4 ways to ensure specializing doesn’t get boooorrriiiing.

Do you love freedom, and boredom isn’t freedom?

Lots of my clients have been afraid to go all-in on a specialty because, let’s face it, they’re smart and multi-passionate, and they simply don’t want to get bored doing only one thing. 

Yet, they know becoming known for one thing is damn good for business.

So they’re conflicted. 

If that’s you, I feel you. I get bored faster than DVDs killed VHS. 

Starting new things gets me excited, and I’m constantly coming up with cool business ideas. So I have to stop myself from burning my business to the ground on a daily basis. 

Here’s how I’ve managed this for myself and helped my clients through it too

1. You can still keep your content diverse (as long as you relate it back)

The first thing to remember is that even if you specialize, you can talk about all sorts of things as long as you circle it back to how it helps your ideal clients. 

For example, in my first business (where I helped women clear up their skin holistically), I could have chosen to just be a general “health coach,” so I wouldn’t get bored.

But no one wants a health coach. They want an expert on their very specific health problem.

So my brand was all about acne, but I still got to talk about a very wide range of health-related things in my content.

For example, I could explore the topic of exercise on my blog and tell stories from my own life, as long as I put it in the context of how exercise plays a role in getting clear skin.

In other words, I was always relating it back to the struggles and goals of my ideal client. 

This kept me interested enough to refrain from jumping ship for a good 7 or 8 years.

2. You can still help your clients with all sorts of problems (but only after they become your client)

Another example of this is how coaches are always hesitant to narrow their field because they know they can help people enhance their whole life. They don’t want to get bored helping them solve just one problem. 

The thing is, once someone becomes your client, you WILL end up coaching them on everything and anything.

But if you try to lead as a generalist, you’ll get ignored.

For example, maybe they come to you because you specialize in coaching mid-life women through messy divorces, but at the end of the day, you’re going to end up coaching them on their relationship with their parents, their money issues, their self-esteem, whatever.

You won’t get bored. 

3. You can still use lots of different tools in your toolbox (even if you have a niche)

A third example is a client of mine who is a healing practitioner and offers 10 or 20 different modalities.

She’s worked hard to learn all that and obviously doesn’t want to choose just one thing to do! BORING!

The good news is she doesn’t have to because even if she chooses a very specific type of person to serve (in this case, doctors who are burned out), it doesn’t mean everybody will need the same modalities to heal.

When she positions herself as an expert, she gets to assess them and decide what modalities to use, and it gets to be different every time.

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4. You can still explore your other passions outside of business (ya, for real)

The last thing is to realize that your business, while a big part of your life, is not the ONLY part of your life.

And when your business is doing really well because you’ve become the go-to for a certain thing, you have more opportunities to cut down on the hours you work (because you can streamline your processes, hire help, raise your prices, and take on fewer clients, etc)

Guess what?

You then have more free time to explore your passions outside of business (or start a second one if you want). 

I think of it like a primary relationship – you’re never going to get ALL your needs met by your partner alone.

Sure, you have tons in common, and it’s a healthy relationship, but maybe you LOVE bike riding, and he’d rather gnaw his arm off than go biking. 

Yes, you wish wish wish with all your might that he loved bikes like you do. It just makes you sad you can’t seem to share this thing you love so much.

But don’t dump him trying to find a person who shares every single of your interests (good luck!) – or worse, regularly force him on a bike against his will.

Just get a friend who likes biking instead. Problem solved. 

It’s the same with your business.

It should, of course, embody a strong passion of yours, but it’s never going to be EVERYTHING (if you want it to be successful, that is).

So quit putting so much pressure on your biz, and remember there are other outlets to express your full, amazing, multi-passionate self!

PS – Need help deciding how to fit your full, amazing, multi-passionate self into a focused brand that’s wildly successful and will never bore you? I can help you with that.

Tracy Raftl

Tracy’s a small business branding expert who’s been featured in the Huffington Post, Cosmopolitan, Creative Impact Magazine, and various podcasts. She helps entrepreneurs like you snazz their brands so they can work less, make more, and get clients that don’t suck.

Grab her free comparison guide here and learn 10 reasons she gets you better results than 99% of the brand + web designers out there.

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