Think your offering is perfect for everyone? Think again because… It’s Really Not for Everyone…
A few weeks ago I was taking my dance class and unfortunately, did something to my knee. I was taking a modern class, we dance in bare feet, the floor was very sticky and in doing the choreography, my body turned and my foot did not. Ouch!
Last week I went to see an orthopedist. Initially when I got the referral I called the orthopedist’s office and asked if the doctor worked with dancers. The receptionist said he did and so I made the appointment.
When I saw the doctor I said to him, “I understand that you work with dancers.” He answered, “I work with everyone.” I responded, “I don’t care that you work with everyone – I am only interested if you work with dancers.”
My cat, Mr. Mitz, was diagnosed with heart disease last summer. He is still with me (yay!) My vet suggested that acupuncture might help alleviate some of his symptoms (yes it seems they do acupuncture on cats) and she gave me the name of a kitty cat vet/acupuncturist. I called the acupuncturist and asked the question, “Will acupuncture help a cat with heart disease?” He answered, “Acupuncture will help everyone.” I responded, “I don’t care if it will help everyone – I want to know if it will help my cat who has heart disease.”
I tell you these two stories for two good reasons. After these interactions I was: 1.) Seriously annoyed and, 2.) More importantly, left with doubts about the ability of the orthopedist and/or acupuncturist to help me (and my cat). I wasn’t looking for help for everyone I was looking for help for my specific situations.
Even if your offering does help everyone (and I seriously doubt that it does) your prospects want to know if your offering will help them in their specific situation. Please, do “everyone” involved a big favor and speak to the specifics of your prospect’s situation. They will be happier… And ultimately you will also be happier.