Like it or not, we live in a time when prospects and clients demand specialization. They want to feel that they’re receiving the product or service they want and need from an authority or expert.

You MUST position yourself and your business as that authority or expert, and you CAN’T do that while trying to be everything to everyone.

Most business owners today try to expand their product or service offerings, reasoning (incorrectly) that they’re casting a wider net that will catch more fish. In reality, they’re doing the exact opposite. Your prospects want to feel as though you’re focused solely

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