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Most small businesses or marketing agencies start out by saying “yes” to everything.
This is not surprising because when you’re figuring out how to generate leads, the focus is often on getting money through the door as quickly as possible. And sure, in the short term, that might seem like the easiest way to gain traction. More customers mean more revenue, right?
Not really.
The reality is that trying to serve everyone spreads your resources thin and dilutes your expertise. Instead of being the go-to professional for a specific problem, you become “just another option.” This approach makes it harder to stand out, charge what you’re worth, or build long-term trust with your customers.
That’s why it’s crucial to focus your efforts using the XYZ method. This simple approach helps you define your niche, attract better customers, and grow your business more effectively.
What Is the XYZ Method?
The XYZ method helps you clarify your business’s focus by completing a single sentence:
“I help X achieve Y through Z.”
Here’s how it breaks down:
- X: Your target customer (who you serve).
- Y: The result you deliver (what they achieve).
- Z: The method or service you provide (how you make it happen).
Let’s apply this to real-world examples:
- For a plumber: “I help homeowners fix plumbing emergencies fast through 24/7 on-call services.”
- For a pest control business: “I help families keep their homes pest-free through eco-friendly pest control treatments.”
- For a landscaping business: “I help property managers maintain pristine lawns with affordable landscaping services.”
- For a marketing agency: “I help pest control companies double their leads using $1-a-day video ads.”
By narrowing your focus, you can position yourself as an authority in your field — someone customers trust to deliver results.
Why Specializing Works for Local Businesses and Agencies
Imagine you’re a homeowner dealing with a burst pipe. You have two options:
- A plumber who specializes in emergency repairs and has glowing reviews.
- A handyman who lists plumbing alongside electrical work, drywall repair, and appliance installation.
Who are you calling? The specialist.
The same logic applies to marketing agencies. A pest control business looking for help with marketing won’t trust an agency that says, “We serve everyone!” They’ll pick the one that says, “We’ve helped 30 pest control companies generate consistent leads with video ads and Google Local Service Ads.”
Specializing builds trust, attracts higher-quality customers or clients, and allows you to charge more because of the value you bring.
How to Use the XYZ Method in Your Business or Agency
Here’s how to apply the XYZ method:
- Define Your Ideal Customer (X):
Who do you want to serve? Be specific. Instead of “anyone who needs plumbing,” it could be “homeowners with older homes.” For agencies, instead of “any business,” it might be “landscaping companies wanting more referrals.” - Clarify the Outcome You Deliver (Y):
What do your customers or clients care about most? Is it fast response times, pest-free homes, or more high-value contracts? Highlight that outcome in your messaging. - Explain Your Unique Method (Z):
What sets you apart? It could be your expertise in eco-friendly pest control, your use of Google Local Service Ads, or your fast response times for emergencies.
For example, a local business owner would say something like:
- “I help busy professionals create backyard spaces they love through custom landscaping designs.”
- “I help homeowners eliminate pests for good with family-safe, eco-friendly treatments.”
- “I help restaurants avoid costly downtime with proactive plumbing maintenance plans.“
An agency’s XYZ framework would look something like:
- “I help landscapers increase their referrals with $1-a-day retargeting ads.”
- “I help plumbers book premium jobs with automated review generation and Google Local Service Ads.”
The clearer your XYZ, the easier it is for customers to see the value you bring.
The Benefits of the XYZ Method
When you focus your business or agency, you unlock these benefits:
- Attract the right audience: Your clarity draws in people who need exactly what you offer.
- Build trust: A specialized focus makes you the go-to authority in your field.
- Command higher prices: Specialists are seen as more valuable than generalists.
- Streamline operations: When you serve a specific niche, your tools, processes, and messaging become more efficient.
If you’re a small business owner or an agency, take 10 minutes to write out your XYZ statement. Start with this template:
“I help X [specific customer] achieve Y [specific result] through Z [specific method].”
Refine it, use it in your marketing, and make it the foundation of your business or agency’s messaging. The clearer your focus, the easier it becomes to attract the right customers or clients — and grow your business the right way.
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.