#027: The Nine Benefits of Specialization for Service Providers

If you want to have authority, charge higher fees, and generally sell your consulting, coaching, or agency services way, way easier, then you need to do one thing: move away from Commodity Positioning and move toward Expert Positioning.

In this post, I’ll share nine reasons why you want to specialize in your expert business, and why I teach it in OfferTherapy™ University and my OfferTherapy™ coaching. 

Reason One: Faster Path to Getting Good

Reason 1: It’s easy to own a niche when you specialize. Think about it: when your focus of what you sell is narrow, the amount of material you have to learn is far smaller. You can learn the ins and outs, needs, pain points, and language of a singular industry + niche in a relatively short period of time compared to a positioning of, “I do everything for everyone and make it up each time.” 

Reason Two: Easier Marketing

Reason 2: Because it’s easy to learn, own, and stay familiar with a narrower space, it’s going to be easier to MARKET to this narrower space. Your social posts become more focused. Your blog and video content becomes more impactful and helpful. And your content will start delivering real value, which is what generates an audience. 

Reason Three: Improved Confidence

Reason 3: But that’s not all. When you own a narrower niche, you’ll not only know everything there is to know about a niche, and continue to learn everything there is know, but with so much repeated practice you’ll also GET GOOD at solving specific, painful problems for the market you serve.

Eventually, your work is more efficient and effective than your competitors.

This leads to a) lots of proof, b) lots of confidence, and c) increased rates.

Reason Four: Get Known Faster

Reason 4: Over time, you’ll get KNOWN for the thing you do. Which makes it easy for people to refer others to you, even if they weren’t a past client. 

Think about it: if you have someone in your social media circle who’s known for being the “expert at doing X for Y person,” and you have a trusted friend who is Y person who needs X, who do you think you’ll refer to your friend? Some random generalist, or the expert whose content you’ve been following? 

My guess is that you’ll choose the Expert every time.

Reason Five: Easier Sales

Reason 5: When you specialize, your marketing materials become proof compounding on proof. ALL of your sales materials, case studies, and testimonials will match what your prospects want to see and hear, so there’s never a point where you don’t have a past project, past client, or a published blog post about a client’s concern.

So your sales get easier and come faster than they ever did before.

Reason Six: Free Traffic

Reason 6: As you become known as an expert, you also get interviewed.

You’re invited to speak on podcasts. People want to know your thoughts. People respect what you have to say and the advice you give. And when you’re interviewed by a third party, your perception as an expert only increases. 

Reason Seven: Attract Qualified Clients With Painful Problems You Solve

Reason 7: Not only that, but positioning in this way attracts better qualified clients.

People who *sort of* have problems want a generalist who can alleviate all their woes. Good clients who know what they’re doing want that specialist who can get the job done.

Reason Eight: Automate Your Marketing More Easily

Reason 8: It’s far easier to “set it and forget it” when it comes to your marketing.

When you specialize, all of your social posts will be on point and always relevant, so you can keep re-purposing because it’s built on proven pain points, problems, and concerns that will be the same in a few years as they are right now.

Reason Nine: Focus on What You Do Best

Reason 9: Finally, specialization gives you the ability to focus on that *thing* you do best as a coach or consultant. And that kind of energy is contagious! It makes work more fun when you’re doing what you do best and making a difference in the lives of others.

Lynn Swayze is “The Expert’s Copywriter” and founder of the OfferTherapy™ System for Experts. You can check out her courses, community, and coaching at TheExpertsCopywriter.com.