Compel with a standout statement

- What's the difference between a slogan and a standout statement. The difference is that slogan while perhaps clever doesn't have the emotional impact, that a standout statement has to your ideal customer. A standout statement is your core brand message that lets your ideal customer know what you stand for, whom you stand up for. And it's so compelling that it stands out. Otherwise, how does anyone know what you do or who you're for. Your standout statement is a short sentence of three to nine words. Let's take a look at a few examples. Keep in mind that if you are the ideal customer for any of these brands, the standout statement will have emotional resonance for you. If not, you are likely not the ideal customer for this business. And that's fine, because no business is for everyone. The standout statement speaks only to your ideal customer. This first example is an office design company. They design offices with interactive spaces, cafes instead of lunch rooms, lounge areas for creative collaboration and ergonomic furniture. The companies they work for care about their employees. These are companies that invest in their employees comfort, knowing that it increases productivity and reduces absenteeism. Not all companies get this and are going to invest in this type of design. Their ideal customer does get it, which is why their standout statement is creating happy workplaces. Next is my own website, Small Business Big Success. It's obvious who I serve, right? And the promise I make. Let's look at a more mission-based company, Greyston bakery. Their standout statement is eat brownies, change lives. This business is all about creating jobs for people who need a second chance. Now let's take a look at two coaches, side-by-side. On one hand we have a coach that says what's on your blank page. A thoughtful question. On the other hand, we have a coach that says, let's get real, a strong statement. You can imagine each of these coaches are going to appeal to a different client. You can feel the difference can't you? So let's create your standout statement. The goal is to create a three to nine word statement. It needs to be short and concise in order to grab their attention. We're going to start with a quest statement. Which is a fill in the blank form to get you thinking. I help (your ideal customer) who feel ( what's their problem) so that (what's the result you want for them). Now let's look at each of these sections more specifically. First, describe your ideal customer, who they are, their demographic, and what their characteristics are. Now, let's consider how they feel. What's their challenge or problem. Next, what's the result you want for them? What's the solution you offer? Don't worry about how lengthy this is or even about grammar. This is only for you and it's a tool to get you to your standout statement. Now summarize your quest statement, get to the point, make it as short and concise as possible. Then try to shorten it even further. What you're trying to do is capture the essence of the quest statement in as few words as possible. Let's look at one of our earlier examples. This coach had a quest statement that read, I help startups, midlife entrepreneurs and executives who feel stuck plateaued or overwhelmed and are tired of nest to have personal development so that they can get to where they want to go quickly with a no nonsense approach and solid strategies. It became let's get real with a subtitle of a no nonsense approach to business and career development. Let's get real, capture the essence of the entire quest statement. Having a standout statement will immediately capture the attention of your ideal customer because they will get it. It draws them in and attract only your ideal customers.