The 'onlyness' fallacy: Don't bet your agency on a gimmick

Ever sat down and tried to answer this: "What makes us the only agency clients should choose?" If you twisted yourself into knots hunting for a one-of-a-kind angle, you're not alone. The "onlyness" myth has infected a lot of agency thinking. It promises you'll stand out if you invent a claim no one else can make.

But here's the truth: clever spins don't drive demand. Solid proof does.

The urge to find a novelty is strong, especially when you want to cut through a noisy marketplace. But swapping substance for quirk isn't positioning. That's just hoping someone notices a trick. Meanwhile, agencies who zero in on what they can prove (and do it again and again) slowly build up real, defensible trust.

Tired of making up reasons for clients to care? Let's see why "onlyness" trips you up and how clarity compounds the authority you actually need.

The short answer

"Find your onlyness" pushes agencies toward gimmicks that don't build trust or attract the right clients. Clear, repeatable positioning backed by proof works. Take what you can deliver, show it, and keep it simple. That's it.

What is 'onlyness' and why is it so popular?

Where did this start?

The "onlyness" concept asks you to name a single trait you claim no one else can. This idea caught on through brand consultants and books like Marty Neumeier's "Zag." The goal sounds noble enough: pick an angle no one else tries, and you win by default.

In theory, it's tidy. In the wild, it's much harder than it sounds.

The problem? Most "onlyness" claims agencies invent are often irrelevant, especially from the client's side of the table. That's how you end up with things like, "We're the only agency based in the old post office with a quarterly poetry contest." It's trivia, not strategy. It might make for an interesting conversation at a networking event, but it won't close deals.

I've watched agency founders spend months workshopping their "onlyness" statement, trying to find that perfect combination of unique and compelling. They land on something quirky, launch it with confidence, and then wonder why prospects still ask the same questions about results and process that they asked before the rebrand.

Why 'onlyness' is a dead end for most agencies

Chasing "onlyness" almost always leads to two mistakes that kill momentum.

First, you end up making claims that sound unique but don't affect what clients actually care about. Your "only" factor becomes disconnected from client outcomes. Second, you get copied fast anyway, or you discover another "only" agency the second you start looking around. Your unique angle wasn't as unique as you thought.

Clients hire for results. Unless your "onlyness" ties directly to a real win for them, your claim fades into the noise faster than you'd expect.

Eisenmann Company found that agency "novelties" never make the difference in final selection decisions. Clients aren't looking for a circus act or a fun origin story. They need confidence that you'll deliver. If your main hook could fit on a trivia card, it won't move the needle when they're comparing proposals.

You don't need magic. You need proof that you can do what you say you can do.

How gimmick-driven positioning holds agencies back

What falls apart when you go for gimmicks?

Once you anchor on a made-up "only" claim, here's what usually happens. Your value proposition gets about as deep as a branding exercise. No teeth, no staying power. It sounds good in your deck but doesn't hold up under questioning.

You change focus every year chasing new trends, which erodes trust with anyone who's been watching you. Your story becomes forgettable because it's not connected to client outcomes. No one refers you for being "the only agency with an office dog" or "the only team that does Monday morning surf sessions."

The pattern repeats across industries. Companies that lead with surface-level differentiation struggle to maintain momentum once the novelty wears off. And novelty always wears off.

Where this goes wrong: What I've seen agencies try

I've been in rooms where agency leaders admitted their positioning pivots fell completely flat. These weren't hypothetical examples, these were real attempts that cost real money and time.

One agency claimed to be "the only shop with a vegan kitchen." Not a single client mentioned it during the sales process, let alone made a buying decision based on it. Another promoted being "the only Google Ads partner on a specific street." Competitors matched it in under a month by moving offices or getting certified.

Some agencies center their entire brand around a mascot or personality quirk. Prospects show up to calls and immediately ask about ROI, case studies, and process. The mascot never comes up. The cute branded socks sit in a closet.

Behind closed doors, most agency founders who tried "onlyness" positioning gave up after a rebrand or two. The pattern is consistent: excitement up front, no lift in authority or lead quality, back to basics within the year. It's an expensive lesson.

What do clients really pay attention to?

When I look at what actually closes deals, the data is pretty clear. Positioning Theory's surveys are blunt about this. When clients sign an agency, here's what they consistently list as deciding factors.

Evidence you know their field or problem inside out. Not just familiarity, but demonstrated expertise through work you've already done. Proof through case studies, results, or testimonials from peers in their industry or facing similar challenges. A simple path showing how you get from start to measurable win, not vague promises about "growth" or "transformation."

No one buys for a novelty. They buy because they see the proof and can picture themselves getting similar results.

Forget about uniqueness for uniqueness' sake. Anchor your pitch in things that can be demonstrated and documented. That's what survives scrutiny when multiple stakeholders are reviewing your proposal.

Clarity wins: A positioning approach that works

Spot the difference between gimmicks and real clarity

Here's why clarity compounds over time while "onlyness" fizzles out fast.

Onlyness-based positioning leads with a one-off claim, usually something quirky that sounds memorable in isolation. It's easily undercut by the next new thing another agency invents. It often ignores what clients truly value, focusing instead on what makes you feel different. Competitors can copy it overnight if they want to, and the whole thing feels fragile.

Clarity-based positioning builds from client wins and repeat results. It stays relevant and defensible as you scale because it's rooted in outcomes clients can actually see and verify. It's anchored in a history of evidence that accumulates over time, making you stronger rather than having to constantly reinvent yourself.

The difference shows up in how prospects respond. With gimmick positioning, you get polite interest followed by questions about whether you can actually deliver. With clarity positioning, prospects arrive at calls already half-sold because your proof speaks for itself.

How to build positioning that holds up (a simple framework)

Positioning isn't about slogans or clever taglines. It's a system of trust that you build piece by piece.

Here's an approach that gets attention for the right reasons. Start by documenting what you've already delivered. Round up your case studies, client stories, and real results. Proof beats promises every single time, so this is your foundation.

Get specific about whom you help and with what pain. Picking a vertical is generic and doesn't create much pull. You need to zero in on a pain or problem they actually lose sleep over, the thing that keeps coming up in their team meetings.

Craft your proof-backed value proposition. This isn't an elevator pitch you memorize. It's a repeatable claim that connects your results to your target's need, written in plain English that anyone can understand without a marketing degree.

Create and package your proof assets properly. This includes testimonials that speak to specific outcomes, published benchmarks if you have them, visual process breakdowns that show how you work, and before/after stories that demonstrate transformation.

Use your proof everywhere consistently. Pitch decks, your website, sales calls, even your team's introductions to prospects. Embed these assets as you grow instead of letting them collect dust in a folder somewhere.

The real unlock here? Don't try to sound clever or unique. Just prove you solve one thing well, over and over. That's more powerful than any "onlyness" claim.

Self-check: Is your positioning substance or show?

Run your agency through this quick test and be honest with yourself about the answers.

Is your main claim something you can actually prove with evidence, not just say with confidence? Can you point to specific client case studies that match your positioning claim? Could a sharp competitor mimic your differentiator without breaking a sweat, or is there something defensible about it?

Does your team bring up proof assets during pitches naturally, or do they rely on slogans and abstract promises? If a client described you to a peer at a conference, would they mention concrete results or quirky characteristics?

If you hesitated or said "no" to most of these questions, or if "quirks" is your main claim to fame, it's time to rebuild from the ground up. That's not a criticism, it's just reality. Most agencies need to do this work at some point.

Common questions about agency positioning

Is 'onlyness' ever enough for real agency positioning?

Rarely. If your "onlyness" doesn't link directly to outcomes clients want and will pay for, it's just noise in an already noisy market. Clear, documented results win almost every time.

What actually sets agencies apart in a crowded market?

Track record plus specificity. If you can prove transformation for your target client and speak straight to their problem in their language, you separate from the pack without needing gimmicks.

How do I spot if our value proposition is a gimmick?

Ask yourself: "Does this matter to the client's end goal, or does it just sound clever?" If it isn't measurable or repeatable, it's likely a gimmick that won't survive contact with real prospects.

Why do seasoned buyers ignore cleverness and chase clarity?

Because risk is real for them. They need a safe bet, not a novelty that might implode. Proof of process and evidence of outcomes matter more with every contract, especially as budgets get bigger.

What makes positioning scale as the agency grows?

Positioning built on repeatable outcomes and proof assets scales naturally, because it doesn't hinge on a founder's personality or a temporary fad. It gets stronger as you add more case studies and results.

Key takeaways

Most "onlyness" gambits come off as shallow distractions that don't survive a single hard client question about how you'll actually deliver.

Positioning with clarity through evidence and process builds trust faster and lasts longer than any clever angle you can invent. The only way to stand out is to do good work, publish your wins consistently, and make your process impossible to ignore.

You don't need to be "the only." You need to be the most obvious, proven choice when prospects are comparing options.

Make clarity and proof your agency's signature

Better agency positioning isn't about standing out for the sake of standing out. It's about clarity that compounds over time, building guidance a client can bet on with confidence.

If you want real authority that attracts clients instead of repelling them, trade in your "onlyness" for a bulletproof process and proof stack. Tighten your messaging, surface the case studies, and out-publish your average competitor.

Simple. Repeatable. Strong.

If you're ready to build a positioning system that lasts and compare notes with others pushing for clarity over cleverness, join the Dynamic Agency Community. We're here for the straight-shooters, the system-builders, and anyone done with made-up differentiation.