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What’s your magic statement? Do you know it off the top of your head? Can you communicate it as clearly as your own name and address? If not, you need to get to work! Why? Because your magic statement is one of the main strategies that can create more referrals for your business.

According to Daniel Decker, Co-Founder of Spotlight Branding, “The first and most important ingredient to getting referrals is simply communicating what you do effectively. In order for someone to refer customers and clients to you, they need to understand what you do. This sounds obvious, but I’m constantly surprised by how poorly many business owners and salespeople communicate about their business. Your magic statement… is an effective way to clearly and confidently explain what you do and who you help.”

For example, my magic statement is: I help individuals committed to their professional development own the stage (whether it’s in-person or online, to 1 or 1000 people) so they can communicate with confidence.

The last part is crucial. It’s explains the problem you solve for someone or the value you add. That’s the “magic” in the magic statement. It speaks to your ideal client, because it’s not only what they want; it’s what they need. And, more importantly, it tells prospective clients why they should work with you–and not your competitors.

Your magic statement should be revealing. It should connect to–and reflect–why you do what you do. It should help clients realize that they want to work with you because they understand who you are and how you can help them. For example, as a coach, my ultimate goal is to help clients “communicate with confidence.” In fact, I want them to develop such confidence in their own ability that they no longer need my services! I’m not only interested in enhancing their professional skills but in increasing their self confidence. That’s what gets me out of bed in the morning; and that’s my why.

So, what’s yours? And is it obvious in your magic statement? Be clear and don’t be afraid to reveal yourself. All good magic tricks are revealing; your magic statement should be, too.


Dr. Alexis Carreiro

Dr. Alexis Carreiro

Dr. Alexis Carreiro earned her Ph.D. from the University of Texas-Austin in 2010. As a professor, presenter, and public speaker, she has spent more than 15,000 hours sharpening her communication competencies. As The Pitch Prof, she coaches and mentors her clients to help them reach their professional goals.