It wasn’t the first time the thought raced through my mind. Here, in a boardroom in the midst of a website design pitch, I found myself wondering just what I was selling.

I like to imagine that in other boardrooms and lunch tables across the globe other freelancers were asking themselves the same. And, likely, they were coming up with the same answers:

Logo design, website development, a modern “brand experience.”

These were all worthy goals; they were technically all skills and services that I was offering. But at the end of the day so was everyone else.

Freelancers like to think we are special. It’s in our DNA. It’s in the lineage of our job description—a “free lance” for hire.

Freelancers are typically multi-talented. Though, often, we define ourselves by the tools of our trade. Resumes go like this: “Fluent in Adobe Creative Suite, HTML, Social Media Strategy, etc.” Hopefully, you didn’t actually put “etc.”

Pause. If you’re nodding your head, you are just like me. And if you are, it’s time to take your jack-of-all-trades approach to the next level by specialising in something unique.

Trust me, your bank account will thank you.

Odds are that somewhere in your plethoric assortment of tools lies one that is special. That tool, whatever it is, is your ace in the hole. For graphic designers it may be perspective. For coders, your precision. For marketers, your creativity. For me, it was writing.

I realized in that boardroom, in the midst of a that pitch, that my ace in the hole was writing. Writing was the one tool in my war chest that could seal the deal.

Sure, any freelancer can mock up a logo and build a WordPress site. What they couldn’t all offer was a unique ability to turn pen-tool (P) and anchor-point into ink pen and paper.

So that’s what I began selling. The presentation—which up to that point solicited polite nods and a few yawns— began to peak a few eyebrows. Suddenly, hiring me made sense. I wasn’t just a kid off the street with a few design classes and a Macbook, I was a specialist. Pitching my combined abilities across the design spectrum with an extra benefit (copywriting) made it a no-brainer to hire me over any other freelancer pitching to that same boardroom.

And that rule applies across the table. Obviously, if a company wants to develop an app they will hire you, Coder, over me, Writer. If they want to develop a totally out of the box marketing tactic, here’s looking at you Marketer. For a unique perspective on their brand that might be missed elsewhere, they’ll call on you, Designer.

Once I began to focus my sales-pitch on writing, I began to see exciting results. I wasn’t just landing t-shirt design work or small business marketing plans. I was being hired on as a copywriter and editor to go along with web development and graphic design.

The point is: no matter what tool has become your speciality, pitch that tool the most. It will open doors to succeed with your greatest talent. It will put you on the fast-track to becoming a resource in your field—and that will begin to make you a lot more money.