You’ve got 2-3 sentences (or say 60 seconds) to answer the question.

Where do you start?

If you’re like most business owners, this is a killer question to answer succinctly. If someone’s asked you in person you may have broken eye-contact while you try to concentrate, or given a few ums and ‘kind ofs’. If you’re writing copy, you may simply be faced with that beautifully torturous blank screen.

Well fear no more, because I want to share with you a super easy template you can use to quickly write down the value of your offer in just a few lines.

Ready?

Here you go:

[Product] is a [USP] [Industry] [Noun] which helps [Target Market] see [Results] through [Method]

If it seems like a lot of bits going together, don’t worry, most of those should be pretty easy to complete, for example:

• Product
  • What is the name of your product?
• USP
  • How are you new or different?
• Industry
  • Which industry do you work in?
• Noun
  • Is the product a method / system / book / course / seminar – what IS the product?
• Target market
  • Who is it for?
• Results
  • What results can they experience?
• Method
  • What method do you use to help them get those results?

I recently used this to sum up my signature membership course Write With Influence:

Write With Influence is a complete copywriting training system. With straight-talking tutorials (for beginners and pros), it’s now easier than ever for more people to create compelling marketing content.

Let’s break it down.

• Product
  • Write With Influence
• USP
  • It’s complete
• Industry
  • Copywriting
• Noun
  • Training System
• Target market
  • Beginners and pros
• Results
  • Creating compelling marketing content faster more easily
• Method
  • Straight-talking tutorials

It doesn’t matter about the order

Don’t worry about keeping things in the strict order of the original outline, the key here is to try to include the key parts of what makes you attractive to your ideal customer. How might another product work?

ABC Illustration is a boutique design studio. We help artisans sell their work for what its worth by giving them the image of a luxury brand.

Again, let’s break it down:

ABC Illustration [Product] is a boutique [USP] Design [Industry] studio [noun]. We help artisans [target market] sell their work for what it’s worth [results] by giving them the image of a luxury brand [method]

How will you nail your answer?

Let me know what you come up with, I’d love to hear your killer reply!