Focus in Services: Let One Offer Lead

A focus in services – There’s a quiet moment that happens just before guests arrive
You sweep the porch, check the firewood There’s a quiet moment that happens just before guests arrive at the lodge.
Your service offerings should feel the same way.

The Problem with Offering Everything

Clients want clarity not a buffet.

Too many service pages are packed with:

• “We do it all!” messaging
• Laundry lists of everything the business could do
• Add-ons, upsells, vague plans, and filler copy

When everything is emphasized, nothing stands out. It looks like you’re unsure of what you’re best at.

---

Real-World Example #1: The Classic Auto Parts Shop

I once worked at a company that specialized in restoring vintage automotive gauges and clocks. That was the heart of the business and it was done exceptionally well.

But the owner kept expanding:

• Drop-shipped carpet and tires (low margin, no control)
• Outsourced radio restorations (no direct support)
• Constant distractions from what the shop was actually great at

It wasn’t a national company with a team of specialists. It was a shop with 6 or 7 people max.
Trying to do everything diluted the one thing we were known for.

---

Real-World Example #2: My Own Business Misstep

Years ago, I ran a small web design business. We started simple. Focused.

But then we thought:

• “Let’s get office space!” (Expensive.)
• “Let’s join three networking groups!” (Also expensive and not always useful.)
• “Let’s add multimedia! And IT support! And…”

Before long, we had no clear audience, no clear lead offer, and no real focus.
We were spending money, chasing complexity, and getting less in return.

---

The Right Approach: Let Your Signature Service Lead

Pick the one thing you do best.
What gets results? What do you want more of? What are you proud to put your name on?

Let that service lead.
Everything else can follow quietly, in the background, like supporting instruments in a good song.

---

Book Recommendation

The 1-Page Marketing Plan by Allan Dib
An excellent guide for defining your most valuable offering and aligning your business around it. Especially helpful for freelancers and small businesses spread too thin.

---

What to “Blur” / What to “Sharpen”

• “Blur”: Overextended services, under-supported add-ons, costly distractions
• “Sharpen”: Your highest-impact offer, the clearest path for your best clients

---

Call to Action

Pull up your own services page.
If a new visitor scans the top 20% of the page, would they know:

• What you’re best at?
• What to do next?

---