The best positioning will grow out of your past experience. Take a look at your portfolio – which projects did you have a particular knack for, u003ca href=u0022https://anchoradvisors.com/narrow-your-focus-grow-your-sales/u0022u003ewere fun to work on, had a common problem or industry, and were profitableu003c/au003e? Projects that fall into all of these categories are where you want to focus. u003cbru003eu003cbru003eAfter you’ve identified your specialty, you’ll know who you need to start (or continue) having conversations with and what those conversations should cover. You’ll also know what services your prospects need and are likely to buy. u003cbru003eu003cbru003eFor tips on developing your positioning statement, check out our article, u003ca href=u0022https://anchoradvisors.com/developing-your-market-positioning-strategy/u0022u003eDeveloping Your Market Positioning Strategyu003c/au003e.

When you’re specialized, your marketing is easier because you know who you need to talk to and you speak their language. You know where and how to find new leads, and they likely know where to find you, too. You have a track record of success and a portfolio to back it up. u003cbru003eu003cbru003eAnd you get paid better.u003cbru003eu003cbru003eThink about it, if you had the choice between an accountant who does taxes for anyone and an accountant who specializes in preparing tax returns for owners of marketing firms, the choice would be simple, right? And, if it cost you 20-30% more, you probably wouldn’t bat an eye, knowing that you’d be paying to receive specialized services – someone who knows you and knows how to get you what you need.u003cbru003eu003cbru003eNeed more examples to be convinced of the benefits of specialization? Check out our article, u003ca href=u0022https://anchoradvisors.com/how-to-find-your-people-like-us/u0022u003eHow To Find Your “People Like Us”?u003c/au003e