"I once worked with a company that was not seeing any benefit from their marketing efforts. When I reviewed their ads, I noticed that they were sending unclear messages and thought this might be the reason. They offered so many services that it was hard to understand what they were about. Trying to market all of them at once was difficult for them and confusing to their potential customers. I decided that instead of focusing on the many services, the company should take the customer-centric position and become the known problem-solver within their niche. After understanding who my client's ideal customer was, we worked to get a single message to them. The message was that my client understood their problems and knew how to help. Customers were attracted to this message and would contact my client when they wanted help. My client, in turn, was able to sell various services to them that would in fact help through a consultative process. This was a lot more effective than putting out ads with long lists of offerings which were not compelling at face value."