How To Position Yourself As A Specialist (And Leave The Generalists In The Dust)

Written on the 6 May 2016 by Charles Allen

Let me ask you a question: if you needed surgery would you seek out the best specialist you could afford, or would you go with the nearest general practitioner?

Of course you'd seek out the specialist, right?

Your ideal clients are no different. During my 15-year career as an agent for top-level art directors, copywriters and fashion illustrators, I learned that high-quality clients will hire the most qualified person to solve their unique problem, and are willing to pay top-dollar for their services.

It was my job was to position each creative professional on my roster as specialists within their field, uniquely qualified to solve the problems their ideal clients had. Not sure how to position yourself more effectively to those juicy clients with the budgets to match? The first (and most important) step is:


We are all born with a unique gift or talent. No exceptions! Whether you're a photographer, graphic designer, video producer or interior designer, your unique talent is how you create positive transformation in the lives of others. And when you identify your talent and share it with your ideal clients, the fulfillment and success that you wish for follows.


But here's the thing, most freelancers and creative entrepreneurs resist positioning themselves as a specialist because they worry they will lose perfectly good clients in doing so. As a result, they are perceived as a generalist and continue to get the last minute, small budget gigs that keep their business and income small.

If this sounds familiar, don't feel bad. It's not your fault and you are definitely not alone. Most of us didn't embark on creative entrepreneurship or freelancing with an MBA under our belt and are winging it. And that's OK....for a while. But if you want to start landing those juicy projects (with budgets to match), you need to indentify what you are uniquely equipped to offer. This clarity will help you:

- Align with what you love to do
- Articulate what you do confidently, clearly and effectively
- Build your business around your specialty, including: the type of clients you work with, the services you offer, your fees and how you engage with your audience.

If you're ready to start playing a bigger game and leave the generalists in your dust, here are 6 questions that will help you identify what makes you unique.

1. What elements of your work do you enjoy the most?
2. What do you love to do the most? (Note this isn't the same as number 1. Examples might include gardening, theatre or amateur photography)
3. What do people come to you for?
4. What problems do you solve?
5. What benefits do you offer that others do not?
6. What would you do all day for free?

Your answers will get you closer to identifying the gift you have to share with the world and having the life and business you want. If you feel excited about building a profitable creative business around your unique talent and would like to learn more about how to make that happen, visit my website and book a free introductory call with me. I can't wait to help you bring more meaning, freedom and income into your business!



Successful freelancers and entrepreneurs know postioning themselves as a specialist is the key to a profitable business. Justine Clay is a business coach for creative professionals who need help positioning themselves as an expert, building relationships with high-quality clients, and getting paid what they're worth. Click here to receive her free video series: 6 Ways To Get More Dream Clients

Charles AllenAuthor: Charles Allen
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