“But there are so many other people out there who do the same thing as me…”

Does that sound familiar?

Feeling like this is common for entrepreneurs, and it sometimes stops them dead in their tracks.

But what about the business owners who’ve set themselves apart and don’t stress about the “competition?”

You could say they have that “X Factor,” that certain something that differentiates them from the crowd and allows them to attract the best clients, enjoy the best opportunities, and frankly, have a lot more fun.

I’ve recently had my own journey with figuring this out, and thanks to a combination of things–going through the process of writing a book, having my hands read, talking to my clients and mentors, and looking at what makes me ME—I’ve started turning the volume way up on my own X Factor.

It’s also involved jumping out of the fishbowl, unsubscribing from lists and not watching what everyone else is doing so much. See, I don’t want to just be lumped in with the usual suspects in my industry, and I’d guess you don’t want to be either. I want to innovate, lead and stand apart.

Here’s how I started doing it, and how you can too.

1. Start with your “Why”

When you know your why, your passion and love for what you do drive you to work harder to succeed and to bring others along with you. Differentiation happens in not only how you do it, but WHY. Only when the WHY is clear and when people believe what you believe can a true relationship develop. Talk about your WHY, and prove it with WHAT you do.

2. Focus on the results, benefits and motivators you offer

What do you actually do for people and why should they pull out their credit card? What results are you promising that motivate them to choose you?

3. Differentiate to position yourself

Focus on your remarkable advantages, which are authentic to you. Take the StrengthFinder assessment. Survey friends, family and clients about what your best qualities are. Provide top-notch customer service and consistent value and create an experience for your clients and customers. Don’t negotiate your fees or put out “shoddy” stuff.

Ask yourself: how can I do it different? How can I do it better? How can I be a LEADER?

4. Use your compelling story

Telling people your story–how you got to where you are and why you are doing what you do–makes them feel connected to you. It helps them get to know you, learn to like you, and trust that you are who you say you are.

The path that led you to do what you’re doing right now was probably not always pretty. But it’s exactly those “messy” moments and experiences that you need to share with your ideal prospects.

Why? Because people will PAY YOU to learn what YOU learned during your struggle.

5. Hone in on a niche

A niche is the subset of the market on which your specific service or product is focused. For example, say you’re a business consultant. Your market of “business owners” is likely way too broad. But offering consulting for the owners of dental practices? Much more specific, and therefore your marketing will be a lot more effective and focused.

Ultimately, being known, liked and trusted trumps almost everything else when it comes to making the kind of money you want to make. And nothing will create the know, like and trust factor faster than being the authentic you in your marketing, and in your business.

It’s not about how many degrees you have, or how good looking you are, or even how smart you are. It’s about being real. When you come from an authentic place, you’ll truly make yourself and your business stand out from the crowd—because there is ONLY one you.

THAT is what your X Factor is really all about.