Agencies don’t fail because they lack talent. They fail because they try to sell too many things to too many people. That’s my clear take after watching Adam Erhart lay out a simple truth: focus beats variety.
As someone who has built and marketed online businesses for decades, I’ve seen the same mistake across crypto, content, and software. More offers feels safe. It isn’t. It confuses buyers, stalls deals, and drains momentum.
The Trap Of Too Many Offers
Adam calls out the fantasy that more services equal more chances to close. The reality is the opposite. Buyers get overwhelmed and sit on their hands.
“The six flavor table sold 10 times more jam than the 24 flavor table… 30% bought at six flavors, only 3% at 24.”
That study isn’t trivia. It maps perfectly to agency sales. A wall of services signals you’re spread thin. A sharp, single offer signals mastery. People hire clarity.
“They don’t choose the agency with the most options. They choose the one that’s easiest to understand.”
The Psychology That Actually Sells
Choice overload stalls decisions. Too many paths create doubt. Doubt kills deals. Adam’s answer is his four-part focus plan. It forces decisions up front so buyers don’t have to make them later.
- One person
- One problem
- One offer
- One channel
Simple lists can miss the point, so here’s why it works. Each “one” removes friction. You stop pitching a buffet. You start pitching a result. Prospects hear themselves in your message and move forward.
“When you try to be the agency for everyone, you become the agency for no one.”
My Take As Joel Comm
I’ve scaled brands by focusing first, then expanding later. That order matters. Lead with one clear win. Stack offers only after 10–20 happy clients are paying and staying.
Here’s where I add to Adam’s plan. Specialize your proof as much as your pitch. Case studies should mirror your one person and one problem. Screenshots, short video walkthroughs, and before–after data beat fluffy claims.
I also push for light AI support only after the core offer works. Use it for faster follow-up, simple report summaries, and review alerts. Don’t let tools distract from the promise you made.
How To Put Focus Into Action
Choose a narrow market you can reach this week. Plumbers, med spas, roofers, landscapers—pick one. Then pick the pain they will pay to stop. Adam nails the top three for locals: weak reviews, missed calls, not enough new customers. Start with one.
“Specific feels risky. Broad feels safe. But specific is what actually works.”
Launch the offer as a product, not a project. Fixed outcome. Fixed price. Fixed process. For example, “Google review automation for landscapers” at a simple monthly fee. No extras. No bundles. No distractions.
Then choose one channel and commit. Adam’s push for short Loom videos is smart. It’s personal and fast. Record a two-minute screen share, show the review gap, and offer the fix.
Do not hop channels. Run one play long enough to get signal. Ninety days is fair. Volume matters. Quality improves with reps.
Counterpoints—And Why They Fail
“But I’ll miss other buyers if I niche down.” You already are. Generalist pitches blend in and get ghosted.
“One offer won’t make enough money.” It can, if you keep delivery tight and sell it 10 times. Then you earn the right to add the next offer—starting with your current clients.
“Inbound only.” Great later. In the early days, speed wins. Outbound gives you reps and feedback now.
The Finish Line That Actually Moves
Here’s my stance: The market rewards focus, speed, and proof. Adam Erhart’s framework gives agency owners a path that works without guesswork. Pick one person. Solve one costly problem. Sell one offer. Use one channel until it clicks.
If you’re stuck, cut. Remove extras from your pitch deck, your site, and your calendar. Write one-page offer docs. Record 20 custom Looms a day for 90 days. Track replies, booked calls, and closes. Let results, not feelings, guide the next move.
It’s time to stop selling everything and start selling something people can say yes to. Choose your “one,” ship it, and earn your expansion. Your clients don’t need more options. They need your clearest promise—and the nerve to keep it.
