I'm often asked, 'What's the most important thing for an online business owner to do?' I'm sure people are expecting to hear me say SEO or a good shopping cart mechanism. That's definitely important. But, the single thing that will get your business to accelerate is to create what I call a messaging page.
A messaging page is a single sheet that has all your most important customer messages detailed with an understanding of how they fit into your marketing plan. Do you know what your main value messages are? Is your 'how I got started' business story clear to employees so they can tell it? What about your 'how am I different?' message.
I know you're thinking that all those messages exist somewhere on your website, but can you articulate them when you are developing sales pages and marketing copy? Do they resonate with you? Do they really meet the needs of your customers?
You'd be surprised how helpful it is to actually focus on this and have it clearly in hand when new opportunities arise. You can look at your sheet and see how this new opportunity fits into your messaging. It also helps you say 'no' to opps that don't carry your real true message forward.