If you stumble around when answering this question, you’re not alone. Few coaches master the ability to articulate what they do for clients in a way that leaves prospects wanting to hear more.

But if you learn how to do this, you not only have the most effective marketing skill, you will also distinguish yourself from all the other coaches and service providers vying for your prospects’ money and interest.

Take this quick assessment. Give yourself a point for each statement you can answer ‘yes’ to:

1.  I can describe my target market in five words or less.

2.  I know three distinctive things that my target market wants.

3.  I know the top challenges faced by my target market.

4.  At least a dozen people refer ideal clients to me.

5.  When I tell people what I do, they want to know more.

6.  A twelve year old can understand what I do.

7.  I understand what motivates my target market to buy my services.

8.  I know my services are worth my full fee.

9.  My friends, colleagues and family can explain what I do.

10. Whenever I get the chance I tell people what I do.

If you answered ‘yes’ to any of these, you’ve got something to celebrate! And here’s more good news: Whatever you didn’t check, you can learn.

Let me show you a simple formula you can use to articulate what you do in a masterful way. This is called a unique benefit statement.

Here is the basic formula:

I work with __________________ (describe your distinct target market)

to (verb)  _____________________ (describe one specific challenge or desire unique to your target market)

by __________________ (imply how working with you will provide real solutions to that challenge/desire.)

I help new authors get their book from their minds onto the shelves.
– Winner! It describes, in the most streamlined and visually creative language, a specific challenge/desire and an implied solution that applies directly to this unique target market - new authors.

I support professionals to find balance in their work and home life.
– Dud. Professionals is a vague target market describing too many groups with different top challenges and wants. For example, a lawyer and massage therapist are not motivated by the same things even though they are both professionals. Few people will be compelled to hire a coach to gain balance. It’s just not a sexy enough outcome to invest in.

I work with college administrators to make significant contributions to their institution by matching their strengths to the best opportunities.
– Winner! Notice the narrow target market and how this statement speaks only to what would motivate this group.

I think you’ve got the picture. When you focus your language on what your prospects most want, they’ll be intrigued with you and your services. Then it’s effortless to invite them into your practice.