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

Craft a Strong Value Statement using AI

Tuhin Patra

Jan 04, 2025

People don’t buy a product. They buy the transformation that product promises.

Yet, most of us focus on what we do instead of the transformation the audience will experience.

Harsh truth: the audience doesn’t care about who you are and what you do.

All they want to know is: “Can you help me make my life better?”

And if they can’t see how you’ll help them improve their lives in 5 seconds, they’ll move on.

As soon as someone comes across your brand, they must understand:

Is this for them?
What do you help them do?
How will it make their life better?

The best way do this with a value statement: a single sentence that communicates who you help, what you help them achieve, and the outcome they can expect.

In the last 2 articles, we’ve defined who we’ll serve, and the problems they face that we can solve through content.

Now, let’s combine these using AI into a powerful statement like this that makes your audience think: “Yes, that’s exactly what I need.”:

Let’s begin!

Crafting your value statement

The format is simple:

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

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

Use the following prompt with ChatGPT/Claude.

Replace [BUSINESS] by the name of your business, and [NICHE] with your niche. Upload the ideal reader avatar and pain point documents we created in the earlier articles.

You're an expert copywriter specializing in positioning online brands so they stand out from the competition.

You are the chief strategist and growth expert for [BUSINESS].

General template of a value statement: "[BUSINESS] helps [WHO] do [WHAT] using [HOW] that lets them [OUTCOME]."

Combine this with:
1. The good stuff the ideal customer will achieve or experience: How easy their lives are going to be, how much faster are they going to get what they want, how would they feel to experience the dream scenario.

2. The bad stuff the ideal customer will avoid: risks we help them avoid, they don’t have to experience the slowness, all the pain and suffering they have to go through without our help

Ex: "DeepWriting helps solopreneurs struck in the content grind publish authority-building content in half the time using AI-powered content systems so they can grow their influence and scale their business without burning out."

Let's think through each of these three components one by one.

The niche we are working with is [NICHE].

I have uploaded the ideal reader avatar and their pain points. Go through them thoroughly and help me craft the value statement.

This is an 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>.

The AI will go through the ideal reader avatar and pain point documents and suggest the potential options to narrow down the WHO:

Choose the one that resonates with you, and move forward.

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

Boom!

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

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.

Here’s what I do: try the same prompt in 3 different sessions, and sometimes across different AI models. Capture what you like, and then combine them till you find something you love.

Once you’ve finalized your value statement, use it everywhere — in your bio, newsletter description, website copy.

Every time you work with ChatGPT, Claude, or any other AI tool, upload the value statement along with the ideal reader avatar and pain points document.

This makes the AI aware of your brand’s positioning, your audience, and the problems you solve, ensuring that every piece of content it generates is consistent, and aligned with your brand.

Awesome! Let’s continue building our brand online. Here’s how to create a movement around your brand: