Context

In the last step, you crafted your headline message (your proposition) to get the attention of your ideal client. In this step, you’ll expand on your message with value principles that retain and engage readers, and support it with more context. These will be your pillars for the next step of expanding again into your unique framework of component elements to fill out your service envelope and help you respond to diverse client needs.

With your position calculated in the previous step, you know who to target on which problem and how you help solve it. In this step, you’ll use this information to craft your headline message to get their attention. In the next step, you’ll expand on this message with value principles that retain their attention and engage them further.

If you’re not sure what to decide for this step, use your best guess and move on. Your perspective will develop and you can always update previous answers as you go, so don’t feel too constrained by what you’ve already written either.

Your value principles are the next logical step for those people interested enough in your headline message that they want to continue reading.

Be sure to refine your headline message, value principles, and unique methodology elements to work well together.

Read all steps for Value