“If all you have is a hammer,
everything looks like a nail.”
My husband herniated a disc a few months back. Bad enough that he struggled to tie his own shoes. 🫤
So, we immediately booked an appointment with my mom’s pain management doc. A guy who has treated her debilitating back problems over the past 8 years, whose entire practice is based on ONE service — making back pain go away.
My husband wanted that pain-free outcome so bad, he was willing to wait 4+ weeks to see HER guy, specifically.
Because no one in real pain goes looking for a generalist.
And in that state you’re not even concerned with what it costs. You just want relief.
Which is the part that matters here. The best referrals (for any service business) happen because someone hears a specific problem and your name attached to the solution.
***
For most service businesses, the fear of choosing a niche is paralyzing. Proclaim, “I treat chronic back pain!” and every other patient disappears.
Except … that’s not what actually happens.
I know that firsthand. Our business was a generalist agency for years: “Creative Support for Small Business”
Decades of expertise, watered down to nothingness. All because I was afraid of being too specific.
But choosing your lane doesn’t prevent other work.
My mom’s doctor treats plenty of pain outside his specialty — knees, arthritis, migraines, fibromyalgia, TMJ, etc. His specialization doesn’t limit the conditions he’s equipped to treat or strip his credentials.
Notoriety as “THE back pain guy in Fort Myers” means his practice is the one that’s top-of-mind when back problems get painful enough to act on.
And I’m sure he’d agree when I say that’s a very good thing for business.
Same with our agency. We still tackle all sorts of design and development projects. But now we’re best known for our service business branding.
***
Somewhere, there’s a version of your business that’s the obvious choice for a specific problem.
The question is whether your website says so … or if it’s still trying to be everything to everyone.
***
Make it a great week! 🙌
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