Your Elevator Pitch.

When someone asks, "What do you do?" your response should do more than just explain your job or service. It’s an opportunity to communicate your unique value proposition by answering “Who do you help?” This approach conveys the purpose behind your work, which resonates more deeply with potential clients or investors than simply explaining the function of your business.

Key Messages: Why Do They Matter to Your Audience?

Your value proposition should be simple, emotional, and direct. A strong purpose behind what you do speaks to the "why"—why it matters, why it should resonate with your audience, and why they should care. Focus on the emotional connection you want to build. Instead of just listing services or products, explain how your offering solves a problem or fulfills a need.

Building the Foundation

To strengthen your value proposition, base it on something substantial:

• Case Studies: Showcase real-world examples of how you’ve helped similar clients succeed in your field. 
• Trend Analysis: Demonstrate that your business is aligned with current market trends or challenges.
• Statistics: Include data that supports the effectiveness or impact of what you do.
• Your Origin Story: Share your personal journey or why your business came into existence. A compelling backstory can make your brand more relatable and authentic.

Call to Action: What Do You Want Your Audience to Do?

Once you’ve articulated your value proposition, it’s important to guide your audience toward the next step. This could be an invitation to contact you, schedule a meeting, or even explore your services further. Make sure your call to action is clear and ties directly into the value you’ve just communicated.

By framing your answer around who you help and emphasising the purpose behind what you do, you’ll find it easier to connect with your audience, making your value proposition stand out.