Many solopreneurs make the mistake of marketing themselves as a jack-of-all-trades. They think that putting themselves out there with a variety of services and expertise means they’ll be hired for more work. The exact opposite is true.

Being memorable generates referrals and credibility. This is why you want to be “The Person” to talk to for a given situation. Think of it from your potential client’s perspective. If someone is going to spend tens of thousands of dollars, they want to hire an expert, not someone who has “done something sort of like it,” or “done it once or twice,” or who may be able to help them. They want to hire a specialist and you want to be that person.