Today I want to talk to you about something incredibly important.

It’s a very basic concept that virtually everyone (including myself, at times) overlooks.

So to make sure you don’t overlook this, ever again… I’m going to give you the genesis of this concept.  And I think, once you see the almost ridiculous simplicity of it, the concept will take on a greater meaning for you.

I know, once I saw it in this same light… that’s what happened with me.

Remember how, years ago…pretty much long before our time (unless you grew up in a really small town) — but remember how entire towns used to revolved around “General Stores.”

You do?

Good, so let me ask you this:

Why do you think the concept of the General Store faded away?

Interesting question, right?

Was it because the town got bigger?

Nope, that wasn’t it.

If towns get bigger, all that happens is more stores open up.  With rare exception, supply always expands to meet and fill in the existing demand in any marketplace.

That’s just a basic law of economics, right?

Sure.

So why do you think the concept of the General Store is a thing of the past?

Well, let me answer by asking you another question:

If you want to go out and buy a pair of boots, or some medicine… or maybe some bullets… what kind of place is going to make you feel like you’re getting the best boots, medicine, and ammunition out there?

What kind of place is going to give you a higher perceived value?

The General Store, or… a boot shop, a pharmacy, and a gun store?

See where I’m going with this, now?

Good, because with almost 100% certainty, every single person when asked this question, would choose the specialty stores over the general store.

Why?

The answer is simple.  Because when someone specializes in something, there’s a perceived underlying assumption that this person (or this store, or whatever) is an expert in whatever it is they’re doing.

It’s why you go to a Dentist to have your teeth looked at, instead of going to your Primary Care “general” doctor… and it’s why you call the roofer to patch a major leak, instead of a general handyman.

There is ALWAYS a greater degree of value when you specialize in ‘some thing.’

Not to mention, this value allows you to charge more money.. create unique positioning… and develop greater control over who you attract and who you repel.

So if you haven’t done this yet — try and take a look at NOT just “your business,” but your marketing and your sales copy — and look at it from an outsider’s vantage point… to see where openings exist, to create specialization opportunities for you.

I have worked with clients over the years, who’s ENTIRE success revolved around this one concept.

It’s a HUGE winner, I promise.

Now go sell something,  Craig Garber

P.S.  If you want specific help in this area, you can book one hour of consulting time for additional input

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