You must choose who you want to work with or to serve first before deciding the product and service, the what. That is, choosing the ‘who’ before the ‘what’.

You cannot target everyone and therefore your goal is to identify a specific group of people who have a specific set of challenges which you are uniquely qualified to solve.

Kenyan woman holding bunches of flowers

Question: What do you say you do, in other words, how do you describe your job? Are you a Specialist or a Generalist?

If you are a generalist, it is time to change your mind set to be a specialist. To adequately present yourself as a specialist, ask yourself, who would be perfect for this? You must think about what keeps this person awake, the pain that this issue causes, and the measurable results you can offer.

Remember too that specialists are always paid more.

Here is a format to help you properly verbalize your speciality:

I specialise in working with............................ (your tribe)

Who have/want to overcome....................... challenge (the problem)

I help them................................................ (your solution)

Recently I assisted....................................... (a success story)

This format follows the basic marketing format of every company in trying to sell itself to its tribe.

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James Karundu is a speaker and author of 7 keys for Success Beyond  Chance, Go For It and Stepping Stones for Top Achievers.

He the founder and CEO of PassionBiz Academy and teaches startups and service based entrepreneurs how to start or grow a high income business from your passion, brilliance and expertise.

PassionBiz academy offers a number of mentoring classes and workshops for startups and service providers including : Market With Confidence, Harness Your Brilliance and Write Your Book Now.

For information + FREE CD/DVD or  a FREE one to one consultation or to subscribe to our FREE e –Newsletter or  FREE monthly talks and business training, send an email to : This email address is being protected from spambots. You need JavaScript enabled to view it. with subject line ‘I want to Succeed’


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