When people land on your personal brand website, how do you get their attention? How do you stop them in their tracks and tell them exactly what it is you do and why they’re in the right place?
You do that with a Big, Bold Statement.
Often called your ‘Value Proposition’ or ‘You statement’, the Big, Bold Statement is what it says on the tin. It’s the big, bold message you publish on your website for your visitors to see. It defines exactly what you do so your users know they’re in the right place.
Why is it important to have a Big, Bold Statement on your website?
We review a lot of websites in our FREE Facebook group. And one of the main issues we come across is that business owners find it really difficult to explain what they do.
It’s important to remember that your visitors (i.e. your potential customers and clients) won’t initially be spending a lot of time on your website. You only have 3 to 4 seconds to make an impression!
So you need a clear, defining Big, Bold Statement that helps them work out:
- where they are,
- what services you offer,
- whether you have the solution to their problem,
- and whether they should stay or hit the back button!
So your job is to make who you are and what you do abundantly clear to your website visitors. Explain it so clearly that a 5-year-old would get it.
Don’t make your web visitors spend any brain calories trying to work out what you do. It’s not a puzzle. And they don’t win a prize. So don’t be vague or fluffy with your Big, Bold Statement!
Where should the Big, Bold Statement go on your website and how long should it be?
Your Big, Bold Statement only needs to be a few words long – 10-15 words at the most. That’s because people need to immediately, at a glance, be able to understand what you do.
And it should sit in the top third of your website.
This section of your website is also referred to as:
- ‘above the fold’,
- ‘the top third’ or ‘the first third’,
- the ‘slider section’,
- or the ‘feature area’.
We call it the hero section. And it’s the first thing you see when you get onto any website before you have to scroll down the page to see the rest.
That’s where you want your Big, Bold Statement to go.
So how do you put together a Big, Bold Statement?
Here are 9 ways to help you do just that.
1) Ask a Question
This method works no matter what industry or business you’re in, but let’s use an example to explain what we mean.
Let’s say you’re a speaking coach – you help people with their presentations and with speaking on stage.
If you use the question method, your Big, Bold Statement could be something like:
Does the thought of public speaking make you want to cry?
Your question immediately draws your website visitors in. By asking it, you’re telling your audience you understand the issue they’re facing, and at the same time, you’re illustrating what you do.
When coming up with the question to ask, speak directly to your visitors – remember that it’s about them.
Ask the question you know your ideal customers have been asking themselves. You want them to nod in agreement as they read it.
2) State a Promise
Can you make your ideal customers or clients a promise? Going back to our speaking coach example, you could use:
Feel more confident on stage in five weeks or less.
The only speaking course you’ll ever need.
Now, that is a promise.
It’s Big, and it’s Bold.
It allows you to explain what you do by promising something to your visitors. It’s your way of standing your ground as the expert you are.
Just be mindful of not falling into the trap of using fluffy marketing lingo though! One of the biggest mistakes we see people make with their Big, Bold Statement is that the language is too vague.
“I can make you prosper.”
is a promise. But it doesn’t tell your readers the first thing about what it is you help them with!
3) Use your Unique Identifier
What makes you unique? Do you have a niche? A Unique Selling Point, or USP? Something that allows you to differentiate yourself from your competitors and specifically describes your products and services?
Then find that ‘thing’ and feature it in your Big, Bold Statement.
Say, for example, that you have your own methods of teaching people. Your Big, Bold Statement could be something along the lines of:
I am the creator of the seven-minute speaking formula.
This doesn’t just tell your visitors what you do. It also gives you a valuable edge that makes your people perk up and listen.
4) Create a Power Statement
This is the type of Big, Bold Statement we use on our own website.
Make your mark online.
Underneath that, we’ve added a ‘supporting statement’ that reads:
a website you can be proud of.
Let’s break it down for a second.
With our Power Statement, we aim to appeal to our ideal clients (people who want to make their mark online) by triggering emotion in them. The supporting statement helps us clarify how we do this – by helping them build websites.
Our Big, Bold Statement speaks directly to our ideal clients by evoking emotion. And at the same time, it provides the clarity our ideal clients need to understand what we do.
That’s why this method is so powerful.
However, out of all the methods we teach, we find this is the one people struggle with the most, as it’s easy to fall into the trap of being too vague.
So our speaking coach may want to say something like:
Make them believe.
It’s powerful, it’s emotional, and it’s likely to stop you in your tracks. But without a supporting statement, it doesn’t really say what our coach does.
So they might want to add:
turning mediocre presentations into magnificent ones.
public speaking training for CEOs.
That’s how you get the perfect combination of emotion and clarity. When you get this right, a Big, Bold Statement that’s based on a Powerful + Supporting Statement can be extremely effective.
5) Use a Customer Testimonial
Did a client give you an amazing testimonial that perfectly sums up what you do? Then why not use that, word-by-word, as your Big, Bold Statement?
For us, this could be something like:
The best website I could have ever dreamed of.
Our speaking coach could use:
I’ve never felt so happy after leaving the stage.
Public speaking has never felt so achievable.
As long as the testimonial is clear and specific enough (and tells people what you do), this emotive approach can work really well.
Up until recently, Chris Marr of Content Marketing Academy used a testimonial on his website, CMA Live, and it was this:
The best marketing conference I’ve been to in 25 years.
Isn’t that perfect? It tells you immediately what you’re getting but also gives you enough social proof to help you make an informed buying decision.
6) The Exact Statement
Just say exactly what it is that you do – it’s as simple as that.
Using our speaking coach as an example again, they could say:
Public speaking, training, and workshops.
It’s obvious. It’s simple. And it’s effective.
But it also makes it abundantly clear what it is you do.
Just stating the facts is much better than going for something too complicated that could potentially end up confusing people. It may not be the fanciest of approaches, so if you’re pressed for time, just do this first, and then go back and refine your Big, Bold Statement later when you have a better idea.
7) Who You Help
The original idea for this particular method of coming up with a Big, Bold Statement came from Michael Port and his book Book Yourself Solid. And it’s as simple as answering this question – who do you help and what do you help them do?
The speaking coach in our example would say:
We help CEOs master public speaking.
Helping academics to deliver memorable presentations.
This is a particularly great way of illustrating what you do if you have a niche. When your ideal customer or client lands on your website and sees this, they’re going to feel really special. And that’s all you can ask for!
8) Who You Help+
With this method, you’re combining the Power Statement with the Who You Help statement to enhance it and clarify it.
Our speaking coach could use:
We help CEOs deliver outstanding presentations that inspire action.
So with this Big, Bold Statement, you’re telling someone what you’re helping them with (‘deliver outstanding presentations’), but you’re also letting them know how helping them will affect them (they will be able to ‘inspire action’).
That additional bit at the end (the ‘plus statement’) is impactful. It adds that extra punch which gets people in the heart (in a totally good way!).
9) The Guarantee
Do you offer a guarantee with your services? Not every business does, but if you have the right kind of product, this can be a good way for you to come up with your Big, Bold Statement.
Here’s what our speaking coach might say:
Deliver outstanding presentations or your money back.
This works because it gives your visitors confidence. If you’re prepared to stand behind your product in such a big way that you’ll give money back if they don’t get results, whatever you sell must be pretty good!
So which method is right for you?
There’s no right and wrong here. Jot down a few ideas, try a few methods, and test your Big, Bold Statement out.
Ask your friends and family, check with your followers on social media, or ask your email subscribers what resonates with them the most.
Remember that your Big, Bold Statement isn’t set in stone – you can always change it when you come up with a better one.
Would you like our help?
You may have got your big, bold statement sorted, but what about the rest of your homepage? Download our homepage blueprint for personal brands, which tells you EXACTLY what to put on your homepage.
Better still, if you want our help, week in and week out, as you build your personal brand website, check out our membership, Make Your Mark Online (or MYMO, as our members call it!). You’ll get access to our best advice and to our thriving community as well. What’s there not to like?!
And if you’d like to hear us talk about how to come up with your Big, Bold Statement in more details, go and check out our podcast episode Why You Need a Big, Bold Statement and How to Create One.