What exactly do you do? | Challenge Part 3
Master Your Message: Define & Document Your Writer's Voice
Welcome to The Content Brief 💼, a community designed to help you take control of your content with a strategy and system to make it feel simple. It’s less “how to succeed on Substack” … more *how to stay sane* as the Editor in Chief of your content.
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⏪ Last time, considering why you write what you do. Find that here.
⏩ Today, thinking through what you are inviting people into in your writing.
What is the ultimate experience—the *transformation*—you want for someone?
How do you do what you do differently or better than anyone else?
I love this perspective:
“Here is a simple but powerful rule: always give people more than they expect to get.” — NELSON BOSWELL
Now we’re digging into your what, thinking through what you are inviting people into in your writing.
Grab a notebook or open a blank doc and treat the following like a workbook:
Step 1: Reflect on the following
What is the primary problem you solve via your Substack publication?
If you offer other products/services, also list the name and primary problem for each so you have a list like:
OFFER NAME (PROBLEM)
Free subscription (PROBLEM)
Paid subscription (PROBLEM)
Etc.
2. How do you solve it?
Do you have a "signature" approach or process for doing so?
What are the nuts and bolts of what you do or create (the features—like a “what’s included in the box” list)?
Bonuses? Guarantees? Payment plans?
Add to your list from above:
OFFER NAME (PROBLEM) | PRICE | FEATURES
Free subscription (PROBLEM) | PRICE | FEATURES
Paid subscription (PROBLEM) | PRICE | FEATURES
Etc.
3. What benefit does your ideal client or customer receive in each of the above offers?
What will make their life easier, better?
What can they have/do/be with your product or service?
What is the end result they walk away with? The transformation (think of it as: you get [this feature] so that you can [benefit how]?
Again, add to your list:
OFFER NAME (PROBLEM) | PRICE | FEATURES | BENEFITS
Free subscription (PROBLEM) | PRICE | FEATURES | BENEFITS
Paid subscription (PROBLEM) | PRICE | FEATURES | BENEFITS
Etc.
How do you design a stand-out experience for your reader (or customer) before/during/after they subscribe (or purchase)?
Before subscribe/purchase:
During subscribe/purchase:
After subscribe/purchase:
What does your free subscription include? How does it help your ideal reader get a quick win or take a step toward being ready for a paid subscription or your product/service solution? Even though it’s “free,” the reader is still handing over their email address. Is it worth $5/month?
Step 2: Fill in the template
Based on your reflection, complete this sentence:
[Your Substack name] solves/helps [primary problem] by [signature solution].
I offer:
Free subscription, which will [transformation].
Paid subscription, which will [transformation].
Product/Service 1, which will [transformation].
Product/Service 2, which will [transformation].
etc.
For example:
The Content Brief helps creatives cut the overwhelm, say goodbye to trying to figure out every moving piece of your content creation alone, and finally build a simple content strategy and sustainable system that fits your real life.
I offer:
Free subscription, which will help you simplify your content strategy and system.
Paid subscription, which will get you access inside the community for step-by-step support and exclusive events like the quarterly Content Planning Party to help you plot out your content for the next three months (so you actually get it done).
Step 3: Share in the comments
📣 I’d love to hear from you. Head to the comments and join in!
What’s your Substack publication? Drop a link!
Share your problem/solution statement and any or all of your offer transformations.
⏩ Next up:
Grab your Writer’s Voice & Style Guide template
When you click the link, you will see a "read-only" version of the template in GoogleDocs. Click "Make a copy" to create your own copy to edit and customize. I keep this guide in my bookmarks bar for easy access and to serve as a constant reference and filter for everything I create.
Thanks for reading! I’d love to hear in the comments if this resonated or if there’s something you’re going to try. Seriously, drop a comment or hit reply. I'd honestly loooove to hear from you. Typing into the void isn't nearly as fun as interacting with a real human—you! 🫶
For more:
💌 Subscribe to the newsletter and get my Content Idea Bank and set-up tutorial free.
🎉 Become a member and join our next Content Planning Party.
📩 Forward this to a creative friend who could use more ease in their content.
Thanks! I pour a lot of love into this space and I hope you can feel it. It wouldn’t be the same without YOU!