One sentence, spoken English
Not a tagline, not a mission statement. A plain description of what you do, for whom, and in what shape. Example: "I cook weekly meal-prep for busy families in north Austin — drop-off or in-home, dietary needs included."
That's it. No cleverness required. If someone texts "what do you do?" you paste this and move on.
Kill hidden promises
Read your sentence back and strip anything that sneaks in unlimited scope:
- "Anything you want" — replace with the specific service shapes from Lesson 1.
- "Healthy" without definition — means something different to every client. Be specific or drop it.
- "Affordable" — invites negotiation before you've even quoted. Let pricing speak for itself later.
- "Customized to your needs" — every chef says this. Replace with what you actually customize (dietary compliance, weekly rotation, family-style vs individual portions).
Same sentence everywhere
Your offer line should appear — word for word — in every place a prospect might find you:
- Social media bio (Instagram, Facebook page, LinkedIn if you work corporate events).
- DM or email opener when someone asks what you do.
- Referral blurb you give to happy clients ("here's how to describe me to friends").
- Website hero text, if you have one (more on web presence in a later lesson).
Consistency isn't boring — it's how people remember and repeat you accurately. Different descriptions on different platforms create confusion that loses leads.
Test it
Say it to someone — a friend, a partner, a fellow cook — in under 12 seconds. If they ask three clarifying questions, tighten the nouns and scope, not the adjectives.
Before you continue
Final sentence in writing. Label it v1 so you give yourself permission to revise later — but commit to using it starting now.