Specialise!!

You may think that if you specialise in a specific area of your market then you are cutting yourself off from a huge amount of clients. But, in fact, what you are doing is making yourself an even more ideal candidate for a concise group of potential customers.

It is far better to have a smaller group of potential clients but to be exactly what they are looking for than to have a huge amount of potential work but offering something so broad that you aren't quite what they are looking for.

Take lawyers for example, if you are getting a divorce, you are far more likely to go chose a specialist divorce lawyer than a lawyer that covers all law. You want someone that knows exactly what they are talking about and will get you the best results.

By claiming that you specialise in everything you are telling your potential clients that you specialise in nothing.