DTC+: The Silent Business Killer

As a CRO agency we have the privilege to work with many types of businesses and see how they operate from the inside.

Some are wildly successful and hire us to be the fuel on the fire, some are just finding their footing and look to us to bring them closer to the holy grail of the “product-market fit”.

Having the above experience, I’ve started identifying patterns that make both outcomes a very logical result based on how the businesses are run and what products decisions are being made.

There’s one word that differentiates them and that word is “focus”.

A focused business:

Usually, started with a single product, that they kept improving until it’s so well received by the market, it does its own marketing.

Only after that did they expand their catalogue, serving it to an already established audience that is in anticipation of what that brand comes up with next.

Their messaging is very simple, clear and consistent. The brand values do not change and are constantly communicated on all channels.

It doesn’t go after all channels, it knows what channels work and doubles down on them.

The strategy of the focused business is to do the basics well.

An unfocused business:

An entity that keeps switching what they’re doing, without a focus on nailing the basics.

For some reason, they always lean towards the vague and fancy explanation of what it is they do.

Hero products are not maniacally improved, new products are being launched.

The messaging changes often, based on the many products.

Content angles change.

Marketing channels are explored by width, rather than depth.

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Focused business do less, but better.

Funny enough, it’s also an easier and more fulfilling/pleasant way to run a business, more successful too.

Truly a no-brainer, if you can get our of your own way.

You might say an unfocused business is a pre-phase to a focused business, but that’s only if an unfocused business learns to focus.

If not, it joins the larger % of businesses that never got off the ground.

Have a focused week,

Julian

PS - The easiest way to do business well

NEEDLE MOVING CRO HERE.

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