What it means to specialise

I've just been surfing the web, looking for ideas for an article about event planning. I found a site that has made a classic ad copy writing error. They've misused the term 'specialise', but giving their readers a list of 60 different things they specialise in .

It's as if they don't know the meaning of the word specialise: to pursue some special line of study, work, etc.; have a specialty.

The words and phrases you use in your ad copy mean something specific. Misusing them weakens the ad, especially when it comes to lead generation and sales copy. Consider the following example...

Here at Joe Bloggs Autos we specialise in...

• Porsche
• BMW
• Mercedes
• Audi
• Opel
• Mini
• VW
• Citroen
• Renault
• Fiat
• Ferrari
• Lamborghini
• Lotus
• Toyota
• Lexus
• Nissan
• Mazda
• Kia
• Hyundai

Do you consider this Joe Blogg's ad to be credible? If you had a Ferrari, would you be more likely to trust Joe Bloggs Autos, or a specialist dealer who services only Ferrari?