When everyone copies the same successful tactics, nobody stands out. Specialists who use their audience's exact language for problems command higher fees and deeper connection than generalists doing the same thing as everyone else.
When everyone starts to sound the same, no one sounds unique. And so therefore, no one really stands out. And then you start to see maybe 1 or 2 people that break out of whatever that mold is for that industry, and they become the most visible and known or celebrated. And then eventually, a bunch of people try to emulate that, and then that becomes the standard. And so what your job is, is figuring out what is authentic to you and your brand. Mm-hmm. And what is the language and messaging that the people who you want to serve are already using to describe what their problems are? If you can feed back those same words to those same people, they are always going to choose you, which is why someone who is a generalist versus someone who is a specialist, the specialist is going to be able to charge more and they're also going to be able to connect on it in a different way. What we would rather do is go and look at someone we consider to be successful and mimic whatever they're doing because it's like, okay, it's working for them, it's, it's, it's gonna work for me.
