I stumbled across the Synaxis Speaks blog the other day that I've been meaning to mention. I don't read too many marketing blogs, but this one is just a great read. Here is a teaser from Paul Welty:
Writer: So, we need to nail down your specialty so we can communicate about it.
Owner: What, just one thing?
Writer: Well, maybe 2. But, no more.
Owner: Won’t we limit the number of customers who will use us if we limit it?
Writer: No. It will increase because those who want exactly what you do will go to you first.
Owner: I don’t buy it. If we have to say we specialize, then say we specialize in everything!