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$$ \LARGE\textsf{ "How do I communicate my value so people understand why it matters?" ⤵} $$

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Your week at a glance

• Tuesday, October 13: Learn positioning, value proposition, and messaging, then begin your drafts
• Thursday, October 15: Practise your message and gather feedback in the Practice Lab
• Monday, October 19: Submit your Offer & Positioning Kit </aside>

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🎯 Weekly outcomes

Turn your customer insight into clear language people can understand and respond to.

By the end of the week, you can:

• Explain who you help and the outcome you support
• Describe what makes your approach meaningfully different
• Communicate your offer clearly in conversation
• Use repeatable messages across key channels
• Create a shareable first version of your digital presence </aside>

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📌 Practice Lab preparation

Bring language you can say aloud, test with others, and improve through feedback.

Prepare:

• Value Proposition Statement
• Elevator Pitch
• Social Headline
• One message from your Messaging Playbook
• Early Landing Page or One-Pager

Focus on clarity, specificity, and the questions you still need to answer.

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📝 Submit by Monday, October 19th

Save the strongest current version of your Offer & Positioning Kit:

• Value Proposition Statement
• Elevator Pitch
• Social Headline
• Messaging Playbook with proof points
• Draft Landing Page or One-Pager
• What I Will Test Next

Keep refining the language as you test what helps the right people understand your value.

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Your speaker this week

Learn from a communications strategist who helps organizations explain their value clearly and reach the right audiences.

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Jocelyn Courneya

Jocelyn founded 558 Media, a marketing consultancy that helps nonprofits, startups, and social-impact organizations tell clearer stories and grow their reach.

Her work focuses on:

• Strategic communications
• Brand strategy and storytelling
• Digital campaigns and social media
• Equity-centred marketing
• 💬 Questions you could ask Jocelyn

➡️ View Jocelyn’s full profile and connect on LinkedIn.

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Your learning path

Work through each stage in order: learn the foundations, draft your message, practise it with others, build the strongest version, and submit it to your portfolio.

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🧠 LEARN

In this session, you’ll move from a rough “what I do” statement to a clear, people-centred story about your business. You’ll sharpen your positioning, craft a value proposition that speaks directly to your ideal client, and begin turning it into messaging you can use across pitches, bios, and your digital presence.

You’ll leave with a stronger foundation for explaining who you help, the value you create, and why your work matters to the people you want to reach.

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How to use this section

1. Complete the 5-minute pre-read before the Tuesday session.
2. Review the workshop materials and speaker resources.
3. Capture useful ideas and questions in the Week 2 section of your Fellow Workbook.
4. Focus on ideas that will help you produce a first draft. You do not need to master every resource.

Listen for

• An idea that changes how you understand the topic
• An assumption you are making without evidence
• Something you can apply to your first draft

You are ready to move on when: you can name the main decision you need to make and the assumption you most need to test.

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Week 2

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