The market is full.
Almost everything sounds the same.
All there. All interchangeable. All for everyone.
A buyer isn’t looking for one more offer.
They are looking for someone who recognises their situation.
Most offers are well made.
They just don’t speak to anyone in particular.
Too broad. Too polite. Too cautious.
Sharpness comes from conditions.
One industry. One size. One situation the customer is in right now.
Whoever recognises themselves in it gets in touch.
Because it fits.
Conditions are no restriction.
They show that someone has understood.
An agency, 30 staff. Five target groups, four channels, nothing took hold. Three target groups and two channels cut, prices raised by 30%. Better customers, a focused team, higher margin. In one quarter.
When everyone nods, it is too soft.
When someone sits up straight, it is right.
Depth beats breadth.