My last blog post, a simple list post, did way better than most of my other content block posts. This is partly because it was unfussy and easy to read. If you missed it you can catch up here (in about 30 seconds).

The same is true for marketing messages. If your brand statement is wordy and complex, you’re more likely to confuse people.

If you confuse them, you lose them.

For example, let’s say you’re an executive coach. Your brand statement may look something like this –

“I offer emotional and psychological support to high-level executives and teams who need to find their individual purpose in order to work together towards a higher company goal in a way that is both liberating and empowering.”


What about

·      Transforming underperforming teams, one executive at a time.

·      Helping frustrated execs do great work.

·      Executive coaching for future Fortune 500 companies.

People need a lower load on their brains and you can help them.

Here’s how.

We’re all familiar with the biggest marketing trend since whenever, which is the WHY. “People don’t buy what you do. They buy why you do it.” Google it and you’ll see.

But for now, when you write your brand statement, consider the other W’s – WHO, WHAT, WHEN and WHERE

·      WHO is your ideal customer?

·      WHAT do they need that you can provide? (benefit)

·      WHEN do they most need it?

·      WHERE do they want to be?

Then put them together using a combination of your answers, like this. You can reference the examples above.

·      Transforming [when your ideal client needs help] one [ideal client] at a time

·      Helping [ideal customer] to [what they want to do]

·      [What you do] for [where they want to be]

Nifty, hey?

Try it and then send me your new brand statements. Do as many as you like. I’ll read every one.