Now that we have the first part of your Make-It-Matter Statement, your “I am…” positioning term, then we focus on the second part, your target Market.

It’s not helpful at all to say your target market is just entrepreneurs because it communicates laziness and lack of focus. Instead, your statement will ‘pop’ quite a bit more if you were to say your target market is “entrepreneurs with teams of 2 to 10 who’ve been in business at least five years and are trying to safely get off the entrepreneur treadmill they built in their business…”

That specificity alone tells me you’ve done your homework. It shows intentionality, research, expertise, and it also implies you have just as specific of a plan to help that target Market get great results.

Start with your “I am…” positioning term, like “I guide…” or “I am a champion for…” or “I help…” and then, mention your specific target Market, like female executives or tech startups or parents with kids under the age of five. Be specific and your message will automatically start attracting a more specific audience for you to serve.

The Keynote Clarity for Thought Leaders Flash Briefing is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to The Keynote Clarity for Thought Leaders Flash Briefing by visiting bit.ly/KeynoteClarity and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”