The moment someone comes across your brand or website the first thing they want to know is, “What’s in it for me?”

If it’s unclear or too complicated, they won’t hesitate to click away.

But unless you are a super huge company that everyone already knows, in order to stand out you have to let people know it a quick and clear way, who you are, what you do, and how you can help them.

You may have heard this called your positioning statement or your UVP (unique value proposition), but I call it your BIG message.

So let’s go over how to write your BIG message — or the one-liner that instantly captures your dream client’s attention and keeps them scrolling down the page.

Part 1: The Elements

The first thing you need to do is list out the following 4 items:

1-Your dream client
2-What your dream client wants
3-The deep internal reason why they want to solve their problem
4-What life will look like after working with you

Let’s say, for example, you’re a fitness coach.

1-Your dream clients are new moms
2-What they want is to get back into shape after having a baby
3-The reason why is because they want to feel like themselves again
4-After working with you they’ll look like they did before being pregnant

Part 2: The Formula

Now take the 4 elements you landed on from part 1 and use them to fill in this formula:

I help [dream client] [what your dream client wants] so they can [the deep internal reason why they want to solve their problem] and [what life will look like after your service].

So, the fitness coach’s example from before would be:

I help new moms get back into shape after having a baby so they can feel like themselves again and look like they did before being pregnant.

Part 3: Rearrange & Rephrase

Now take it one step further and rewrite your message to speak directly to your dream client by using the word “you” so that it doesn’t sound so robotic.

The more words and phrases your dream client would actually use that you can include, the better.

So play with the arrangement of the words and try reading it out loud. Then ask yourself if it sounds like something you’d actually say.
Also, be sure to steer clear of insider jargon that not everyone will understand. Remember if people have to burn brain calories trying to figure out what you’re saying — they won’t.

Here’s the final BIG message from the fitness coach example:

“Ready to get back to looking like you did before having a baby? I’ll help you get in shape in 16 weeks so you feel like yourself again”.

Once you have your BIG message nailed down, memorize it and put it everywhere. Use it as the large statement at the top of your website’s homepage, your bio on social media and when you introduce yourself.

I know that summing up your business into one bite-size sentence can feel impossible, but keep in mind as your business grows and changes, your BIG message will likely evolve too. What’s important is to get something down now and continue to test and fine-tune as you grow.

Now if you’re wondering how to make sure your BIG message aligns with your brand’s personality, learn 4 steps to find your brand personality.