"Babe, I think we need to do this"
This is what you hear on your sales calls when you are talking to your target audience, not only to the right people, but to the right people WHEN THEY NEED YOU. This is why your value statement is so important: "I help (client demographic) who suffer from (current pain point) by (how you solve their problem)." I cannot stress how important this is. This is the foundation for your keynote, your podcast appearances, your social media posts, your CTA, everything. What's your value statement?