Last week I talked about how you can position yourself as being different by “picking a fight” with someone or something you disagree with.

Another method is to highlight something you do that surprises your clients (in a good way).

I'm sure there are techniques or methods you use to get results with clients that they find surprising or didn't expect would work so well.

These are often the best ones to focus on when you share tips and insights in blog posts, videos or other content. Chances are that if your current clients find them surprising, so will your potential clients.

And if they're surprising, it means they're not hearing the exact same thing from your competitors. It means you'll be sharing a unique message that will differentiate you from the mass of sameness out there in the market.

10 minutes with pen and paper should give you a starting point for this. And make sure you're listening out for when your clients are surprised by how successful something you do is. That'll give you more to add to the list. 

Whenever you create content, prioritise the surprising over the obvious. Not only does it help differentiate you, it's an awful lot more interesting for your audience too!