How committed are you to vertical specialization?

How committed are you to your vertical specialization?

Here's a quick test.

Go and read what your LinkedIn tagline says.

Does it clearly convey your specialization, or is it non-specific?

Here are some specialist agency's taglines:

• Award-winning digital marketing agency specializing in Cannabis and CBD.

• Law firm growth company that helps attorneys get noticed, enhance their brand, and grow their business.

• Serving restaurants and helping take the HOPE & PRAY out of your marketing

Here are some non-specific agency's taglines:

• Unleashing your company's sales potential through targeted digital marketing.

• We don't do what you tell us to do. We do more. Web Design & Development, Marketing Strategy, Branding & Graphic Design.

• A full-service digital marketing agency that delivers massive and sustainable growth.

See the difference?

Remember, you're not truly specialized if you're keeping it a secret ;)

CQ

Frequently Asked Questions

Why does a LinkedIn tagline reveal how committed an agency actually is to specialization?

Because it's a quick, public test of positioning. If the tagline is vague, that vagueness reflects how the specialization is actually being communicated, or not, to anyone reading it.

What makes a tagline like "specializing in Cannabis and CBD" work well?

It names the specific vertical directly, leaving no ambiguity about who the agency serves. That specificity is what makes the positioning immediately clear to anyone reading it.

Why do taglines like "unleashing your company's sales potential" fall flat?

Because they could apply to almost any agency serving almost any industry. That vagueness signals a lack of real specialization, even if the agency claims to specialize elsewhere.

What's the actual test being suggested here?

Reading a current LinkedIn tagline and asking honestly whether it clearly conveys a specific vertical, or whether it's generic enough to apply to any agency in any industry.

Why does hiding specialization in vague language undercut its value?

Because true specialization only works if it's visible. Keeping it a secret through vague messaging means the positioning benefit of specializing never actually reaches the people who'd respond to it.