Which Service Should Be Your Messaging Focus if You Have Multiple Offers?

He was building something huge.

AI agents that could automate everything including operations, admin work, efficiency boosters.

His sales deck was a dense 30-page deep dive into every feature and capability of his AI agents. His prospects were politely interested, but none were ready to buy.

I asked him, "What’s the AI agent your customers ask about first?"

"Lead generation," he said without hesitation.

Bingo, 80/20 rule. Let's focus on that one. 

Most businesses have multiple offers. And most struggle to decide which one to center their messaging around.

Marketing experts will tell you to look at two things:

1️⃣ Which offer brings in the most money (demand)

2️⃣ Which offer you enjoy the most (passion)

That’s solid advice. But it’s missing a third factor.

3️⃣ Which offer gets people in the door first (perception)

Your leading service isn’t necessarily your best or most profitable. It’s the one that sparks curiosity, starts conversations, and makes people take action.

Once they’re in, you can show them the rest.

Instead of "AI agents that improve efficiency" (a message no one wakes up excited about), he decided to lead with "An AI agent that generates leads while you sleep."

NOW, people were listening.

If you’re struggling to decide where to focus your marketing, don’t just think about what sells or what you love doing.

Think about what makes people say, "Tell me more."