It has to be you.
I’d like you to consider that sentence from 3 different perspectives.
First, if you’re going to be successful as a service provider, you have to be comfortable in your professional skin, so to speak.
It has to be you in the sense that the work has to fit you. It has to play to your strengths and you have to like doing what’s required of you. It may seem obvious, but you can’t hate your job. You can’t even feel lukewarm about it … for lots of reasons, both personal and professional.
But there’s one reason that stands out for me. If you don’t love, or at least enjoy, what you do, how in the world do you expect to successfully market your services? It’d be a charade.