If you can't tell people what's special about you then you need to get some new services or products. Being in Me-Only territory makes sales and lead generation easy. We do this by studying those competitors, identifying their gaps and intentionally inventing into that sweet spot. This gives you the core of what to talk about and market about your business. An alternative method to hiring a consultant to help you through this is for you to talk to you customers. Why did they choose you? What do they think makes you special? Build on that.