Rule #2: Don’t Be a Commodity
Com·mod·i·ty: /kəˈmädədē/
1: A reasonably interchangeable good or material.
2: A business that blends into the crowd without offering anything unique.
Alright, let’s get real for a second. You’re providing the same services as a bunch of other folks in your market. So why should a potential client skip past all of them to land on you? What’s your secret sauce?
If you’re scratching your head, don’t worry—you’re not alone. Most independent professionals stumble on this question. But the truth is, the answer is easier to find than you might think.
How to Stand Out When Everyone’s Doing the Same Thing
Here’s the deal: It’s not about what you do. It’s about how you do it. Equipment, certifications, and skills? Those are baseline. Anybody can have them. What nobody else can copy, though, is you.
Your personality. Your story. The way you make people feel. That’s where the magic is.
Here’s how to tap into that magic:
Tell Your Story
People don’t buy services; they buy connections. Share your journey, your passion, and your “why.” When potential clients see the person behind the service, they’re more likely to trust you.Define Your Values
What do you stand for? Quality? Honesty? Innovation? Let your values show in everything you do—from your marketing to the way you interact with clients.Find Your Voice
Your voice is what makes your communication memorable. Whether you’re writing an Instagram post or updating your website, make sure it sounds like you. Authenticity wins every time.Deliver Next-Level Client Experiences
I like to say that the appointment starts in the parking lot. How people feel when they experience you is what keeps them coming back. Go the extra mile, be responsive, and make every interaction a positive one.
Your Story Is Your Competitive Edge
Your story isn’t just background noise. It’s your promise. It tells clients, “Here’s who I am, and here’s what you can expect when you work with me.” The more personal and genuine your story, the more it resonates with the people you’re meant to serve.
And when you combine a powerful story with exceptional service? That’s where the magic happens.
The Bottom Line
You’re probably never going to be the only professional in your market. And that’s fine. The tools, training, and certifications that everyone else has don’t make you special.
What makes you special is why you do what you do—and the unique way you do it.
So, tell your story. Tell it often. And make every client experience a reflection of the passion and purpose that only you bring to the table.
Ready to become the go-to professional in your market? Let’s uncover what makes you unique and craft a strategy to showcase it. Schedule a consultation and let's chop it up so you can start standing out in all the right ways.
