When you position yourself as someone who "helps businesses with marketing" or "does B2B sales," you've unknowingly entered a death spiral of commoditization. Here's what happens:
You create massive oversupply. Thousands of other providers are saying the exact same thing, flooding the market with identical positioning.
You eliminate your differentiation. Without clear specialization, prospects can't distinguish you from the competition. You become interchangeable.
You trigger price wars. When prospects can't see meaningful differences, they default to the only metric that matters: price. You're forced to compete on cost, not value.
You create feast-or-famine cycles. Without specialized expertise, you're constantly starting from zero with each prospect, leading to unpredictable revenue.
Transform your positioning from "I help businesses with marketing" to "I help Sydney law firms generate qualified leads through LinkedIn," and watch what happens:
You become the only option. In the prospect's mind, you're not competing with general marketers—you're the law firm LinkedIn specialist. Category of one.
You command premium pricing. Specialization signals deep expertise. Prospects pay more for specialists because they perceive higher value and lower risk.
You build instant trust. When someone has your exact problem and you've solved it dozens of times before, trust is immediate. You're not just another vendor—you're their solution.
You create consistent demand. Your specialized reputation generates referrals within your niche. Word spreads quickly in tight-knit industries.
Example transformation: Instead of "I help businesses with sales," position yourself as "I help SaaS companies with 10-50 employees double their enterprise sales in 90 days."
