Show Your People Who You Are Through Copy That Reflects Your Values (…with Help from Some Real Values Statement Examples!)
It’s not just about selling—it’s about connecting over what you stand for.
Post-election, the topic of values was on a lotttt of people’s minds.
(No surprise there.)
I’ve seen business owners wanting to express theirs more frequently, or more powerfully. People curious about what their followers, collaborators, clients, or partners stand for. Entrepreneurs who have never really said anything about their values, or founders who are nervous to.
And so I’m here with some inspiration and examples to help you out!
To be clear, before we really get into it: values are about so much more than a political party or a vote, or any one thing. Values are a lens, a filter, a compass, a guiding star.
And infusing your values into your web copy (however you choose to do it!) helps to create a context, a frame of reference:
How do you see the world?
What are you trying to make possible in the world through your work? Through just being you?
How wide is the front door of your business?
What flavor or vibe are you bringing to the party?
How does your work or presence help people feel seen, valued, loved, understood, respected?
What do you want to be known for?
All of this can feel good to express—and your future clients are probably curious to know this stuff about you!
So with the caveat that 1) there’s no “right” way to do this, and 2) it’s not a one and done, “make a formal statement” kinda thing, here’s some ideas to get your wheels turning.
Some real-life values statement examples (or more subtle infusions!) you can get inspired by
Say the dang thing!
My client Sydney has a strong, clear perspective on the relationship between her work (being a dietitian) and issues in her field. So… she just says it!
It’s really important to her to specifically name these issues and state what her OWN perspective is, to help build a sense of trust and safety with her clients.
Infuse it in!
A lot of engaged couples feel anxious as they scan a wedding pro’s portfolio, trying to figure out if that person is affirming to queer people, people of color, disabled people (… basically anyone who doesn’t look like Mattel’s average Barbie and Ken).
And for my wedding photographer client Sarah, the answer is HELL YEAH! So we made that clear throughout her site in fun ways. Like this one:
See how just a few words – “culture-blending,” “Grindr” – mean that those couples can stop guessing about whether they’re welcome here? We love to see it.
Describe your worldview!
Anyone can say they value anything – curiosity, innovation, creativity, collaboration, whatever. But what does it specifically mean to you, and how does it play out in your world?
I love what we did on my (bomb ass Integral Coach) client Dani’s About page:
See how those definitions make you FEEL something? See how the oddballs, the sober people, the childfree people, etc can tell that they’re specifically welcome here, because she’s speaking right to them? She uses her values to help those people feel seen and valid.
And for one more values-driven copywriting example…
In case you haven’t peeked at the rest of my site in a bit, here’s a refresher of how I see things:
Cheers to giving a damn out here as we do our good work.
And if these values statement examples have you craving a thought-partner and words whisperer…
Brand messaging is 100% the place to start. (If you’re not in the market for full web copy, we can break out your Brand Messaging Guide as a standalone deliverable!)
Together, we’ll untangle all the threads and tease out your true-to-you message. That way, you’re not marketing from a place of fear, or shoulds, or “What do they want me to say?” or “What’s the blandest, up-the-middle way I could say this so that no one’s put off?”
You get to express yourself from a place of power, belief, quiet confidence, and deep clarity—and create a genuine sense of connection with people who are on your wavelength.