The Internet is a crowded place. The problem is not finding people, it’s finding the right people. The generalist will get lost in the crowd. You have to let your people know how to find you.

Let’s say you have a restaurant that serves three things: a pasta dish, a seafood dish, and a salad.

How descriptive do you have to be to distinguish these items from each other? Not very descriptive at all. Your entire menu could be three words — Pasta. Seafood. Salad — and there’d be zero confusion.

The larger the menu, the more specifically you have to describe each item on it.

What if you have 5 pasta dishes and 5 seafood entrees and 5 kinds of salad? Now each item must be described in detail, with specificity, so patrons can distinguish between the options.

Specificity is how you distinguish yourself among many similar options.

The more there is to choose from, the more specific you have to be about each choice.