When Dressed to Impress guy asks Casual Friday dude what he does he says, “I help coffee shops use social media marketing to get more customers.”
When the polished guy is asked what he does, he says, “Well, what I do is kind of complicated…” and then he proceeds to ramble off the business school text book jargon-loaded list of things he does.
When Dressed to Impress guy asks Casual Friday dude where are all of his business degrees, Casual Friday guy says, “I don’t have any degrees. I dropped out of school. But I know coffee shops and how to get people in them.”
Dress to Impress guy snickers and says, “Good luck landing clients with that line” with a tone of voice that makes it obvious that in his head he’s ending that sentence with… “you fucking loser.”
Casual Friday dude says, “I use a very predictable client attraction system that gets me new clients every month. I’ve actually had to start easing back a little bit now because I’ve been getting flooded with work.”
Dress to Impress says, “Seriously!?! I’ve been cold-calling so much that I’m starting to get cease and desist notices. I’ve slashed my rates to the point where I don’t even know if its profitable.”
Casual Friday says, “No offense, but it sounds like you’re just a human body for hire who’d be willing to do anything for a negotiable rate.”
Dress to Impress says, “Just last week a client asked me to clean his bathroom.”
Casual Friday says, “Did you?”
Dress to Impress looks down at the ground and says, “Maybe.”
Casual Friday says, “I would not want to be you.”
END OF EXAMPLE
As a society we are trained to have a preference for specialists.
It starts from the time we are children… we favor each of our parents depending on what we feel they specialize in – Dad is the fort building specialist… momma is the tuck you in and sing you to sleep specialist… etc.
We get into junior high, high school, then university and happily throw money at the clothing designers who specialize in giving us the look we want.
We become older adults and as our health and youth wanes we find ourselves being sent to different specialists who cater to our specific situation.
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Being a “generalist” in a society that is hard-wired to prefer “specialists” is akin to killing ourselves riding up a steep hill in the hardest gear with a bike that has 18 gears. Why would you make the task harder than it needs to be when it isn’t necessary to do so?
One of the biggest lessons that business owners and copywriters can take from this ad is the power to be had in working with niche specialists and the power to be had by becoming a niche specialist.
So as a business owner who needs a marketing campaign diagnosed and assembled for you, you sigh a huge breath of relief when you find a person that says, “Yes, I specialize in exactly what would serve you best because I know your market like the back of my hand.”
And the copywriter who establishes themselves as a specialist makes it easy to become a master of a niche in a shorter period of time because they’ve narrowed their focus which gives them supreme confidence when marketing themselves and when actually doing the work they get paid for.
Dan Kennedy has been teaching the importance of specialization and how to go about doing it at a masterful since the time when his advice was only available on cassette tapes.
If you’re a business owner who never wants to hire the wrong copywriter or a copywriter who wants to get razor sharp when it comes to positioning yourself as THE only option for your perfect prospects, you definitely want to check out these notes we took on Dan Kennedy’s Business of Copywriting course…
See you on the other side,
Dexter Abraham
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I'm ready for the full notes on the Business of Copywriting right NOW
Get your copy here for just $49 IMMEDIATELY
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