Now, I’m the first to agree that it’s important not to put all your eggs in one basket in terms of what you offer to clients. However, it’s also a good idea to specialise in an area you’re really good at (known as a niche in marketing speak).
Let’s face it, if you had a medical condition, you’d want to consult someone who specialises in that condition – you wouldn’t feel as confident with a general practitioner who doesn’t have the experience or expertise to help you.
What I’m seeing a lot at the moment is ‘knee-jerk’ reaction by some business owners to chase the latest trends – and indeed, I’m a great fan of social media and love teaching clients how to use it in their businesses. However, I haven’t abandoned my core business of coaching and mentoring.
Trends come and go – some of the social networks will probably disappear just as quickly as they arrived on the scene.
If you have a product or service that people are buying and that is making you good money, for goodness sake keep on offering it! Rather than jump on the latest bandwagon and jostle for business in a crowded market, stay true to what you’re brilliant at.
Being a specialist – rather than a generalist – will also help you to stand out from the crowd and your marketing message will be easy to communicate.
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