When "keeping it open" backfires
Broad vs Niche?
I kept my services intentionally vague when I started LeadAi Solutions.
The thinking was simple: cast a wide net, have more conversations, figure out what sticks. And it worked... sort of. I did have conversations. Lots of them.
The problem? I kept answering the same question over and over: “So what exactly do you do?”
That question is a sign. It means your messaging isn’t doing its job. People are curious enough to reach out but confused enough that they need you to explain from scratch. Every. Single. Time.
Here’s what I’ve learned: vague positioning attracts vague interest. You get traffic, sure. But the bounce rate is brutal because people can’t self-qualify. They don’t know if you’re for them or not. So they leave. Or worse, they book a call and you both realize five minutes in that it’s not a fit.
Today is one of those days where I’m sitting with my services page, refining and getting specific. It feels uncomfortable because specific feels like you’re closing doors. But I’m starting to think that’s exactly the point. The right doors stay open. The wrong ones close faster. And you stop spending energy explaining what you do to people who were never going to buy anyway.
How I’m testing this
I’m giving myself 30 days. Here’s the plan:
Reach out to earlier clients for honest feedback on the new messaging. Does this reflect what we actually did together? Is it clear?
Reach out to new prospects and see if it resonates. Do they get it without me having to explain?
Track whether the “so what do you do?” question comes up less.
That said, I’ve also come to realize something. Positioning is good but it rarely brings in clients on its own. Clients don’t sign because there’s clarity on what you do and who you do it for. They sign because the service solves a real problem and the pricing makes sense for their situation.
Positioning helps you get to the conversation. Service offering and pricing close it. I think I’ve been spending too much energy on the first part and not enough on the second.
Still figuring this out. Will share what I learn.