The end of the summer was big for us:

1. We just wrapped our Unclucked series on positioning (go read!)
2. …then revealed our revamped website (go peek!)
3. AND launched our new podcast, Flying the Coop (go listen!)

​
Let’s keep the conga line of big stuff going.

Welcome to an all-new email series about a business tool I’m super passionate about: Reasons to Believe.

👉 Positioning is your big red X on the map: here’s where you thrive.
👉 Reasons to Believe are the proof that shows everyone you’re in the exact right spot.

They are the bridge between positioning and messaging, the step that makes your story actually land.

They are your big honkin’ deal outcomes. 🪿

That’s why one of our favorite resources to build out for clients is a Reasons to Believe reference set: a copy-paste library of proof to back up your story with data, written so it resonates with humans.

We started building Reasons to Believe (RTB) for a big team who needed to tell a consistent + credible story across a million decks, press releases, and sensitive emails to potential funders.

And it’s just as powerful a tool for small businesses that need to show off the outcomes they get for their clients.

Here’s the gist of how we do it:

• Source strategically: gather what we’ve already got (metrics, testimonials, reports) and layer in third-party validation
• Cite everything: no vague “studies show”; if it’s not sourced, it’s out
• Make the numbers count: translate stats into plain language so people feel them
• Organize by theme: match proof to the core narrative so it slots into any message

A strong RTB doc means you’re never scrambling for proof.

Once you’ve built one, it’s an evergreen asset. 🌲

This series will show you how to create your own, whether for your own business or for a client (who will absolutely love you for it).

It'll end with sharing out a free tool we made to make it easy as pluot pie.
​(is that a thing? can we make it a thing? pluots are a special interest of mine)

Got your conga shoes on Reader?

Part One:

Sell the WHY

Outcomes are the proof that makes your positioning land

the classic trap

Most businesses get stuck talking about what they do (services) or how they do it (process). What customers really want to know is why it matters to them.

We know this trap a little too well, because we’ve fallen into it ourselves.
​(and we do this shiz professionally! I’d be embarrassed but I’m too busy scrounging in the fridge for more pluots)

On our old website, we put a lotttttta energy into describing our subscription model: why it was unique, how it gave clients flexibility, how it let us avoid scope creep.

We directed leads towards a massive page with tiers, FAQs, and glowing testimonials about our speed and value.

And we still use and love that model. Our clients do too.

But to get new clients in the door, this was way too focused on how, not why it matters.

With the how-centered approach, we found it harder and harder to get people to move from “huh, interesting” to “I need to book a call with these fellas toot sweet.”

the psychology of belief

Every piece of messaging starts with one question:

What does someone need to believe in order to take the next step?

That step might be:

• signing up for your list
• booking a call
• saying yes to your proposal
• championing you internally to their boss

The belief is always the driver.

• To book a Pilates class → I believe I’ll walk out feeling great in my skin, and that the instructor won’t make me feel weird about my rubber-band-tight hamstrings.
  ​
• To buy a kitchen gadget → I believe it’ll actually open the door to new recipes, not just gather dust next to my woebegotten air fryer.
  ​
• To sign a software contract → I believe the increase in my team’s efficiency will justify the pain of implementing a new tool.

When we lean too hard on the what (“we build websites”) or the how (“we use a really cool subscription model”), we leave the real belief unaddressed. People understand what you do but still don’t feel compelled to act.

We used to lead with the mechanics of our subscription model. And it’s a great model!

But focusing on how we work didn’t answer the actual belief needed for someone to book a discovery call with us.

Once people are on a call, our conversion rate is strong. So the question was: what do people need to believe in order to want that call in the first place?

Here’s the twist: not everyone you talk to needs the same proof.

• A founder might need to believe you’ll unlock growth.
• Their head of ops might need to believe you’ll reduce chaos.
• A funder might need to believe you’re a safe bet.

So: how do you know what they need to believe?

Stakeholder mapping.

That’s coming next week.

what’s coming up in this series

1. Sell the WHY (today): Outcomes are the proof that makes your positioning land
2. Stakeholder mapping: Who needs to believe what, and how to talk to them
3. Your own proof: How to show outcomes for your biz (even if you “don’t have numbers”)
4. External proof: How to dig up credible stats/research outside of your own desk
5. Make numbers make sense: How to translate raw data into human-friendly proof
6. ✨Free resource drop✨: Put it all together and grab our Reasons to Believe guide

So til next week, here’s your homework:
​What do people need to believe in order to take the next step with your business?

Hit reply if you wanna share with me + sing along.

Petons!

Janel (she/they)

🏳️‍⚧️✊🏳️‍🌈✊🇵🇸

What I'm reading

​The Kingdom of Gods - NK Jemisin​

Rounding the corner on the third book of the Inheritance trilogy. Ready for something non-fiction next I think, what should I stick my beak into learning?