Clear Descriptions That Actually Get You Hired

The Simple Formula

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Basic Template:

"We help [who you help] [what you help them do] through [how you do it] so they can [big benefit]."

Examples:

• "We help busy cafe owners get more weekend customers through Instagram posts so they can focus on making great coffee."
• "We help busy mums make meals in under 30 minutes through simple cooking plans so they can have free evenings." </aside>

Step-by-Step Guide

Step 1: Who Do You Help?

Don't say: "Everyone" or "All businesses"

Do say: Exactly who you help best

How to figure this out:

• Look at your favourite customers - what are they like?
• Who gets the best results from your help?
• Who tells their friends about you?

Examples:

• "Busy working mums" not just "women"
• "Local tradies" not just "small businesses"
• "Couples planning retirement" not just "investors"

Step 2: What Problem Do You Solve?

Don't say: "Better results" or "improved performance"

Do say: Exactly what changes for your customer

How to figure this out:

• What problem do people come to you with?
• What makes them happy after working with you?
• What would they tell their friends about?

Examples:

• "Cut power bills in half" not just "save money"
• "Look great for 12 weeks" not just "look good"
• "Stop worrying about taxes" not just "peace of mind"

Step 3: How Do You Do It?

Don't say: Boring industry words

Do say: What makes your way special

How to figure this out:

• What do you do that others don't?
• What's your special way of doing things?
• What tools or tricks do you use?

Examples:

• "Easy-care hair colours" not just "hair colouring"
• "Fix it right the first time" not just "repairs"
• "Simple meal systems" not just "food advice"

Special Templates for Different Jobs

For Builders & Tradies:

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Template: "We [what you do] for [who you do it for] that [what happens after]"

Tips:

1. Be clear about what you do: Say "bathroom renovations" not just "building work"
2. Say who it's for: "Family homes," "old houses," "small shops"
3. What's different after you're done? How does it help them?

Examples:

• "We put in solar panels for family homes that cut power bills in half"
• "We renovate small bathrooms that feel twice as big without making them bigger"
• "We fix plumbing emergencies for local families within 2 hours, guaranteed" </aside>

For Hair & Beauty:

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Template: "We help [who you help] get [what look/feeling] through [your special way] so they can [how it helps their life]"

Tips:

1. Who is your ideal customer: Their age, lifestyle, hair type
2. How do they look/feel when done: What's the end result?
3. Your special technique: What makes your way different?
4. How does it help their daily life? Why does it matter?

Examples:

• "We create easy-care hair colours for busy mums so they look great for 12 weeks"
• "We do wedding makeup that looks amazing in photos and lasts through happy tears"
• "We give men's haircuts that look good all week, not just on day one" </aside>

For Money Helpers (Accountants):

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Template: "We help [who you help] [money outcome] through [your method] so they can [life benefit]"

Tips:

1. Pick your special customer: What type of people do you understand best?
2. Be clear about money results: Numbers, timeframes, problems solved
3. Explain your approach: What makes you different?
4. Connect to life goals: What does this money help them do?

Examples:

• "We help tradies set up business structures that save thousands in tax each year"
• "We create retirement plans for couples in their 50s so they can stop worrying about money and start planning adventures"
• "We handle the books for small businesses so owners can focus on customers, not spreadsheets" </aside>

For Cafes & Restaurants:

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Template: "We [what you serve] for [who you serve] that [special experience/result]"

Tips:

1. What's your special food: What type of food, event, or dining experience?
2. Who is it perfect for: Families, business people, couples, etc.
3. What's special about eating with you: What makes it different?
4. How do people feel after: What's the end result?

Examples:

• "We cater office lunches that get people talking (not checking their phones)"
• "We host kids' birthday parties that tire them out so parents can relax"
• "We serve breakfast that gets tradies fueled up and back to work in under 15 minutes" </aside>

Quick Templates Anyone Can Use

Template 1: The Time-Saver

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Template 2: The Problem-Solver

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Template 3: The Results-Focused

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Your Turn: Fill This Out

What you say now:

Who you help best:

The main problem they have:

The result you give them:

What makes your way special:

The big benefit this gives them:

Your new description using the template:

Words to Avoid & Better Options

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