How to Write the Perfect One-Liner for Your Business
We all know that a perfect one-liner is the KEY to a successful business, right?
JOKING.
That being said, I think taking the time to sit down and craft a clear, straightforward one-liner is incredibly helpful in understanding how to communicate what you do to all of your potential customers.
But it can be hard to sum up EVERY SINGLE DETAIL of your amazing business and how it works in just one small sentence - which is why I’m here to help!
Let’s go through some key points to keep in mind while creating your business one-liner.
KEEP IT SIMPLE, SILLY
That was something my college computer science professor continuously told us when we tried to overcomplicate a solution - and as silly as it is, it applies to your one-liner as well.
Often times, we focus so much on trying to use big, fancy words to seem unique that we end up confusing our customers and leave them wondering what in the world we do.
Donald Miller, marketing extraordinare, says “People don’t buy the best products, they buy the products they understand the fastest.”
The goal of your one-liner should be to get what you do and the benefits of it ascross to your customer as QUICKLY as possible.
So throw away those fancy words, and stick with ones that your audience would be familiar with, no matter their level of expertise/experience with your business.
DON’T FORGET YOUR OFFERING(S)
Although this may seem a pretty simple step, often times people get so caught up in crafting a beautiful one-liner that they forget to actually share what they do.
Similar to the first step, you’ll want to include exactly what you offer your clients - this is where you pull in your niche, specific style, or anything clients NEED to know in order to see if you are a good fit with their needs.
For example, if you are a wedding photographer, you’ll DEFINITELY want to include what location(s) you serve, as clients are often looking for photographers that are locally-based to their event.
If you are a social media manager for wellness businesses, include that information - and again, keep it simple and straightforward!
Usually, I recommend writing about your offering vs your role in your one-liner, so “wedding photography” instead of “wedding photographer”, “social media management” vs “social media manager”, and so on.
For my brand, I say “custom branding and website design” - simple and straightforward (but don’t forget your niche if that’s important for your business!).
THE FOCUS SHOULD BE ON YOUR CUSTOMER
It’s pretty easy to accidentally make your one-liner ALL about you and your business.
Now, your business is GREAT - and you are probably doing some great work for your customers.
But when your customers hear your one-liner, they want to be able to hear about THEMSELVES and how your offerings can benefit them - because they are determining if your offerings are going to bring them to their image of success.
After you have written about your offering in the first half of your one-liner, you’ll want to finish it off with explaining what your offering does for your customer.
This gives them a complete picture as to WHAT you do and WHY they need it - which should peak their curiosity to want to learn more!
For my brand, I share that my clients will “reach more customers with clarity” through my custom branding & website design - so they can visualize the end state of what working with me looks like.
So with all of these pieces, you can write the PERFECT one-liner for your business.
Want an example for inspiration? Here’s mine:
Show-stopping custom branding and website design to reach more customers with clarity.
As you can see, I have,
Used simple language
Spoken straightforward about what I provide (custom branding & website design)
Focused on my customers and why they should work with me (to reach more customers with clarity)
Still stuck after reading this article and want more help? With my branding packages, I work with you to craft a solid brand strategy for your business - which includes writing your one-liner with you! Click the button below to learn more and book a project with me!