Being all things to all people

John and I went out to dinner last night. On our way to the restaurant, we happened to be on the interstate. Both of us chuckled about the same time as we passed a construction vehicle. It was a large white panel truck nicely labeled with the company’s name and contact information, followed by what the company did. It was a good thing that it was a large truck, otherwise, the entire listing of this company’s services would not have fit!

Immediately under the company name was a line “Heating and Air Conditioning Contractor.” Another line under that spelled out Plumbing Contractor. And then came a paragraph about the other services this company offered – Custom Home Building, Remodeling, Siding, Replacement Windows, Handyman, etc., etc., etc. The list was pretty lengthy.

Trying to be all things to all people doesn’t work in this age of specialization. Just attempting to devise a marketing strategy for all of these services would make anyone’s head spin! And I can’t imagine the cost of trying to reach an audience in every market either.

Instead, focused specialization will help you to keep your marketing costs down while you reach buyers who are truly interested in your services.