Emphasize Your Unique Expertise

The more generally you describe your business, the more difficult it is for others to know how to refer people to you. 

Recently I attending a networking meeting and there were two dentists there.  One said that she worked with anyone with teeth.  The other dentist said that he specialized in seeing patients who have dental anxieties.  Which dentist will you more likely refer friends to?

Or suppose you meet two chiropractors.  One says he is a holistic practitioner and can treat anyone from 10 months to 100 years old.  The other says she specializes in treating women with PMS-related problems.

Or suppose you meet two professional speakers.  One who says he speaks on any motivational topic and the other says that he talks on how to save money on business travel.

A bookkeeper who specializes in serving doctors’ offices and is recognized for having designed special systems for medical/patient tracking will find it much easier to get referrals that someone who does general bookkeeping.

In order to make a referral, most people need some “hook” that sticks in their minds.  Once they get that hook, you will be someone who comes to mind when there is a need for what you do. 

What niche can you fill to develop a hook in peoples’ minds?