There is an example in marketing: If you have a migraine and you head to a pharmacy, you’ll see one medicine that says, “Cures All Aches and Pains” and another that says, “Cures All Migraines”. They both do the same thing and they’re made by the same company. But their marketers know that the medicine that’s the most specific -- is the one that will stand out.

Meanwhile, a lot of artists have this gut reaction that specializing is bad and that it’s better to generalize as much as you can. The truth is that you can specialize in multiple things but what you’re really trying to do is to stand out. By specializing, you aren’t eliminating opportunity -- you’re eliminating competition.

Sometimes to be exceptional, you need to get specific. And there are different ways to stand out in your industry or how people remember you. It’s about getting your client confident that you’ll get the job done on time. Your messaging can change with every single client. When it comes to having a conversation, you can find out what their specific problem is -- and plant that seed that you’re the person to solve that problem. 

In this Podcast, Allan talks about the importance of specializing, how to have different niches, how to adjust those niches for different clients -- and how to become memorable as the go-to person for a specific job. 

For more show notes, visit www.allanmckay.com/284/.