Get Specific or Get Ignored
Why the most specific offer in the room always wins.
Happy Monday. Let's start the week with something that might unlock a door you've been pushing on for a while.
There's a specific kind of stuck that doesn't feel like stuck.
You're busy. You're doing good work. You're helping clients. But when someone asks "what do you do?" you give a different answer every time. And when you try to sell something, you're never quite sure what the thing actually is.
That's not a motivation problem. It's not a systems problem. It's not even a sales problem.
You don't have something to sell.
Right now you're selling capabilities. Skills. "Here's what I can do, tell me what you need." That puts the burden on the buyer to figure out how you fit into their life, and most buyers won't do that work. They'll just move on.
The “Yeti” Solution
Yeti doesn't sell "a thing to put your drinks in." They sell a 32oz Rambler that keeps your coffee hot for way too long, built for people who spend serious time outside and are done buying gear that fails them.
Specific person. Specific problem. Specific outcome. Specific product. Specific price.
You can hold it in your hand. You can describe it in one sentence. You either want it or you don't.
Most consultants, coaches, and AI practitioners are not selling a Yeti. They're selling "I can help you with a lot of things depending on what you need." That sounds flexible. It is actually terrifying to a buyer, because a buyer doesn't want to figure out what they need. They want someone who already knows.
The more specific your offer, the easier it is to sell. Not harder. Easier. Specificity does the selling for you.
The Five Specifics
The people who productize their services successfully follow the same pattern every time. They nail five things:
One specific person. Not "agencies and small businesses." A person you can picture. Someone you've already helped.
One specific problem. Not "AI implementation," which means nothing. A problem that keeps them up at night and that they'd pay real money to make go away.
One specific outcome. Not "save time and money," which everyone says. A result you can point to. Before and after. Measurable if possible.
One specific delivery mechanism. Not "we'll figure it out together." A defined process. A named thing. Something that feels like a product even if there's a human behind it.
One specific price. Not "depends on the project." A number. Real money. Said out loud without flinching.
When you have all five, you have a Yeti. You can hold it. You can sell it. And you can feel good doing it because you know exactly what you're promising.
The Three Questions That Find It
You probably already have your product. It's sitting in your history, in the work you've already done, in the results you've already created. You just haven't looked at it that way yet.
Three questions. Answer them honestly and the product finds itself.
Question 1: Who have you helped where the result was undeniable?
Not who you want to help. Not your target market. Who actually got a result. Name them. Real people, real outcomes. The client whose revenue went up. The team that stopped drowning. The owner who finally got their time back.
Question 2: Of those, which problem was the most painful AND the most repeatable?
Painful means they'd pay to fix it. Repeatable means other people have the exact same problem. It's not a one-off, it's a pattern. The more people who share the problem, the bigger your opportunity.
Question 3: What's the version of that solution you could deliver in 30 to 90 days with confidence?
Not the dream version. Not the comprehensive transformation. The 32oz Yeti. The thing you know works, you know how to build, and you can price without guessing.
That intersection of painful, repeatable, and deliverable is your product.
What This Looks Like in Practice
The before version sounds like this:
"I help small businesses with marketing and operations, kind of depending on what they need."
"I do AI consulting for teams that want to work smarter."
"I'm a fractional CMO, available for the right opportunity."
The Yeti version sounds like this:
"I help home service companies get their first 50 Google reviews in 60 days using a done-for-you system. $2,000 flat."
"I build the client onboarding workflow for solo attorneys so nothing falls through the cracks after the retainer is signed. 45 days. $3,500."
"I set up the back-office automation for e-commerce brands doing $1M to $5M so the founder can stop living in spreadsheets. 90 days. $5,000."
Same skills. Same capabilities. Completely different offer. One asks the buyer to do work. The other does the work for them before they even say yes.
The specificity isn't boxing you in. It's opening the door.
Your Monday Move
Before you open a project file or answer your first client email today, sit with the three questions for fifteen minutes.
Write down three people you've helped where the result was real. Pick the one whose problem is most repeatable. Describe the solution as if it were a product you could put on a shelf.
Give it a name. Give it a price. Give it a timeline.
You won't have it perfect today. That's fine. But you'll be closer than you were on Friday, and a lot closer than you'll ever get by selling capabilities and hoping the right client connects the dots.
Go find your Yeti. It's closer than you think.