Hi Reader,

Almost everyone I meet is suffering from a fundamental problem. I notice freelancers that only offer one service are often exempt from this problem. For instance, let's say you take pictures at weddings and someone asks you what you do for a living. You'd say, I'm a wedding photographer.

But, the minute we add more than one service or product to our offering we get so damn complicated in our explanation. It wouldn't be a big deal if humans had decent attention spans. We don't. Which means, we need to keep it simple stupid.

If you're going to read anything this week:

Simplifying ain't easy. Business owners with multiple or complex services and products feel compelled to share all the things. While there are many reasons to explain everything, there are better ways to give a first impression.

Instead of talking about it, let's dive right in.

99% of businesses will take this approach:

Business: Yoga studio
​Services: Classes, space rentals, custom retreat packages
​Description: I run a yoga studio. We host classes 7 days a week with different forms of yoga. We also will rent the space out on non-busy days for corporate events and small parties. From time to time, we'll put together retreats for our VIP clients who want to get away from the city with a group of friends or small business teams looking for wellness experiences.

The business is straightforward, but the owner is jamming every ounce of information into the description. Imagine if you tried this method for a B2B app, or something more complex. You'd probably lose eye contact quickly.

1% of businesses will take this approach:​
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​Description: Our yoga studio offers busy urban professionals balance and wellness in a bright, comfortable space with gentle yogis to guide you on a path of lower stress and renewed energy for life's challenges.

See the difference?

The mainstream approach was an example of reading off the menu at your local café. We have sandwiches, wraps, coffees, juices, and more! It's missing key ingredients that help the customer find themselves in your offer.

Keep it simple. Providing clarity allows for easier engagement with the customer. Not only will they be able to respond without getting bored, it also provides a framework for how you communicate your offer online. The 1% approach is great because it contains the following:

• The customer: urban professionals
• The problem: busy and stressed
• The plan: gentle yogis to guide you in a bright and comfortable space
• The outcome: less stress and more energy

It's not easy, but it is simple. Workshop it with your friends and family, or team. Try it on some customers. Take it for a spin on a stranger at happy hour. But, whatever you do, retire that wordy, washed version. Your customers and investors will thank you.

One last thing...

I'd like to offer you a free website audit. Together, we'll take a look at 3 important factors in your customer's experience:

1. Load Times
2. Design
3. Mobile Experience

The goal is for you to leave with some actionable steps. While ours will be more in-depth, here's a sample on Olipop. You'll be surprised how small changes can make big impacts. Don't miss your free chance to learn and grow!

FYI: This is an offer for my subscribers. Here's what my regular clients have to pay.​

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If you want to save time:

Get Toggl Track: I can't recommend this enough for remote service providers. It's easy to lose track of how much time you spend on meetings and tasks. You think you're getting this fat contract rate but if you add up all the time spent, you were making minimum wage. I like Toggl because it keeps my assumptions in check. I can truly see how long things take me and if I'm charging enough for my efforts. I've never had to upgrade from the free plan. Depending on the size of your business, you may be able to manage without paying too.

If you want to save money:

Test Zapier: It ain't cheap. It is cheaper than a full stack engineering team or any technical hires when you're running a business on a budget. I've used Zapier at every startup I've worked with. I trust it for automating different marketing flows and it's friendly to those who possess little tech savvy. The more automations you build, and the more times they run, the more expensive it gets. If you apply it to the right processes, it should pay for itself. More sales, more automations...amirite!?

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I'll see you next week!

All my best,

Justin Bridges 2x Founder, Startup Marketer, Plant Dad🌱

P.S. Quick question: Did you forward this email to someone last week? The economy is weird right now. Don't hoard all the goodies. Past this along to someone building a business. You're doing them a favor.