Part One: Opportunity Statement as a Marketing Plan
Your Opportunity Statement is a dynamic and evolving asset that requires constant attention. It should be shared frequently, practiced regularly, and positioned in front of as many people as possible. Success follows attention, circulation, purpose, and movement. Just like any business or brand, you need a clear position, well-defined targets, and a strategic approach to distributing your message.
Your Opportunity Statement is uniquely yours—it’s your story, packaged for impact. If you don’t believe in it, why should anyone else? The most memorable brands stand out because they are confident, consistent, and compelling.
Breaking Down the Six Key Components of an Opportunity Statement from a Marketing Standpoint:
What You Believe = Core Values
Every successful business is rooted in strong core values. You should be too.Why You Believe It = Your Story
Do the necessary work to discover, package, and articulate what makes you unique.What You Do = How You Help
Clearly communicate your title, industry, and company.How You Do It Differently = Competitive Advantage
Identify 3-5 distinct ways you or your company stand out from the competition.Who You’ve Done It For = Social Proof
Share testimonials, case studies, and success stories that validate your expertise.The Ask = Call to Action
Don’t hesitate to ask for business or invite prospects to take the next step.
Part Two: Brand Consistency
One Thing: This week, challenge yourself to think like an entrepreneur. Many new business owners spend excessive time developing a complex marketing plan. While planning is valuable, overcomplication often leads to unnecessary delays.
When I launched my business, I initially tried to create a formal marketing plan, only to realize within two hours that I didn’t need one. Instead, I had been refining my Opportunity Statement for nearly a year, which already served as my foundation.
Your Opportunity Statement should be at the core of all your marketing materials. I rely on two primary marketing assets to promote my services. Both contain key elements of my Opportunity Statement, reinforcing my message without redundancy. Don’t fall into the trap of chasing perfection before launching. I dedicated just one month to refining my website and marketing booklet before unveiling my brand to the world—and both remain essential tools today.
Your Opportunity Statement can be your marketing plan—if you commit to it.
Action Steps:
Record a short video sharing your full Opportunity Statement.
Dedicate a section on your website to break down each part of your statement.
Use your Opportunity Statement consistently across all platforms to reinforce your brand identity.
The strongest brands are the most consistent ones. Stay true to your message and refine your core belief statement into a concise, memorable tagline. Your unique past will continue to grow in value as you gain experience—don’t suppress it, celebrate it.
Reflection Questions:
What insights have you gained while sharing your Opportunity Statement?
How can you integrate your Opportunity Statement more effectively into your personal marketing?
Part Three: Opportunity Statement Revisited
To ensure clarity and impact, structure your Opportunity Statement using the following framework:
What You Believe
“Before I tell you what I do, let me tell you what I believe…”Why You Believe It
“I believe this because…”What You Do Because of This Belief
“Because of this belief, at [Company Name], we…”How You Do It Differently
“There are many [industry professionals] out there, but here are three ways we stand out…”Who You’ve Done It For (Social Proof)
“We’ve worked with some of the top [industry leaders/companies]…”The Ask (Call to Action)
“If we share the same beliefs and we can help you just as we’ve helped others, what would stop us from working together?”
OR
“Of everything I just shared, what interests you the most?”
By refining and consistently using your Opportunity Statement, you establish a powerful, memorable brand that drives action and results. Trust in it, stay consistent, and let your message work for you.