We all want to promote EVERYTHING we have to offer. And we all have a desire to make everyone happy. But in a time when we are hit with 5,000 marketing messages a day, you MUST be known for something specific. That ONE THING that sets you apart from everyone else. The more generic and watered down your marketing is, the more your marketing efforts are wasted, falling on deaf ears. Welcome to the age of specialization. Real estate agents now specialize. Doctors. Architects. Insurance brokers. Consultants. Engineers. Associations. Cities and towns now must also specialize. What sets you apart from everyone else?