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:

How to import from China to UK  http://smallbusiness.co.uk
How to import from the EU  http://smallbusiness.co.uk

Effectively Completing the Operations Plan Section of Your Business Plan

The Operations Plan is a critical component of any business... Read More

Mobile Car Wash and Cleaning Post Office Jeeps

If you own a mobile truck washing, pressure washing or... Read More

FFP vs. CPFF Contracts

SBIR Corner: FFP vs. CPFF contracts:In the SBIR/STTR world, the... Read More

Employee Relations Manual Sample Outline

Most smart entrepreneurs and all large corporations have Employee Relations... Read More

Grants vs. Contracts

Commonly folks have asked me what the technical difference is... Read More

Profits are within 6 Degrees of Freedom

How far away is the person you need to meet?We... Read More

How to Start a Paper Shredding Business

Paper Shredding Business Opportunities are blossoming up everywhere because in... Read More

Why Small Businesses Need Both A Logo And An Identity System

Experts urge small business owners to "brand" their business ?... Read More

Small Business Strategies - Four Critical Success Factors

Scenario OneDuring a recent presentation, a business owner was given... Read More

Small Business Success: Thriving During Change (And Landing On Your Feet!)

If I had $1.00 every time I heard someone say... Read More

Get In Touch With Your Competition!

We all know that competition is an ugly word but... Read More

Retail Customer Opportunities for Pressure Washing Companies

Pressure washing companies must look for customers in the retail... Read More

An Example of Business Automation - eCards with pizazz

The last time I spoke and went into a bit... Read More

Franchising Industry Burdened in Over Regulation

There were only an estimated 1800 active franchisors in this... Read More

Batting Cages Business - Making Profits With The Swing Of A Bat

There is a Batting Cages Business for those people who... Read More

How To Plant Seeds of Success With Small Business Ideas

Think of all of your business ideas as tiny seeds... Read More

Small Businesses - Big Obstacles

Everyone is talking about small businesses. In 1993, when it... Read More

Small Business Operators - 7 Reasons You Should Change Your Accountant

A recent survey showed that only 28.7% of small business... Read More

Franchise Companies Come and Go

Each day we hear of companies entering the franchising industry.... Read More

Restaurant Operators - What Skills do you Need

A tongue-in-cheek look at the skills required to operate a... Read More

Pressure Washer Concrete Cleaning Equipment

Cleaning concrete is tough and there is an easy way... Read More

Small Business Support Equals Survival

Support is critical for your small business survival. You may... Read More

Serious About Writing A Business Plan... Start A Business Plan Library

Tap these treasures of ideas. The best money you can... Read More

Carwash Franchisor Case Study

There are only a handful of car wash franchises in... Read More

Basic Psychology of Franchisee Ownership and Expansion

If you are a franchisee of a large franchise system;... Read More