Small Business Marketing: Specialize or Generalize?

There have been many great points raised on both sides of this discussion. In order to make a final decision, we must look at how the business world is moving and at the purchasing patterns of the consumers who will be utilizing your services.

The Internet has changed the way people look for services (personal and professional). For example:
· If you do a search in Yahoo for a Personal Coach you will get 1.4 million matches.
· If you refine your search to Personal Life Coach you will get 760,000 matches.
· If you refine your search to Personal Career Coach you will get below matches.
· If you refine your search to Weight Loss Coach you will get 80,000 matches.
(search result numbers are subject to change)

Once you have selected the area of specialization you are interested in, you can then drill down into the results by location or other qualifying factors. As we are spending more and more time online, our patterns are shifting and adapting to more effectively navigate the over-abundance of information available. Web users know that in order to avoid a list of millions of possible matches, they must be more specific in their requests.

Generalizing - The Benefits:
As a generalist you aren't limited in the type of clients that you can work with. Everyone is pressed for time; having one coach who can handle all aspects of your goals (personally and professionally) as opposed to multiple resources each with a unique area of focus would be of certain benefit.

Generalizing - The Challenge:
The trade off is assumed to be that if you are a generalist in all things you are not an expert in any of them or at least in most of them. To state that one individual can work on any aspect of any business and/or in any area of a person's life and still achieve success is unlikely and may be interpreted as unrealistic or exaggerated on the part of your potential clients.

Specializing - The Benefits:
As a specialist you can attract a client based on his unique needs then share the wide range of additional areas you can bring benefit too. Each person wants the best for themselves and they perceive their situation to be completely unique. Specializing places you in front of the right client at the right time.

Specializing - The Challenge:
Initial pool from which you can draw clients is potentially smaller (but more refined), your copy must be more targeted, and you may be vulnerable to economic swings in specific market segments.

The concept of moving towards a more specific or niche approach to positioning and promoting your practice is becoming the standard in business. Building an environment that allows you receive the benefits of being positioned under Specialist and Generalist is one of the foundations of www.ldurandconsulting.com

Have a successful day! Leslie Durand, Marketing Coach and Emarketing Specialist

Leslie brings over 10 years experience in new media marketing to every project and a unique coaching approach to every client relationship. www.ldurandconsulting.com

In The News:

10 Key Steps To Building A Great Small Business Website  ForbesIf you are looking to build a new startup website or make your current site more effective, here are 10 key steps to getting started and helping your small business ...
6 Things to Know Before Launching a Small Business  Black EnterpriseIt takes more than a great idea and capital: Here are some important considerations to think about before launching a small business.
Should a small business invest in AI and machine learning software?  Economic TimesBy Rishi Mehra Artificial Intelligence (AI) and Machine Learning (ML) are the buzzwords in today's technology and business landscape. Both AI and ML are ...
10 Tips for Overcoming Mistakes and Obstacles as a Small Business Owner  Small Business TrendsRunning a business is full of trial and error. So you're sure to make plenty of mistakes. But if you can avoid mistakes that other entrepreneurs have made before ...
Maturepreneur Virtual Summit Teaches Techniques for Older Entrepreneurs  Small Business TrendsAccording to the AARP, there will be 78 million Americans 65 years and older by 2035. And many of them are not going to be retiring. With longer and healthier ...
In the News: Survey Shows the Most Effective Social Media for Your Auto Business  Small Business TrendsThe car buying season is heating up right along with the weather across the United States. And it's not just car buying. It's car and truck accessorizing. And it's ...
Recognizing Small Business Award recipients from the Mountain State  WV NewsNational Small Business Week was recognized in West Virginia from May 5-11, 2019. As part of the celebration of the best that the Mountain State has to offer, ...
60% of Customers Prefer to Call Small Businesses on the Phone  Small Business TrendsNew customer contact statistics reveal how customers want to connect with your small business and what about your website might stop them from doing so.
Quick Cybersecurity Tips for Small Businesses  Business News DailyExperts explain ways small businesses can improve their cybersecurity measures in under an hour.
May put small business in shackles. The new leader must set it free  The TimesThe Struggle. In Silicon Valley, that's what they call the excruciatingly difficult challenge of starting a business, winning customers and staying ahead of the ...
Trump tariffs hit small business in the United States  CGTN AmericaWhile U.S. businesses come to terms with the now 25 percent tariffs on $200 billion worth of Chinese imports, many companies are concerned about yet another ...
Small Business: Former All Black Israel Dagg's new gig - Beak & Sons  New Zealand HeraldDavid Beak discusses Israel Dagg's new role in his Sydney-based food business.
Where to Get Your Initial Startup Money  Small Business TrendsThe biggest question on most would-be business owners' minds is, “Where will I get the money to start my business?” Here are 10 startup funding sources.
Japan to promote tax hike preparations by small businesses  The Japan TimesThe industry ministry will hold meetings in major cities in June to encourage small businesses to speed up their preparations for the October consumption tax ...
8 things you should know before starting a small business  Business InsiderAdvice for entrepreneurs: get a good accountant; figure out how you'll fund the venture; don't stop marketing; find a niche in the market.
4 business credit cards that earn the most value for my small business  Business InsiderShe finds there are business credit cards that offer outsized rewards on her everyday business spending, and she sticks with her four favorites.
50% of Small Businesses Do Not Have a Marketing Plan  Search Engine JournalA new study on small business owners in the US finds that many are operating without a marketing plan.
The 7 best credit cards for small businesses and entrepreneurs  USA TODAYStarting a company? Whether it's a small business or a venture-backed startup, these credit cards can help your enterprise's bottom line.
Small business cultures need to evolve along with work force  telegraphherald.comMeloney Perry once worked at a traditional big law firm with a formal, corporate atmosphere, and knew she wanted a different culture at her own firm.
Small business optimism up 1.7 points in April, survey says  The Franklin SunOptimism among small business owners continued its steady climb in April, with the NFIB Small Business Optimism Index increasing 1.7 points to 103.5.
BLAKE DOYLE: Retail has never been easy – the siege on small business  The GuardianThe environment for online retail is getting more competitive and affording consumers more options and more purchasing flexibility. For several decades, smaller ...
58 Percent of Small Businesses Spend 5 Hours or Less on Marketing  Small Business TrendsHow much time do you spend on marketing for your small business? A new survey carried out by OutboundEngine reveals 58% spend five hours or less on ...
Local business helps small businesses  KELOLAND TVThis small business lender has been in Sioux Falls since 2013.
8 Ways to Manage Business Growth in These Good Economic Times  Small Business TrendsWe asked an expert to provider 8 tips on how to manage business growth during the upswing that's expected to last for the rest of 2019.
Small Businesses Taking Giant Leaps To Make A Big Difference  Forbes“Each time a man stands up for an ideal, or acts to improve the lot of others, or strikes out against injustice, he sends forth a tiny ripple of hope, and crossing each ...
The Atlanta Small Business Show on Peachtree TV: Episode 12 - [5.25.19]  Atlanta Small Business NetworkThe Atlanta Small Business Show: Episode 12 [5.25.19] - We had some great segments on this week's show, airing Saturdays at 10:30 AM on Peachtree TV.
The US Department of Energy Announces $46 Million for Small Business Research and Development Grants  Energy.govWashington D.C. – U.S. Energy Secretary Rick Perry today announced that the Department of Energy will award 231 grants totaling $46 million to 202 small ...
Small Business Administration, FEMA leaders, discuss how they can help flood victims  WQAD MolineLeaders from the Small Business Administration (SBA) and Federal Emergency Management Agency (FEMA) are in the Quad Cities to help victims from the ...
Here's why it's so hard for small businesses to sell CBD  The OutlinePayment startups have policies against selling hemp-derived products, but larger retailers are allowed to slide while smaller ones get their *service* pulled.
FTC, Manhattan Prosecutors Probe Costly Small-Business Loans  BloombergThe Federal Trade Commission has opened an investigation into potentially unfair or deceptive practices in the merchant cash-advance industry, which offers ...
More than Half of US Employees Choose Happiness Over More Money  Small Business TrendsWhat do employees want? Today, doing meaningful work is the most critical factor in being happy. So much so, it even ranks higher than their compensation.
Elizabeth Warren Has a Theory About Corporate Power  The AtlanticThe left forgot what Roosevelt knew: Small businesses and corporate behemoths have different interests.
10 Key Steps for Building a Great Small Business Website  AllBusiness.comIf you are looking to build a new startup website or make your current site more effective, here are 10 key steps to getting started and helping your small business ...
Small Business Administration Brings Federal Agencies to Local Entrepreneurs  KVRRFARGO, N.D. -- Small businesses may have a hard time getting funding for projects.
Federal Small Business Administration Pressed On Supporting Marijuana Industry  Marijuana MomentSen. Jacky Rosen (D-NV) pressed a federal official responsible for advocating for small businesses on Wednesday about whether existing laws and regulations ...
Report on Small Business Newsletter: Ontario government cuts funding for small-business programs  The Globe and MailThis is the weekly Report on Small Business newsletter. If you're reading this on the web, or if someone forwarded this e-mail to you, you can sign up for it and ...
How a small opportunity gave birth to business | The Mercury  IOLFormer Inanda teacher Bajabulile Bhengu started out working in the tourism industry as a part-time tour guide.
3 Ways to Acquire The Most Important Asset for Small Business  Inc."The most valuable assets of a 20th-century company were its production equipment," said management expert Peter Drucker. "The most valuable asset of a ...
Thornberry bill would help venture-backed startups compete for DoD small business awards  SpaceNewsThornberry is proposing legislation that would make it easier for startups like Capella Space to continue to get private funding and compete for DoD small ...
A tight labor market is holding small businesses back from expanding in this hot economy  CNBCCNBC and SurveyMonkey's latest small business optimism index echoes that sentiment, finding 52 percent of small businesses say it's harder to find workers ...
Nimble Migrates its Award-Winning Small Business CRM to Microsoft Azure, Bringing Relationships to the Center of Office 365 Workgroups  MarTech SeriesNimble — The Simple, Smart CRM for Office 365 —announced the migration of its market-leading SaaS CRM from Amazon Web Services (AWS) to Microsoft ...
Bank of Texas Announces Small Business Week $5000 Winner  NasdaqTULSA, Okla., May 24, 2019-- The GAMES Method is the winner of Bank of Texas' Small Business Week $5000 giveaway. The GAMES Method creates.
A Customer Service Guide For Small Businesses, In Honor Of Small Business Week  ForbesCustomer *service* excellence, for any sized business, is one of the most effective ways to build and sustain a competitive advantage. Yet when it comes to small ...
Small-business fintech launches lending platform for banks  American BankerSpurred by bank interest, small-business lending platform Biz2Credit has unveiled a software-as-a-*service* version of its loan management, servicing and risk ...
Small-business owners: Don't give Facebook, Amazon remote control of your customers  USA TODAYYou've got 20,000 followers for your small business on Facebook. You sell hundreds of products a month on Amazon. Your restaurant increased its sales by ...
10 Expert Tips for Making the Most of Your Limited Small Business Resources  Small Business TrendsSmall business owners have to find ways to make maximum impact with limited resources. This means making use of free or inexpensive online resources, ...
Four reasons to work for a small business  USA TODAYIt can be a smart move for your career, but maybe not for the reasons you think.
Bank of Washington Named a 'Best Bank' — By St. Louis Small Business Monthly  The MissourianSt. Louis Small Business Monthly, a publication on strategy, management and innovation for St. Louis-area entrepreneurs and business owners, recently listed ...
Canton-based Immerse Agency named 'Small Business of the Year'  Canton Citizen NewspaperThe Metro South Chamber of Commerce recognized Canton-based Immerse Agency as its 2019 “Small Business of the Year” at the chamber's annual awards ...
How to Start a Small Business at Home: 6 Tips for Success  Architectural DigestIf leasing office space isn't part of your plan, follow these essential strategies to learn how to start a small business from the comfort of your own home.
Microsoft And Facebook Have New Tools And Other Small Business Tech News This Week  ForbesHere are five things in technology that happened this past week and how they affect your business. Did you miss them?
Top 4 Trade Show Tips for Small Business Owners  Baltimore Post-ExaminerIf you are a small business owner, perhaps you're already using some form face-to-face marketing in favor of your business. So you know face-to-face ...
Moody’s Teams Up On Small Business Cash Flow Forecasting  pymnts.comMoody's Corporation is partnering with the Foundation for Small Business Development (FFSBD) to connect small businesses with cash flow forecasting ...
Retirement bill ups savings levels and expands 401(k)s for small businesses  Fox BusinessLawmakers are working on a bipartisan bill designed to strengthen Americans' retirement security.
'Million Dollar Listing' Real Estate Expert Ryan Serhant on How Small Businesses Can Make a Big Impact  EntrepreneurGet tips to grow your business from real estate expert and TV personality Ryan Serhant.
What's the dynamic demographic running America's small businesses? Older people  The GuardianThe age profile of small business owners has become dramatically older over the past two decades.
Facebook Launches New Tools for Small Businesses  Search Engine JournalFacebook is rolling out new tools to help businesses run automated ad campaigns, book appointments, and edit videos.
GDPR one year on: what fines have been issued so far?  http://smallbusiness.co.ukA year after GDPR was implemented, we take a look at the impact of fines and how the UK compares to the rest of Europe. COMMENT. GDPR has been in place ...
Retirement savings bill seeks small business buy-in  Roll Call The House on Thursday will take up what could be the most significant changes in retirement savings policy in more than a decade. But the bill's backers ...
How New, Small Business Owners Can (and Should) Be Protecting Their Brand  EntrepreneurYour new business is your baby, after all. Don't you want to protect your baby?
Business finance for small businesses  Startups.co.ukThere are a multitude of sources of business finance available to help small businesses achieve their growth ambitions. But deciding which small business ...
Cheaper insurance cover soon for homeowners, small businesses in disaster prone areas  Business TodayA working group of the Insurance Regulatory and Development Authority of India (IRDAI) is mulling over simple and affordable insurance cover for individual ...
Funding Circle Finds Banks Doing A Bad Job Lending To Small Businesses  ForbesA new report from Funding Circle finds traditional banks are dropping the ball when it comes to lending to small businesses.
Only 49% of Small Businesses Have a Growth Plan  Small Business TrendsEven if a small business doesn't go through with the actual plan, the process of creating a business growth plan is a great learning opportunity.
How To Celebrate National Small Business Week  ForbesThe next several days give you a nice excuse to finally say, “No more excuses. I'm going to take the first step toward changing the direction of my life.”
Eau Claire small business owner joins call for increased flood-resilient infrastructure  WQOW TV News 18With recent flooding here in Eau Claire and across the country, more than 500 business leaders have signed a letter to congress, calling for more protections for ...
Small businesses thriving in El Paso with 37 new startups created in 2019  KTSM News Channel 9A local wing restaurant celebrated the grand opening at its new location in East El Paso on May 23.
Homeowners, small businesses can look forward to cheaper insurance cover soon  The Hindu BusinessLineIRDAI panel moots changes in view of recent losses due to natural calamities.
Get a green flag on your small business goals with the support of SBA loan programs  WRTV IndianapolisIn the last two fiscal years, the SBA had over 1500 loans made to Indiana small businesses and each year more than $750 million has been invested into ...
10 Small Business Apps, Services And Tech Platforms Every Entrepreneur Should Know About  ForbesThere are a few apps, services and technologies – about ten categories in all – that are critical for small businesses in 2019. Here they are.
A start-up that small enterprises segment can bank on for quick credit  The Hindu BusinessLineIndifi Technologies' platform helps lenders and NBFCs provide loans to SMEs.
Small-business owners: We want to hire, but we just can’t find ‘qualified’ workers  MarketWatchIs there really a shortage of skilled workers available for hire? Small-business owners certainly seem to think so. They say they want to add workers, but...
3 Takeaways From Facebook's Small Business Week Announcement  Inc.Facebook announced a series of new initiatives targeting small business owners. Here's what they are, and what they mean to you.
What does a Coalition government mean for small business?  SmartCompany.com.auThe Coalition has been returned to government and work is already underway to flesh out the state of play in small-business policy.
Amazon says small business owners make $90,000 a year from selling in its stores  USA TODAYAccording to Amazon's new small business impact report, entrepreneurs earn an average of $90000 per year in Amazon sales.
Small Business Week Is Here, So Turn Your Idea Into Reality With This Starter Kit  EntrepreneurWith Small Business Week 2019 upon us, now is as good a time as any to begin making that idea you can't stop thinking about a reality. As of last year, there ...
National Survey: Waning Seller's Market for Sale of Small Businesses Signals a Peak in the Market  Business WireLOS ANGELES--(BUSINESS WIRE)--Seller's market sentiment is down in all market segments except for businesses with $5 million to $50 million in enterprise ...
3 Ways Your Small Business Can Pivot Toward Focusing More on Hispanic Consumers  EntrepreneurAttracting Hispanic customers can prove a huge boon for your small business moving forward.
Tax season was good news for small businesses – and bad for job seekers  The GuardianSmall businesses gave CPAs a 'resounding thumbs up' guiding them through the tax reforms but savings isn't being spent on hiring, a survey revealed.
Rapid TV News - TV advertising most effective channel to drive small business growth  Rapid TV NewsThe decline of TV advertising in favour of digital is widely reported but for small businesses it would appear that TV works just fine according to a study from...
Strapped for Cash? Three Modern Ways To Take Out A Small Business Loan.  EntrepreneurSmall businesses can often find themselves strapped for cash. When payroll is due, and accounts receivables are still high, cash is king. Even the most ...
Kesselring recognized as Small Business Person of the Year  Herald ZeitungHolding back tears as he thanked his family and the New Braunfels community, JP Kesselring was honored as the 2019 Small Business Person of the Year by ...
Proposed data privacy law unfair to small Illinois businesses  Chicago Sun-TimesA recent Sun-Times editorial argued that a series of proposed privacy and data security proposals being considered in the Illinois Legislature represent our ...
Reusable straws inspire an El Paso small business startup  KTSM News Channel 9An El Paso small business is becoming popular for what it is trying to do for the environment.
Ontario government cuts funding for small-business programs  The Globe and MailOntario's Progressive Conservative government has reduced funding at centres that support small businesses across the province. Small Business Enterprise ...
California governor launches task force to back small businesses, local entrepreneurs  Silicon Valley Business JournalTwo leaders of Gov. Gavin Newsom's new task force said the state is being challenged by other areas across the country and the world in ways that won't always ...
What does small business want from the federal election?  ABC NewsA lower corporate tax rate and the increased instant asset write-off are some of the sweeteners specifically targeted at wooing small businesses, but owners ...
Six Ways AI Can Help Your Small Business Run Better  ForbesIf you run a small business, AI may sound like an intimidating, expensive technology, but it's not.
What Facebook's Latest Video-Ranking Updates Mean for Your Small Business  Social Media TodayFacebook recently announced that it's tweaking its News Feed algorithm to reward creators who publish video *content* that sees longer average watch times, ...
Key lawmakers want to help small companies get Pentagon contracts. Here's how.  DefenseNews.comA bipartisan pair of U.S. senators have introduced a bill to make it easier for small companies to do business with the Pentagon, through larger defense firms.
Small Business Week Is Here. These Are America's Most Intriguing Hot Spots for Entrepreneurs  Inc.Some small companies absorb the flavor of their environments. For Small Business Week, we visit a few of these distinctive 'character clusters.'
Facebook unveils an automated ad builder and an appointment manager for small businesses  TechCrunchFacebook today said it's launching a number of new products aimed at small businesses — which is appropriate, as we're currently in the middle of National ...
Google launches CallJoy, a virtual customer service phone agent for small businesses  TechCrunchGoogle is combining several technologies, including virtual phone numbers, audio transcriptions, automated reporting and analytics, in a new effort to help small ...
11 Instagram Stories Tips Small Businesses Can Use  Small Business TrendsAs new *content* delivery methods become available and catch audience attention, small businesses need to pivot and adapt. Instagram Stories is one option that ...
This is the top city for small business in the US: Study  CNBCMiami is the No. 1 place for small business, according to a Biz2Credit national survey of more than 30000 businesses released on Tuesday. The city gets high ...
Why Small-Business Owners Flocked to Orlando for This Year's 'Spring Break for the Construction Industry'  Inc.Editor's Note: In honor of National Small Business Week, Inc. is exploring clusters of small companies around the country that share distinctive strengths, ...
Why Cybersecurity Matters to Small Businesses  Business.comWhile Fortune 1000s dominate many interactions in our daily lives, small businesses remain the bedrock of the U.S. economy. According to the Small Business ...
New trend helping small businesses save money on office space in Houston  KTRK-TVHOUSTON, Texas (KTRK) -- The latest trend in Houston's small business community is called Co-working Office Spaces. That's where multiple businesses share ...
‘I’m Not Apple’: Small Businesses Squeezed by Trump’s Tariffs  BloombergFiguring out how to pay another looming tariff bill isn't the way Robert Heiblim would've chosen to spend National Small Business Week.
3 Ways a Small Business Owner Can Attract Customers  Motley FoolKevin Costner's Field of Dreams character got bad advice. "If you build it, they will come" might attract the ghosts of baseball players to a field in the middle of ...

Boat Hull Cleaning Procedures for Owners and Detailers

For really tough boat hull cleaning you will need to... Read More

Franchising Companies Relationship Strategies

Franchising Corporations need to maintain an iron fist when it... Read More

Truck Detailing Shop Business Case Study

As an entrepreneur you can learn a lot by following... Read More

Making a Donation to Bring MORE Business

How a donation is different from a sponsorship and what... Read More

Conquering Confidence Killers for Small Business Success

"The way to develop self-confidence is to do the thing... Read More

Entrepreneurs Go Virtual!

With the massive explosion of start-ups and home businesses developing,... Read More

The PR Commitment to Small Business

We're birds of a feather, public relations and small business.... Read More

Low Cost or Highly Funded Start Up

Many new ventures are preoccupied with all the money they... Read More

Increase Profits With a Small Investment of Time and No Money

The less a business pays for goods and services the... Read More

Avoiding the Small Business Cash Flow Roller Coaster

A solopreneur I know disappears from my radar screen for... Read More

Mission Statements: More Important Than You Thought

If an organization lacks a mission statement, it is worthwhile... Read More

The Responsibility Conundrum - Where art Thou?

Mr/Ms, 'not me' is often on holidays in your business.... Read More

Starting a New Business in a Small Town

Q. I am a former pastor who left the ministry... Read More

10 Cardinal Rules for Business Growth

After over 30 years of participating in hundreds of businesses,... Read More

Sex Up Your Business Growth

A top executive called up me late in the night.... Read More

Deciding Which State To Incorporate Your Small Business In

Once you've decided to incorporate your small business the next... Read More

Justice In Action

During the 1980 presidential campaign, candidate Ronald Reagan vowed, if... Read More

Top Ten Tips for Leveraging Conferences for Big SUCCESS!

As I am preparing for my attendance to the CoachVille's... Read More

7 Reasons To Take Control Of Your Small Business? Checking Needs

Business checks are available in many styles and varieties. They... Read More

Technology Community Helps SMBs Focus on Their Core Business

If you're starting your own business or currently work for... Read More

Marketing Your Small Business with Success Stories

-- The One Pager Shortcut Series --An effective and compelling... Read More

Expand Your Professional Organizer Business

Grow your Professional Organizer business by branching out into related... Read More

Franchising Pros and Cons

Last week's question from Anthony R. on how to choose... Read More

Detailing Business Options

So you want to get into the auto detailing business... Read More

Does Your Business Need a Toll-Free 800 Number?

Should your business have a toll free number for customers... Read More