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How to Create A One-of-a-Kind Client Attracting Business

by | Digital Marketing, Message

Do you worry that everything you teach or promote has been “done before”? Do you think you have nothing new to add to the conversation, or that everyone has “heard it all before”?


This kind of thinking is the number one killer of new businesses, and it is absolutely not true.

  • Wendy’s hamburger chain was conceived long after McDonald’s already had a huge piece of the fast food pie.
  • Dominos and Little Ceasar’s exist in the same niche quite well (as do many, many others).
  • Marie Forleo, Carrie Wilkerson, Denise Duffield-Thomas and dozens of others all help online entrepreneurs find success.

Clearly, if there were only room for one superstar in any given field, many of our most-loved businesses would not exist today.

So what’s the lesson here? First, there is absolutely room for you.

But let’s take a closer look. If you really think about it, these “competitors” are unique individuals. You won’t find a Quarter-Pounder wanna be on the Wendy’s menu. And Little Ceasar’s sells itself as the less expensive alternative to other pizza places. Likewise, Marie, Carrie and Denise are not clones of one another.

They are very, very different, and because of that, they appeal to completely different audiences.

For new (or even established) business owners, this is a powerful lesson. In order to stand out from the crowd, you need to embrace your unique story, too.


Here are the 8 steps to creating a one-of-a-kind client attracting business.

Step 1: What’s Your Why?

The first step in your journey to your one-of-a-kind business is to discover your “why.” This is an essential question that all successful business owners must be able to answer. Your why might be as simple as more money or more free time, or it might be as complex as wanting to start a charity.

Step 2: Your Story Matters

Along with your “why,” comes your story. Your unique background will appeal to your ideal client in a way that no one else’s will. Again, we’re not necessarily talking about business here (we’ll get to that story in the next step) but instead, we want to focus on your personal life.

Step 3: Write Your Mission Statement

At its most basic, your mission statement defines who you are, what you do, and for whom. Potential customers should be able to read your mission statement and immediately know whether or not you’re a good fit.

Step 4: Your Unique Offer

Here’s where a lot of new (and even established) business owners get stuck: Determining your “USP”—or Unique Selling Proposition.

In other words, what sets you apart from all the other coaches, service providers, trainers, and product sellers out there? Why would someone buy from you, when there are so many other choices?

Step 5: Attracting Your Ideal Client

Perhaps the biggest mistake new entrepreneurs make is in thinking that their product or program or service is “for everyone.”

That’s simply not the case. Your ideal client is as unique as you are. In fact, as counterintuitive as it might seem, the more narrowly you can define your audience, the more you can charge, and the higher your profits will be.

Step 6: Your Story Becomes Your Unique Products and Programs

Each and every one of us is unique, but many of us have shared experiences. Your story—the experiences you’ve had—will help connect you with your “tribe.” Those life struggles you’ve faced are the same ones challenging your audience right now. Those business disasters you’ve overcome are similar to the difficulties your clients are working through.

Step 7: The Best Marketing Comes from Sharing Your Story Authentically

Here’s the truth about business, whether you’re a coach, a service provider, a seller of digital products, or the owner of a local grocery store: not everyone will like you. If you’re posting updates in an effort to never offend, or to attract the largest audience, you likely won’t attract anyone at all.

Step 8: Unique Stories Turn Competitors into Colleagues

As we’ve already discovered, no one shares your unique story, beliefs, personality or goals. Likewise, you don’t share your competitors’ stories or goals either. And that makes for ideal collaboration options—even among those you might consider your competitors.

Finding the magic

Accomplished service providers know that true success is found in that magical space where your passions, your goals, and your personality meet. Only when you take the time to get to know yourself well—when you do the “internal work” necessary to discover your unique story—will you find business growth to be nearly effortless.

Not only that, but when you are able to define what makes you unique, you’ll find you naturally appeal to just the right clients at just the right time. Marketing will automatically become easier, your funnel will fill itself, and sales will be painless.

And for you, that means a business you love, working with people who are more than just clients—they’re friends, too. Imagine the joy of waking up each day looking forward to “work.”

That’s exactly what you’ll find when you uncover your unique story.

If your ready to take action to create a truly one-of-a-kind client-attracting business then download the Brand Story Business Blueprint and get exercises that walk you through the exact steps.

Here’s to creating a business and life you love.

About Digital Marketing Expert Torie Mathis

Torie Mathis helps entrepreneurs, like you, use digital marketing to grow your business without wasting time, money, or your sanity.  She is a best-selling author, Army veteran, speaker + trainer, and your digital marketing coach. You don't need crazy tech skills, buckets of cash, or dedicated staff to market your business. In fact, you don't even need a lot of time. What you need is to be SMART.

Torie hosts SMART AF, a show for non-techy entrepreneurs looking to grow their business, with her husband Sean and is the creator of SMART AF Magazine. Learn from Torie at the Smart Arsenal and on her channel.

hi im torie
I help entrepreneurs  learn digital marketing.
And I make it easy! 

You don’t need crazy tech skills, buckets of cash, or dedicated staff to market your business. You don’t even need a lot of time.

What you need is to be SMART.

Is YOUR marketing SMART?

Find out here.

Hi! I'm Torie!

Torie Mathis HeadshotI help entrepreneurs (like you) use digital marketing to get more clients + to make more money. And I make it easy! 

You don’t need crazy tech skills, buckets of cash, or dedicated staff to market your business. You don’t even need a lot of time.

What you need is to be SMART.


from your Digital Marketing Coach Torie Mathis!

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