Imagine a gluten-free baker in Brooklyn.
Her challenge? Standing out in a crowded market already overflowing with bakeries.
Here’s how we built her one sentence.
👉 A gluten-free bakery owner in Brooklyn.
That’s the WHO. It’s specific, not just “a baker” or “a small business owner.”
It immediately gives us a sense of place, niche, and point of view.
Next, the WHAT:
👉 Creates custom desserts for families with dietary restrictions.
Now we know what she does — and who she does it for.
She’s not just baking cookies. She’s solving a real problem for families who often feel left out when it comes to traditional food options.
And finally, the IMPACT:
👉 So that every kid can have a piece of cake.
This is the heart of it.
The part that connects emotionally. It’s not about food — it’s about inclusion. It’s about making sure no child has to sit out at a birthday party because of what they can or can’t eat.
Now put it together:
“I’m a gluten-free bakery owner in Brooklyn. I create custom desserts for families with dietary restrictions so that every kid can have a piece of cake.”
See the difference?
She’s not just selling cupcakes. She’s selling belonging, celebration, and care.
That’s the power of the formula.
The Who. The What. The Impact.
And it works just as well for whatever you do as it does for her.
