How to Clarify Your Message in Three Simple Steps
The "Cocktail Party" Problem.
We have all been there. You’re at an event, someone asks what you do, and you freeze. You stumble through a paragraph about how you "help people live better lives" or "do a little bit of design and consulting."
The person nods politely, creates an excuse to get a refill, and walks away.
Confusion is the enemy of conversion.
In a digital world, you have about 3 seconds to tell a visitor exactly what you offer. If they have to burn calories trying to figure out if you can help them, they will click away.
Clarity isn't just a "nice to have"—it is your most profitable asset.
Here is my 3-step framework to untangle your thoughts and create a message that sticks.
Step 1: Define the "Who" (Specifically)
Most founders are afraid to niche down because they don't want to exclude anyone. But when you try to speak to everyone, you speak to no one.
Be specific. Instead of "women," try "new mothers returning to the workforce." Instead of "small businesses," try "artisanal coffee shops."
Bad: I help people.
Better: I help creative entrepreneurs.
Step 2: Define the "Problem" (The Pain)
What is the specific hurdle standing in their way? This needs to be something they are already aware of and actively trying to solve.
Bad: ...who want to grow.
Better: ...who are overwhelmed by social media algorithms.
Step 3: Define the "Transformation" (The Result)
We don't buy products; we buy better versions of ourselves. What is life like after they work with you? Do they have more time? More money? More confidence?
Bad: ...by doing marketing for them.
Better: ...so they can reclaim 10 hours a week and focus on their craft.
Two months later, you’re staring at a blank Instagram caption, wondering what
Putting it together: The XYZ Formula
Now, combine them into a single, powerful statement using this formula:
I help [Step 1] who are struggling with [Step 2] to achieve [Step 3].
Example: "I help creative entrepreneurs who are overwhelmed by social media to reclaim 10 hours a week and focus on their craft."
Your Turn.
Take 10 minutes today to write out your XYZ statement. Once you have it, put it everywhere—your Instagram bio, your website hero section, and yes—memorize it for your next cocktail party.
