• Self reflection is a good place to start. What is it you love about the work you do? Is it 'cutting to the chase' and solving the toughest of the tough problems? Is it helping clients through their darkest financial times in a way that preserves their dignity? Do you love strategizing solo with "C" level executives? Or bringing a team together to build consensus? Spend time thinking about what you most enjoy about your work - both the results you achieve and your style in achieving them. These are probably strengths that make a significant contribution to your uniqueness.
• Add assessments. I like to use a PREP Personal Strengths Inventory when I work with clients. Another commonly used assessment is Meyers Briggs. Both provide excellent insights into your personality strengths and style. Strengthsfinder 2.0 by Tom Rath is the most current iteration of the Strengthsfinder assessment and has become hugely popular. Buy the book and you can take the assessment online at no additional cost. It will identify your top five strengths. The 34 possible themes include such strengths as Analytical, Relator and Maximizer, described in simple terms that can help describe how you work with clients, along with ideas for utilizing your strengths.
• Talk with clients and colleagues. Tell them you're interviewing some of your clients and colleagues to continuously improve your performance and service. Tell your clients you're conducting some interviews so you can attract more perfect clients - just like them. Ask them what they like best about working with you. Why did they hire you and why would they hire you again? Ask three or four and you'll see a pattern start to emerge. You might even begin to hear the same words used repeatedly. In fact, you can ask, "What three words would you use to describe me and the way I work?"

Now you have information about what makes you different from your competitors and what makes you attractive to your clients. You have words to use when talking about yourself and your service. You can say, "I'm especially good at tackling thorny problems and I don't back down to strong personalities or vested interests." If praising yourself sounds boastful, you can honestly attribute the words to your clients like this, "My clients tell me I have a way of drawing everyone into the discussion, making sure everyone's heard and then building the group's commitment to new solutions." Here's another. "One of my clients told me I helped him solve a problem that other consultants had been unable to solve. He was ecstatic!"

These words, phrases and testimonials describe your uniqueness. Use them in your literature and conversation and you'll attract clients who will want to work with you. And they'll use the same language to talk about you, so your reputation will spread to more prospects and continue to attract even more perfect clients.