When I first got into this marketing game 20 years ago, I felt like I had to know EVERYTHING.
I signed up for courses and read everything I could about:
HTML (WordPress came a lot later)
SEO
Copywriting
Graphic design
Video editing
Webinars
Yahoo ads
Google ads
Facebook ads
Product launches
Landing pages
Chatbots
And on and on and on
Turns out I had a good understanding of these marketing tools, but I wasn’t very good at most of them.
Jack of all trades, master of none.
My expertise was a mile wide and an inch deep.
Perry Marshall set me straight.
“Choose one traffic source and become an expert”
Google AdWords was Perry’s expertise, so I went down that path.
I spent the next year learning and doing Google ads (the doing part is the missing link for most of us).
It turned out to be a good choice because I built a nice little web agency in the mid-2000s.
I focused on running the Google ads and building landing pages for small businesses.
This worked great until 2008 when many of my small business clients went out of business or stopped spending money on marketing when the economy tanked.
I applied for an Online Marketing Manager position at 51 years old and got the job!
We were spending about $50K per month on Google ads and I was in heaven until…
The company received venture capital money and they laid off most of the marketing department.
That’s when I changed my focus to LinkedIn.
For the past 10 years, I’ve been helping you use LinkedIn more effectively.
I still dabble in Google and Facebook ads now and then, but LinkedIn is my main focus.
What is your expertise?
If you’re looking for a copywriter, don’t you want to hire someone who does nothing but copywriting?
It takes years to become a good copywriter and you have to do it every day.
If you need a logo, do you hire the person who does just graphic design or do you hire the jack of all trades?
Pick a lane and master it.
You can still dabble in other areas but establish yourself as the “go to” expert in your niche.
You’ll thank me later…
