This is the section where you hit them where it hurts. You start strong, describing in detail the problem they’re facing and why the stakes are so high.
This section needs to be specific and detailed. No empty platitudes. Think about including research, statistics, and data that shows why this problem is so dire.
Now give an overview of your offer. You want to emphasize the outcomes…not the process. What are they going to get if they work with you? You want this to really feel like the solution to the problem you’ve just described in detail.
This is your opportunity to showcase your expertise and experience. It should absolutely give the reader context into who you are and the fact that you created this offer as an answer to a problem you have seen throughout your career. It’s your opportunity to really showcase why you are THE person to solve this problem.
It’s also where you can more deeply explain your spiky POVs about this industry and work.
You really want to paint a clear picture of the ideal customer and set proper expectations about what makes someone an ideal fit for your work.
Now you can get into how you do what you do. This should/could include a few different sections:
You want to be detailed, but don’t make this an epic snooze-fest either. And again, emphasize the OUTCOME for each element.
I typically recommend having this as a range and making it clear that it’s dependent on the complexity of their business.