Every exposure people have to you can show three things: your unique value, your unique voice, and the market you serve best.
The idea
Every time the world encounters you (an announcement, an update, a post, a client email) you get a chance to convey what makes you different. There are three channels, and you can use or ignore each one. The usual blocker: your unique value gets filtered through what you think "should" be done and how it "should" sound, the standard tactics of your industry, and your voice gets shredded. When your unique value is well defined, it's simply your authentic self.
How to do it
Your unique value. Your past work is your best storyteller. Pick a past client engagement you're proud of. What did you do that someone else probably wouldn't have done, or even noticed? Tell that story, or better, let the client tell it.
Your unique voice. How do you want people to think of you? What words or attitudes keep coming up? Work them into how you write and speak.
Your unique market. Where is the market you serve best, and how do you find it? Show why your particular value fits it, especially where others fall short.
Example
We taught this to real estate agents, where the standard posts are "just listed," "just sold" and the market update. Run through the three channels, a "just listed" becomes how you're helping that seller, a "just sold" becomes how you helped, and the market update becomes the decisions you'd advise someone to make. Any professional's routine announcements can get the same treatment.
Watch out for
Copying what peers in your field post because it's what "should" be done. That's exactly how your voice gets lost.
Sources
From Zvi's coaching program
Related frameworks
Personal Monopoly: Find where your competence, curiosity and character overlap, and be the only person who brings that combination.
Perceived vs. Actual Value: Labels like "trusted advisor" mean nothing to clients. Explain the invisible work you actually do every day, and that becomes your value.
Touchpoint Integration: Map every touchpoint in your client lifecycle and add a small piece of your unique value to each one.
The "Because I Love ___" Formula: Start from something you love, then plan it by tier: your A's experience it with you, your B's hear about it, your C's see it.