It's funny how experience both humbles and emboldens. I've spent a fair share of my days being the “David” in an industry brimming with Goliaths; no slingshot, just plenty of questions and a stubborn trust in honesty.
I don't claim to have all the answers. Actually, that's sort of the point.
Still, having navigated a few of these battles, I've taken note of five nuggets of advice that anyone flying solo (or nearly so) might want to tuck away for a rainy day.
1. Trust isn't a buzzword, it's your superpower
The world is jam-packed with options and competition, but trust is your differentiator. If people believe you're telling them the truth, even when it's inconvenient for you, they'll remember you (often fondly, and sometimes, as their go-to).
I've seen this play out time and again, especially during my years running Weddings for a Living. Trust isn't built overnight, yet it's easier for a small company of one to cultivate than the lumbering giants.
Why? Because you're relatable, accessible, and less likely to be tangled in corporate mumbo jumbo.
2. Answer the hard questions (especially the awkward ones)
If you're a service provider, I'm guessing you don't enjoy talking about pricing or admitting that sometimes you may not be the best fit. But here's the thing: your clients and customers are craving answers to all sorts of sticky, complex inquiries: questions about costs, your qualifications, pros and cons, and whether your offer is right for them.
When you openly address these tricky topics (even at the risk of losing a sale), you're speaking to people's need for clarity and honesty. And that's where the trust takes root.
3. The content isn't about performance, it's about connection
This might sound counterintuitive in a world obsessed with clicks and conversions, but your goal is genuine connection. I realized early on that creating relevant content, as suggested in They Ask, You Answer by Marcus Sheridan, is less about “winning” and more about establishing yourself as the person people trust and return to, refer, and respect.
If you're aiming for immediate results, this won't be your jam. If you're committed to the long game, welcome to the club.
4. Being a specialist (even in a sea of generalists) is your leverage
Every industry needs a go-to guru, the “Rick Steves” of their niche. People hunger for that specialist they can rely on, even if “dorky” or unconventional. The questions I ask myself regularly: “Who is doing that in my industry? Should it be me?” (I'm convinced the answer is “yes,” for any David out there with a slingshot of expertise.)
5. Don't be afraid to dig deeper than Goliaths
You have a unique advantage. There's no bureaucracy holding you back.
While giants may brush over or avoid certain topics, you can dig deep, go wider, and go more granular in your answers. It's not about being everywhere or everything; it's about being bold, honest, and consistent.
People notice, and when they do, you'll find yourself being not just the contender, but a trusted resource, no matter how small your operation.
So, there you have it: five (5) pieces of advice drawn from battles won, lessons learned, and pages dog-eared in They Ask, You Answer (and its updated companion, Endless Customers).
I'm not pushing you to act, but if you're hoping to stand out as a solo operator and make your mark, these are hard-won truths I'd happily share over a cup of tea, conversation, or a quick note.💛