It's always good idea to study the way other people in your field are positioning themselves. Imagine you are a prospective client or customer for your service or product. What makes some people stand out while other people seem to blend into the background?

There are a number of categories you can use to set yourself apart from the crowd. Here are the major ones.

Perhaps you're a massage therapist who offers sound healing as a part of your sessions, a psychotherapist who uses sand trays to help her clients gain self-knowledge or a yoga teacher who focuses on yoga for people with injuries. This category could include any special skills you have in addition to your primary area of expertise.

 

If you're a coach who spent 10 years in the business world, you're more qualified to coach people with corporate jobs than another coach who's never worked for a company. A former nurse who got her certification in healing touch could tout her medical background. A former teacher would want to let people know about her background when she promotes her workshops on ayurveda because her teaching experience would give her additional credibility as a workshop facilitator. A travel consultant who was an army brat and lived all over the world could capitalize on her background. What experience do you have that helps make you unique?

Perhaps you've received training from someone who is a recognized authority in the field or at a place that is well-respected and well-known. Be sure to include that information in your marketing materials where appropriate.

Special Honors If you've been recognized for your work (even as a volunteer) and it's related to the services or products you are trying to market, it's appropriate--and smart--to let your potential clients and customers know.

What special qualities do you have that make you stand out?  You can certainly talk about those traits in your marketing materials-or even better, let your clients speak for you in quotes and testimonials. 

A word about quotes and testimonials: Don't be afraid to ask for quotes, and don't be hesitant to tell your clients/customers what you'd like included (perhaps attributes they've mentioned they admire about you). Remember though, that many people are self-conscious about their writing. If this seems to be the case, ask them to just jot something down and tell them you'll edit it if necessary.  You can always email it back for final approval before you publish it. And be sure to give people a date when you need the quote-don't leave this open-ended.

Ask your clients what made them choose you rather than one of your competitors. Also ask your friends and family for their input. Their answers may surprise you and give you more to add to your definition of your distinctive competence.

Once you've determined what makes up your distinctive competence, create well-written wording to describe it that you can use in your marketing materials, on your website and perhaps on the back of your business card. You'll also want to include some of this information in your elevator speech. It's well worth the time and effort it takes to set yourself apart from the crowd!