There is an urgent need to differentiate today’s professional services firms. From the buyer’s perspective, most service providers are indistinguishable from one another, so buyers are very receptive to signals that indicate one firm is more qualified to solve their problem than others.

What separates you from other experts in your field?

Since anybody can monetize their expertise, it’s important to position yourself in the market and show people why they should choose you as opposed to other experts.

To figure this out, come up with 3–5 unique things that separate you — these are your competitive advantages.

Don’t settle for statements like, “I’m better.” Even if it’s true, better is not a brand — it’s a judgment call.

Choose traits few others have as opposed to opinions anybody can claim.

In my case, what separates me from most media consultants is my experience. I’ve been where you’re at, I know the difference between stuff that no longer works, and what today’s new market reality demands. My unconventional beliefs (Most people overpay of social management and underpay for strategy.) and my experience building audiences for my own projects such as my Be Your Own Brand marketing and other projects.

These points of differentiation won’t make you the right choice for EVERYBODY, but they will make you the perfect choice for SOMEBODY.