Sure, all those pebbles are unique, but do any stand out to you? Don’t be like one of those pebbles….
What am I talking about?
Well, you have probably heard the term “jack of all trades.”
You know, the person who can do a little bit of this, a little bit of that, and a little bit of a few things somewhere in between this and that.
As a new business owner or someone who is working a business on the side – commonly referred to these days as a “side gig” or a “side hustle” – you are likely trying to master the jack of all trades persona in hopes of garnering as much business as you can possibly handle.
It seems like it would make sense – throw your name out there for every single skill you are even halfway capable of and surely with so many eyes on you, you should get a ton of calls or clicks.
But what if we told you this was actually wrong? Doing it all, is all wrong.
Think of it like playing the lottery – yes, you are throwing your name into a large pool of customers, but so are several other generalists and even the specialists for each of those markets.
Are the odds really in your favour? No.
By acting as a generalist, you are missing out on the credibility and repeat business of a specialist.
We live in a world full of noise and full of specialists. In order to create a long-term, sustainable list of clientele, you need to give them a reason to keep coming back over and over again – and that reason you’re looking for is that they view you as their expert.
But as a generalist, you are just a blur in the mind of your market.
Generalists Never Win
Consider a few of your favourite places to shop, a few of your favourite vendors, or a few of your favourite service providers.
What makes them special?
Likely one of your answers to that question is that they are unique – it is almost as if they are targeting you personally.
So, what does this mean? These stores, brands, and individuals are not generalists.
If you are acting as a generalist with your business and services, then everything that follows must be general – your website, your marketing materials, your messaging. And general is forgettable.
The Right Way to Do It
Of course, what good would it be if we told you everything you were doing wrong, but not what to do right?
Rather than spreading yourself thin across all markets, narrow down something you know best and something you can market well.
Next, narrow down your target audience and really learn them inside and out.
- Who they are
- What they do
- Where they are
- What appeals to them
- How to connect to them
- Their fears, frustrations, hopes, and dreams
Act as if your customer is going to become your best friend. To truly sell to them, you have to get inside their head.
Stop missing out on the fame, the fortune, the success.
By focussing on the who and what, you will make your life simpler, easier and more successful.
Imagine how easy it would be to create a website, a flyer, or a social media post if you knew exactly the profile of the person you were talking to?
Doing it the right way doesn’t mean missing out on opportunities, it means noticing and maximising the ones that are already right in front of you.
Want to chat about anything in this post?