What would becoming the “go-to” person in your niche do for your business?
It's the difference between hiding in the shadows where nobody knows you…
And having the spotlight shown on you because you're THE person.
Sounds great, right?
But it doesn't happen without intention.
How To Become The Go-To Person In Your Niche
Let’s talk about something that may hit a little close to home…
You’ve probably heard the phrase “jack-of-all-trades, master of none.”
It’s usually followed by a quiet sigh from an exhausted entrepreneur trying to do all the things.
Sound familiar?
You’re blogging, posting Reels, dipping your toes into YouTube, testing out email marketing, maybe coaching a client here or there — and your energy is spread so thin it could be used as cling wrap.
But here’s the truth most people won’t tell you:
👉 Generalists get ignored. Specialists get noticed.
This was a pivotal transformation in my own journey — going from a generalist (aka marketing Swiss Army knife) to a specialist (aka marketing scalpel).
And I’ll tell you right now, this was when things really started to change.
What It Means to Specialize
The generalist dabbles.
They’ve got a buffet of tactics and tools on their plate — but they’re not all that great at any one of them. One week they’re doing Instagram stories, the next they’re launching a podcast, the next they’re knee-deep in copywriting. It’s a whole lot of action… but very little traction.
The specialist, though?
They plant their flag.
They pick one thing and commit to becoming known for it.
They go deep, not wide.
And that changes everything.
Because the market doesn’t pay generalists.
The market rewards specialists — the ones who develop a skill, own it, and show up consistently around it.
Let me give you some real-life examples:
- Mark Harbert has become the video marketing guy. If you need video help, Mark is your man.
- Tanya Aliza carved out a space in the personal branding world. She doesn’t just “help with marketing.” She builds brands.
- Kim Ward went all-in on Pinterest. That’s her lane. That’s what she’s known for.
- And me? I chose to become known for helping busy part-time entrepreneurs build simple email-based businesses.
That’s the key.
You get to choose.
And then you commit.
“You Don’t Have to Know Everything… Just More Than Most”
One of the biggest myths I see people fall into is the idea that you have to be the best before you can specialize.
That’s not true.
You don’t need to have a PhD in copywriting to be a great email marketer.
You don’t need a million YouTube subscribers to help others get started on video.
You just need to know enough to help people who are one or two steps behind you.
That’s it.
In fact, the best specialists are often the ones who figured something out the hard way — and now teach it to others in a way that’s simple and doable.
That’s credibility.
And once you have that… the referrals, the reputation, the income — they start to follow.
So, What Should You Specialize In?
This is where it gets fun.
There are several “paths” to becoming a specialist.
Think of these like different doors you can walk through, depending on what you enjoy and what comes naturally to you.
Here are a few to consider:
- Platform Mastery: Become known for your skills on one platform. Think: “I’m the YouTube Coach” or “I help people grow using Pinterest.”
- Marketing Skill Mastery: Own a skill. For example, “I teach storytelling for sales” or “I’m the go-to person for writing email welcome sequences.”
- Problem Solver: Focus on solving a specific pain point. Like: “I help entrepreneurs overcome procrastination” or “I help content creators become consistent.”
- Tool/Product Expert: Specialize in one tool or system. Examples: “I help people automate with ClickFunnels” or “I’m the Kajabi setup queen.”
There’s no “right” answer here.
Only the one that fits you.
But once you choose…
Once you stop trying to be everything to everyone and start showing up consistently for one thing…
Your business takes on a whole new energy.
People start saying things like:
“Oh, you need help with funnels? You’ve got to check out [Your Name]. They’re amazing at that.”
You’re no longer chasing credibility.
You’re attracting it.
And that’s when the game really changes.
My Challenge to You
Take a look at your own business today.
Are you a generalist — doing a little bit of everything, hoping something sticks?
Or are you a specialist — someone who’s steadily building a reputation around a skill, a platform, or a result?
No shame either way.
I was a generalist for years.
But the shift to specialization was the second major transformation in my journey.
It’s when I stopped feeling invisible… and started gaining real momentum.
You don’t need to be the best.
You just need to decide.
Pick your lane.
Plant your flag.
Start becoming known.
Want help making this shift in your own business… without the overwhelm or endless trial and error?
👀 Check out my signature course: The Part Time Profit Machine.
It’s built specifically for busy people like you who want to go from dabbler to specialist to authority — in a way that fits your life, not the other way around.
You’ll learn how to build a simple, sustainable business with email as your engine… and finally get results without sacrificing your sanity.
👉 Click here to check out the course now.
It's Your Time to SHINE!
Dr. Bob Clarke
Email: Bob@BobandRosemary.com
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