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Positioning your business in 2023: 7 exercises to define a clear message inspired by Seth Godin (& ChatGPT)

Positioning your business in 2023: 7 exercises to define a clear message inspired by Seth Godin (& ChatGPT)
Positioning your business in 2023: 7 exercises to define a clear message inspired by Seth Godin (& ChatGPT)


We will, together, position your Business and more specifically, define a clear message so that in one sentence your Ideal Customer understands what you have to offer

Who better than Seth Godin, the man with yellow glasses, author and successful speaker in the field of marketing to inspire the content of this video!

Maybe you think 👇 

💬 " Impossible to sum up my Business in a single sentence! I would need a whole page to explain everything and for my client to understand everything I have to offer!" 💬

As you will see, we are going to present you with a very complete and essential exercise to help you define a clear message in several steps and the elements to put in place in order to make your Ideal Customer take action

And this, of course, for more coherence and fluid conversions

So grab a little Spicy Latte, sit back, and let's go kiki, we'll explain everything 🤓

You ready? Let's get it on!

Here is what we will see together

  1. Who is Seth Godin and what is his background?
  2. What is having a clear message and what are its characteristics?
  3. Why have a clear message? The 7 benefits of having a clear message
  4. What is the method for defining a clear message from the book Purple Cow by Seth Godin?
  5. What are the 7 exercises to define a clear message, inspired by Seth Godin's method?
  6. The 8 questions to ask yourself to know if you have defined a clear message
  7. Our 5 tips for defining a clear message
  8. How to use ChatGPT to define a clear message in 2023 (Example)

Don't feel like reading? (even though this article will only take you 16 minutes to read, watch in hand⌚)

Watch the YouTube video: Positioning Your Business in 2023: 7 exercises to define a clear message inspired by Seth Godin

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1. Who is Seth Godin and what is his background?

Seth Godin
Seth Godin
  1. Brilliant childhood: Seth was born with superior intelligence and an insatiable curiosity. He was always looking for new ideas and new ways of thinking
  2. Notable Education: He attended Tufts University, where he earned a master's degree in psychology. He also studied at Stanford University, where he discovered his passion for marketing and business strategy
  3. Marketing Career: After working for several well-known marketing companies, Seth founded his own successful company, Yoyodyne. He has also launched several other businesses and projects over the years
  4. Prolific Author: Seth is the author of several best-selling books, including "Tribal Leadership", "Purple Cow" and "Linchpin". His books are valuable guides for entrepreneurs
  5. Inspirational Speaker: Seth is an incredibly charismatic speaker who has given hundreds of talks around the world. He inspires people to think differently, to step out of their comfort zone and embark on new adventures

Here's where to find Seth Godin:

2. What is having a clear message and what are its characteristics?

  1. Having a clear message is like having a GPS for your business
  2. It's the direction you want to give to your brand, your image and your offer and it's what you want to transmit to your future customers
  3. It is the promise you make to your customers and it is what will make them choose you over your competitors
  4. As an entrepreneur, a clear message will allow you to focus on what's really important to your brand and differentiate yourself from your competitors.
  5. For your future customers, a clear message will help them understand what you offer and determine if your brand is right for them.
  6. In other words, a clear message is essential to take your brand to the next level!

The 5 characteristics of a clear message:

  • Simple: It must be easy to understand for everyone
  • Unique: It must differentiate your brand from others
  • Powerful: Must be able to inspire people to action
  • Consistent: It must be consistent with your company's vision and goals
  • Inspiring: It should make people want to be part of your community

3. Why have a clear message? The 7 benefits of having a clear message

1. Advantage #1 👐 : Differentiation

  1. Having a clear message allows you to differentiate yourself from your competitors and highlight what makes you unique
  2. You choose what you want others to think of you, your offer and your brand
  3. If you don't direct how people view your product, they will invent their own version that may not match yours

2. Benefit #2 🤝: Customer loyalty.

  1. Customers are more loyal to brands that have a clear and consistent message
  2. They will be able to identify with your image more easily if it is well thought out and clear to them.

3. Advantage #3 👉 : Clear orientation

  1. Having a clear message allows you to focus on what is really important to your brand and make more informed decisions
  2. It is essential that each of the contact points conveys the same message
  3. When you create a clear brand message, you ensure that your team is perfectly aligned with your values
  4. This way, everyone is moving in the same direction, telling the same story and creating consistent touch points for your customers

4. Benefit #4 👆: More effective advertising.

  1. When you have a clear message, it is easier to create effective and consistent advertising campaigns
  2. Sales arguments must be clear and understandable in less than 5 seconds
  3. If not, you may not get a good return on your advertising investment

5. Benefit #5 👍: Easier understanding for customers.

  1. Customers understand better what you are offering when you have a clear message.
  2. It helps them determine if your brand is right for them
  3. If the customer doesn't understand what you are offering and the transformation you are promising, they will not take any action

6. Advantage #6 👌 : Simplicity of your selling points.

  1. Repetition is always the key word in marketing
  2. Repeating the same sales arguments "over and over" will lead to more conversions
  3. In marketing, a study shows that you have to repeat the same thing up to 7 times for the customer to take action

7. Benefit #7 💪 Feeling of security.

  1. Communicating the same message on all its platforms and in all its contents, shows the customer a certain rigor and security
  2. The relationship of trust is created more easily when there is consistency in everything you publish

4. What is the method for defining a clear message from the book Purple Cow by Seth Godin?

  1. The method for defining a clear message from "Purple Cow" is simple: be a purple cow!
  2. For Seth Godin, being a purple cow means being extraordinary and different.
  3. Your clear message must therefore highlight what makes you unique and what differentiates you from your competitors.

The 5 steps to defining a clear message according to the book "Purple Cow" by Seth Godin :

  1. Understand the target market: Who is your Ideal Customer and what are their challenges, needs and desires?
  2. Determine what is unique: What makes your product or service different from anything else on the market?
  3. Develop a concise message: How can you explain what is unique in a simple and direct way in a sentence or two?
  4. Test your message: Test your message on friends, colleagues and potential clients to see if they understand it clearly
  5. Adjust and refine: Based on the feedback you receive, adjust your message until it is perfectly clear and convincing.

A concrete example:

Let's say you run a website that connects lawyers and their clients, here's how you could use this method to define your clear message:

1. Step 1: Define who needs to be connected to a lawyer quickly

What type of person (company, divorced family, landlord/owner ...) needs quick legal advice?

2. Step 2: Identify your "purple cow

What makes your service unique and outstanding among other lawyer-client websites? What do you promise your clients by using your website?

3. Step 3: Formulate a clear and concise message that meets these needs

How can you explain in a clear and concise way what your site offers? What are the wants and needs of your target audience? What are clients really looking for when using your website to find a lawyer?

4. Step 4: Test your message with your target audience

How do you know if your clear and concise message is effective in attracting and convincing your target? Where and how can you test this message?

5. Step 5: Edit your message until it is clear

Test several messages and notice which one is more impactful and which one people remember the most.

The Result:

Our website connects clients with the most qualified lawyers to meet their specific needs. With our easy-to-use service, finding the right lawyer has never been easier.

5. What are the 7 exercises for defining a clear message, inspired by Seth Godin's method?

Use one of these 2 structures to define your message:

👉 Structure #1:

For [TARGET] which [PROBLEM], [BRAND] is [OFFER] which [SOLUTION] through/and [SELLING POINT #1].


👉 Structure #2:

[BRAND] is [OFFER] that [SOLUTION] to [TARGET] that [PROBLEM] through [SELLING POINT #1]

1. Exercise #1 🎯: [TARGET]

  1. Who is your Ideal Customer?
  2. Who do you want to help?
  3. Who do you want to sell your Offer to?
  4. Target them and clearly name the category they belong to so that they will recognize you directly once they read your message
  5. To help you out, we invite you to read our blog post: Defining Your Ideal Customer in 2023: The Simple 11-Step Method Inspired by Donald Miller (with the help of ChatGPT)

2. Exercise 2 🆘: [PROBLEM]

  1. What is your Ideal Client's problem?
  2. What is his obstacle to reach his goal?
  3. If you are busy networking in a room full of Ideal Clients, what question would you ask to determine the problem you can solve?
  4. The answer to this question tells you what problem you need to focus on

3. Exercise 3 🧑🎨 : [MARK]

  1. Your company, brand or product name

4. Exercise 4 🎁 : [OFFER]

  1. What is your offer in its entirety? (A service, a training, a coaching, a product ...)
  2. Even if you're creating a new category of revolutionary offerings and you think you have no direct competitors, people need a way to understand what you're doing compared to other products they already know
  3. This is not the right place to be original, it is essential to make yourself understood and not to use crazy terms straight out of your imagination
  4. Just do it and make sure it's a category of offers that your Ideal Client understands

5. Exercise #5 🧮: [SOLUTION]

  1. Establish your mission and define your value proposition
  2. What transformation do you propose?
  3. What makes you different?
  4. What makes you unique?
  5. More specifically, why are you the best?
  6. Why do you exist as a company?
  7. What do you offer your clients that helps them solve a problem or satisfy a need?

6. Exercise n° 6 🏅 : [SALES ARGUMENT N°1]*

  1. *Optional
  2. Use this last element only if your message is not too long and you feel it needs a selling point to convert
  3. What is the proof of your statement?
  4. Try to use concrete terms (number, time, result)
  5. It does not need to be complex and based on specific data
  6. This is your #1 selling point that will convince your Ideal Client that you can deliver on your promise
  7. What will make you able to do what you promise?
  8. This simple positioning statement is very useful to convince your future buyer.
  9. It allows him to consider the hypothesis that the achievement of his objectives is possible thanks to you

7. Exercise #7 🔬 Test, Improve, and Evolve.

  1. Test your value proposition with your prospects to see if it is clear and effective
  2. Improve and refine your clear message based on the feedback from the test phase
  3. Constantly redefine your message so that it is in line with your Offer

Here are some examples of clear messages:

1. Happy.webacademy

For entrepreneurs who want to perform on the Web, the Happy.webacademy is the business academy that propels them on the Web through a complete process of 84 days guaranteed.

2. Cambio

For city dwellers who need a car, Cambio is the sharing service that frees you from car ownership and the hassle of renting.

3. Amazon

For book lovers, Amazon is the online bookseller that offers instant access to over 1.1 million books.

4. HubSpot

For SMBs looking to grow their business, HubSpot is the inbound marketing and automation software that increases lead flow and improves conversion rates.

5. Lift

For growing companies looking to hire hard-to-find candidates, Lever is an applicant tracking system that helps them identify, attract and hire the best candidates.

6. Namely

For mid-sized companies looking for a better way to manage payroll, benefits and HR information, Namely is the HR software that provides an integrated solution and delights employees.

6. The 8 questions to ask yourself to know if you have defined a clear message

  • 👉 Question #1: Is your message defined between 15 and 30 words?
  • 👉 Question #2: Can your message be understood by a 10 year old?
  • 👉 Question #3: Does your message bring out what makes you unique?
  • 👉 Question #4: Does your message clearly explain your value proposition?
  • 👉 Question #5: Can your message be explained using metaphors or stories?
  • 👉 Question #6: Can your message be easily remembered?
  • 👉 Question #7: Can your message be explained to your grandmother?
  • 👉 Question #8: Can your message be understood by your Ideal Client?

7. Our 5 tips for defining a clear message

  • ✨ Tip #1: Be clear and concise, the fewer words you use the better!

Example: Instead of saying "We offer delicious and comforting hot drinks", simply say "We offer hot drinks".

  • ✨ Tip #2: Use metaphors and stories to explain your message

Example: To explain what makes you unique, you can say "We are the only coffee shop that offers hot drinks infused with medicinal plants, it's like having a doctor in your cup".

  • ✨ Tip #3: Make sure your message can be understood by a 10-year-old.

Example: Instead of saying "We offer a real-time quality management solution for businesses", just say "We help businesses know what's going on in real time".

  • ✨ Tip #4: Clearly articulate your value proposition and what makes you unique

Example: Instead of saying "We sell premium products", say "We sell sustainable and environmentally friendly products for premium living".

  • ✨ Tip #5: Make your message easy to remember

Example: Instead of saying "Our company offers a fast delivery service", say "We always deliver on time".

8. How to use ChatGPT to define a clear message (Concrete example)

Here is a sample question to ask ChatGPT to help you define your clear message in 2023:

Hello ChatGPT, imagine that you are a coach specialized in entrepreneurial management, help me to define my clear message according to this scheme: For [TARGET] which [PROBLEM], [BRAND] is [OFFER] which [SOLUTION] thanks to/and [SELLING POINT N°1]
Chat GPT's answer to : "Hello ChatGPT, imagine you are a coach specialized in entrepreneurial management, help me define my clear message following this scheme: For [TARGET] which [PROBLEM], [BRAND] is [OFFER] which [SOLUTION] thanks to/and [SELLING POINT #1]"
ChatGPT's answer to our question

To conclude,

You've just seen how to position your Business and more specifically, how to define a clear message so that in one sentence your Ideal Client understands what you have to offer

And our last (and crispest 🍪) Tips for today 👉 Go "network", even if it's not always easy to get out of your comfort zone (we're talking to introverts), it's always positive to "get wet"! Memorize 3 different ways to say your message. Find 3 groups of 5 people to whom you will say your 3 versions of the message and notice directly which group will have the best perception and will be the most impacted by your message. To go a step further, ask these people to tell you your own message! Sometimes you can be very surprised by the results, both positive and negative, it's up to you to bounce back and improve your message if necessary.

You now have a very complete and essential exercise to help you define your own clear message in several steps. The 7 elements to put in place in order to make your Ideal Client take action are now in your hands!

It's up to you!

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