“When you speak to everyone, you speak to no one” – Meredith HillMATTHEW BEEBE, [email protected] Everyone who has ever gotten married knows that finding a great wedding photographer is one of the key decisions you will make. It’s an incredibly important day in your life and you want to make sure that every detail is perfectly captured. So when researching which photographer to hire, which option would you choose? Option 1 – A photographer who advertises that they do birthday parties, corporate events, b’nai mitzvah, family portraits, and weddings. Option 2 – A photographer who advertises that they only do weddings. I’m willing to bet that you chose option 2, right? But why? The answer is because we always want to choose the specialist in their field. It’s the same reason why you see a dermatologist when you have a skin rash instead of a general practitioner. So the next time you are creating an advertisement, don’t advertise everything that you can do. Instead, focus on just one thing and position yourself as the expert in your field!