Write An "I Help" Statement That Sticks With People (How to Explain What You Do)

The most ancient messaging exercise of all time since the internet is the "I help" statement.

"I help target audience achieve goal result." And that classic "I help" statement honestly gets so much flack, and I have a theory.

I have a theory that most of the things that you fear in your business are a bug put in your ear by someone trying to sell you an alternative.

No, there is nothing wrong with the classic "I help" statement, "I help target audience achieve result," without "thing they don't wanna do to get it." Like, that's another extended version.

I mean, in terms of copywriting, starting with I isn't necessarily the strongest move, but the "I help" statement, I still teach it.

I still love it.

Sometimes we need that clear, formulaic sentence just to get the ball rolling, and then we can get it to be more creative from there.

My "I help" statement is usually, "I help service-based business owners get clients from Instagram." And one time, I was teaching, and I'm teaching messaging to my students in Magic Marketing Machine, and I'm teaching putting together your one-liner sentence and putting it in your Instagram bio and using it everywhere and all that.

And someone was feeling really frustrated in that moment because it can be a frustrating process to uncover, for sure.

And they said, "Oh, Jenna, but, uh, it's just you're so lucky.

Like, you have such a clear 'I help' statement.

Like, it's so, it was so easy for you." [gasps] Excuse moi? Do not act like I didn't toil over that "I help" statement.

Yeah, it sounds simple now, "I help service-based business owners get clients from Instagram." Sure.

But it wasn't simple when I was creating it.

I was like, "I do so much more than that.

I am so much more than that.

You're also gonna get views.

You're also gonna get followers.

You're also gonna spend less time on your phone.

You're gonna build your public image." Like, there were all these things that I was so excited about that I could do for entrepreneurs and business owners.

And, like, deducing it to getting clients instead of followers and views and all these other things, I felt like that was limiting myself.

I hear this a lot in the wellness space too, right? If you have all these skills, and people gain so much in different directions from working with you, we try and cram it all in.

But by cramming it all in, you muddy the entire experience, and you're left with people not understanding what you do.

I'm gonna say that again.

If you try and put everything you do into one giant run-on "I help" statement, or ram it all into your Instagram bio, or load your website with all of the different things that you can do, more information does not equal clarity, right? Less succinct information equals clarity.