The amazing two-sentence answer to “what do you do?”

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Have you ever noticed that the companies we love the most are usually rooted in rebellion?

For instance…

Apple started in the garage after Jobs and Wozniak left college, fed up by the slow pace of technology.

Virgin Airlines was born out of Richard Branson’s frustration with crappy airline travel.

Dollar Shave Club started when Mike Dubin got annoyed with overpaying for razors, created a solution and made a really funny video about it.

If you’re reading this post right now, chances are you’re a rebel, too.

Most of us who are drawn to marketing online have the maverick DNA.

Go to any marketing conference and you’ll meet all kinds of rebels. Some already rich, some merely restless, but all bonded by the belief that there has GOT to be more to life than office drama and working for the weekend.

But having non-conformist fire in your veins isn’t enough to succeed online.

No. The ones that make the leap from dreaming of “some day” to real life “successful entrepreneur” are the ones who manage to organize the chaos running wild in their minds.

It never happens by accident. And it sure as hell doesn’t happen overnight. But it does happen – every day – to people who wake up a little shocked that they found it…

… this thing that they can put their own energy and ideas into and have it send back real cash money.

It truly is amazing.

I still pinch myself daily over the fact that the same restless rebellion that led me to drop out of high school and kept me un-hirable for so long, now fuels a thriving business.

And that I get to work here in my home office, doing something I love, while looking out a window that faces a lake and my kids playing in the backyard.

(And in those times when they’re having too much fun, nothing stops me from walking out there to join them.)

That’s a long way from the scrappy, directionless road comic I was in my twenties.

I HATED business back then. Thought it was for evil people. I never dreamed I could run my own or that anyone would ever pay me to help them sell their stuff. Outrageous idea.

But we all start somewhere, work our tails off and learn as we go. Rebels aren’t quitters.

Hard work is only half the battle, though. You can work really hard all day taking low dollar freelance jobs, but that won’t deliver the dream.

The second half of the equation, if you really want to take your place at the feast and call your own shots as a business owner, is….


Clarity about WHAT you do, WHY you do it and why it’s WORTH top dollar to the people you provide it to.

If you know just one thing about selling, you know that – at the core – it comes down to problems and solutions.

Your prospect has a problem and you have the solution. Pretty simple.

But here’s the magic ingredient that makes your solution the better choice than other people’s solutions…

A reason why.

Not just a logical reason why your solution is better, cheaper or faster. Those things are standard – and pretty ignorable. You need to include them, but they aren’t the message.

What makes you and your solution stand out from the crowd is telling the reason WHY you created the solution. You do that by simply describing the frustration that drove you to find a better way.

Here’s where that “magic” happens…

When you express a frustration to someone who has the same frustration, you’ve made a deeper connection.

(That’s why all those late-night infomercials show the black and white shot of a person struggling terribly with “kitchen drudgery.”)

And when you announce that you took that frustration and used it as passion to create a solution….

POW! You’ve just won the trust of a new customer.

You don’t even need to mention that you have anything for sale at this point, but they will hope you do… and be eager to buy when you announce it.

Now, I know this all sounds great in theory, but if I ended this article right here, you’d nod and move about your day, no closer to living the dream then when you came.

We can’t have that.

So I’m going to share something really cool with you. A powerful little exercise that will take only about 2 minutes to complete but will give you that elusive clarity you need to take your business to the next level.

This is the thing that got me out of the basement just dreaming and onto the main stage, actually DOING. Without this, I’d still be hating life and hoping for “some day.”

I call it the “Rebel Yell” statement because it sounds even better when you say it wearing leather chaps.

That and because most “mission statements” are dreadful, lofty-sounding snoozers that nobody reads. The Rebel Yell statement expresses indendence and (secret bonus!) makes you more interesting to your prospects. Because what we, as buyers, are really after, is not just a good product but…

… a great experience.

So, in order to stand out, you’ve got to share your experiences. And it’s that shared experience that creates the bonds that build a business — especially online.

So, take a second to think about the problem that your product or service solves for your customers (or potential customers) and the frustration that led you to create something better.

Then fill out the simple, fill-in-the-blank statement I’ve written out for you below.

If you do, I think you’ll be really surprised at how much you gain from it.

This little exercise is responsible for untold fortunes… so I really hope you’ll take a couple minutes and do this for yourself. And if you’re comfortable sharing, then please post your Rebel Yell in the comments section.

OK, here is the Rebel Yell statement:

My name is ___________, I love ____________ but was fed up with ____________. So I created _____________ that _________________.

I told you it was simple. But that really is all you need to get clarity on what you sell, why you sell it and to express it passionately.

Let’s see it in action. Here are a few examples you might recognize…

My name is Steve, I love computers but was fed up with the snails pace of commercial technology. So I created a user-friendly computer that processes information faster than anything else out there today.

Now, if it’s 1976, don’t you want to own that computer?

Here’s another…

My name is Richard, I love to travel but was fed up with lousy, expensive and unreliable airline travel. So I created an airline with competitive fairs that arrives on time and treats every passenger with first class service.

How do you not check for a Virgin flight when you travel?

What about…

 My name is Mike, I love a clean shave but was fed up with paying through the nose for razors. So I created a simple subscription service that delivers quality razors right to your door for one dollar a month.

I’m a raving fan customer of Dollar Shave Club.

Here’s one more you might recognize…

My name is Kevin, I love copywriting but was fed up with serving only with one client at a time. So I created a community that allows me to help a lot of business owners at the same time so everyone can grow together.

That simple statement is why we’re all here today.

OK, get going on yours. Only one rule, DO NOT OVERTHINK this. If it feels frustrating, you’re doing it wrong.

Think simple.

I can’t wait to see what you come up with…

By the way, if you’d like another simple formula, you’ll love the 60-Second Sales Hook. It’s just like the Rebel Yell with 2 additional parts to it that you can easily use on your website.

Just click here and enter your best email for a free copy of the book.

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Kevin Rogers
Kevin Rogers
Kevin Rogers is a stand up comic turned copywriter and now a copy chief. Kevin is also a best-selling author of The 60-Second Sales Hook. He created Copy Chief to bridge the gap between biz owners eager to improve their sales conversions and copywriters eager to show off their hard-won copy chops.
Showing 15 comments
  • Reply

    This is excellent. I’ve been told to develop my brand based on what I hate about my industry but could never quite nail it down. Now I’ve got my “fed up” Why for both areas of my business. (I lead a team of copywriters too, because I hate to make clients wait for work they need done now.)

    My own niche is website copywriting. I love writing website copy but I got fed up with web designers expecting me or their clients to write copy for a blank slate. That’s why I created the Crafted Copy Action Plan I will be launching in 2017

    • Reply

      Hi Kathleen,

      Well done. One tip: get clear on who you’re for and who you’re against. Make it singular in both directions. Avoid the word “or” in a short statement like this.

      Also, in this version: I love writing sales-converting website copy for my clients but was fed up with web designers expecting me or their clients to write copy for a blank slate. That’s why I created the Crafted Copy Action Plan I will be launching in 2017

      You’re solving the problem before you state it. You love writing web copy, but hate that web designers want it before they can build a site. Let’s think about who the real enemy is. It’s not really the web designers because they need the copy, right? They don’t care where it comes from, they just need to get it coded on the page for the client.

      The real enemy is the frustration and inability of your clients to write good web copy. That’s the problem your product is really solving, and it’s keeping them from having a website that produces leads or sales. So, try a version where you’re saving them from themselves and making the writing process easier, faster, better for them and I think you’ll have it nailed.



  • Reply

    Thank you . I will give it a try. i am new to online marketing, so I found this helpful.

    • Sandy Papavero

      Kathy- this is exactly the struggle business owners face- thanks for sharing!!

  • James Brien

    My name is James Brien, I love my kids but I was fed up with arguing with my wife. So I wrote The Real Man’s Guide to Divorce to help men like me divorce for less, be a great dads, and get on with their lives.

  • James Brien

    Sorry, Kevin. I had another think about this. How about…

    My name is James Brien, I love my kids, but I was sick of arguing with my wife, so I devised a method to divorce for less and be a great dad that allows men like me to move on with their lives.

    Loving your content by the way.


    • Reply

      Hi James… thanks, man. I’m glad you’re finding it helpful.

      I actually like your first version best. I’m impressed with how you took an endlessly complex topic like divorce and focused directly on the outcome you created. Well done.

      One thought for the Fed Up section… it’s possible not all couples argue, there might be more internal signs… what if you said: “I was fed up trying to make my marriage work when I knew inside it was over.”

  • Reply

    My name is Bill. I love seeing God’s people really learn the Bible but was fed up with a shocking indifference to the church’s epidemic biblical illiteracy. So I created a user-friendly theological school that equips everyday Christians to go deep enough to change their world.

    • Kevin Rogers

      Hi Bill, good stuff. I bet you can make this feel more accessible by getting more clear on the problem and your intentions for fixing it. the phrase: “indifference to the church’s epidemic biblical illiteracy” is complicated and forces the reader to decide whether or not they agree, which is good on one hand (to bond with those who feel equally outraged over it) but could be off-putting to those who would simply love a more user-friendly way to understand the Bible.

      Have a think and see if you agree. It’s more about your personal choice and which you think would resonate best with your best prospects.

      Hope that helps.

  • Reply

    My name is Krsnendu dasa, I love practicing and preaching Krishna consciousness but I was fed up seeing devotees struggle financially, so I created an online business system to support the Hare Krishna lifestyle.

    • Kevin Rogers

      Excellent, Krsnendu! Clear and confident. Well done.

  • Pete Mackintosh

    My name is Pete and I love music but was fed up with boring music programs that had kids playing in separate rooms. So I created Rock Band Academy to bring kids together to play music in bands and learn how to perform awesome live shows

    • Kevin Rogers

      Hey Pete… a man after my own heart. Both my kids go to exactly this kind of music school and it’s been a true gift.

      I wonder if “separate rooms” will resonate as a frustration, especially if someone is just beginning their music learning experience? Maybe the “fed up” is something like: “boring music programs that torture kids with hours of theory and individual practice, all proven to remove the fun for most young students.”

      Food for thought.

      Best of luck with the program.

  • Reply

    Thanks Kevin, this was really cool advice, so simple yet very effective. Here’s my Rebel Yell:

    My name is Belinda, I love flamenco but was fed up with missing classes. So I created an online flamenco studio that allows you to learn anywhere, anytime.

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