Explain your value in 20 words AND...
And if you guessed having a unique product or breakthrough service... you’d STILL be wrong.
Because when it comes to capturing today's split-second attention spans and turning interest into new clients, contracts and customers , winning attention is more than just a set of phrases and a great product.
Here's the deal:
It won’t matter how clever your tagline is, how unique your service is, or how great your product is....
Contracts won’t get signed, products won’t get purchased, and your business loses out until the very instant when...
...your value clicks, and your listener does a double-take thinking, "Whoa... I gotta learn more."
“What do you do?”
4 words that can make even the most confident person ramble. Or go blank.
And you KNOW how critical it is to make a great first impression.
You also know you should be able to nail your response.
Sure, you could wing it, and hope what you say makes sense.
You could HOPE that you remember your slogan, or HOPE you don’t rush through your introduction, or HOPE you don't freeze and embarrass yourself.
But…that’s a mistake.
Hope is not a strategy.
Full disclosure... My strategy used to consist of saying to myself, “Be impressive. Be impressive. Be impressive,” and then hoping that something brilliant would occur to me.
And if explaining my value didn't go well, I told myself that it didn't REALLY matter.
Because to me, introducing myself was something that I had to endure. I wasn't great at networking and I never could figure out what to say. So I either rambled, or went blank.
Sigh... It's no wonder that big things didn't come my way.
Yes... a great introduction would have been nice. And yes. Impressing people would have been awesome.
But I kept telling myself it didn't matter.
Then one day it ALL changed.
I was at a networking event and noticed people clustered around a woman whose business was similar to mine. I remembered her introduction was the ONLY one that stood out. Why? She had explained her value in one clear sentence. No slogan. No marketing. No bragging.
As I watched people ask her for help, I couldn't help but wish people would recognize what I had to offer. I wondered, "What does SHE have that I don't have?" So I sneaked over to find out. What I heard really surprised me:
Her solutions weren't all that different from mine.
But SHE owned the room and people wanted to hire her. Not me.
Then it hit me. "IF ONLY they understood what I did, they would probably hire me, too."
To this day, I remember how a simple, clear response to "What do you do" was the difference between being in-demand and being overlooked.
And I realized I was looking at my value statement all wrong. It wasn't just a way to impress people. And it wasn't some tagline on my website or some marketing ploy.
My value statement was a way to instantly attract people who were genuinely interested in hiring me.
Do you dread answering what do you do? Or panic when someone asks you to explain what makes you unique? Because a simple, confident answer could change everything.
Look… you ALREADY know you have a great product or service. You already know there are people who need your help. And you already know that what you do is unique.
The ONLY thing you don't know is: how to explain it quickly and clearly.
Isn’t about time your business gets the recognition it deserves?
Here's the thing...
Explaining your value shouldn't stop or stall out your sales process.
Explaining that you’re the REAL market leader shouldn’t be a long, complicated and mind-numbing answer.
Being asked what makes you unique shouldn’t trigger your “fight-flight-or-freeze” response.
Being a brand new entrepreneur, or pivoting your business shouldn't stop you from proudly promoting your brand, taking on the incumbent vendor, or winning a BIG contract.
Nobody really teaches you HOW to make a great first impression with a value proposition that's sticky, memorable, and irresistible.
You'll get all kinds of advice about WHAT to say like, "Make sure you say what's important to them" or, "Explain what makes you unique." But no one tells you HOW.
So you follow your instincts like trying to compete by listing ALL of your accomplishments in hopes you sound uber-qualified, OR by copying what everyone else is saying, and then hoping your listeners will see how perfect your product or service is for them.
Ummm... your instincts are probably wrong. Like really wrong.
In fact, most people do the EXACT opposite of what they should do.
So instead of cranking up the interest and building your pipeline, you're actually sabotaging your opportunity. And you end up walking away thinking, "If they only knew how I could help...."
And think about this...
When your value statement doesn't click, it's not just another failure to connect. It's a potential client, sale, or contract...lost.
Tick. Tock. We live in a multi-tasking, attention-deficit world, and you have 8 seconds of undivided attention to grab your listener's interest and hold it. And if you don't grab their interest, their mind just drifts off and all you see is a polite nod.
The problem is... if this is your ONE big chance, it's natural to add "one more thing" OR to talk super-super fast to make all your points.
And even if you know you shouldn't let it rip, you can't seem to stop yourself, and you overload your listener to the point where they tune out.
NEWS FLASH... you don't have to explain everything.
INSTEAD OF EXPLAINING EVERYTHING - you need the tools to master the art and science of the irresistible sound bite, that CAPTURES attention and gets your listener excited enough to drop everything and say, "Tell me more."
Hooray, No more mile-a-minute information dump. And here's another bonus: if your statement is super clear, not only will people pull you for details, they'll be able to explain your value to others, and promote your business for you!
I know... after realizing you only really have 8 seconds to catch someone's attention, it's SUPER tempting to work on a clever tagline or creating a slogan.
Don't. It might sound cute to you to say, "ask me to find your purple unicorn." But it will cause more confusion than interest.
And if you've been working for months on some clever slogan or paying someone a lot of money for a tagline, here's some good news - You can stop.
INSTEAD OF BEING CLEVER - you need the steps to make your value crystal clear and instantly identifiable so that the buyer says, "Wow, it feels like you're reading my mind!"
Repeat after me, "I don't have to be clever. I just need to be clear."
Sigh. There are a lot of competitors out there. And it's soooo hard to explain what makes you unique. Sure you can always say, "proven" process, "world-class" programs, or "state-of-the-art" facilities.
But so can everyone else.
Which means...
Think about it... why spend your first few seconds trying to win the buyer's precious attention span talking about how unique YOUR business is?
Imagine what would happen if you invested your time telling them how you can help THEIR business stand out?
INSTEAD OF STARTING WITH YOUR QUALIFICATIONS - you need a process that showcases how your qualifications will SET THE BUYER APART FROM THEIR COMPETITION.
Now that's something they'll want to talk about.
You already know that explaining your value is critical to attracting more clients, standing out versus your competition, and growing your business rapidly.
So explaining your value in 20 words would be pretty cool, right?
But what you might not realize is the 20 word approach is MUCH more than just a great way to explain your value.
It's the PERFECT way to:
PLUS... the 20 word approach is the perfect way to COMPETE with the "experts" and the "BIG" names, even if they have fancy tag lines, pay for funnels, and hire professional copywriters and you don't.
And YES, these outcomes are totally achievable whether you're a brand new entrepreneur or an experienced sales leader, OR you're pivoting your business. And this approach will work for you whether you're selling direct to consumers or in a technical or industrial field.
BUT... achieving these outcomes depends on following the step-by-step approach to win the 8-second attention span and intrigue your listener to say, "tell me more."
I'm the founder of Evoke, and I help entrepreneurs and sales leaders introduce, market and promote their businesses in as few as 20 words.
Are you struggling with your clarity? Have you already tried other solutions, but they’re just not moving the needle enough? Do you still ramble or freeze, or struggle with explaining your value or your competitive advantage?
I can help. I’ve spent my entire career studying clarity to help people who have something important to say, but struggle to say it.
My goal is to make it easy for everyone to master clear, concise communication. My processes are fast and effective, and you can apply what you learned in your very next interaction.
Work with me. I’ve been on both sides of the desk: getting pitched to and pitching to others. I’ve worked with entrepreneurs, people on career pivots, sales leaders, nonprofits and managers at all levels right up to CEO's.
Looking forward to connecting! Rebecca
Rebecca was easy to listen to, concise and had very relevant examples. This course can help anyone who needs to "sell" themselves ... and can help people who want to be able to make positive impressions on others.
— Jacob, Portfolio Manager
So much rides on how successfully you can capture attention and hold genuine interest. Don't leave it to chance or with a freebie template. Here's what makes the 20 word approach unique.
Everyone knows how critical it is to make a great first impression. Few know how to do it. That leads to introductions that are full of forgettable details, or an endless string of self-promotion.
Goodbye boring. Hello "tell me more."
Silence the "Uh oh, what do I say..." voice inside your head.
Jump start your introductions with multiple frameworks designed for businesses of all kinds. Get inspired by over 30 real-life examples and before-and-after transformations.
Now you'll never be at a loss for words.
Haven't you always wanted to know what your audience REALLY cared about?
But watch out... they may start thinking you're a mind reader.
Finally. No more second-guessing yourself. I've included the I-got-this! self-assessment process. It's the process I use with clients to fix their value proposition problems in minutes.
Now you're ready to confidently introduce yourself anytime and anywhere.
If you are in a super big hurry, I've got you covered. I included an express version of the course designed to help you create your value proposition in less than a day.
You're good to go!
This is the module where you learn the secrets of a "tell me more" value statement and nailing your first impression.
When you're introducing your business, remember: you're battling head-to-head with the crisis-of-the-day, a never-ending to-do list, and phone blowing up with notifications.
Uh oh... you're not going to win the battle for the 8-second attention span with a long and drawn-out explanation or some cutesy slogan.
When you've completed this module, you'll know how to make your value statement *click* and kick the other priorities to the curb. You'll also learn the tactics to transform your 20 word value statement into a powerful pipeline builder, revenue generator and reputation enhancer.
Check out how you'll get there:
Know the "ONE THING" you MUST communicate. You only have eight seconds to communicate your value, so I'll show the ONE thing you should prioritize and how to position it.
Avoid the 5 deadly first impression mistakes that smart people make. I know. There are sooo many things you WANT say to impress your listener. Like your qualifications. Or your slogan. Don't. That's what's leading to hit-or-miss conversations.
I'll show you the secret of a "tell me more" value statement and so you can nail your first impression. In this module you'll see 12 real-life before-and-afters and then you'll realize, "Whoa. There are WAY better ways to impress."
Showcase what makes you the IDEAL solution. I get it. You're SUPER talented and you can do sooo much for sooo many people. So your introduction can sound too general and "jack-of-all-trade." OR it can be way too long and confusing.
No worries. I'll show you the super simple technique to spotlight your unique value, so your message will sync with each and every audience.
In this module you're going learn how to position your business as a must-have product or service by zeroing-in on what's going on in your audience's head.
Imagine how much easier your life would be if you only knew exactly what your audience was looking for.
When you've completed this module you'll know step-by-step how to build a super engaging value proposition that gets people excited to hear more about how you can solve their problems or achieve their dreams.
Check out how you'll get there:
Act like a mind reader. One of the questions I hear the most is, "How do I REALLY know what they're looking for?"
If you struggle to understand what's top-of-mind for your target buyer, or you don't know where to start your research, I designed several processes that will help you identify what they're looking for.
AND... whether you're in a super big hurry, OR if you want to go more in-depth to build out your avatar... I've got you covered. I'll show you three different techniques from simple to detailed, to target what's critical.
Position your brand as a MUST-HAVE product or service. Want people to say, "That's EXACTLY what I'm looking for!" Tie your value directly to their mission-critical needs.
In this module, I'll show you the value proposition formula that links your strengths directly to your audience's red-hot priorities.
Fine tune your message. Do you worry you're throwing all your eggs into one message basket? You can breathe a sigh of relief. Follow the process and you'll able be able to create multiple options so you can be in perfect sync with your audience.
This module will show you 5 ways to explain your value in 20 words or less.
Why 5 different ways?
Well, just like shoes, one size does not fit all. Your business will have different audiences with different needs. And depending on the situation, you may want to emphasize different aspects of your business.
So instead of trying to force-fit a single statement and getting a "no thanks", you'll have options to customize your message.
When you've completed this module you'll be able to highlight your unique advantage, explain what problems your fix, describe a breakthrough your clients can achieve, and more.
Check out how you'll get there:
Create 5 ways to introduce yourself in 20 words or less. Your business has multiple ways to create value, so your statement should reflect it. You'll get the 5 foundational frameworks to explain your value and create a laser-focused message.
Answer "Tell me about yourself" using your passion, mission, or strengths. If you're pivoting your business, if you don't have a lot of experience, or if you're in a mission-based business, you can still confidently explain your value and win clients, and get the magic, "Tell me more" moment.
In addition to the 5 foundational frameworks, I'll also show you how to describe your value, build trust and position your business for success using your passion, mission, or strengths.
Never wonder what to say. There's nothing worse than staring the screen and wondering where to start and what to say. Get the same frameworks I use with my clients and for my own business and get a jumpstart. See real life examples to inspire you.
This module is designed to super-charge your confidence by being able to assess your value statement on the spot and make corrections.
One of the most frustrating things about value statements is knowing if it's right without risking losing a buyer. How many times have you thought your statement was pretty incredible, only to have your listener blow you off, or say, "huh?"
A lot rides on your first impression. Don't leave everything to chance, or waste hours second-guessing what you've written. Do a test drive.
When you've completed this module you'll be able to reduce the risk of a misfire by testing your value proposition's effectiveness and pinpoint the changes you need to make.
You got this!
Check out how you'll get there:
Pinpoint problems before you go live. Is your value statement still too slogan-y? Are you using your qualifications too much? You don't want to sabotage your success. Use my 5 point evaluation guide and you'll avoid the awkward, "Uhh.. I don't get it" responses, or the embarrassment when you're told, "that didn't make any sense."
Assess your stickiness factor. There's nothing like the feeling when OTHER people can explain your value and promote your business for you. And that bit of added personal recommendations can go a LONG way to reducing concerns and sealing the deal even faster.
I'll show you two more self-tests you can apply that will help you evaluate if your message is simple-to-say and easy-to-understand. Pass these tests and make your message stick.
Project confidence, improve your presence and make a lasting, positive impression. You don't just want to have a great statement on paper. Sometimes the difference between nailing your message or walking away crushed, is HOW you present yourself and your message.
In this section, I'll show you techniques to improve your presence and delivery so your first impression reels them in.
Are you in a BIG hurry? Maybe you're meeting with a potential client tomorrow or attending an important networking event, and you don't have time to take the entire course.
No worries.
This module is an express version of the course and designed to help you build your value statement in a couple of hours.
This module is also perfect if you have great handle on your target audience, and don't need to build out your buyer's avatar but you struggle with positioning your unique value.
Check out how you'll get there:
Showcase why you're ideal to solve their problems. One of the hardest things to do is to sync your value statement with your audience's needs. In this module, I'll teach you the value proposition formula that TIES your strengths to your audience’s top-of-mind needs.
When you go through this process you’ll learn what you REALLY need to know ABOUT your audience....
AND you understand what YOU need to emphasize about YOURSELF to catch their attention.
Create 5 ways to introduce yourself in 20 words or less. Your business has multiple ways to create value, so your statement should reflect it. You'll get the SAME 5 foundational frameworks from Module 3 so you'll be able to create a laser-focused message.
Sound "pitch perfect." Now that you've developed your value proposition, you want to sound pitch perfect, right?
Sometimes the difference between nailing your message or walking away crushed, is HOW you present yourself and your message.
In this section, I'll show you some fast and practical techniques to improve your delivery so your first impression reels them in.
Need a little more help? If your value statement needs a little work, or you want a different way to explain your value, no worries. You can still check out the other modules.
5 stars. Fantastic introductory course.
Rebecca Okamoto is a great instructor with concise delivery of keen and valuable insight!! Great course, thank you for the privilege.
— Ray, Linux Engineer
You'll have instant access to a self-paced, online video library that you can view as often as needed. Take the course in order, or cherry-pick what you need.
Learn how to REALLY capture a split-second attention span. Get 7 BETTER ways to impress your listener and stop sabotaging your growth. Focus on the "ONE THING" to make your value statement stick.
Jumpstart your introductions with multiple downloadable frameworks designed for businesses of all kinds.
Learn 3 techniques from simple to detailed to target what's top-of-mind for your audience.
Build value statements step-by-step and watch real-life examples so you won't have to guess how it's done.
Still stuck or need more inspiration?
Test your value statement and *instantly* guage its effectiveness. Assess your message's "stickiness" factor.
BONUS! if your statement is in desperate need of repair, you can take the fast-fix mini-workshop.
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I'm SUPER passionate about helping you explain your value so your buyers REALLY get what you're doing, AND you can finally start hearing, "Tell me more".
I also want you to be SUPER confident that Explain Your Value in 20 Words or Less will work for you.
That's why I offer the "Yesss! I Nailed My Value Statement" Guarantee.
I know this training has the potential to transform your clarity. It's the SAME process I use in my workshops and with my private clients to grow pipelines faster and shorten sales cycles.
But... maybe you're still on the fence because you've tried other courses or used other training, and they didn't deliver. I get it.
So don't just take my word that this course will work for you...
Go ahead and take a full 30 days to jump in and do the work.
Go through the modules. Watch the videos. Use the frameworks and build your value statement. Then test your statement out.
But do the work... because big things await you when you nail your value statement and it starts to click with your buyers.
And if after 30 days of using the planner, following the get-inside-their-head guide, and completing the I-got-this! self-assessment, you're still rambling, your value statement is still too complicated, and you still don't feel like your well on your way to hearing, "Tell me more"... you deserve to get your money back.
Email my head of education Alana at Alana@evoke.pro with your completed planner, guide, and self-assessment and she'll send you your full refund.
With a great 20 word value statement, you won't need to explain everything in 20 words!
That's because the power ISN'T how much you can explain in 20 words.
The power is in the *instant* hook that gets your listener to say, "Tell me more.”
Think of your value statement as an irresistible headline that captures attention and intrigues your target audience.
When they hear it, they HAVE to learn more.
That's when things change. Instead of your value statement being an explanation of what you do, it's transformed into an INVITATION from your audience to be more specific.
And think about this… That invitation is an opportunity to build trust which can easily become a shortcut in the sales process.
A clear, compelling value statement more than a 20 word statement, it's a critical tool to rapidly build your pipeline and fast track you to “when can you start.”
Of course!
It's so frustrating is when you get advice on WHAT to do, but you aren’t told HOW to go about it.
Module 2 is focused on showing you how to “get inside their head.” It’s a step-by-step process to walk you through matching your strengths and skills to your audience’s mission-critical needs.
I’ll show you multiple techniques to assess what your audience is looking for from a simple online search to an in-depth research process. I’ll use real-life examples so you can see the process from beginning to finished value statement.
And there’s more… when you complete the module, you’ll know MORE than how to craft a laser-focused value statement. You’ll also have different options to fine-tune your message.
When you only have a few seconds to hook your audience, it’s absolutely normal to want to try to impress your listener with a long list of accomplishments and certifications and to outshine any competitor.
BUT it’s pretty risky, too.
Remember, the clock is ticking to get your listener super engaged. Do you want to risk those precious few moments talking about yourself? Or would you rather tell them how you’ll solve their problems and have them think, “Wow, they REALLY get what I need.”
If you're ready to nail your first impression, I’ll show you how to lead with what REALLY impresses people. And then guess what… they’ll turn around and ASK you about your qualifications!
You’re right. Some people seem to do just fine with free templates or even being unclear.
And yes, it’s fair to wonder, "how big of a difference will a clear value statement?"
The goal of Explain Your Value in 20 Words or Less isn’t just to help you be a little clearer than today.
The goal is to instantly attract people to your solution so you can rapidly fill your pipeline with genuinely interested leads. PLUS help you shorten your sales process by cutting out any confusion, and quickly establishing trust and credibility.
Don’t just settle for a clear value statement.
Instead learn how to capture attention and get people to *instantly* think, “I HAVE to learn more.”
I get it. When you’re new or don’t have the same experience, it’s really hard to feel confident when you explain your value.
But I don’t want you to worry.
Because there are sooo many ways to explain your value.
I’ll show you how to explain your value using your passion, mission, or strengths. I originally created these frameworks to help new college graduates confidently explain their value and get jobs. And I realized they would work for new entrepreneurs or for professionals in mission-based businesses.
These frameworks work because they help you to quickly establish trust and shared values, even if you don’t have the experience. So go ahead, be confident that you can showcase what makes you special and still hear, "Tell me more."
YES!!
This will totally work for you if your business is new-to-the-world, complicated or hard-to-explain.
Remember the secret of the 20 word approach is that it gets people *instantly* interested in what you do.
You'll discover that there are several ways to explain your value and hook your listener without overwhelming them with details.
The 20 word approach works for businesses of every kind and size because it operates off of one fundamental principle – finding the irresistible hook that get’s people to say, “Tell me more.”
You have a full 30 days to learn, try and apply the entire process.
All I ask is that you do the work. And if by day 30 you’re no closer to hearing “tell me more,” send your work to the head of education, Alana at Alana@evoke.pro and she’ll refund your investment.
If you said “YESSS! That’s me!" to at least 6 of the above statements…
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I've been in other seminars, but this was unique.
I personally felt this was very helpful to me; especially to start structuring and organizing my ideas and thoughts and catering them specifically to audiences.
I have been in other seminars but this was unique and made a huge difference in learning.
— Kart, Data Manager
AND
If you’re ready, I’m looking forward to partnering with you to help you cut the confusion, clarify your message and get the recognition you deserve.
You'll have instant access to a self-paced, online video library that you can view as often as needed. Take the course in order, or cherry-pick what you need.
Learn how to REALLY capture a split-second attention span. Get 7 BETTER ways to impress your listener and stop sabotaging your growth. Focus on the "ONE THING" to make your value statement stick.
Jumpstart your introductions with multiple downloadable frameworks designed for businesses of all kinds.
Learn 3 techniques from simple to detailed to target what's top-of-mind for your audience.
Build value statements step-by-step and watch real-life examples so you won't have to guess how it's done.
Still stuck or need more inspiration?
Test your value statement and *instantly* guage its effectiveness. Assess your message's "stickiness" factor.
BONUS! if your statement is in desperate need of repair, you can take the fast-fix mini-workshop.
Yes.... Explain Your Value in 20 Words or Less is going to help you STOP the frustration of people not understanding what you do, AND replace "I hope they get it this time" with "Tell me more!"
The 20 word approach is a fast and practical process that will help you...
But unlike other programs, you won't have to wait 3-4 weeks before you sorta have your first draft of a value statement and a half-baked buyer avatar you're not sure is accurate.
Enroll right now and take the Get it NOW module, and you'll be able to create your value proposition in less than a day.
If you don't feel like you're well on your way to explaining your value in 20 words or less, AND capturing more attention and filling your pipeline - let me know and take me up on my "Yesss! I Nailed My Value Statement" Guarantee for a full refund.
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Join the Win More Clients Workshop
4 MONTHLY PAYMENTS OF
When you choose this cash-flow friendly option, you agree to make all four payments. One payment will be withdrawn today.
ONE TIME
Join the Win More Clients Workshop
SINGLE PAYMENT OF
You'll save 17% today when you pay in full
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