• Kathryn Foot

Create a Powerful Value Statement

It's a fact that many people find producing a value statement hard. They have no idea what to say, or how to even start. Over many years supporting people, I have noticed that this is the one thing that really freaks them out, regardless of age or experience.

So, I have bitten the bullet and decided to tackle it and put my spin and what I think will work for you. So here we go...

A value statement is your unique offer of value.

Once you have it, it can be used anywhere - in written and verbal form:

  • on your CV,

  • your LinkedIn summary,

  • at networking events (it answers that dreaded question so what is it that you do?),

  • in your social media bios.

And when you have a great one people will remember you because of it. There are millions of electricians, plumbers, teachers, accountants, beauticians, designers in the world, so dare to be different and consider not what you do, but the value that you add because of what you do.

Value statements link to personal branding; i.e. thinking of yourself as a successful brand so you attract potential 'customers'; and by customers I mean anyone you want, or need to influence (new clients, recruiters etc) . Most successful brands have a clear value proposition that:

  1. explains how their product solves customers’ problems or improves their situation (relevancy),

  2. delivers specific benefits (quantified value),

  3. tells the ideal customer why they should buy from you and not from the competition (unique differentiation or unique selling point)

(source: https://conversionxl.com/blog/value-proposition-examples-how-to-create/)

You need to think of yourself as a brand, because when you are networking, or sending your CV in for consideration, or hoping to build your network via social media, then you want to make a connection with someone, and that connection is always an emotional one.

Ultimately your value statement is your sales pitch.

You want people to remember you and for you to be in their mind when they need a particular problem solved.

Think about the process we go through when we are buying a new car, or PC, or phone, most of us buy from the person, or purchase a brand, that we feel we can trust.

To aptly quote Simon Sinek “people buy from people”.

I know there is a wealth of information out there from different experts in the field, telling you how to create a brand or value statement (and I guess I am now one of them!), and it can be overwhelming, so I am going to give you some easy to follow tips that hopefully will help you create your very own, unique value statement that will make you stand out.

To create a powerful statement, answer these 5 questions:

  • What is the one thing that people come to you for? / What problem do you regularly solve?

  • What 3 words describe you?

  • What impact do you have on people?

  • Whom do you want to speak to/influence? / Who is your intended audience?

  • What makes you different in your approach?

Let’s consider this, using me as an example:

I could say:

“I am a career coach and trainer.”

How does that statement make you feel? Anything?

Let’s be honest it is so dull. It doesn’t show my impact and it doesn’t make people remember me.

I need to consider the above questions:

What is the one thing that people come to you for? / What problem do you regularly solve?

A day doesn’t go by without someone asking for help with CV’s, LinkedIn profiles, careers advice or just someone to share a problem with (because I listen and people see me as a helper). I am also seen as a proactive problem solver, if something needs organising, or starting then I am generally the person approached first because they know I am reliable and will get the job done.

What 3 words describe you?

Warm, happy and proactive

What impact do you have on people?

I help individuals feel more assured about themselves, I make them more self-aware of their strengths and characteristics. This gives them the confidence needed to talk about their successes verbally and in written form. That confidence brings opportunities and those opportunities bring fulfilment, ultimately, they are happier people in all aspects of their lives.

Who do you want to speak to/influence? Who is your intended audience?

I need to work with individuals who recognise that they are lacking confidence in their abilities and are commited to putting in the effort to make positive changes

What makes you different in your approach?

According to one of my clients “I am able to make potentially boring projects fun”, that’s my USP!

Once I have pulled this together, my value statement looks like this:

An infectiously happy and proactive award-winning career educator and motivational trainer, with over 17 years of experience, working with individuals that want to improve their career (what I do, how I do it and who I want to speak to).

Through bespoke guidance, real advice, a focus on solutions and enjoyable interactions, I inspire and motivate individuals to see the true value in themselves, giving them the confidence to set and achieve career goals and ultimately making them happier and more fulfilled. I thrive knowing I have made a real difference to the lives of people (how I do it differently and my why).

Focussing on these 5 questions will really help you to create a statement that people you want to impress/connect with, will remember.

We are at our happiest when we connect with like-minded individuals, or people that inspire us, and your statement, will attract these people to you.

Some points to remember:

  • Keep it short (a few sentences and around 150 - 200 words).

  • Keep the language simple - you need to make sure a child could understand it (no big words OK - they don’t impress, in fact they can put people off).

  • Keep it real. Just be you - no faking it please. It’s disingenuous and people will eventually see through the facade.

  • Keep it fresh - update it when needed, as your career progresses.

Spend some time going through those questions - you will need to ask for help, maybe send out an anonymous survey monkey (so people will be truthful) to trusted peers, colleagues, academics, trainers and honest friends (not once that will blow smoke up your backside!).

Look for common themes, then start to pull your own value statement together based on your findings.

Whether you work in marketing, or in law, as a receptionist or an administrator, don’t ever think your value is insignificant, We all make an impact, just figure out your contribution and how you do it differently.

I am going to leave you with one of my favourite stories that really brings this message home:

In 1962, President John F. Kennedy visited NASA and noticed a janitor carrying a broom. He walked over to the man and said, "Hi, I'm Jack Kennedy. What are you doing?"
"Well, Mr. President," the janitor responded, "I'm helping put a man on the moon."

I would love to hear from you on any of the above and feel free to share your revamped statement with me, and/or any tips of your own.

Until next time!


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