In last week’s blog post, I asked the question “What do you stand for?”, and as a bit of a follow on from that I’d love you to have a think about:

What is it that you do?

Or to put it another way, “What is your aim or your mission?”
What is the impact that you want to have on the world?
Who do you help?
And can you condense that all down into just one or two sentences?

Because if you don’t know, or if you’re not super clear, and if you can’t let people know in a powerful and succinct way, then how are your potential customers or clients going to know if you can help them?

So what I’d love to help you to do is to create a kind of mini mission statement – one or two sentences that sum up what you do, who you help, and what impact you have on the world.
This is such a super helpful exercise as it really forces us to think about not only what we do, but how we communicate that to our potential customers and clients. And condensing it down means that we have to think really carefully about the language that we use, and make every word count.
Journalists talk about “10 word top lines” and this is the kind of thing we are looking for – what can you come up with that will instantly let people know what you do, and whether you are the business for them?
Think about the words or phrases that you hear your clients use – if you can use their language they will know straight away that you literally ‘speak their language’ and that you get them, and their problems, and that you can help them.

There are lots of different formulas out there for coming up with ‘elevator pitches’:
e.g. I help …. to do …. so that they can….
or just simply – I help people to ….
But as long as people can understand what you do and how you can help them, don’t worry too much about formulae.

Here are a couple of my favourites:

I love this one from The Soap Co:
“The Soap Co. is an ethical luxury brand that makes products that are good and do good.”

And here’s another great one from Aerende:
“Aerende is an online shop selling beautiful products for your home, all of them made in the UK by people facing social challenges”

Don’t worry if you can’t do it straight away – this is something that will need refining and tweaking, and coming back to.
Here’s a step by step to help you:

1. Start off by brainstorming some words or phrases about who you are and what you do. Like I said earlier, it might be helpful to think about what words or phrases you hear your clients using for this too.

2. Bring it all together into a paragraph.

3. Then from there, keep condensing it down, looking carefully at each word to make sure it’s saying what you want or need it to, until you have your sentence.

4. Lastly, try it out on people – post it on your Facebook page, and ask people what they think you do based on what you’ve said. If they’re not sure, try again. Ask your friends, preferably those who don’t already know what you do! Post it on IG and ask for feedback, or wherever your tribe hang out.

So…. what do you do? Who do you help? What impact do you have?
I’d love to see your “10 word top lines” or your mini mission statements- do comment below!
If you’re struggling, leave a comment, or e-mail me on jen at jengale dot co dot uk and I can help you figure it out 🙂

PS. Do you have your 2018 plan nailed down yet? Or is the year starting to run away with you already?
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