Specializing is key for sure. I mean, when I went solo, I picked one thing I was good at and just did that. It helped to get really clear on who my ideal client was, like people with chronic back pain or something. Marketing became way easier because I could talk about one service instead of a bunch. Idk, maybe it's just me, but having that focus made all the difference.
Actually, I used to believe offering a bit of everything was smarter. But seeing posts like this switched my view completely. Zeroing in on one service just makes sense for finding the right clients. It turns marketing from a chore into something you can actually handle. I guess I had it backwards all along.