How To Position Your Business as the Obvious Choice in a Crowded Market Using AI

Craft a Strong Value Statement using AI

Jan 04, 2025

Welcome to 2025, Deep Writers!

The online writing space has never been more crowded.

Standing out is no more about just writing better. It’s about positioning your business to become the obvious choice for your ideal readers.

That’s what we’ll explore in this four-part series: Creating a Unique Value Proposition (UVP) that makes your content business distinctive and memorable.

I learned this 4-step framework from Justin Welsh, one of the sharpest minds in personal branding:

Crafting your value statement
Understanding the ideal reader’s pain points and aspirations
Creating a movement
Bringing it all together to create the UVP

Today, we start with the foundation: The Value Statement.

By the end of this article, you’ll know how to use AI to craft a strong value statement:

Before we begin, make sure you’re clear about your writing niche. If you haven’t chosen one yet, follow this guide:

Struggling to Choose a Niche? This Proven Framework + AI Makes It Effortless

Tuhin Patra

December 28, 2024

Read full story

To conduct a thorough market research, we’ll use Google’s Deep Research. If you’re unfamiliar with the tool, follow this guide:

Google's Deep Research: The Research Assistant Writers Have Been Waiting For

Tuhin Patra

December 22, 2024

Read full story

Let’s go.

Value statement is the elevator pitch for your content business

The format is simple:

[BUSINESS] helps [WHO] do [WHAT] that lets them [OUTCOME].

[WHO] - Who is your target audience?
[WHAT] - What specific skill, transformation, or benefit do you offer them?
[OUTCOME] - What result or improvement can they expect?

Once we arrive at our value statement, we will save it and use it to guide all of our future blog posts/newsletter issues/social media posts.

The idea is to create a strong association between our brand and the niche in the mind of the ideal reader.

Identifying the market segment

The niche finding framework helped us come up with a broad niche.

For me, it was: “Writing about AI advancements, AI applications for content creators, and practical AI tools for writers.”

Now, let’s use Deep Research to find categories of people interested in this niche, and then we’ll see which one resonates with us the most.

Replace [NICHE] with your chosen niche, and feed the below prompt into Deep Research:

I am building a newsletter in the niche: [NICHE]

Conduct a thorough market research on this niche and:

(1) Find major market segments with a strong interest
(2) Within each segment, identify the different demographic profiles based on occupation, income, education, and geographic location.
(3) For each demographic profile, provide a concise overview of their Demographic and Psychographic profile (Profile, Age, Occupation, Income, Education, Needs and Motivations, Habits, Mindset).

Also consider Reddit threads, YouTube comments, and Amazon book reviews for the research.

It will come up with a research plan. Click on ‘Start Research’ to begin.

Of the multiple segments of people interested in your niche, pick one you find interesting:

Note: It took me three iterations to arrive at a segment I resonated with. If you don’t like something on the first go, open up a new chat session and iterate.

Identifying the pain points to solve

Okay, now that we have identified who we would serve, let’s understand the challenges our potential audience faces.

We’ll use Deep Research to conduct another market research and answer the following questions:

What are their frustrations (pain points) that we can solve
What are their motivations (goals)
What are the factors that will influence their buying a paid subscription to our newsletter
What do they hope to gain from our newsletter

Open a new chat session with Deep Research and use the following prompt.

Replace [NICHE] with your chosen niche, and [MARKET_SEGMENT] with your chosen market segment.

I am building a newsletter in the niche [NICHE].
Our target market segment is [MARKET_SEGMENT].

Conduct a thorough market research and help me identify major demographics and psychographics on who could benefit from our newsletter.

Here are the questions we need to answer:

1. What are their frustrations (pain points) that we can solve
2. What are their motivations (goals)
3. What are the factors that will influence their buying a paid subscription to our newsletter
4. What do they hope to gain from our newsletter

Also consider Reddit threads, YouTube comments, and Amazon book reviews for the research.

This is a snippet of what it came up with:

Save the research into a PDF document (Open in Docs → File → Download → PDF).

We’ll feed this research document into GPT/Claude to come up with our value statement.

Crafting your value statement

Now that we have a solid understanding of the market and the challenges our potential reader faces, let’s use these to come up with our value statement.

Use the following prompt with GPT/Claude.

Replace [BUSINESS] by the name of your business, [NICHE] with the niche you’re writing on, and [DIFFERENTIATOR] by the unique property that you feel sets you apart.

This is the differentiator I used: “My differentiator is that I have formal education in AI and I can go deep into AI concepts.”

Think of something that will make you stand out in the niche.

Remember to upload the market research document you saved in the last step.

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 and growth expert for [BUSINESS].

The first step in crafting a powerful UVP is the value statement. Your task is to help me craft a strong value statement.

Format of a value statement: "XYZ helps [WHO] do [WHAT] that lets them [OUTCOME]"

You'll think through each of these three components: [WHO], [WHAT], [OUTCOME].

The niche we are working with is [NICHE].

My differentiator is that [DIFFERENTIATOR].

We have conducted a thorough market research in this niche to identify the major demographics and psychographics of people could benefit from our newsletter.

I have uploaded the market research document. Go through the report thoroughly and help me craft the value statement.

This is a iterative process. Let me know your thought process and ask questions one at a time if you need any clarification. Only once one component is finalized will we move to the next.

Let's begin crafting the value statement.

Start with the [WHO].

GPT will give you a few potential options to narrow down the WHO:

Choose one or more of what resonates with you, and it will define the WHO:

This is a bit lengthy. So, I decided to stick with “writing entrepreneurs overwhelmed by AI”.

The AI will take you through the rest of the process and arrive at a value statement.

This Is An Iterative Process

A strong value statement rarely emerges perfect on the first try.

If you don’t get a satisfactory result the first time, try again in a different chat session.

Each attempt will reveal something new.

Sometimes you realize your WHO is too broad, sometimes your WHAT isn’t compelling enough, and sometimes your OUTCOME doesn’t capture the true value you provide.

I would suggest trying at least three times before finalizing anything.

Enjoy the process.

Once you’re done crafting the value statement, save it in a text file called value.txt.

Let’s now move to step 2 of crafting the UVP: Understanding the ideal reader’s pain points and aspirations.