The key is presentation. You must present yourself as a knowledgable Professional in all aspects of your business.
Marketing/Advertising will set you apart from the others - If you back up your mouth with QUALITY. If people see and hear something enough - they tend to believe it.
Read, Read, Read - magazines articles, books, internet. In advertisment, it not how much you say its what you say and who you say it too.
Being a Pressure Washer Technition is only half - To set yourself apart from the others - You have to be a salesperson.