153: {Summer Remix} Write your elevator pitch or power statement to cut through the noise and call in your ideal buyer
Welcome to episode 153 and the next episode in my summer remix podcast series.
If you tuned in to last week's episode, you know we discussed the importance of being bold and clear in your messaging and marketing.
Right now, one of the biggest trends is having a clear point of view.
Nothing helps you stand out more in your marketing than knowing how to articulate what you do and whom you help in a clear and compelling way.
Some call this the elevator pitch, some call it a power statement, but I like to call it a BFD or Big Frigging Deal statement.
If you want to attract your ideal buyers in the remainder of the year, you need to be bold and compelling with your BFD statement.
Listen in for the full details on how to create yours.
How Pecto Park uses BFD
Flash back to my amazing spring break holiday in Palm Desert, Southern California. We went on desert hikes, swam, played some golf, and my husband and I planned a quick side trip to San Diego to take our teenage boys to their first Major League Baseball game. In addition to watching one of the San Diego Padres' opening weekend games, we took a tour of Petco Park, the baseball stadium.
The behind-the-scenes tour of the stadium was incredible. It was informative, interesting, and I highly recommend it if you're ever in San Diego.
When we scanned our tickets, we were given large brown stickers to put on our shirts to show we were part of the tour. The brown stickers read: ‘I enjoyed a tour of America’s number one ballpark.’ This instantly struck me as an effective marketing tool. Petco Park claiming to be America’s number one ballpark provided a little boost of social proof and authority that made me feel good about choosing their tour.
It’s a perfect example of what we’re discussing in this post: the power of the BFD statement.
What is the BFD statement?
The BFD statement is a short sentence that describes your authority and builds trust with your audience.
It clearly explains why you are the best at what you do, differentiates you in your marketplace, and makes people want to work with you.
Power statements are often used in bios, podcast introductions, or on stage.
They might sound like this: ‘The world’s leading authority,’ ‘the leading expert on,’ ‘the number one coach for.'
For instance, Mel Robbins always introduces herself on her podcast with her power statement: ‘My name is Mel Robbins. I’m a New York Times bestselling author and one of the world’s leading experts on motivation, change, and habits.’
Business owners and brands should all have a BFD statement.
Use your BFD statement in your marketing, on your about page, in your social media bios, or podcast introductions, just like Mel Robbins.
Step-by-step guide to creating your BFD
Here’s a step-by-step guide to creating your BFD statement:
1. Brainstorm Your Accomplishments:
Write down your accomplishments, awards, and anything that makes you a badass. Look at your Google reviews and customer testimonials for more ideas. Don’t limit yourself – include personal achievements too, like being able to whip up a great meal in under 10 minutes or running a 100-mile ultra marathon. This list will remind you of your badassery.
2. Create a Short List:
Focus on what’s relevant to your business and your ideal clients. Maybe you wrote a bestselling book or you’re a CEO of a business that’s on the Inc 5000 or Fortune 500. Perhaps you’ve helped your clients generate $100 million through your coaching. Narrow it down to your business-related accomplishments.
3. Pair with a Power Phrase:
Pair your accomplishments with power phrases like ‘The first and only,’ ‘most acclaimed,’ ‘the leading,’ or ‘best in the business.’ Brainstorm combinations that align with your brand. This may feel difficult, especially for women and marginalized communities who aren’t used to claiming their expertise, but do it anyway.
4. Play around until you arrive at your perfect BFD statement.
Here are a few examples:
‘Kim Kiel is an award-winning communicator and a leading marketing expert for Gen X women in business.’
‘Jane Doe is the leading public safety expert for emergency operations and corporations worldwide.’
Remember, don’t make anything up. Ground your BFD statement in reality.
You should be able to back up your claim if anyone asks.
Add your power statement to your about page, LinkedIn bio, or Facebook profile to demonstrate your authority and help your audience trust that they are working with the best.
Get Kim’s help with your BFD
If you want help crafting your power statement, this is something we do inside the Joy of Copy Club.
Thank you for reading, and see you next time.
Resources mentioned:
🎧 Listen to the episode all about writing your bio: https://www.kimkiel.com/podcast-1/how-to-write-your-bio-with-the-5-sentence-formula
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[00:00:00] Hello, my good friend. Welcome to episode 1 53, and welcome to the next episode in my summer remix podcast series. If you listen to last week's episode, you know I talked about the importance of being bold and clear in your messaging and marketing, how one of the trends right now is to have a clear point of view.
[00:00:23] And nothing helps you stand out more in your marketing than knowing how to articulate what you do and whom you help in a clear and compelling way. Some people call this the elevator pitch. Some call it a power statement. I like calling it A BFD or a big frigging deal statement. I. If you wanna call in your ideal buyers in the remainder of the year, you have to be bold and compelling with your big frigging deal statement.
[00:00:49] So listen on to hear a remix of episode 38 to find out how to create yours. Welcome to Ill Communication, copywriting Tips and Sales Strategies for Small Business. I'm your host, Kim Kiel. I'm a copy coach, sales strategist, and direct response copywriter. It's my mission to help women leaders and change makers amplify their voices. Through copy. It's why I am dishing out all the juicy tips, writing prompts, and sales formulas to help you generate more leads, book more calls, and get more high value clients on repeat.
[00:01:29] Sounds pretty good. It's time to ditch the overwhelm you might be feeling and find confidence in your copywriting so you can get your message out there and attract more soulmate clients. Let's get started.
[00:01:48] Hello, my sweet friend and welcome to episode 38 of the Ill Communication Podcast. In today's episode, you're gonna get a simple and effective marketing tool to help you amplify your authority, [00:02:00] so people wanna work with you. So I recently got back from an amazing spring break holiday in Palm Desert in Southern California.
[00:02:09] We went on desert hikes, we went swimming, we played some golf, and my husband and I planned a quick side trip to San Diego to take our teenage boys to see their first major League baseball game. In addition to getting tickets to watch one of the San Diego Padres opening weekend games, I booked us into a tour of the baseball stadium, Petco Park.
[00:02:30] And let me tell you, the behind the scenes tour of the stadium was incredible. It was informative, it was interesting, and I highly recommend getting a tour of Petco Park if you are in San Diego. When we scanned our tickets at the start of the tour, we were given large brown stickers to put on our shirts to show we are part of this.
[00:02:52] Behind the scenes tour, the brown stickers red. I enjoyed a tour of America's number one ballpark, and I instantly recognized this as a very effective marketing tool. I'm specifically referring to Petco Park claiming it's America's number one ballpark. My brain loved seeing that we were at America's number one ballpark.
[00:03:17] It was a little boost of social proof and authority that made me feel good about choosing to book a tour at America's number one ballpark. And it's a perfect example of what we're talking about in this episode. We're talking about the power statement or the BFD statement, which stands for Big Fricking Deal.
[00:03:36] The big fricking deal statement is a short sentence that describes your authority and builds trust with your audience. It quickly and clearly explains why you are the best at what you do, and it helps to differentiate you in your marketplace, and it makes people wanna work with you. Power statements are often used in people's bios or when they're [00:04:00] introduced on a podcast or on stage, and they sound something like this.
[00:04:05] The world's leading authority, the leading expert on the number one coach. Four as an example, Mel Robbins always introduces herself on her podcast with her power statement. In every episode, she introduces herself by saying, my name is Mel Robbins. I'm a New York Times bestselling author, and one of the world's leading experts on motivation change and habits.
[00:04:31] Sometimes she introduces herself as one of the most trusted experts in the world on behavior change and motivation. By saying this, she's reminding us of why she's a big fricking deal and why we should trust what she has to say. Business owners and brands should all have a, b, f, D statement. You can use it in your marketing on your about page in your social media bios or in your podcast introductions, just the same way as Mel Robbins.
[00:05:01] The first step to creating your power statement is to brainstorm a list of your accomplishments, awards, and anything that makes you a badass. Take a look at your Google reviews and customer testimonials for ideas and don't limit the things you add to your list. Include things you're amazing at in your personal life.
[00:05:21] So if you're like me and you can whip up a great meal for your family in under 10 minutes, or you're like my crazy husband and you can run a hundred mile ultra marathons, write that stuff down. You won't necessarily use them in your power statement, but it is great to have this list of accomplishments to remind you that you are truly a badass.
[00:05:40] And side note, if anyone ever asks you to share a surprising or a random fact about you, you can pull from this list. Now if imposter syndrome or your inner critic is blocking you, it might be helpful to imagine how a cocky 20-year-old white male who believes he's hot shit at [00:06:00] everything, would write your awesome list.
[00:06:02] If you have to borrow someone else's audacious confidence, go for it. And I talk more about creating your cheat sheet of awesomeness back in episode two, how to Write Your Bio with a Five Sentence Formula. So go back and listen to that episode for a few reminders. I'll drop the link to that episode in the show notes.
[00:06:20] Step two to crafting your power statement is to create a short list of what's relevant to your business and your ideal clients. You wanna focus on what's relevant to them, what would bust any objections they might have about working with you. So maybe you're pulling out things like you wrote a bestselling book, or maybe you're a CEO of a business that's on the Inc 5,000 or Fortune 500.
[00:06:45] Maybe you've helped your clients generate a hundred million dollars through your coaching, create a short list of your business related accomplishments. Step three is to pair these accomplishments with a power phrase. And I'm gonna list a bunch of power phrases now. So if you wanna pause the episode to open your notes app or grab a pen and paper to jot a few of these down, go ahead and do that.
[00:07:11] All right, here are a few power phrases. The first and only an acclaimed most recognized premier. The leading. The largest or the biggest? The most highly sought after. Most highly certified, most decorated, most distinguished. Canada's number one award-winning top-notch. Best in the business. Best in class industry.
[00:07:40] Leading. Incomparable, world's leading expert or most trusted expert. Take this list of power phrases and just start brainstorming and playing with combinations that feel aligned to you and your brand. And I'll tell you, for a lot of women and people from marginalized [00:08:00] communities, this will feel a little difficult because we're not used to claiming our own expertise and authority.
[00:08:06] But trust me, do it anyway. As you play around with the permutations in combinations, you'll arrive at your perfect big freaking deal statement. I. Here are a few examples. Kim Keel is an award-winning communicator and a leading marketing expert for Gen X women in business. Or Kim Keel is the host of a top-rated marketing podcast and a brand voice expert for ethical businesses.
[00:08:31] Jane Doe is the leading public safety expert for emergency operations and corporations worldwide. Sammy Smith is the most highly certified therapist and wellness expert in Canada. Fannie Faye is the most trusted mindset expert for ambitious women CEOs. Now it goes without saying you're not making anything up.
[00:08:53] If you won an award in girl guides unrelated to what you do, you probably shouldn't claim to be an award winner. You should be able to back up your claim if anyone asks. Although I can pretty much guarantee no one will ask. During the tour of Petco Park Stadium, no one asked why they were America's number one ballpark.
[00:09:14] For all we know, it could be because they have the highest ticket sales, the most seats, the best customer experience, the biggest square footage. Or maybe it's because they have the price Hot dogs. Just make sure you can ground your BFD statement in reality, and this is more to help you take ownership of it and feel confident saying it than anything else.
[00:09:37] So there you have it. The three steps to crafting your big fricking deal statement Number one, write down your list of accomplishments. Number two, whittle down your list to a couple key things relevant to your business and your audience. Number three, pair it with a power phrase. Once you have your power statement, add it to your About page, your LinkedIn bio or your Facebook profile.[00:10:00]
[00:10:00] It'll demonstrate your authority and help your audience and ideal buyers trust they are working with the best of the best. And if you want help crafting or reworking your power statement, this is something we regularly do inside the Joy of Copy Club. So make sure you reach out to me for more information about how to join.
[00:10:19] Thank you so much for tuning in this week. I'll see you next time.
[00:10:26] Hey, would you like to hang out with me and other women business owners doing rad things in the world just like you? Then you should join the Joy of Copy Club. It's a group copy coaching experience where you receive access to all my sales templates, writing prompts, and copy recipes, so you're never wondering what or how to write.
[00:10:44] Once a week, you can pop into my open office hours where will live, review and edit any kind of copy you've written seriously. You can bring a social post, an email, or even some edits to your homepage, and I'll help you optimize it before you send it out into the world. The Joy of Copy Club gives you the tools and the confidence to get your message out there so you can grow your impact and your revenue.
[00:11:06] Find out more at kim kiel.com/copy club. I'll see you next week.
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