Stop Creating a "Something for Everyone" Marketing Message

Has Your Message Become a Murky Middle Ground?

If your business growth has stalled, the reason is often not a lack of expertise, but a lack of specificity in your message. When you try to be everything to everyone, you become nothing special to anyone. The key to reigniting growth is to move from a generic message that gets ignored to a specific one that acts like a magnet for your ideal clients.

Key Takeaways:

• The Problem: Many brilliant experts hide their unique genius behind vague, generic marketing language out of a fear of excluding potential clients. This makes their message invisible in a crowded market.

• The Mindset Shift: Your message is not a wide net; it's a high-powered magnet. Daring to be specific doesn't exclude people; it attracts the right people with incredible force.

• The Framework: The first and most critical step to specificity is to stop describing the category of problem you solve and start articulating the exact, painful scenario your ideal client is in.

• The Goal: To translate your complex, nuanced expertise into a clear, compelling message that ends pipeline inconsistency and attracts clients who are the perfect fit for your work.

My wife and I love to travel. We’ve been fortunate to explore new places, meet new people, and learn about different histories and cultures. Everything about it is invigorating.

Over our many travels, we’ve also learned that we appreciate different things. My wife could spend hours inside a museum, meticulously reading every single description for every artifact. Me? Give me the CliffsNotes version, and I’m ready to find a great place to eat. Sometimes, one of us wants to explore a bustling city while the other wants to relax on a beach. Or one wants to hike in the mountains while the other wants to find a remote café.

We learned early on that if we tried to create a "something for everyone" itinerary, we ended up with a mediocre trip that didn't fully satisfy either of us. It became a blur of compromises. We can't accomplish everything we both want to do, every single time. To create a truly memorable experience, we had to learn to ask one critical question: What is the one thing we are going to focus on right now, on this trip?

The Danger of a Generic Itinerary

That lesson—that trying to do everything at once creates a mediocre experience—is precisely what I see holding so many brilliant service providers back. Your expertise is vast. You can solve a dozen different problems for a dozen other types of clients. But when your marketing message tries to be a "something for everyone" itinerary, it becomes generic. It becomes noise.

This is why we believe your unique, nuanced expertise is your greatest marketing asset. Hiding it behind vague, generic language is a disservice to you and the high-level clients you are meant to serve.

Your business growth hasn't stalled because you lack skill; it has stalled because your message hides your brilliance. In a crowded market, specificity is a superpower. Trying to be everything to everyone makes you nothing to anyone.

Generic messages generate mediocrity.

From Vague to Vivid: The First Step to a Magnetic Message

The core problem is that most experts communicate with "Vague Value Statements" like "We empower leaders" or "We provide strategic solutions." They do this out of a deep-seated fear of excluding potential clients. But here is the central paradox of marketing for experts: Your fear of being "too niche" is the very thing making you invisible.

The solution starts with getting specific about one of the single most important parts of your message: the problem you solve. You must go beyond the general category and name the exact, painful scenario your best client is experiencing.

• Generic sounds like: "I help leaders with team issues." (This is the city, the beach, and the museum all at once).

• Specific sounds like: "I help successful founders whose go-to expert was promoted to manager—only to watch them flounder, causing team morale to plummet." (This is the one focused, compelling destination).

When a potential client reads that specific statement, they don't just feel understood; they feel seen.

Your Action Plan: The One-Sentence Upgrade

Let's make this real. Open a new document or a notebook. Look at the main headline on your website's homepage or your LinkedIn profile right now.

I want to challenge you to rewrite that one sentence. Don't just make it clever; make it specific. Use the "3-P" Specificity Formula as your guide:

• The Specific Problem: The painful scenario you just defined.

• The Specific Process: A hint at your unique methodology (give it a name!), the way you solve their problem.

• The Specific Promise: The tangible, desirable outcome they will get.

Don't aim for perfection. A rough draft of a single sentence that combines these three elements will give you more clarity than your last six months of generic content creation.

It's time for a mindset shift. The fear of excluding people is costing you the attention of the right people. Your message isn't a wide net; it's a high-powered magnet. Dare to be specific.

This one-sentence exercise shows you the power of specificity. But what if your process is so intuitive you've never actually named it? How can you be specific about your IP if it's still trapped in your head? That's the foundational work. My free 3-part video course, "From Trust to Transactions," is designed to walk you through that exact process of codifying your genius so you can articulate your value with power and specificity.