It’s hard to be all things to all people.
You’ve probably heard the old cliché, “A jack of all trades, is the master of none”.
Your customers want to know that you are the ‘master’ at what you do.
The real estate agent who claims, “I specialize in commercial, residential, agricultural, industrial and water front properties, condominiums, townhouses, single family homes and building lots”, really doesn’t specialize at all…they’re simply a generalist, not a specialist.
That may or may not be a good thing, but the point is that the message becomes meaningless when you claim to be a specialist and a generalist at the same time.
Much like the retailer who claims to have, “the highest quality AND the lowest price”, your prospects’ minds can’t go there.
Basically, in a world full of advertising and exaggerated claims, your customers and prospects can only remember three things about you.