By Michael W. McLaughlin, Contributing Editor
Do you have a service offer compelling enough to get clients to call you? The challenge is to craft a service offer that expresses your capabilities broadly enough to attract the interest of your entire target market, without being so general that no prospective client understands what you really do.
It's just not possible to capture every aspect of your capabilities in your service offer. Instead, search for the balance between being overly general with service descriptions and burying the client in minutiae.
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