As important as it is to develop a signature framework that differentiates you from the crowd … it's equally important to articulate that value clearly to event planners and decision-makers.
Having a powerful framework isn't enough if you can't communicate its value in a way that resonates instantly.
Truth is … all the biggest "speaking markets" are massively competitive. Leadership and management. Sales and marketing. Personal development and transformation…
… these are the BIG THREE broad markets where 90% of all the speaking money flows around.
Even with a signature framework, you still need to articulate your value proposition with absolute clarity if you want to stand out in these crowded markets.
You'll hit a wall if you try to compete with a muddy value proposition. Good night. Thank you for playing. Next…
I hinted how to go about creating a signature framework on the previous page. But let's explore how to articulate its value now. Time to change into your "communications expert" outfit.
Before we dive into crafting your value proposition, let's clarify why it's so critical:
The easiest and fastest way to craft your value proposition is to follow a simple formula. Look at what makes your framework uniquely valuable … and then articulate that in a way that's instantly clear.
Your goal is to craft a value proposition that's so clear and compelling that event planners can immediately see why they should choose you over any other speaker.
One of the things I like to do is create a value proposition that focuses on outcomes rather than process. When they zig with "how" statements, I zag with "what happens" statements…
Let's look at a real world example…
Let's say you've developed a framework called "The CLARITY Method" for helping teams communicate more effectively.
A weak value proposition would be:
"I teach teams The CLARITY Method, a proprietary framework for better communication."
That's not terrible, but it doesn't create immediate value in the mind of the event planner. It focuses on what you do, not what happens as a result.
Here's a stronger value proposition:
"I help executive teams reduce decision-making time by 60% through The CLARITY Method, a communication system that eliminates costly misunderstandings and accelerates group alignment."
See the difference? The second version:
The formula for a powerful value proposition looks like this:
Let's look at another example. Before working with us, a healthcare speaker had this value proposition:
"I speak about patient experience and helping healthcare teams improve their bedside manner."
After applying our value proposition clarity formula, it transformed to:
"I help healthcare organizations increase patient satisfaction scores by 35% through The Empathetic Connection Framework, a system that transforms clinical interactions into healing relationships without adding time to patient encounters."
Do you see how much more powerful the second version is? It creates immediate clarity about the value this speaker brings.
When crafting your value proposition, avoid these common mistakes:
Your value proposition should be the centerpiece of all your marketing materials. It should appear prominently on your:
The power of a clear value proposition cannot be overstated. We've seen speakers transform their booking rates simply by clarifying and strengthening their value proposition - without changing anything else about their marketing.
At Speaker Clarity Coach, we help speakers refine their value propositions until they create immediate clarity in the minds of event planners. The process requires brutal honesty and a willingness to strip away anything that doesn't directly communicate value.
Remember: event planners are looking for speakers who can solve specific problems for their audiences. Your value proposition should make it instantly clear that you are that solution.
In the next section, we'll explore how to position yourself based on the transformation you create rather than the topic you speak on - the third critical element of the Clarity System.