If you’ve ever frozen when someone asks, “What makes you different?”—you’re not alone.

Most small business owners default to the same answers:
great service, quality work, trustworthy team, reliable results.

The problem?

Those are promises—table stakes—not differentiators.

And they do nothing to help prospects choose you over anyone else.

But here’s the good news: Your real differentiators already exist. You just need to make them visible and credible.

A Quick Story (Because This Is SO Common)

Last week, an HVAC owner told me:

“When people ask what makes us different, I always say ‘great customer service and reliable technicians.’ My staff rolls their eyes… but I don’t know what else to say.”

His struggle is the struggle of every service-based business—HVAC, estheticians, landscapers, web designers, dog trainers, accountants, and everyone in between.

You don’t need a flashy gimmick.

You need to uncover the everyday things you do that buyers actually care about.

Let’s break that down.

5 Ways to Identify (and PROVE) What Makes You Truly Different

 

1) Turn your proof into a story.

Instead of saying you’re reliable…
TELL A 30-SECOND STORY that proves it.

Example:
“Last winter, when a family lost heat on a freezing Sunday night, our tech drove across town and had them up and running within two hours.”

Stories hit differently.
They create trust instantly.
They make your brand memorable.

2) Translate your longevity into buyer value.

“30 years in business” is impressive—
but only if the buyer understands what that means for THEM.

Try this instead:
“Three decades in this community means we’ve seen every system out there — and we still answer the phone ourselves.”

See the difference?
Longevity becomes reassurance, not trivia.

3) Mine your reviews for real differentiators.

Your customers are already telling you what makes you special.

Look for repeated words:

• “explained everything clearly”
• “didn’t upsell me”
• “arrived early”
• “treated my home with care”

That language belongs everywhere:
your homepage, proposals, invoices, GBP, social posts, even your voicemail greeting.

Buyers believe other buyers more than they believe you.

4) Ask your team what customers thank them for.

Your staff hears the truth you never do.

Questions to ask your team:

• “What do customers thank you for the most?”
• “When do they seem relieved?”
• “What questions do buyers always ask us?”
• “Where do they get frustrated with other providers?”

Invite your team into the differentiator conversation.
When they own the story, they repeat it — online, on the phone, and in the field.

5) Let AI help you articulate your uniqueness.

AI won’t invent your differentiators…
but it will help you see them clearly.

If you get stuck, start simple:

Prompt:
“List 10 potential differentiators for a local service business known for trustworthiness and quick response times.”

Then refine them using your own data, your team’s input, and your buyers’ language.

When I do differentiation work with clients, I often have them complete a custom-designed-for-their-business 20-question Differentiation Questionnaire and use AI to analyze patterns.

The result?

A clear, credible, compelling message that aligns with what real buyers truly value.

The Bottom Line

Your differentiators aren’t invented — they’re uncovered.

They’re already in the stories you tell, the experiences your customers rave about, and the habits your team repeats every day.

When you learn to articulate the value buyers care about most, you finally stop sounding like everyone else — and start sounding like the only choice that makes sense.

Have a marketing question of your own?

Send it to Ask Myra and it may be featured in a future post.