The SPECIALIST: Do you do one thing well? Or do you do a lot of things “so-so”?
Isn’t it easier to remember a specialist than a jack of all trades? Take MY industry for example – Advertising. There are “marketing” firms that started out being a specialist in websites. But then they said, “Let’s take more of our clients’ money, and become an ad agency? How hard can it be? We can do it all. Radio, TV, Print, Web, Billboard, ad placement, and so on. We’ll be rich!”
Can you guess the caliber of work that they do? There are a few agencies that have the proper talent in place to do it all well. But it all depends on the talent they’ve recruited.
This happens in many businesses. How about yours? Once a business tries to be multiple “specialists”…you become a specialist to nobody. You also leave yourself open to competitors entering the market attempting to become the specialist that you used to be.
It’s all about perception. The consumer’s perception…not yours. How are YOU perceived in the public’s eye? What are you known for? Are you known as a specialist? You may think you are…but are you sure?
I’m trying to become a specialist in the Sales Message. I want to be known as the guy that can help you “say it better”. The writer that can get your prospect’s attention and help you sell your phenomenal product or service to them effectively. The person that can position you as a specialist so you can gain profitable new customers.
So, ARE you?…
…a specialist? Your next new customer would love that.
Have a great day!
I’m a marketing guy and ad writer. This isn’t just about better ads either, it’s also about a strategy to set you apart and help you be remembered (in a good way). I write this marketing blog because I’m on a mission to help you get more from your advertising bucks. I also wrote a a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.