[marcamillion]

Agreed...I have found this difficult too. I guess the issue I keep having is sure I want to appear in the search results for the keywords that my competitors appear in - but at the same time I want to differentiate myself.

So I am kinda struggling with this, to be honest.

[sga]

I get the desire for differentiation, it's important otherwise why would someone choose your product over another. I think it's key though to better understand the words that your competitors are using to describe the problem/space coupled with the words that consumers are using to describe the problem/space. Understanding this word-scape will help you to better craft your on-page copy along with identifying the words that best describe your unique value proposition.

I'd also consider studying/contacting the twitter followers of your competitors. That would be a direct method of identifying solid potential leads.

Who are your competitors? Can you give me links to at least 3 of them?

[marcamillion]

Sure:

Colaab - http://colaab.com/Home.mvc/Home Notable App - http://www.notableapp.com/ Prevue - http://prevue.it/ Onotate - http://onotate.com/