Say what you doin one clear sentence.
A one-page exercise for writing the single sentence that describes the practice you are building.
A general reputation is not the same as clear positioning. Many practitioners rely on their past work to define their future.
Positioning is not performance. It is clarity. The right clients need to be able to recognize themselves in your work.
If your visibility is still describing the practice you have outgrown, the right clients will never find you.
“You cannot be found for the practice you are building if your visibility is describing the practice you are leaving.”
Complete the five blocks below. The output is one sentence you can use across every sales channel.
01 · Who You Serve
Name the specific kind of client you serve best. Not everyone. Not "professionals" or "businesses."
02 · What You Do
Name the specific kind of work you do for that client. Not your profession. The verb that matters.
03 · The Outcome
Name what changes for the client because of your work. Not what you deliver. What is different?
04 · What Makes You Different
In one phrase, name what makes your approach different from the other three people that do what you do.
05 · Write the Sentence
Combine Blocks 1 through 4 into one sentence, in this form: I am the practitioner who [Block 1] for [Block 2] to help them [Block 3] by [Block 4]. Read it out loud. Would you actually say it in a room full of colleagues? If not, rewrite it until you would.
- 01Paste the sentence into your LinkedIn headline, your bio, and the first paragraph of your website.
- 02Say it out loud the next time someone asks what you do. Notice what changes about the conversation.
- 03Come back to the sentence in three months. Practices change. So do sentences.
- 04When the sentence still fits, it is doing its work. When it no longer fits, that is a signal to evolve.
The Positioning Sentence is the introductory version of the positioning and visibility work.
For the deeper work of building thought leadership around your positioning, see The Thought Leadership Playbook.