Mar 23 2009
Market Yourself as a Specialist and Earn More Money
Are you tired of struggling, wondering why people are not beating down your door to buy your wonderful services or products?
Maybe you have done heaps of networking and you feel you have put a lot of energy into your marketing but it still isn’t bringing in the number of customers you need to have a prosperous business.
You may be like many service based business owners who are struggling to get people to hear about you and to hire you for your services. You know you offer amazing products and services, so why isn’t your office flooded with new people who would benefit? Why isn’t your phone ringing off the wall?
You think that by specializing you will be narrowing your market too small and other people won’t hire you. This fear is normal, however it is also a gross thinking error. In fact the opposite is true. When you market yourself as a specialist your potential clients will actually assume:
1. You are an expert in your field. People will always choose to work with an expert if they have the choice.
2. You carry a greater authority in your profession. You are the one that people look to for answers in your area if expertise
3. You have more proficiency and skill as people assume that it takes extra training to specialize.
4. You have more knowledge and learning and this can instill greater confidence in your customers who want to feel safe and assured.
5. You have a more distinct profile in your community and people will see you as more of a leader.
Specialists earn more money, they get asked to present more often and they have greater esteem. Get past your fear and begin to develop a marketing plan based on your specialty. Make sense?
Kaya,
You make some excellent points here. It is absolutely true that consumers and customers seek out specialists. Look at the medical field. We don’t see a general M.D. if we have a heart problem. We see a cardiologist.
When a small biz owner starts out, there IS the fear that they won’t make it if they focus on a narrow niche. At Cat’s Eye, we have found the exact opposite to be true. We are now the go-to people for certain kinds of e-marketing: WordPress blog-website design, e-newsletter packages and blog set-up and content/copywriting critiques.
The longer you are in a niche, the more you learn and the better you get. That is not to say we don’t take any print projects anymore; we just don’t market those services. It is amazing what happens when you have the courage to specialize.
Great topic here.
Judy
Thanks for your comments. I have had the same experience and the longer I am in my business the more I focus in on my specialties. People see me as the person to go to for help getting their website and their business growing for all kinds of service based businesses. I still do the other work too, like facilitating groups, trainings, etc but I don’t market it anymore.
Funny how my business has increased the more I focus on my specialty of service based businesses. It did take courage but that’s only because I didn’t understand.
[...] Niche marketing has to do with focusing on the needs and wants of a specific and narrow group. The narrower your niche, the stronger your business will be, as long as you choose a niche that is accurate and reflects an authentic need. It works and yet people are resistant to doing this. [...]