Myth #1: Specialising will lose me potential clients- so I have to help everyone with everything
You have got these amazing tools. You are qualified and just want to get out there and help people. So, of course, we want to tell everyone about all the amazing things we can help with. For hypnotherapists, for example, it is so tempting just to list everything you can help with – after all it is pretty amazing, isn’t it.
So that’s what we do. Start to list everything. I help with Stopping smoking, weight loss, IBS, phobias, depression, confidence, stage fright, etc etc… And of course we know that we can help with all of that, don’t we?
Have a think for a moment about what message that is putting out? Is it telling people that you really know what you are doing? If you had a life-limiting phobia, would you want to go to a generalist, or a specialist? If you had fertility challenges, would you want to go to someone who also works with public speaking and a hundred other things? No, you want to know that you are going to the best.
What other message might that put out? You have unique talents and experience. By showing up as a complete generalist, then your potential clients cannot see your genius. They can’t see your uniqueness and that you are possibly the absolute best person to help them in their time of need.
Time to stand out and shine!
So often I hear “but if I specialise, doesn’t that mean I’m limiting my reach?”. Well, the great news is, the answer is a resounding NO.
Let me give you an example. I work with City professionals whose recreational drug use is beginning to get in the way of their home and work. Does this restrict me or the number of clients? Absolutely not! (Ok, I was pretty surprised at first, too!). I have a clear message which is heard by exactly the people I love to help, and my work is really varied. There is often a lot else going on, other than the actual drug use, as you imagine, and I even get clients with completely different issues, who feel drawn to me in some way. I would really encourage you to have a think about what audience would you most love to serve right now!
Myth #2: You have to have a niche and stick to it no matter what
Hang on a minute…. Haven’t I just said that wanting to help everyone with everything might not be the optimal strategy? Aren’t you saying that I have to decide on a niche and stick to it?
This is something else that we hear so often, isn’t it?
Yes, having your uniqueness shine and having a very clear message about who you serve is very important, but here’s the good news – you only have to decide who it is that you want to serve RIGHT NOW.
When we start out, we haven’t necessarily got the breadth of experience to really know who we love working with more than others, but you still have your uniqueness, so just start by deciding which audience it is that you most want to serve next, and go out there and serve them! You can always shift your focus later, as you learn more and experience more.