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The Cleaning Doctor
05-14-2012, 06:55 PM
Make yourself stand out to your clients is a matter of brand reputation, in the offline world (especially for you younger IM'ers) brand is going to be a matter of crucial importance; and if you've ever read "The 22 Immutable Laws of Branding" By Al and Laura Ries (the two most respected branding experts in the world) you will understand that one of the most important of these laws is:

The Law of Expansion - Which states that any expansion to your brand from your core service will temporarily increase sales, but ultimately dilute your brand reputation.

In other words, do one thing and do it better than anyone else. There are hundreds of delicatessens across the United States, they carry everything from sandwiches, to gum, to coffee they are your everything you need corner deli. Then Subway came along and said "I'm going to do one type of thing, sandwiches, in fact I'm only going to do submarine sandwiches" and it became a natural brand.

People have a naturally inclination to relate one concept with a noun, which is why branding works and you want their natural association to be the thing that you do best.

Steve
05-15-2012, 12:25 PM
With this in mind, what is your view on how a new business owner gets to the point to find which one service they should do and focus solely on?

Do you do this right from the start or do you have to experiment for a while before you can do this?

Have you seen others in the lawn care industry do this successfully?