I wrote a message a while ago that about how it’s important to specialize in order to reap the most profits from your business…

Do you remember it? The subject line was:

“Are you a ‘jack of all trades’?”

Here’s the point: you can’t be ‘perceived’ to be great at 2 things at one time by your potential customers!

Most customers want your ’specialized’ expertise, and they will pay extra for it, or not, but they want YOU because you’re a SPECIALIST.

Bottom line: If you’re NOT perceived as a specialist they don’t BELEIVE you can solve their problem.

Let me expand on that a little because it’s so important.

Let’s use a Surgeon as an example.

Would you go to a Surgeon who told you he was a carpenter on the nights and weekends?

Or that he ‘dabbled in plumbing’ - on the side-to make ends meet?

Let’s take this even further…

Let’s say you need ‘eye surgery’, would you go to a surgeon who specializes in ‘foot surgery’?

If he told you he could ’study up on eyes’? would you still want him to do it?

I don’t think so… you want the very best eye surgeon you could find… someone that specializes in eye surgery, who has studied it for years, not someone who has to ’study up on it’
That is the way YOUR customers look at YOU.

If they are looking for an “email marketing expert” will they hire an “AdSense expert?”

That just doesn’t make sense, but what does make sense is that the closer you are to a ’specialist’ in your field, the better you can position yourself. Your advertising and marketing can be much more effective if you specialize and you’re not likely to waste your ad budget on un-targeted media and un-targeted keywords.

In addition, your prospects will look at you as a reliable source on information and it will be much easier to sell them on your book or service or whatever you are selling.

Focus on a narrow niche and become the expert in it… you’ll get more business and you can usually get higher margins of profit.