Here is a big hidden secret of business success: becoming successful is all about mastering ONE thing, not many.
“But isn’t it better to offer a wide range of services and products so that people keep coming back to me?” Not really, because it’s simply impossible to go all out in every single thing.
Becoming the best at doing something – no matter what it is – makes it easier for your customers to connect with you and trust your skills. Being known for what you do is what makes businesses thrive, grow, and succeed.
In our latest episode of Systematic Excellence Podcast, we invited Angel Lawery, an amazing public relations expert and creator of customized marketing campaigns, to talk about mastery reputation and why it’s so important for businesses to be known as the best in one thing vs. being just ‘OK’ at many different things.
So if you’re ready to learn about the benefits of being known for one thing and how to narrow down your list of services, keep on reading!
This is why it’s better to master one thing, not everything
Amalie: Let’s just start by discussing what are the benefits of being known for one thing versus a lot of things.
Angel: It’s really important to focus on the one thing that just really lights you up so that you can be all in on it. So that when you are serving your clients, they know you’re not all over the place, it’s really you just mastering and coming to a place where you just know it like the back of your hand. That is so important. I think that when people first start out in their businesses and they’re all over the place, it can be confusing if you don’t have anyone to say, “Hey, no. We’re going to focus on one thing for at least 90 days and see if it’s your thing” so that you know that you’re focused on doing this one thing. People can come to you and they know that you provide this one service that you’re a rock star at.
Amalie: Because then they know what to hire you for. And also people tend to be in decision fatigue, where they make decisions all day long, but if you have one thing and then they resonate with it, then they can sign it. They can go forward and say, “I want to learn more” or they can say “this isn’t for me”.
Janine: I love that you put a time limit and a structure to it because Amalie and I talk about market testing. There’s the market testing and pivoting to get. So there’s both you trying to find your thing and there’s you trying to find your market, so I love that you put a structure to that time limit.
Angel: That’s why I mentioned, it has to light you up. It has to be something that you really love it. If you didn’t get paid for it, you would still do it. You would still help people in that. And having the time structure on it to say, “okay, you’re going to focus on this one thing and just turn it right.” Like you said, market research is really you digging in, but finding your people is the thing that can be very difficult. People don’t talk about it, but I need to know about these people. I need to know the pain points. What are they going through and how they say it, how they verbalize it, how do they feel about it in order to help me stay on track.
How to find the one one thing you want to be known for
Amalie: It’s easier to find your people when you’re focused on one thing, right? When you’re selling one thing, it’s easier to find your people versus trying to master five different things, because then you’re trying to find five different groups of people. And that’s not to say that other people won’t be attracted to you for other things, but you want to talk directly to the people about the one thing that you’re selling.
So let me ask you if someone is good at a few different things, how do they determine what they should focus on? Do they just pick one and go for it?
Angel: That is how most people do it, and honestly that’s how I did it too.
But I suggest that you stop thinking about what everybody else says you’re good at. Think about the thing that somebody said, “I need help with this” and you can go, “oh, no problem. A to Z.” That’s how I think of it now. Ask yourself, do you have the A to Z? Or even if you have the 8 to S. If by the time they get from A to D they are rocking it out. That is what you should pick, but pick the thing and stick with that one thing and try it out. If it doesn’t work, then try the next thing.
Amalie: Becoming a master of one thing, internally, you’re able to refine your processes and make sure it runs efficiently. Externally, your marketing, your efforts, your money, your brain power is all focused on that one thing. Then that equates to the people coming to you, knowing you for one thing, then your referral network will grow because they know who to refer to you because they know what you do.
Then you’ll be able to attract people more easily because not just referrals, but your marketing, and your messaging will be succinct and you won’t have to be changing it as often either. Because if you’re constantly adding a new service or you’re going in a new direction, you’re constantly having to revamp and that confuses people.
Easy steps for narrowing down your services
Angel: Sometimes you have to pivot if it’s not your thing anymore, if it’s not where your heart is at the time it’s okay to pivot and go in a different direction. But I would say, try and stay in that same lane. Have someone with you to say, “you know what, that’s not what your goal is, stay on that path.” And if you need to adjust, I call it tweaking and repeat, tweak and repeat, tweak and repeat, because that’s how you master things.
Amalie: So let’s say that someone has gone through all the different stages of the business hierarchy of needs and they’re at the mastery reputation level. What’s your recommendation or actionable steps that people can take to move away from kind of having this wide view to sort of a more narrow one?
Angel: Well, first thing I would say is look at the offers that you have. If you have more than three tiers, if you have five or seven, you may want to bring that in a little bit. Because if you have seven things that you’re offering to people all at once, and they’re able to just sign up and it’s evergreen, you’re stretching yourself so much. So I would suggest you get some things combined.
So say, is there an offer that you have that’s at one level with one-on-one with you, and it was three months. Look at maybe turning that into a mastermind. So now you have maybe one or two things, that’s the lower tiers, but now you have a mastermind where you can actually serve and give them a deeper experience. So you’re not really seriously burning yourself out, trying to master all the things and be everything to everyone. I would also suggest that if there’s one offer that you really love and the results that you provide is just fantastic, pick the thing that you want everyone to know about.
Amalie: Once you figure out what that one thing is, then you can go out on all the channels and put that message out. And that’s how you build your reputation, getting feedback, getting out on publications, getting on podcasts, that’s where that PR and what you do come in. But I think that it’s most effective to get your name out there when you’ve refined your offers and figured out what you want to be known for. Otherwise, if you start putting yourself out for the thing, and then in a month you switch to something else, it becomes very confusing.
Janine: When you consider that it takes 10,000 hours to really become masterful at something, then if you’re trying to become masterful at more than one thing, it’s going to take you that much longer to get to that point.
Wrapping mastery reputation up
Angel: I recommend actually connecting with people, building relationships and having conversations with people. It’s great to make connections, even on Facebook, you’re just like, “Hey, what do you do? I think you’d be great for this.” I keep people in my back pocket all the time, because I will pull out someone that I know.
Lastly, I have a Black Friday offer where I am finding 10 spots specifically for you where your target audience hangs out, and it may be editorial and maybe podcasts, it may be media. And so I’ll be finding those 10 things for you and also providing you with a pitch template. So that’s what I’m going to be helping people with.
And that’s it for today! We hope this interview has been as helpful to you as it was to us. See you on the next episode!
To listen to the full episode click here. https://systematicexcellenceconsulting.com/podcast/
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