Do You Know What Makes You Unique?
Five questions every solo business should be able to answer.
Running a solo business isn’t about working harder than everyone else. It’s about being remembered.
Think about it: you’ve got the skills, the experience, the solution. But if no one understands who you are or why you’re different, you’ll feel invisible.
Most of us default to generic answers — “I help small businesses grow” or “I offer consulting.” The problem is, statements like these fade into the background.
What makes people pay attention isn’t polish. It’s clarity. When you can explain what you do and why it matters in plain words, you give others a reason to lean in.
It starts with a simple but powerful question: “What makes me unique?”
And the best way to answer is by walking through five short questions designed to uncover what truly sets you apart.
Let’s dig in.
What do you do?
This seems obvious. Of course, you know what you do, but many business owners struggle to explain it.
You should be able to state what you do in a few short sentences, without buzzwords or jargon. It should sound like something you’d say to a friend in casual conversation.
If they can’t repeat it back to you just as easily, they won’t remember it.
Try this two-sentence formula:
I help [who you serve] [do/achieve/overcome what?].
So they can [result, benefit, or outcome].
Example: I help solopreneurs over 50 fix confusing website copy, so they can attract more clients without feeling pushy.
Your Turn: Write your own version using the template. Say it out loud. If it feels natural, you’re on the right track.
Why do you do it?
This seems like an easy question—until you try putting the answer into words.
Your motivation matters. Sharing why your work is important to you helps people connect with you on a deeper level.
This is your chance to tell a story, not just list services. When people understand what drives you, they’re more likely to trust you.
Think of it this way: purpose > process.
What brought you onto this path?
Why does it still matter to you today?
When you share the reason behind your work, it shifts your message from “Here’s what I do” to “Here’s why it matters.” That’s the difference between a business pitch and a story people want to follow.
Your Turn: Write down the moment that first pulled you onto this path. Then answer: Why does it still matter today?
Who do you serve?
Here’s a hint: it isn’t “everyone.” Regardless of what you offer, there’s an ideal customer who’s the best fit. When you try to appeal to everyone, you end up shouting into the void with everyone else.
Instead, picture the one person you’d want to talk to about your offer. Be as specific as possible. When you keep that person in mind—almost like you’re speaking directly to them—your message instantly feels clearer and more personal.
This helps in two ways. First, it makes it easier for the right people to recognize themselves in what you say. Second, it screens out the looky-loos who were never going to buy anyway. The result? When someone does reach out, you can feel confident they’re a real prospect.
Your Turn: Write a one-sentence description of your ideal customer. Imagine you’re talking directly to them, not “the market.”
What makes you different?
No matter what business you’re in, there will always be competitors. People offering the same or similar services. But here’s the truth: none of them are you.
And that’s your edge.
The key is being clear about what sets you apart. It doesn’t have to be something dramatic—it just needs to be specific enough to make people want to work with you.
Your difference might come from your background, your process, or simply the experience of working with you. Often, it’s something you take for granted but that others deeply value.
A good place to start: ask yourself, What’s the one thing clients or customers always thank me for? The answer is often the clearest sign of your true differentiator.
Your Turn: Write down that one thing clients always thank you for. Could it also be the first thing new prospects should know about you?
What’s one thing you want people to know about you?
If someone walked away remembering just one thing about you, what should it be?
It doesn’t need to be complicated. It could be a core belief you hold, a value you never compromise on, or even a small detail that makes you unmistakably you.
The key is to keep it short, simple, and sticky. When people can recall this one thing easily, it becomes the anchor they associate with your business—and with you.
Your Turn: Write down the one thing you want people to remember about you or your business. Keep it to a single sentence. Then ask: Would this be easy for someone else to repeat after meeting me once?
Bringing it all together
Answering these five questions gives you more than clarity. It gives you words you can use across your website, your emails, and even your casual introductions.
Here’s my challenge to you:
Pick one question and write your answer today. Keep it short and plain. Then ask yourself — does this sound like me?
Then share it in the comments. I bet others will relate.
P.S. If you’re stuck on these questions and want a second set of eyes, that’s what I help with. Clear, simple copy that makes you stand out—without the noise.
I help transform a life of should to an intentional life with purpose, ease, and compassion.