What's your Black Jellybean? If there is a jar of jellybeans at a counter I'll be the guy standing there picking out the black ones. There is no such thing as liking black jellybeans. You either love them or you hate them. Similarly, you need to figure out that what you offer, your Ideal Client will love and create/adjust/refine a product/service accordingly.
And in creating something that your Ideal Client email list will love, probably means that there's a whole bunch of people who hate it. For example: in my business I work with clients almost exclusively on-line. My clients love the fact that they don't have to travel to meet with me, that they are one click away from being straight back to work and that they don't have to have me in their offices or factories. Naturally, there are others who would work with me if only I would visit them face to face,
Three dimensionally. And so my on-line strategy is a Black Jellybean, in that people either love it or hate it. Another example: the Quick Beauty House offers 10 minute haircuts for $20... for women! For every 8 women who hate that idea there are 2 who love it. And in a city of fifteen million people that 2 out of 10 adds up to a whole lot of women! Strategic Question #6: What will your Funnel look like? Imagine a Funnel, wide at the top and becoming narrower as is goes downward.