September 26, 2025

Reader,

Last week I heard a quote that made me think very deeply: "If you can't describe your offer in one sentence, it lacks clarity."

As a quick exercise, can you describe what you offer in one sentence?

I talk to a lot of business owners who want to grow on social media.

They want an influential personal brand. They want to be posting daily. And they want somebody to help them do that.

Unfortunately for them, I have to turn them down.

Not because I want to, but because of one key thing: they're not clear on their messaging.

The McLaren Test

A year ago, I got on a call with a realtor who wanted to grow his socials. At the time, I wasn't so fine-tuned into exactly who I helped and why.

When I asked him why he wanted to invest in social media, he said he wanted to buy a McLaren.

I stopped there. I didn't dig deeper. I didn't ask "why?"

Instead, I offered him a free video script and edit, and he accepted.

I thought to myself, "here's someone I can help!"

So my team sent over a script for him to film. All he had to do was pull out his phone, click record, and send us the footage.

But as the days passed, I never heard back from him.

It confused me to not see the initiative from him to want to help himself. That's when I realized there was nothing I could do to help him, because he didn't have the purpose to hold himself accountable to take one single step towards the mission he wanted to accomplish.

A lot of people think that growing a business or personal brand is about them, but in reality, it's not.

If you're not wanting to make this world a better place, you can't pay me enough money to help you grow your brand.

The way I gauge whether prospects are a good match for us is by asking:

1. Why are you looking to grow your brand?
2. How long have you been wanting to grow your brand?
3. What do you want your future to look like?

These three questions tell me everything I need to know about the type of business owner they are. The ones who answer with something greater than themselves are the clients we choose to work with.

If you want to find your purpose, start with the end in mind. Write down what you want, then ask yourself why. For every answer, continue asking why until you realize the reason you do things has nothing to do with you at all. That's when you know what your purpose is.

We put all of our clients' purpose front and center using this formula:

"I help X achieve Y with Z so that they can A, B, and C."

The ones who answer "so that they can make more money" aren't a fit. The ones who answer with something like "so that they can change their industry for the better" are exactly who we help.

My one sentence: “We help purpose-driven leaders amplify their message with content that grows their business, influence, and impact.”

If you haven't already, check out our Personal Branding Workbook—it's free and will help you get clarity in your messaging.

Because if you can't describe what you offer in one sentence, how can you expect your audience to understand it?

Keep serving with purpose,

Seb & Jaz