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What is your “Primary Claim?”

December 13th, 2016

When I do LinkedIn Profile strategy sessions, I talk about your “primary claim.” What is the thing (or small collection of things) that you are promising to your future employer? Or, put another way, what is your “value proposition?”

I like focusing on a primary claim because I think too many job seekers… well, pretty much everyone, including marketing professionals for companies, don’t narrow down to the main, primary thing. We are afraid of getting too specific, lest we leave something out of our marketing message.  What if we narrow our message down and exclude people who would otherwise hire us, or pay us money?

Better to just give the entire list of our offerings, or claims, right?

I challenge you, like I challenge the people I do a LinkedIn session with, to figure out what your PRIMARY claim is. If you had to narrow it down to one phrase, or tagline, what would it be?

You can tell your story, and help people understand your breadth and depth, with what I’ll call secondary claims (and some other techniques/tools), but make sure you understand and communicate your primary claim.

Understanding your primary claim makes it easier for you to communicate what you need to in interviews, while networking, and on your marketing documents (resume, profiles, etc.).

Communicating your primary claim well makes it easier to know how to talk about you. This is a profound concept. If you can communicate your primary claim well, the people on the receiving in can know how to communicate about you. If you don’t know what your primary (or secondary) claims are, how in the world are they going to talk about you the right way?  Don’t rely on luck when it comes to your branding.

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