How to Market a Diverse Service Offering: Focus on the Problem, Not the Tools

If you’re someone who “does it all”—from consulting on business strategy to offering wellness coaching or digital marketing services—it can be hard to explain your value in a way that resonates with potential clients. You’ve likely acquired these skills from various experiences, training, and personal development. Now, you’re ready to trade in all of it, but how do you package such a diverse offering in a way that makes sense?

This is a common challenge for people who’ve accumulated a wide array of skills. You might feel like you need to list every service you provide, hoping something will catch your audience’s attention. But here’s the thing: people don’t respond to lists of services—they respond to solutions to their problems.

Let’s break down why this happens and how you can shift your focus to market yourself more effectively, regardless of how many things you do.

The "I Do XYZ" Dilemma

When you have multiple skills, it can feel overwhelming to condense them into a simple message. So, you default to listing everything. “I do business coaching, web design, personal development, and social media management.” It’s tempting to showcase everything you can do, but listing each service can confuse potential clients. They might be unsure about how you can specifically help them or whether your expertise aligns with their needs.

It’s like throwing a whole toolbox at someone and expecting them to pick out the one tool they need. But most people don’t know which tool is the best for their problem—they just want the problem solved.

The Solution is Key

What potential clients care about most is whether you understand their problem and can provide a solution. They’re not looking for individual skills—they’re looking for someone who can take them from where they are now to where they want to be.

Here’s the shift: Instead of marketing yourself based on all the things you can do, market yourself based on the outcome you deliver.

Start by asking:

- What’s the common problem my clients face, regardless of which skill I’m using?

- What transformation are my clients looking for when they come to me?

- How do my skills contribute to solving this problem as a whole?

By shifting your focus to the outcome, you stop presenting yourself as someone who offers a random mix of services and start positioning yourself as a solution provider.

Chunking Up to Find the Big Picture

The first step in this shift is to chunk up—zoom out and look for the overarching theme in everything you do. There’s likely a reason why these different skills called to you, and why you’ve accumulated them. You’re not a fragmented professional—you’re someone with a unique ability to solve problems from multiple angles.

To "chunk up," ask yourself:

- What’s the overarching problem I’m solving with all these skills?

- How do these individual skills work together to deliver a bigger solution?

For example, if you offer web design, marketing strategy, and business coaching, you might find that the unifying problem you solve is helping businesses grow and increase their online presence. You’re not just a web designer, a marketer, or a coach—you’re someone who helps businesses thrive in the digital world. That’s your big picture.

Focus on the Problem You Solve

Once you’ve identified the overarching problem, everything becomes simpler. Instead of trying to sell each skill separately, you can sell the solution you provide. This resonates more deeply with potential clients because it speaks directly to their needs.

Let’s say your unifying theme is helping small businesses grow. Instead of saying, “I do business coaching, web design, and marketing,” you might say, “I help small businesses expand their reach and grow their customer base.” Now, when someone asks how you do that, you can tailor your answer based on their specific needs, bringing in the relevant services when necessary.

The Expertise is in the Blend

What sets you apart from others is not just the individual services you provide, but your ability to combine them in a way that delivers results. You’re not just someone who "does it all"—you’re someone who knows which combination of skills will solve the unique problem your client is facing.

This is where your true expertise shines. The blend of skills you’ve acquired over the years gives you the insight to create personalised solutions for your clients. They don’t need to worry about which tool they need—you know exactly which one to use, and when.

Marketing with Clarity

Once you’ve chunked up and identified the core problem you solve, marketing yourself becomes more straightforward. Instead of leading with a list of services, lead with the problem and the solution.

For example:

- Instead of: “I offer business coaching, web design, and marketing strategy.”

- Try: “I help businesses increase their visibility, grow their customer base, and scale sustainably.”

This way, you’re focusing on what’s important to your client—the outcome. You can always explain the “how” (your services) once they’re engaged, but your initial message should be about what they will get from working with you.

Why Clients Choose You

Clients choose you not just because of your skills, but because you understand their problems and can guide them to a solution. Your diverse skill set is a huge asset, but only when it’s applied strategically to meet the needs of your clients.

You’re the expert. You know how to blend all the things you do into a coherent and effective solution. Your clients don’t need to know every detail of how you’ll get them from point A to point B—they just need to know that you’ll get them there.

Final Thoughts

If you’ve spent years accumulating a variety of skills, it’s tempting to market yourself by listing everything you can do. But this often leads to confusion rather than clarity. Instead, chunk up. Focus on the overarching problem you solve and the outcome you deliver.

By positioning yourself as a solution provider, you’ll make it easier for potential clients to understand your value and why they should work with you. Remember, your clients are looking for results—they’re hiring you because you know how to get them there.

Call to Action: Take some time to reflect on the bigger picture of what you do. What problem do you solve for your clients? Once you have clarity on that, your marketing will feel more cohesive, and you’ll be able to attract the right clients who are looking for the solution you provide.

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