Specializing your business profile helps you to find the right clients, which
is important, because it again assures you the ability to work your way to
the top in the masses of “all-in-one design shops” flooding the web nowadays. Hiring the right clients, as once very well explained by 37signal's Jason Fried is one of the most important business decisions what you can make. It can decide if you succeed or fail on the long run, if success is that you can't wait to get to work in the morning (we could ask of course our girlfriends and/or families, haha), and failure is to hate it because of all those weird client wishes we all have heard stories about, or worse, even experienced them personally.

Preselecting your clients

To eliminate or reduce these to the minimum, targeting the market you want to work with is essential. To achieve this nothing is better than having a clear vision of your part of the work and embody it in shape of a clear copy, addressed to the clients you desire. Here I would like to get back to Jesse's example, where he masters this task very well, describing his services along with his targeted market:

Creative services for the design-challenged developer.

Claim of Jesse Bennett-Chamberlain's 31Three.com

You may not have the time or know-how needed to get the design of your site

looking as clean as your code. That's OK.

I take design as seriously as you take your markup.

Copy of Jesse Bennett-Chamberlain's 31Three.com