How to explain the value in what you do in one simple sentence
If you’re anything like me, and the rest of the entrepreneurial world, your brain is overflowing with ideas about how you can make a difference to your dream clients. The ideas aren’t hard to come by because they’re fuelled by your passion for helping your audience.
The difficult part is clarifying your message — clearly and memorably describing what you do, why you do it and why your audience should pay attention.
You may wholeheartedly believe in what you offer, but you will only make a difference to the world if others can see that you’re what they need to solve their problems. (Tweet that!) And that is why you need to be able to succinctly describe your unique value.
Luckily, it’s easier than you may think. And that’s because you don’t need to reinvent the wheel.
You don’t need to be witty, clever, whimsical or even original to get the results you want. In fact, copywriting that works best is usually the short and simple kind because that’s what makes it memorable.
WHAT INFORMATION DO YOU NEED TO SHARE?
No matter who you ask, any advice you find on how to tell people what you do will include 3 key pieces of information.
1. Who do you serve? (i.e. your audience)
2. What problem do you solve? (i.e. your benefit or result of working with you)
3. How do you solve it? (i.e. your features, process or solution)
These are non-negotiables. They’re proven to help you craft a clear and meaningful value propositions without having to hire a talented copywriter, like me.
Let the formula free you from all the ideas that you have swirling around your brain right now. It’ll help you get clear on what makes your business awesome.
If you haven’t got your value proposition down to a fine art yet, try this simple formula:
I’m a [job title] who helps / works with / serves / inspires [target market] to [result that you achieve for your clients] through / by / using [tools, methods, teachings, etc that you use to get your results].
It’s a simple, but powerful formula. And it works best when it’s written the way you speak. You know that it still needs work if you feel squirmy when you say it out loud.
Here’s one example for a health coach:
I’m a [health coach] who works with [20-something professional women] to [help them feel more confident in their bodies while conquering the corporate ladder] by [teaching them how to fit healthy eating into their busy lives].
Or, if you’re a sports physiologist:
I’m a [sports physiologist] showing [40-something athletes] that [they can still beat their personal bests] by following [new nutrition, psychology, strength and conditioning lessons from the Andes].
Or, maybe you’re a wedding planner:
I’m a [wedding planner] who works with [mature couples] to help them [plan a beautifully intimate wedding] that [includes their children and celebrates the merging of their families].
Just because the formula is simple, doesn’t mean you can’t jazz it up. Get creative and move the puzzle pieces around until you find the clearest, most memorable version.
Red flags to look out for
There are most common mistakes I see and I want to help you avoid them. Ask yourself the questions below to make sure your message is short & memorable for your target audience. Then, adjust as needed.
- Is it super specific?
- Have I removed ALL jargon?
- Is it short — 3 sentences or less?
- Would my clients really use these words?
- Is it memorable?
You can’t create anything in a vacuum. This formula is an excellent start, but you need to test out your creation to make sure it resonates with your audience & will get results.
Use this simple formula to get clear on what you do. Then, start using it next time you get asked, ‘what do you do?’ See what kind of response you get.
If the response is a bit ‘blah,’ re-evaluate your message, insert more of your client language and keep perfecting it.
If the response is something like, “OMG my sister totally needs that,” then you know you’ve got something. Your message should make people understand what you do so well that they can visualise who needs it. Look for that kind of recognition when testing your message.
Once you’ve mastered it, it’ll be so much easier for your audience to understand what makes you different, better & worth working with. All of your marketing and self promotional activities will start to resonate more with the right people & you’ll begin to see bigger and better results.
Originally published on alyssamartin.com/blog