We all have one. An object that is deeply sentimental. That represents some essential part of you.

Ever thought of using it in your personal marketing?

Most professionals struggle with the right balance of the personal and professional that will distinguish them from the hordes doing similar work. But one small—yet potentially powerful—differentiator may be right in front of you.

Take a look around your home or office. Imagine you must run for your life—your family and pets are safe—and you can rescue only one thing. What would you choose?

Seth Godin wrote a cautionary post last week on “weasel words”.

The upshot? Telling the truth is a better tactic than trying to hype, evade or downright lie. Telling the truth builds trust. It can pique interest and help connect you to the right people.

I’d like to expand Seth’s definition a tad to include words that evoke even shades of weasel. In professional services, this means making statements that anyone could (and probably has). Pronouncements that are so bland and expected, they convey nothing.

Here are a few examples of wasted weasel words (typos left intact and names disguised), from live websites of boutique professional service firms:

Imagine your clients choosing you the way most of us choose restaurants. They decide what they’re in the mood for—sushi, deli, pizza. Or maybe it’s that special occasion, break-the-bank meal. And then they consider where they’re likely to find exactly what they want/need.

If you own a restaurant, you want your clientele to say “I want Canter’s Deli”, not “I want a sandwich.” Ditto every other top-of-their-game restaurant from Fatburger to The French Laundry. Draw your clients to you in the same way. Make your offerings clear, compelling and uniquely distinct.

Famously said of Ginger Rogers: She did everything Fred Astaire did but backwards and in high heels.

Not so different from boutique firms and independents competing against the big guys. Like Fred and Ginger, the best make it look effortless while working constantly on their footwork.

The key is to play to your strengths and highlight the things you deliver that the global behemoths can’t touch. For example:

Make technology work for you. Gone are the days when big meant the best technology. Small means nimble (not to mention you can squeeze a nickel until the buffalo screams.) Embrace new (cheaper) technology while the big guys waste months hammering it out in committee. You—if you’ve got the chutzpah—can now be first to market.

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Your edge. It’s what the marketplace values most about you (and your firm). It’s why clients hire you and your tribe refers you. Are you clear on yours?

A lot of professionals assume their expertise is their calling card. You are an amazing corporate bankruptcy attorney. The expert on executive compensation. The wizard of SAP implementations.

You may indeed be a genius in your field, but few clients refer you solely on your expertise. One notable exception: when they need a “bet the company” solution and personality becomes secondary to immediate, tangible results. Or, you’re a brain surgeon.

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