Are you still marketing yourself as a generalist?
Do you pride yourself as a Jack or Jane of all trades i.e. “I work with everyone!” ?
If so, you are confusing what you do with how you market. What you do and who you work with may very well include a large variety of issues and clients. However, if you have too many empty time slots on your calendar, your generalist marketing may be your problem.
There was a time when marketing yourself as a generalist was the hallmark of a go-to therapist. It was thought that she could do it all. But things have changed and so should you.
- Today, clients want an “expert” and nicheing lends itself to the perception of expertise.
- Marketing yourself as a generalist makes you forgettable. And, marketing yourself as someone who has a special interest in X, makes you memorable.
- Nicheing allows you to market your services in a more focused way. That translates to less money, less wasted time, and more strategic contacts.
So the real question is . . . What’s keeping you from nicheing your practice TODAY?
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