Forget Branding—Here’s How to Build a Movement Around Your Business Using AI
Transform readers into fans by giving them a cause to rally behind
Welcome to the depths, Deep Writers!
In our journey to craft a compelling Unique Value Proposition (UVP), we’ve already:
Created a strong value statement that clearly communicates what makes our writing business unique
Identified our ideal reader’s pain points and aspirations
Today, we’ll create a movement our audience can identify with.
Before we begin, be ready with the following:
The value statement file (created in Step 1)
The pain points file (created in Step 2)
The aspirations file (created in Step 2)
The market research PDF (created in Step 1)
Let’s go!
Let's Build a Movement That Matters
People don’t buy what you do; they buy why you do it.
— Simon Sinek
People don’t remember fence-sitters. They remember those who stand for something.
They remember those who make them think — those who challenge existing beliefs, behaviors, and norms.
They remember those that make them go: “Hell yeah!!” or “F*ck you!!”
That’s the power of movements. You either agree with a movement and join it, or stand against it. There’s no middle ground.
And the businesses that create movements don’t just get customers — they create fierce advocates (Apple’s “Think Different” campaign, Nike’s “Just Do It.”).
We’ll build something similar.
We’ll not just sell products and services, we’ll change how people think and act.
Here’s what a movement statement would look like when crafted using this framework:
The Movement Creation Prompt
Let’s use the market research document and have AI identify the most painful problem our ideal reader faces, understand the real reason behind their pains, and show them how to overcome the enemy.
Create a new chat session with Claude or GPT-4 and paste this prompt:
You are Justin Welsh, the expert online businessperson and copywriter. You excel in positioning online brands so they stand out from the competition. You have helped 100+ writing businesses craft their unique value proposition.
You are the chief strategist for {BUSINESS_NAME}. Your task is to create a movement that resonates with our ideal readers/customers. We aim not just to build a customer base but to establish a cause that our audience can rally behind.
We have already defined:
1. Value statement (uploaded as "{VALUE_FILE}"). This will tell you a brief about what the business helps the target reader/customer achieve.
2. Pain Points our target readers/customers face (uploaded as "{PAIN_POINT_FILE}")
3. Aspirations our target readers/customers dream of achieving (uploaded as "{ASPIRATIONS_FILE}")
4. We have conducted a thorough market research to understand the challenges and aspirations of our ideal reader. It's uploaded as "{MARKET_RESEARCH_FILE}".
Utilize the market research and design a movement following these steps:
1. Understand the mindset of the ideal reader (core beliefs)
2. Use the pain points provided to identify a core issue or frustration that our audience faces. This should be a pain point they deeply resonate with, making them feel seen and understood.
3. Frame the issue by identifying a shared "enemy" that is not the audience themselves. The enemy could be an outdated way of working, a prevailing belief or assumption, or a systemic challenge or barrier.
4. Demonstrate how we can overcome this enemy.
Requirements for the Movement Statement:
1. Name the "enemy" or "old way of thinking/working" that keeps the audience stuck.
2. Emphasize their worth, potential, and the unique opportunity they have.
3. Offer the New Vision or Movement. Describe how we will help them overcome that enemy together.
4. Motivate them to take action or adopt a new mindset/approach.
5. Avoid inventing facts or referencing details that aren’t in the pain points, aspirations, or value statement.
The movement statement should be a max of 3 short paragraphs (or a concise single paragraph if it fits better). Use short, powerful sentences.
Remind me if I forget to upload any file. Do not begin until you have all the information ready.
Begin your movement statement now.{BUSINESS_NAME}: Replace with the name of your business{VALUE_FILE}: Insert the file name containing the value statement (ex. Value.txt){PAIN_POINT_FILE}: Insert the file name containing the target reader/customer’s pain points (ex. Pain Points.txt){ASPIRATIONS_FILE}: Insert the file name containing the target reader/customer’s aspirations (ex. Aspirations.txt){MARKET_RESEARCH_FILE}: Insert the file name containing the market research (ex. Market_Research.pdf)
What Makes This Prompt Powerful
Expert Perspective: The prompt taps into proven principles of brand positioning and movement creation.
Systematic Approach: The four-step process ensures we’re not just guessing— we’re methodically building a movement based on real insights.
Enemy Identification: Every great movement needs an adversary. But notice— the enemy is never the reader. It’s always an external force, belief, or system they can unite against.
Structured Output: The specific requirements ensure your movement statement is focused, actionable, and directly tied to your readers’ reality.
Again, as usual, it’s very unlikely you’ll get something great on the first try. Iterate.
Try atleast thrice using new chat sessions, and with multiple language models if possible.
Paste the outputs into a Notion document and see which resonates most with you.
What Makes a Great Movement?
Authenticity: They emerge from genuine conviction, not market opportunity
Clarity: They identify a specific problem that keeps the ideal reader/customer stuck
Empowerment: They show the readers their true potential
Action: They provide a clear path forward
Community: They create a sense of belonging
Hope: They paint a picture of a better future
Once you’re done, save the movement statement into a text file: movement.txt.
Bringing It All Together
Okay, we’ve done the hard yards. Let’s take everything we’ve created—the value statement, pain points, aspirations, and movement—and combine them into a powerful UVP that makes your writing business unforgettable.
Want personalized help implementing AI in your writing process?
I offer 90-minute sessions where we build your custom AI content system together.
Thank you for this helpful advice. I use ChatGPT a little bit, but I have a lot to learn.
Tubin, I must catch up here. I'm having great results with ChatGPT, who is now Sam. I've been experimenting with training this AI to speak as me, and whenever a word or phrase comes out, I respond that I'd never say that.
I'm looking forward to using your prompt structure