Who are you and want are you selling? You need to know who you are first, really and truly. Not the superhero in a perfect world you really want to be this way you, but the everyday you. If you paint yourself as something you are not then you are cheating yourself. Start with who you are, good and bad. Bond with it. This will define what you offer the world.
This is not a static thing however, you can change and grow into what you want, but you have to start with what you are. Have no idea how to start? I highly recommend Fast Track Photographer by Dane Sanders. It’s an eye opening experience on defining who you are and creating what you want to be.
Nothing good is easy, it’s hard work but well worth it. Try it out!