You have to provide the constraints.

Selling a service that doesn’t have a clear focus means that you have to provide the constraints.

For example, if you are a software development firm who sells services to customers to develop what they want, it’s difficult to market that.

Instead, it’s easier to constrain yourself to an audience, and start making marketing materials for that in mind.

“We are a software development firm that helps automate systems in the home mortgage industry.”

That’s much more clear on who you’re targeting. You can now talk about processes you can automate if you know that industry.

It feels risky to limit ourselves, but it’s not, it’s freeing. It’s just for marketing as well. If other customers come along from word of mouth, you can still take them on.

When you’ve tapped out the home mortgage industry in this example, or just built significant enough marketing efforts towards it, pick a new audience and do the same thing over again.

Putting constraints in place isn’t limiting, it’s empowering.