one in the picture above, you CAN do pretty much anything with it. You could be a landscaper. You could haul stuff. You could help people move. You could start a logistics and delivery organization. Whatever. There are LOTS of ways to use a white truck.
When you say (and I’m making this up) “I want to help people reach their full potential by helping them clarify their stories” or similar words, that’s a white truck. A lot of business people see that sentence and think, “I don’t know what to do with that!”
“I help people market better using social media.”
So what? White truck. Everyone says they do that.
Paint the Truck
I’m not saying “market to a niche.” I’m not fond of that. I’m saying “make YOUR offering make more sense. Make it more clear. Be specific.”
Right now, we sell a handful of courses:
– Work Like you’re On Vacation – what do you think that’s about? Productivity, in this case.
– Earn More Customers (well, it goes on sale in a week or so). Pretty clear, right?
– Online Course Maker – also clear, right?
There’s not a lot of ambiguity. The details? Well sure. You have to dig in to see what you get. But it’s reasonably clear what you’re going to sign on for.
But that’s my example. Yours will differ.
There’s More to This Story
What I just covered was branding. But branding isn’t business. Business is knowing what to chase, what to ignore, how to serve.
My mom and I were having a conversation about the guy she hired to help her keep the back yard neat and weed-free. He was hired for that, but said, “Hey, want me to rake this stuff up while I’m here?” Then, “Hey, want me to spray some weed killer for you?” And more. He knew his job: yards. He knew what ELSE to offer: more yard stuff.
What he didn’t offer was to also do her taxes. He didn’t offer to handle her groceries. He stuck to the “genre” of his work.
This man has a well-painted truck and he knows what to do with it, and what NOT to do with it.
Are You Running Your Business Like a White Truck?
Are you chasing every opportunity instead of building up a suite of ways you can serve others? Are you thrashing around with “oh, but I could also take that on” issues instead of locking down a good reputation for delivering a few really solid experiences?
Paint the truck.
Earn More Customers
My next webinar is . Peek at that and see if it makes sense.