So today, let’s talk about something really important — it may feel a little like I’m calling you out, and that’s OK, because I want you to be uncomfortable if you’re still a JACK OF ALL TRADES in your business.
From the day I started calling myself a marketing expert, I specialized in Facebook advertising. I do not offer SEO or reputation marketing or twelve other services. I offer Facebook Advertising (And Instagram Advertising since they acquired the company)… one service… beginning, middle, end.
I chose to specialize from the start because I know that if I’m just another digital marketer, if I’m a Jack-of-all-trades, I’ll be another sucker trying to spin 15 plates and not really doing a great job at any of them. I’ll be like 10,000 other digital marketers… so-so at some things, rotten at some things, and not exceptionally great at anything.
Malcolm Gladwell said that it takes 10,000 hours to master a skill and become a knowledgeable expert. And not just any old 10,000 hours, but hours spent with deliberate focus on improvement. Now take those 10,000+ hours and times it by 12 or 15 services… No wonder a Jack-of-all-trades never does really well at anything — there’s not enough time!
With my business, I deliberately chose NOT to be a social marketing humming bird flitting from flower to flower for a bit of nectar here and there.
I chose to be a laser-focused eagle. I spy my target, fold in my wings and nose-dive at 200 miles an hour until, BAM! In the blink of an eye, I slam that target so hard I knock it senseless, then I lock onto it with razor-talons, grab it up and carry it away to enjoy my lunch in peace. #precision #expert #thatwasaweirdanalogy
That laser-focus has allowed me to build a multi-million dollar Facebook advertising agency
It’s what will help you reach your business goals too.
Don’t believe me? Let’s talk about a real-world example, LeBron James. Let me ask you a couple of questions about LeBron: Does he coach the Cleveland Cavaliers? Does he design the teams uniforms? Does he fetch the water at games?
So, what does LeBron James do?
He plays Basketball. That’s it.
And that’s what makes him… GREAT!
He does one thing from the time he wakes up until the time he goes to sleep. He plays basketball… beginning, middle, end.
Boy, oh boy, has that man put in some hours to get where he is!
Would you put your life in the hands of a generalist?
Imagine stumbling into an emergency room, clutching your chest and begging for help. They toss you onto a gurney and race down the corridor at breakneck speed into one of their surgical suites.
“Doc,” you plead, “Please, I don’t want to die! Please don’t let me die!”
The doc pats your shoulder, tells you you’re going to need heart surgery, but assures you that everything will be just fine.
“Really?” you ask. “Have you done a lot of these surgeries before?”
“Nah,” he replies. “Mostly I deliver babies and work on knees here and there. I’ve done some carpel tunnels and fixed a bunch of broken bones. I even tried a couple of brains about 10 years ago — those didn’t go so well. But, hey, how hard can heart surgery be? I mean, it isn’t brain surgery!”
If you wouldn’t want to put your life in the hands of a generalist in an emergency, why would you do that to your business? Jack of all trades, my ass!
The biggest (and most common) mistake local marketers are making right now
Yesterday, there were a lot of entrepreneurs in our webinar training, but specifically from the digital marketing space. When I asked what their business’ specialized in, I got answers like this: Web Designer, Video Editor, Social Media Marketer, SEO Specialist, Youtube Specialist.
This wouldn’t be a big deal — except that all those answers came from just one guy!
And he wasn’t the only one. There were a lot of people on the webinar who also try to be everything for everyone!
Now, go back and look at that list of “specialties” again. Do you expect me — or a potential client — to believe that that you’re the best at website design? You’re the best at video design? You’re the best at social media? And on and on and on?
Just like that doc tried to be everything medical — if you try to be everything marketing, things will not go so well. Now, maybe when you drop the ball, it won’t be during brain surgery, but it will likely cost you clients just the same.
Now, let’s bring these examples in-house. At Billy Gene Is Marketing we are the masters of turning clicks into customers using paid Facebook and Instagram advertisements. That’s what we do. That’s what we’re focused on. That’s what we’re great at. We stay in our lane and that’s it.
But we even break this concept down further inside the company — into the roles for each person in the company.
For instance, the main role for my fearless sidekick, Reena, is campaign creation and management, which takes a lot of effort. Far more than you could imagine.
She doesn’t have time to focus on anything else. Facebook’s algorithm is always changing, so she has to stay in contact with Facebook everyday to see what’s working and what’s not.
If we were going to be managing your Facebook advertising, isn’t that what you want? One person, laser-focused on making your campaigns succeed beyond your expectations?
And that’s just one of the roles in our agency. We’ve got people who just close new clients, people who just focus on social media, and people who just focus on our students and our courses.
We do this intentionally, so our people become great at what they do — true specialists. And that’s how we become great as a company.
Let’s assume that you’re a digital marketing Superman or Superwoman. You’re so dedicated that you don’t sleep. You work 24 hours a day.
But you’re spending your 24 hours a day juggling website design, SEO, Youtube videos, Google Adwords, reputation marketing, SEM, Email Marketing — Oh, and Facebook advertising.
That means at best, if you’re doing all these things, you could spend 3 hours at each of them in a 24-hour day. Then along comes Mr. Billy Gene, who’s only good at one thing. And I’m doing that one thing 24 hours a day, day after day after day.
So, Mr. Superman or Superwoman, what do you think will happen if we go head to head on Facebook advertising?
You’ll be annihilated my friend. Simple as that.
Here’s the thing: Specialists become more accomplished and make more money.
Also, more and more companies are looking for marketing specialists who have deep skills in one area. That means more demand. So why wouldn’t you want to specialize?
So what will it be for you? Jack of all trades and master of none? Or Expert Extraordinaire?
Did you find this article helpful for declaring a specialty in Facebook advertising, or another skill? If so, share it with someone who is still struggling with this decision! They’ll thank you later!
Get a 7-day free trial to Billy Gene’s Gene Pool to unlock trainings on marketing skills like Facebook advertising, sales, video marketing, persuasive writing and automation! Sign up through this link: trythegenepool.com!
-The Billy Gene Is Marketing squad