When marketing yourself, remember to keep your focus narrow. If your marketing efforts are too broad, two things will happen:
- You will not be remembered. When someone asks you what you do and you provide a laundry list, you will not be remembered for anything you mentioned. Focusing on a few areas that you are good at makes it easier for people to recognize you as an expert in those specific areas and refer to you when the opportunity arises.
- You will not be looked at as an expert in your field. The definition of an expert is “a person who has a comprehensive and authoritative knowledge of or skill in a particular area.” Having a wide marketing reach and chasing every opportunity that comes your way is inefficient, and it will not help you serve your clients. Clients want to hire the best person at what they do. Be that person in your niche.
The more you can narrow your focus, the more of an expert you will genuinely be. You will develop yourself into a true thought leader in your area of expertise, and the people looking for your expertise will have an easier time finding you.
Take the time to write out your actual core competencies and your true expertise. This will set you up with a solid marketing foundation that you can build off and will make your marketing campaigns so much more effective.