What's so special, about specializing?

Every day, we get copy points from sales exec's that tell us how their client specializes in something. Examples:

'We specialize in styling, cuts, perms, braids and facials...'
'Doctor Smith specializes in laser hair removal, botox, chemical peels and microdermabrasion...'

I'm sorry but this is a particularly irritating point with me (sort of like playing baseball on artificial grass). Specializing means you do one thing very well. One. Not two, not three, not twenty. One. When you talk about specializing, you're talking about being exceptional at one skill. You can't specialize in a dozen things--otherwise, it's not specializing.

In other words, at BENMARadio, we specialize in writing radio copy. It's something we've been exceptional at for 25 years. We don't 'also' specialize in print ads, TV copy, Google and Facebook ads. It doesn't mean we don't do them-- it means, we're not specializing in them. Big difference.

If you want to highlight the skill set of a person or business, you can--- just try to stay away from a laundry list of items they perform every day as part of their business. Clients want to stand out in the listener's ear, so they use the term 'specializing' to describe what they do every day. But lumping ordinary skills or services all under 'specializing' begins to turn your client's message into a sham. It won't resonate with the listener, who eventually will dismiss them. To make an impact, draw attention to important points one at a time, clearly defining them, so the listener understands what's outstanding about each.

Special should mean special---not just 'and there's more'.