The Client Letter
December 27, 2012
Sedona, Arizona
Sunny 29 Degrees
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Got a question recently about whether or not it’s smart to specialize as a service provider.
I did that when I got started. I focused on writing copy for the self-development niche.
Not exactly a very interesting way to position myself. Not for me or my prospective clients.
Now I think back to those days and I cringe. I really didn’t know what I was doing when it came to selling myself.
Just imagine me at a networking event. “Yes, Mr. Future Client… I specialize in writing for the self-development niche.”
“Oh wow, that’s so exciting Jason. Tell me more about that,” says Mr. Client.
Ha! Yeah right. That’s not going to happen. Ever. Instead, you’ll probably get a blank stare.
First of all, what exactly does that even MEAN? I “specialize” in a certain niche? Exactly how many other copywriters does that separate me from?
How many other copywriters couldn’t say that exact same thing TOMORROW?
From an emotional point of view, it’s weak. Really weak. At the time, that was the best I could come up with.
So should you specialize?
It depends on what you mean by specialize.
The place to specialize isn’t in the DOING of your service. That’s completely bass ackwards and it focuses on the very thing your client doesn’t care at all about: what you do.
If you’re going to specialize, then for your own sake, specialize in a RESULT.
That’s a wide open target right there. So you can be creative about what that looks like.
Plus, it leaves things wide open for HOW you get the result. And it focuses what you do on what your client actually cares about: their goal!
If you specialize in DOING something, then people hire you to DO that thing. But a large part of your value comes when you provide your expertise and experience to help your clients figure out what needs to be done.
So by specializing in an activity, you are shortchanging yourself.
Don’t do it.
Instead, figure out what unique value you bring to the table and wrap yourself in a marketing package that showcases THAT.
When I created the Incomparable Expert Transformation, I had no idea it would resonate with so many people.
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