Here is some good insight into advertising. It does point out you need to create something unique about the services you offer. If you don't, then this adticle advises you better have a low price.
What do you think of this?
Find perfect pitch to sell your business - To start, try to identify the main message you want to communicate to your target audience. Ideally, it should be something that differentiates you from the rest of the pack.
"Everybody has to start with what is my point of difference," says Jack Trout, president of Trout & Partners, a marketing strategy firm in Greenwich, Conn. "If you don't have a point of difference, then you better have a very low price."
In the end, your specialty may be the only defense you have against a bigger player, says Trout, who notes that too often, small firms try to be everything to everybody - and their message gets lost.