As I was driving the other day, I passed a panel truck for Panorama, a local company that handles landscaping and maintenance services. Their tagline?

Enjoy life! We’ll manage the details

Like my favorite tagline from The Cleaning Fairies, We give you your weekends back, and Old Dominion Freight Line’s Helping the world keep promises, it focuses on why their clients would use them, not what they do or how they do it. Landscaping, housecleaning and trucking are three service professions that can be seen as commodities, just as many solopreneurs can feel like they are competing with the cheapest alternative on the web. By focusing on their commitment to their customers’ outcomes, they’re able to differentiate themselves from their competitors.