What *Really* Makes Your Business Stand Out?
A DIFFERENT TAKE ON YOUR “UNIQUE VALUE”
“Unique” is one of those words that, when you think about it too hard, kinda sounds like the exact opposite.
We hear the term SO much in online biz, from jargon-y terms like “unique selling proposition” and “unique value” to generic platitudes like “embrace your uniqueness! Your business is unique because YOU are unique!”
And sure, that’s all well and good, but for most of us, figuring out what the uniqueness is that we can actually embrace is pretty damn hard. Unless you do something incredibly off-the-wall like… training pet geckos or something (which, if you do, PLEASE let me write your copy), it’s easy to feel like you’re just one little drop in the ocean of a crowded market.
Example time: right now, there are more than 100k wedding photography businesses in the US. If you think you need to be the “only one” of something in order to have a unique value proposition, well… it’s time for a career pivot from wedding photography to gecko training.
But here’s the thing: as a copywriter who has written for multiple businesses in the exact same niche and has *always* been able to draw out and capture each one’s individuality, I can promise you that you DO have a standout factor.
You bring your own perspective, style, process, beliefs, values, approach, and so much more to your work, and your people are out there ready to connect with it all.
Being “unique” doesn't have to mean you’re earth-shatteringly different or the-one-and-only. It comes from being exactly who you are, and being better prepared to capture and share that. But of course, I get that it can be tricky to see what sets you apart when you’re inside of your business and so close to the work. An outside perspective can be a huge help, and that’s where I come in.
So let’s talk about why standing out matters, what it *actually* involves to figure out your standout factor, and a little bit about how a copywriter (oh heyyyy) can help.
WHY “STANDING OUT” REALLY MATTERS
When I was starting Little Flame way back when, I honestly had no idea how to answer the uniqueness question. My biz coach kept hyping us up, saying, “There’s no one else in the world who can do it just like you!” and that just… did not seem compelling enough to me. Why would someone choose me from the sea of copywriters out there, and how on earth could I try to put that into words?
What I wish I’d known then is that there’s a different way to think about uniqueness in biz. It’s not about being the only one who does something a certain way, the only one of a certain identity who does that service, or the only one who has achieved XYZ goal.
Reframing it as, “What’s special about you, and what do you want to be known for?” takes a ton of the pressure off.
The sum total of the entire experience of working with you is really what makes you stand out – and it also helps show why uniqueness actually matters.
It’s like this: have you ever been looking for a specific product or service, only to come across a business that just feels *right* to you? In other words, the vibe, as they say, is immaculate.
If you’re at all interested in beauty or skincare, I KNOW you know what I’m talking about. There are officially one zillion (yes, a highly scientific number) serums/moisturizers/SPFs/etc out there, and while each beauty brand would claim that their product formulas are somehow unique, it’s really the whole experience of the brand that you are or aren’t drawn to.
Glossier has the millennial pink showrooms, the playful bubble mailers and stickers, and a super casual and conversational voice. The Ordinary, on the other hand, is more straight up – the sleek gray packaging and in-depth technical explanations of their products make them a brand you go to for practical results, not for fun and delight.
The same can be true for service-based businesses, too. Back to the wedding photographer example, there are photographers with a “pop the champagne and tear up the dance floor” vibe just as there are documentary-style photographers most focused on capturing the meaningful glances and quiet moments of your day. There are photographers who adore shooting at hotel venues and others who want to hike up a mountain for an elopement. There are photographers who are known for doing amazing things with film, and photographers who are sought after for their Photoshop skills.
In all of these examples, it’s not about being “better than the competition.” Thinking about what sets you apart isn’t the same as thinking about what would get you the first place prize in a battle of the fittest. It’s about leaning into who you are and being intentional about what the experience of working with you is like. THAT’s what helps the right people remember you, recommend you to others, and choose you – and that’s why uniqueness matters.
So… promise to finally quit worrying about whether you are or aren’t unique? I promise, there are plenty of elements that make you special and memorable. Let’s break ‘em down.
WHAT ACTUALLY MAKES YOUR BUSINESS STAND OUT?
Now that we've reframed uniqueness and established why it matters in biz, let's talk about what actually makes your business stand out. There’s LOTS of good stuff to consider, like:
Your product or service: We’re gonna start here, even though (as we’ve just talked about) this is potentially the least unique factor you’ve got going on. But that’s okay! What you offer is indeed important.
Instead of thinking, “What do I do that nobody else does?”, ask yourself, “What’s my specialty? What do I most love doing? And who do I do it for?”
Maybe you’re a wedding photographer specializing in elopements in the PNW. Maybe you’re a brand designer for nutritionists. Maybe you’re a website copywriter for creative and purpose-full entrepreneurs. (Oh wait, that’s me ;) )
Get as specific as you can, but don’t worry about having an incredibly particular service or niche if that’s not true for you.
Your approach: Okay, now here’s where we really start differentiating. Even if you offer a product or service that others do, your approach 100000% sets you apart. This includes:
HOW you do what you do (the steps, order, and flow of your signature process)
WHY you do what you do (the particular purpose you bring to the work)
What you BELIEVE about what you do (the perspective and values you bring to the work)
Take 5, 10, one hundred people who all “do the same thing” (life coaching, brand design, bookkeeping, anything) and I guarantee you that, with enough thoughtful prompting, a different feeling will emerge for each and every business.
(Maybe no surprise then that this is my FAVORITE part of the copywriting process, because helping you see these things about your work that you’ve taken for granted, or uncovering deeply-held beliefs you weren’t really aware of before, is soooo exciting and satisfying.)
Your client experience: How do people feel throughout the entire process of working with you?
Your service may be designed to help them feel more grounded and reassured. You might have a process that helps them feel lit tf UP. Working with you might be like going down the yellow brick road from stuckness and confusion to more clarity. Connecting to this emotional experience helps people feel drawn to you, simply by reading your words.
A question I often like to ask that can help is: if your business was a friend, what kind of friend would she be?
My biz is the kind of friend who meets you at a coffee shop, has a long, thoughtful conversation with you over as many hot drinks as you like, and leaves you feeling so seen and understood. Maybe your biz is the kind of friend who shows up unannounced, pops a bottle of Prosecco in the fridge, and says, “Get in, b****, we’re going shopping.”
See how the experience you create can be something that you become known for?
Your brand: This one is a biggie, of course. Your visual brand definitely plays a major role, so having a designer and a photographer who are totally on the same page with your vision is important.
(I could go into a sidebar here that would be as long as another entire post, so I’ll just keep it brief and say: your brand is created by your visuals AND YOUR MESSAGING. Copy and design are on equal footing here, and your copywriter is an essential part of the brand-building process.)
The visual aesthetic of your brand, from your fonts and colors to all of your brand photography, creates that lightning-fast impression of your vibe. Are you bubbly and energetic? Thoughtful and sage-like? Brash and bold? People will start associating those feelings with you.
Then – your copy enters the chat. The words that build your brand (from your business name to your tagline and then allll the way through your web copy) help create that “know, like, and trust” factor. This is where you get to articulate all the stuff we just talked about – your service, your approach, your client experience – and really claim/embody/”own” what you want to be known for.
SOS, PAGING A COPYWRITER
Everything I just walked through is part of the copywriting process. If it feels like thinking through all of that would be way easier with the support of a copywriter, 1) you are absolutely not alone and 2) you’re probably right!
The objectivity that I can bring to your biz is huge on its own. As a business owner, it can be tough to step back and really see your strengths and vibe, but that’s what I’m here to help with!
At the same time, I’m also an outside observer on your industry and the type of work that you do, which means that I can round out your own expertise with research (and plenty of professional sleuthing) on your competition and your audience.
Then, we take all of that and roll it into your messaging!
We use language to develop a clear brand that authentically reflects you and your business, and we craft messages that resonate with your ideal people. (This is the magical spot where you’re saying to me, “HOW does this sound exactly like I wrote it?!?!” while your clients will eventually be thinking, “HOW are you so completely in my head already?!)
By the end of our work together, the tone, the voice, the points you’re making, the way you’re talking about everything… it all just feels *right.*
AND REMEMBER - YOUR MESSAGE MATTERS.
I hate seeing people feel discouraged by the “What’s your unique value proposition? What makes your business stand out?” questions that often get tossed around in masterminds, on coaching calls, and in questionnaires.
Not being able to confidently respond is a tough feeling, one that can make you want to basically curl up in a ball and admit defeat.
But your message matters.
What you have to say matters.
And the exact business you have is an exactly-right, very-special fit for plenty of people out there.
So rather than seeing those Qs as a quiz you have to ace or a hoop you have to jump through, try to take the opportunity to simply give people a sense of who you are.
You don’t have to be radically different from everyone else. It’s just about giving people a chance to truly know and connect with you. When you think about all of your friends, you’d consider each one unique, right? They’re all at least a tiny bit different from each other, right? With some thoughtful messaging and a clear brand, people will see you that way too.
And if you’re interested with teaming up with a copywriter to help clarify and claim your specialness, check out how we can work together through Brand Messaging + Custom Web Copy.