Generic, yet oddly familiar

Philip Morgan

What building is this?Last week I was on a plane from SFO to Nashville to serve as a guest SME in a workshop David C. Baker was running, and one of the many seatback screens in my view showed a picture of the building above.It was immediately familiar, yet I couldn't identify it until a few moments later. The video segment this image was a part of identified it as the Texas School Book Depository, the place from which Lee Harvey Oswald shot and killed John F. Kennedy.Ah yes! That's the reaction I had and I think most people would have. "I knew I knew it from somewhere!"The building was oddly familiar.When you're specializing in order to cultivate a premium market position for your services, you're looking for a similar perceptual sweet spot.Your specialization should "make sense" to your prospects without them having to think about it too much or puzzle out some deep meaning that's obscured underneath fancy-sounding words.Even if your specialization is new to you, it should have a feeling of familiarity to your prospects because if they don't already see the need for a specialist that looks a bit like you then you'll have to educate them on the need and that adds significantly to the cost, length, and sheer difficulty of your sales.Here are some specializations described in 2 ways. Notice the difference:

  • "DevOps for regulated industries" vs. "Cloud data security ninjas for enterprises hosting critical data on AWS"
  • "CRO copywriting for e-commerce" vs. "Higher-leverage copy for online brands"

Those of you who have spent a lot of time in corporate America may have a lot of un-learning to do here because bullshit wording is often the coin of that realm. And others of us, who observe what massive global brands can get away with in terms of sloppy, unclear messaging, may also need to remind ourselves that...Clarity is your best asset when it comes to identifying your ideal prospects and connecting with them online.We retreat to vague, unclear messaging because we're afraid of saying no; afraid of missing some vital opportunity.Don't let The Fear interfere with being clear.-PWant help improving your positioning or marketing? I offer a small group program to help you do exactly that: http://positioningacceleratorprogram.comI work with people 1-on-1. If you're interested in learning more, follow this link: /11-retainer/Know a self-employed software developer who might benefit from specialization? Send 'em this free gift! Details here --> /referrals/