Determining what we do best and what sets us apart from other businesses - even those that are quite similar to ours - is what we call the unique selling proposition or "USP." It tells anyone wanting to do business with us - potential strategic partners, potential clients, referring professionals who might want to send business our way, or anyone else that may find our services compelling and interesting - why we have just a little more to offer than anyone else like us they might be considering. We are specific to a market, to a price point, and to a clientele, but we are just a little bit more experienced than any other similar business that they might be aware or or willing to consider.
Determining what this very special reason is to do business with us that our competition cannot match is the first step in differentiating or setting us apart in the marketplace. The second part is making people aware of this difference.
It might be what we post in our social media profiles or updates, on our website, on online marketing, the tagline on our business cards, or through our direct mail messages, but something has to convey to the marketplace - to our potential customers, clients, and referring professionals - what we have that we is different from everyone else, in a very positive way. In fact, they would be doing themselves a disservice by not doing business with us.
Until and unless we are able to show people that what we do is different from - and better for them - than anyone or anything else in a similar position in the marketplace, we can't expect that we will get any special consideration for earning their business.