The world loves speed. That’s perfect for a marketing blog because usually the differentiators are either better, faster, or cheaper. So let’s talk about ‘faster.’
I buy books and read about 50% of them. Some are just too slow.
So when I read this email from entrepreneur and writer, James Clear, I had to laugh. It was titled:
‘39 popular books summarized in 3 sentences or less’
‘With nonfiction books,’ Clear writes, ‘I usually take notes on the key ideas and lessons learned. Recently, I added a fun twist to this process. Each time I have finished a book during the past year, I have tried to summarize it in just three sentences or less.’
I thought that was brilliant … 39 books in minutes to get the one key point of each.
But as I started to read the three-sentence book reviews, I caught myself skimming them.
Why would anyone skim a three-sentence review of a whole book?
Impatience.
Before you laugh, consider:
The world is looking for speed.
Faster weight loss, faster money, faster relationships, faster meals.
People will pay for speed; there is often a market for faster service (at a higher price)
… ultra-fast fixes that get ultra-fast results.
Ask yourself three questions
In a similar vein, here are three questions for you …
- Where would speed be highly valued by your clients?
- Can you craft a small service or product to deliver ultra-fast results
- Can you define the result and time period?
A quick note on #3. James Clear’s promise was ‘39 books summarized in 3 sentences or less.’
What’s your promise?
Open your mind; the promise does not have to be ‘Your design delivered in 48 hours or less.’ It’s more likely to be a pre-design service. But don’t let me limit your thinking — maybe the design CAN be delivered fast for a certain type of client.
Here’s a bad example, just to get you started: ‘Your legal site restrictions defined in 48 hours or less.’
What do you think? Can you create a new offer based on speed that solves a problem your clients have?
Differentiate yourself and attract a flow of new clients!
Of course, if you charge $750 for your fast-result service, then you will have a client who is probably five times more likely to hire you for the design work, too.