The Magic of Specificity

Or… Why Your Ideal Client Wants a Unicorn-Mermaid-Rainbow Cake (And How to Give It to Them)

The more specific you get, the easier you are to find.

When our daughter turned 5, I asked her what kind of cake she wanted for her birthday party.

With the confidence I've rarely seen outside of kindergarteners, she replied: "A unicorn, mermaid, rainbow cake."

I told her that was awfully specific and I wasn't sure I'd be able to find an inspiration picture for the baker.

Pinterest said "hold my beer."

As it turns out, unicorn-mermaid-rainbow-themed cakes are a very common wish for 5-year-old girls. She had endless options to choose from. The baker absolutely nailed it, and our daughter was over the moon.

Here's the Thing About Specificity

What sounds hyper-specific to you is often exactly what your ideal audience is desperately searching for.

A "unicorn-mermaid-rainbow cake" sounds like a fever dream to most adults. Eye-wateringly complicated. Unnecessarily niche. Why not just get a regular birthday cake and call it a day?

But to a 5-year-old girl? It’s a natural combination. It's not just a cake; it's a cake that understands her entire world. And because that very specific desire is so common among that very specific audience, an entire cottage industry exists to serve it.

Your business works exactly the same way.

The Fear of Getting Specific

Here's what I hear from clients all the time:

"If I narrow down too much, I'll miss opportunities."

"What if someone outside my niche wants to work with me?"

"Shouldn't I cast a wider net to capture more leads?"

The logic makes sense on the surface. More specificity = smaller audience = fewer potential clients, right?

Wrong.

Here's what actually happens when you try to appeal to everyone: you end up resonating with no one.

Generic messaging is like offering "a cake." Sure, technically everyone needs cake at some point. But when someone is actively searching for a solution, they're not looking for "a cake." They're looking for their cake. The one that solves their specific problem in their specific situation.

What Specificity Actually Does

When you get specific about who you serve and what you offer, something powerful happens:

Your ideal clients feel seen. They're not reading generic marketing that could apply to anyone. They're reading something that speaks directly to their world, their challenges, their language. It's like they've been searching for a unicorn-mermaid-rainbow cake, and you're the only baker in town who knows exactly what that means.

You become easier to find. When someone asks their network for a referral or searches online for a solution, specificity wins. "Do you know a good marketing agency?" gets a shrug. "Do you know a PR firm that specializes in purpose-driven manufacturing?" gets you a phone number.

You attract better-fit clients. When your messaging is specific, the people who reach out are already qualified. They know what you do, they know who you serve, and they've self-selected as a good fit. Your sales conversations get shorter and your close rates get higher.

You stand out in a crowded market. Everyone else is trying to be everything to everyone. You're the one who planted a flag and said "this is our lane, and we own it."

Don't Yuck Someone Else's Yum

At our house, we like to say "don't yuck someone else's yum."

It's our kid-friendly way of teaching respect for other people's preferences. Just because you don't like something doesn't mean it's not valuable to someone else.

The same principle applies to your messaging.

What feels overly specific or niche to you might be exactly what your ideal client is searching for. The manufacturing CEO looking for a PR firm that understands community impact doesn't want a generalist who works with "all industries." They want someone who gets their world.

The professional services partner navigating a rebrand doesn't want someone who does "marketing and communications." They want a strategic storytelling partner who specializes in B2B service firms.

The energy tech founder trying to translate complex infrastructure solutions for mainstream audiences doesn't want generic content creation. They want someone who can bridge technical depth with compelling narrative.

Your ideal client's "unicorn-mermaid-rainbow cake" might sound oddly specific to everyone else. But to them? It's everything.

Figure Out Your Client's Unicorn Cake

So here's your assignment:

Stop trying to be a cake for everyone. Start being the exact cake your ideal client is searching for.

What's their version of unicorn-mermaid-rainbow? What specific combination of needs, challenges, and desires are they bringing to the table?

The more precisely you can answer that question, the easier you become to find. And the more powerfully you'll resonate when they do find you.

At Kwedar & Co., we help purpose-driven B2B leaders in manufacturing, professional services, and energy tech tell their stories with that kind of specificity. Not generic "we help businesses grow" messaging, but strategic storytelling that makes your ideal clients say "finally, someone who gets it."

Because your ideal clients aren't looking for just any solution. They're looking for theirs.

Give it to them.

Ready to get specific about who you serve and what makes you different? Let's talk about finding your unicorn-mermaid-rainbow cake—and making sure your ideal clients can find it too.

About The Author

Lauren Kwedar Cockerell is founder and president of Kwedar & Co. She is also the firm’s lead PR and marketing strategist, host of our podcast The Impatient Entrepreneur, and is a frequent podcast guest.

Over the past 20+ years, she has worked with 100s of leaders and organizations to create PR and marketing strategies and tactics that support visions and reach goals.

To connect with Lauren, please send an email above, or book a consultation.