VP + SPOV

Friend,

We have a problem.

The content writing industry is currently grappling with a pandemic of sorts.

As if the ChatGPT charade and the influx of bottom-barrel content aren't enough, there's an issue that has been overlooked for far too long.

EVERYONE SOUNDS THE SAME

I mean no exaggeration here.

Go to LinkedIn now and search "Content Writer" (you can even add a specific location). You'll come across an endless stream of repetitive bios:

• "B2B Content Writer for SaaS"

• SaaS Content Writer

• Content Writer for SaaS and Tech

The permutations are endless. Even my own profile falls into this category. 😂

ewww…yuck!

And even though you’re genuinely a Content writer for SaaS, I think this sea of sameness is bad.

First of all, it puts people (A.K.A Clients) off. Imagine you’re looking for writing software and scrolling through a list of the top 10 brands on G2. Then you visit their website, and they all repeat the same headline “Supercharge your writing”. Surely, you’d hate that.

Secondly, it doesn’t describe why someone should be excited to work with you. One of the reasons for that is that we often don’t follow this tagline with an irresistible profile summary.

If your profile summary reads something like:

• I have 3 years of experience doing X

• I can do Y

• I write plagiarism-free content

You’re essentially profiling yourself as a service provider, not a valuable partner. I talked about the difference here.

ChatGPT can write plagiarism-free content and do all sorts of things you can do.

But here is the third and the most disturbing reason this approach is not okay: it shatters our credibility. Many writers are snake-oil sellers, brandishing unrealistic figures and outcomes on their profiles. When clients ask for proof, they say its a ghostwritten project they cannot reveal. Or worse, they send fake screenshots.

I’ve had a writer send me another writer’s article as their own.

You see, when a potential client who is experienced in this sort of thing sees this pattern on your profile, they bounce. Even though your facts and figures are correct, they don’t want to risk timewasting.

This got me thinking.

What better way can we propose the value we bring to the table? How can we stand out in this sea of sameness? How can we become the differentiator?

Then I found Wes Kao’s SPOV- Spiky Point Of View. And I think I’ve found a better way to stand out.

What is the SPOV?

This is how she defines it:

Link to article below

Why do I love this approach?

I love it because it reflects one of the branches of the SET framework. You’d remember, in this issue, I described that your knowledge, experience and execution forms the core skills needed in your writing process.

Additionally, the SPOV showcases how you approach your craft. It shows why you make the decisions you make. If you have sufficient niche knowledge, the SPOV also demonstrates to your client that you do not just do the work, you also make safe decisions

After all, intercontinental-flight captains get paid top dollars to make safe decisions, not necessarily to fly the plane. CEOs get paid top dollars to make smart decisions, not necessarily to do the work.

So,

Here is how to use SPOV to write an irresistible Value Proposition

Begin with a value proposition.

If you’ve been following this issue, you’d know the value proposition is the third branch of our value framework.

To write a solid value proposition, use the heuristics I learned from Flint McGlaughlin; the founder of MECLABS.

> I do X

> For Y

> So that they can achieve Z

It’s simple: What you do, Who you do it for, and why you do it.

So your bio might read like this:

I write BOFU Blogs for Early Stage SaaS Startups so that they can convert prospects looking for their solution. 

Then you immediately follow this with your SPOV in the summary section:

Here is an example from Wes:

Find the tweet here

So your summary might read like this:

Early-stage startups drown in the shadow of SaaS giants. Not because they don’t have a great product. But because their content playground is built in the giant’s footprint. After 3 years as a SaaS Content Writer, I’ve noticed that when SaaS startups begin content creation, they dive head-first into areas where the giants have dominated the SERP. Although they might be adding a unique voice, they need to do 10x the work to get found. There is a better way…

How’s that for a VP + SPOV?

Yay or Nay?

Anyways, I am sure you get the idea.

Clients are constantly looking for great writers who would be the missing piece of their puzzle. If you look like everyone else, they might never find you.

Where to use the VP + SPOV framework

Aside from your LinkedIn bio and summary, you can also combine VP and SPOV on

• your website,

• portfolio page,

• pinned tweet,

• Guest writer bio (see mine)

Know other places where we can use this framework? Feel free to share.

I’ll catch you next week. Stay safe.

Read Wes Kao’s Spiky Point of View.