Top 5 Warning Signs Your Business Focus is Foggy

To be a successful solopreneur or small business owner, it’s absolutely imperative that your business has a clear focus. What do I mean by focus? Simply that you know what you offer, why you offer it and to whom you offer it. That sounds easy enough. And yet so many entrepreneurs are struggling to get clarity in their business when it comes to these three simple things. The reasons vary. Perhaps at some point in time, whether it was at the start of your business or maybe when there was an unexplained lull in business activity, you decided to take on work that had nothing to do with your original business intent. Maybe you’re unclear of your business focus because you’re finding out that what you thought people needed (and would be willing to buy) is not turning out to be the case. Or it’s possible that you’re simply feeling restless in your current business structure because you’re ready to step into a larger purpose. But unless you’re first fully aware of whether a lack of focus is an issue that’s undermining your business growth, you won’t be able to address the problem. To help you assess whether or not this is a challenge for you, check out these top five warning signs. Caution: When someone asks you, “So, what do you do?” you give a different answer every time. This is a sure-fire sign that your business isn’t focused. Take the time to think about your mission, vision, goals and values and write down how you would answer this question… and memorize it! Your answer should take no more time than it takes for an elevator ride or your audience will tune you out. Hit the important aspects of your business, like what industry you are in, who your clients are and what service or product you provide them. Most importantly, be sure to articulate what kind of END RESULT you help your clients achieve. Warning: Your current clients have few, if any, commonalities between them. This warning sign is all about defining your target audience. Having clients with no common threads is a red flag that you don’t have a clear picture of who your target audience is and/or you’ve marketed your product or service before you’ve actually defined your client. As specifically as possible, develop a “picture” of your target audience. How old are your clients? Are they females, males, or both? Where do your clients live and how do they like to spend their time and money? What’s most important to them? These types questions will help you identify your target audience so that you can market to them, not just to whoever happens to be walking by. Be Careful: You chase every opportunity that comes your way. This is often defined as the “bright shiny object” syndrome because, in today’s information age, there are literally an infinite amount of bright and shiny opportunities at your fingertips. The glitz, glitter and flavor of the month sometimes can cause you to lose focus on what truly is your prize. Turn away from the distractions and focus in on what will consistently bring in your clients. Keep Clear: You struggle to write content for your website, brochures and other marketing materials. If this is the case, it’s time to throw out the mumbo jumbo, roll up your sleeves and get specific. Writing marketing copy, no matter where it’s published, needs to be clear, concise and really echo what your business is all about. However, that’s impossible to do if you don’t know yourself. Danger: You’re not attracting prospects steadily, nor are you turning those prospects into paying clients. If your products or services are not seasonal, but your client base seems as though they are always going on holiday, then realize you might need to improve your approach. First and foremost, understand and appreciate who your prospective clients are and how you might meet their needs so that they will be around for the long haul. The road to bigger profits is built by repeat, loyal customers.