A one-liner is a concise statement you can use to clearly explain what business you’re in and what you offer. It is the most powerful tool you can use to make potential clients curious about your brand.
It is also known as your “elevator pitch”.
A one-liner may seem simple to create, but may lose its effectiveness if it’s vague (“We make dreams come true…”), too long, or so technical that only someone in your industry knows what you’re talking about!
The best way to craft your one-liner is by following these three basic steps:
- State the problem your potential clients have.
- Tell how your company or product solves this problem.
- Describe the positive results clients receive by using your company or product.
It’s best to narrow down your one-liner to 2 or 3 sentences.
Step 1 – The Problem
Think of a one-liner as a brief story you’re inviting customers into. A story never gets started if the story doesn’t have a problem. Therefore, the problem is the hook.
Here’s an example: Suppose you’re a business coach. If someone asked you what you do, you could say, “I coach business leaders to be more successful.”
That statement may interest the listener, but it’s rather bland. Furthermore, the listener may not know how to respond to this statement. Good storytellers need to get to the problem fast or risk losing the audience.
Here’s a better way for the business coach to start his one-liner: “Many business executives will tell you they are overwhelmed having to deal with decision making, running meetings, and dealing with employee issues all at the same time!”
Starting a one-liner this way immediately gets the listener to “lean in” to hear what’s next and how the coach solves this problem.
Stating the problem first adds perceived value to the service or product. It’s also a better way to be remembered in the customer’s mind.
Step 2 – The Solution
After clearly stating the problem, the listener begins to wonder how you resolve the issue. So next, you should say how your product solves the problem mentioned. Again, it should be kept simple and sound like a reveal.
For the example above, the solution could be “I coach business leaders about handling these administrative issues with confidence and empathy towards their co-workers.”
Here are a few quick tips on formulating the solution:
- Make sure the problem and solution are connected.
- Don’t get too wordy about how your solution solves every potential problem.
- Avoid using cute and clever language as a substitute for clarity.
Step 3 – The Result
The result clearly explains how the customer will feel and what they get after you solve their problem. This third part of your one-liner should release all the tension you created when you stated the problem.
Our business coach example could say, “This helps executives to be more effective and more relaxed while working with their team.”
A few tips about results:
- Make sure the success you talk about is directly related to the problem.
- The results should be about the customer, not the company’s success.
- Focus on one or two success points only.
- Do not overpromise. Any success mentioned should be something your company can deliver.
Putting It Altogether
Here’s how the one-liner will look for our business coach example:
“Many business executives will tell you they are overwhelmed having to deal with decision making, running meetings, and dealing with employee issues… all at the same time! I coach business leaders on handling these administrative issues with confidence and empathy toward their co-workers. My coaching helps executives become more effective and more relaxed while working with their team”.
Doesn’t that sound more compelling than “I coach business leaders to be more successful”?
Here’s a one-liner I wrote for my own copywriting business called Fabulous Copy by Craig Grossman:
“Most professional service providers don’t have the time or resources to create effective marketing content. Fabulous Copy will write compelling copy and content that will clarify your message and showcase how you solve your clients’ problems. The result? You’ll get more leads and clients with less effort than before!”
How To Use Your One-Liner
- Once it’s refined, memorize your one-liner, and have your team learn it as well. Doing this will transform your entire staff into a salesforce!
- Put it on the back of your business card
- Use it in your email signature
- Quote it on your About Us page on your website. Put your one-liner in the first section, above the fold.
- Use it for profile descriptions on social media.
As a Certified StoryBrand Guide, I will help you create a one-liner for your organization – for a nominal fee.
If you like it, I will guide you to use the StoryBrand 7-Part Framework to create a BrandScript for your company, department, or product line. A well-written BrandScript will clarify your messaging completely, and quickly invite your audience into the story of how you help solve their problems.
You can then incorporate the BrandScript components into your company’s website pages (especially the Home and About Us pages), landing pages, email sequences, social media posts, and more. Your company’s custom Brandscript will make your marketing materials much more compelling and help to increase customer leads and sales.
Want more information? Just send me a note on my Contact Page
Get the Words That Will Help Your Business Win
