You may have noticed, since Khalid has already blogged about it, our company has gone through some major changes.  But rather than discussing the specific changes, I’m going to focus on talking aobut how much a well-positioned and focused company can have an impact on business.  Beginning with the initial stages of our business, and throughout our journey, I ran into several issues of being able to communicate to people “specifically” what we do.  So many colleagues and clients suggested that we focus our efforts because to them, initially, our unfocused offerings were a turn off.

But it’s not easy to let go of something you’ve already started and really believe in!  Especially when you have a competent team in all areas so you find no reason to change.  The reality was, we were stretching ourselves thin offering everything under the sun for writing services.  It was important, however, to assess what service was most desirable, lucrative, and had we excelled at.  Our service offerings ranged from web copy, to sales letters, newsletters, grants, and even ghostwriting; all of which were great and had excellent potential.  We have a team of experienced, well-seasoned writers in each area.  But after further review, we determined that a change was needed.

Overall, a lot of our focus with clients before had been writing content for the web that would help build traffic (hence the traffic building solutions we designed), in addition to web copy services that helped clients increase conversion.  So we took our services and assessed them from a corporate and business perspective:  How would our clients better utilize and appreciate these services? How could we position our company in order to appeal to better appeal to our target market?  It took a lot of thought and collaboration of our team, but in the end we came up with this:

• Our clients, mid to large size businesses, are trying to enhance their online presence. This is only completed through driving traffic, converting the traffic to sales, and community building.
• In order to have a competitive edge, businesses need to implore online marketing techniques that are a step above the rest of the industry; our services should be positioned in a way that will improve and become part of their online marketing strategies.
• It is important to capitalize on the online investment every company makes with their website and overall online presence, our services will help online businesses increase their ROI.

Of course, although I summed the entire process into one short blog, it took time and a lot of effort.  Even with our new set of services there is always room for improvement.  If you’re in the same boat though; you need to think hard with the entire team about what exactly you can do to improve your business without removing you from your comfort zone.