What I mean is that, generally speaking, people think marketing is about crafting, then telling, a story (usually elaborate and made up) about what clients are going to find in working with you. Figuring out how to make that different from the stories that others are telling is a hard row to hoe, sometimes. Ok—usually. There are only so many ways to talk about what you do. And unless you really dig the idea of being a “chick with a shtick” to set yourself apart (like the goddess of this, or the diva of that, or the queen of everything), it gets harder every day to be heard in our noisy world.
Where you can make a huge distinction is in who you are and how you show up in your work. In fact, no matter what you say about yourself in your marketing, who you are is where the rubber really meets the road. You'll not distinguish yourself with words if you don't distinguish yourself in fact.