We touched yesterday on specializing. Specializing is narrowing your focus to a particular group of people or a particular service.
In keeping with our previous example, if you are a virtual assistant, you may find it helpful to specialize in offering your services to dentists, or you could narrow it even more, to orthodontists. The reason this is helpful, is first, you will become an expert in the orthodontists’ needs and “jargon.” Secondly, if you focus on working with this particular group, they have contact with each other, and you can get referrals from current or past clients. You will become “known” in the field.
This whole concept of specializing really hit home with me when I was looking for a dermatologist. I didn’t know anything about any of them in my area, so I looked them up on the internet. It came down to two that were closest to my house, and one was strictly a dermatologist – that’s all he did. The other one was an internist/dermatologist. I felt better about the one who only did dermatology, as I felt he might be more knowledgeable, as he immersed himself in it.
So the idea of specializing will not cut out work, but should actually bring you more work, as word gets around about what you do. And it will be in an area that you are comfortable with and have expertise in.
Specializing will give your work meaning. I love this quote from the book, Marketing for Introverts: “By developing, applying, and honing the capabilities we each possess, we give our work meaning. With meaning comes purpose and the ability to feel a sense of importance about what we do for a living.”
Finding your “specialty niche” will help you find and develop your talents, interests, callings and desires. You will be so excited about what you do that you will find yourself “naturally marketing.”
Getting Business To Come To You
