Jack-of-all-trades, master of none. Years ago, the negative phrase master of none was not attached to the complimentary figure of speech jack- of-all-trades. However, as times have changed, business models and customer needs have changed as well. People are no longer impressed with professionals who profess proficiency within multiple skill sets. Customers are looking for professionals who specialize in a single area.
You may wonder whether specializing in one skill minimizes client-base potential. Interestingly enough, the opposite is true. A graphic designer who specializes in a particular skill actually has many customers. Graphic design salaries increase exponentially for those who specialize and position themselves in the right niche.
Positioning
Positioning is a simple business term used to describe companies or individuals established as authorities in people’s minds. For example, if you think of logo designing programs, you may think of Adobe Illustrator before remembering others. If you are a graphic designer, do people think of you when they need a photo editor, a logo designer or a website designer? Specializing in one niche skill helps you position yourself in the marketplace.
Niche Marketing
Let’s say your most well-honed skill is photo editing but you also know how to create logos and design websites. Will dividing your time equally among the three skills allow you to master any one of them? Probably not. If your competitors with similar skill sets focus only on photo editing, they will master that skill. As a result, you are likely to lose potential clients. Customers appreciate the professional nature of specialized services; therefore, its important to choose one of your skills and master it.
The future of business is niche marketing. If you love photo editing, you need to dedicate all of your time to it. You want people to think of you when they need a photo editor. If they need someone whos proficient at logo design, let them find someone else. Meanwhile, you are satisfying customers who need a master photo editor. Moreover, they are referring their colleagues to you because of your professional-grade product and you are making a name for yourself.
The niche marketing philosophy applies to all types of professions. For example, a lawn-care company that focuses specifically on mowing and grass treatment or a bricklayer who specializes in walkways is more likely to attract customers who need those specific services than a competitor that provides a variety of landscape services.
A Special Skill
Choose a niche within your skill set and dedicate your time to master all aspects of that skill. It will not be long before current and future customers recognize you as the authority for your particular niche and turn to you exclusively for their needs.