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Today I am humbled to be able to present guest post. Taking the stage today is, Danni Poulton, here to share some wise words in these times of pivoting and re-discovering what we each stand for in business. Without further ado… over to Danni…

I hear a lot of advice about how the way to make it as a freelancer or entrepreneur is to offer “unique” products or services. The implication is that if there is just one other person who does what you do, or something similar, then you won’t have a viable business. Well I’m here to call bullshit on that idea.

So I’ll just come right out with it… you don’t need to be unique.

If you need a plumber, do you care if they are unique? No, you care that they are skilled at their craft, act in a professional way, and are affordable for your budget. It also helps that they operate near you.

No one would hire an editor if they were truly unique. The skill of an editor is that their work is largely invisible… they offer clarity and refinement, their job is to fit in with the crowd.

If you look at Microsoft and Apple, you might draw the conclusion that each brand offers unique products. But the things that make each brand different are actually fairly superficial. PCs offer power and flexibility, Macs offer usability and minimalist design. Other than that each product is basically 90% the same.

The difference between those two brands really comes down to “personality”; people choose products that fit with their own aesthetics, suit their workflow, and meet their needs at the time. When all these elements come together it creates the illusion that a brand is unique, when really there are plenty of others who can fulfil a similar function.

As a freelance blog writer and copywriter I know that there are plenty of highly skilled writers in my niche. But that hasn’t stopped me getting work. 

Here are a bunch of things that are far more important than being unique:

  • Being really good at your craft
  • Turning up regularly
  • Meeting deadlines
  • Taking initiative
  • Talking to as many people in your niche as possible
  • Being easy to work with
  • Finding ways to offer additional value

But there’s something even more important than all of these things…


I’ve seen talented freelancers drop out because what we do is hard.

You have to have the belief that all the unpaid effort you’re putting in now will pay off at some point down the road. Not in six days, or six weeks time, but more likely in 6 months or more.

It took me at least a year to make enough money from freelancing to live off. But I wanted to do it more than I wanted an office job where I’d have far less control over what I did. 

My aim wasn’t to become unique, but to become part of the 20% of people who stick around, and hopefully part of the 10% who make a lasting impression. To achieve this you need to become as great at what you do as possible and you need to constantly find ways to match your skills to the market. Unique barely enters into it.


Danni Poulton writes blog posts, web copy, and social media content.  Find out more at drpcopy.com. If you’d like to guest post simply drop me a hello. 👋