To really play a big game in your business and make a great impact with your clients (and therefore your income), you must be really, really good at what you do. In Malcolm Gladwell’s book Outliers, he explains how those who are truly masterful at their skill or trade spend at least 10,000 hours doing that one thing consistently. That’s the equivalent of 10 years of doing one thing again and again. THAT is mastery. Mastery is infinitely more Client Attractive than mediocrity.
You can’t be good, let alone masterful, at everything.
One thing that’s important to stress about mastery is that you can’t be good, let alone masterful, at everything. In fact you shouldn’t be, because that’s not how you make money. Instead, it’s important to focus on being known primarily for one thing, and one thing only.
I always say, “I’m really, really good at a few things in my life and really, really not-so-great at so many other things, and I’m okay with that.” The idea is that clients seek out mastery. You want to quickly become masterful at that thing you’re already good at and love doing, whatever it may be.
Here’s how: You become masterful when you strengthen your strengths (NOT your weaknesses). Too many people try to get good at many, many different things or work with many, many types of niches or skills. What they don’t realize is that the more they do this, the more they delay mastery. Doing so dilutes your expertise, and at the same time, dilutes your marketing message.
When you focus your time on things you’re uniquely masterful at, that’s where you make so much more money in your business, rather than spending your time on things that don’t make you money. (And frankly, those are usually things that someone else could do much, much better than you.)
Your Client Attraction Assignment
My assignment to you today is to increase the time you spend on your Unique Brilliance. If you’re a natural speaker, focus your marketing more on speaking than writing. If you are a gifted “bridger” and a networker, be a permanent fixture at all the networking groups in your area. You only need to be good at three or four things in your business to attract a lot of clients and make considerably more money. Focus primarily on those. And then, as your resources permit and cash flow increases, you will delegate as much of the rest as possible. Can’t wait to see you be uniquely brilliant!