Read John Windsor on the Value Proposition. “We help…” is a great opener. If it’s not all about the client, it’s not about the value you provide. Your efforts, your experiences, even your past successes are not the value you offer. Oh, and I’m not just talking to some of you. There’s no opting out, this applies to you whether you’re a maintenance worker or a VP of marketing. If you better understand the value you wish to sell in the marketplace, that selling will work out better for you.

Figure out exactly who you help, and what problems you solve for them.

Who do you help? Define this well, be specific. Be concise when you use it in your spiel, but first develop a detailed understanding of who they are and what is happening in their life at the time that they need you. I’m not saying you “have to niche” I’m saying think it through, and if uncertain, ask some current clients.

How? Directly, specifically state how you (your product, your service, etc.) improve their lives. What problems do you solve? What novel, good situations do you create? How exactly is their life better as a result? If you’re solving problems they don’t know they have yet, you’d better be especially good at this part.

Now go have fun out there