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, were fun to work on, had a common problem or industry, and were profitable? Projects that fall into all of these categories are where you want to focus. 

After 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. 

For tips on developing your positioning statement, check out our article, Developing Your Market Positioning Strategy.

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. 

And you get paid better.

Think 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.

Need more examples to be convinced of the benefits of specialization? Check out our article, How To Find Your “People Like Us”?