Creating a Proposition Statement is critical to the success of small business owners. It lets customers or prospects know exactly why they should consider their services or help. Yet it is one of the most under-valued and unused tools by most entrepreneurs. Skipping this is kind of like skipping step #1. It’s a bad idea and creates a bad foundation to build off of. Not only that, but starting or operating a business without a crystal-clear Proposition Statement creates confusion and unclear expectations for both you and your audience.
All of this, thankfully, can be avoided.
But before we get to that, though, I want to give credit where credit is due. One of my mentors (I have a few) is a guy in Nashville, Tennessee, named Michael Hyatt. (Click on his name to find out more about him. He’s awesome!) No matter what business you are in, you should become familiar with Michael and follow him and his team. They have helped and guided me so much in my entrepreneurial endeavors and I know they could do the same for you. He is the one who introduced me to what I’m about to share with you here. It is easy to understand and can make all of the difference in the world when it comes to sharing what you do and why your audience or customers should care.
So here are the 4 parts to creating a crystal-clear proposition statement for your business.
4 Part Proposition Statement
First, a definition is in order in case you’re not sure what a Proposition Statement or Value statement (as some people call it) is and why you need one.
A Proposition Statement, in simple terms, is a statement that paints a crystal-clear picture of what your brand or company has to offer to prospects or customers.
Here are the 4 Parts to create one that is both compelling and crystal-clear.
1. Identify yourself
The opening line of a Proposition Statement is this:
“I am… ” (pretty simple so far, huh?!).
This is where you insert your professional identity. For example, my opening sentence could be this:
“I am a Blogger, Author, and Entrepreneur.”
Start here and create your opening sentence and clearly identify who you are.
2. Identify who you help
The next part of the process is to identify who it is exactly that you are here to serve or help. This is a critical point where you have to be crystal-clear. Many people (and businesses) make the mistake of saying, “Well I serve EVERYBODY!” In trying to serve everyone you end up serving no one.
Find clarity in your branding and messaging and use this simple sentence structure to say it clearly.
“I help (insert your target audience)…”
In my business, I may something like this:
“I help busy, overwhelmed, and unfocused families.”
Now you try it. Identify your target audience. Who, specifically, are you best able to serve with what you offer or do?
3. Identify your unique solution
What is the problem that your company or business solves? If you don’t know this then neither will your customers or audience. Every business was created to fix a problem by providing a solution. Make sure you’ve identified yours.
Once you do that, here’s how you start the next part of this process.
Tell them what you DO or what they need to UNDERSTAND. For example, in my business, I may build off of the previous sentence and say this:
“…get their FOCUS back to the things that matter most.”
What am I DOING? Helping families get their focus back. That is my solution to their problem.
What’s yours? How does your business solve your target audience’s problems? Write it down in the simplest terms possible.
4. Identify the promised transformation
Not only do people have a problem, but they ultimately want to transform that problem into a new reality.
Here’s how you may start this last part of the process.
“So that… (insert promised transformation)”
In my business, I may say something like this:
“…so that they don’t look back and regret that they settled for less than God’s best.”
What transformation does your business provide? State it clearly and simply.
Putting It All Together
Now, let’s put it all together. Using my examples above here is how my Proposition Statement would look:
“I am a blogger, author, and entrepreneur. I help busy, overwhelmed, and unfocused families to get their FOCUS back on the things that matter most so that they don’t look back and regret that they settled for less than God’s best.”
Now, it’s your turn!
Work on your Proposition Statement and then comment below if you have questions or when you have it completed. I look forward to seeing what you come up with!
Why is it so important to have a crystal-clear Proposition Statement?
Check out more great ideas to help your life or business grow from Michael Hyatt here.