Creating Your Effective One Liner
Have you ever been at a party or event and someone says something like this:
“So, Mike, what do you do?”
“I own an air duct cleaning business.”
“Oh.”
[promptly changes subject/moves on to something more interesting]
If you’ve experienced this then read on to see how you can create an effective One Liner.
Imagine if every time someone asked you this question was a legitimate opportunity to make a connection that might lead to new business?
Your One Liner is a concise statement that you can use to clearly explain what you offer. It differs from a tagline or missions statement in the One Liner clearly and concisely outlines the prob you help your customers solve in a simple, relevant, and repeatable way. It’s the
most compelling way to answer the question, “What do you do?”
Creating a One Liner and repeating it over and over is a great way to spread word about what you do and get people to ask for your business.
You can create a One Liner easily. It has three essential parts: Let’s take a look at what you need to do to create a home-run one liner.
1. Start by stating the problem or pain point that most of your clients face.
Example: Most business leaders struggle to talk about what they do.
2. Talk about your solution to the problem you just stated.
Example: We’ve created a communication framework that helps people clarify their message.
3. Finally, ramp up the success. Clearly explain how your customer will feel after you solve their problem.
Example: When you clarify your message, word starts to spread about your company, customers engage more, and your business grows.
Now, let’s put it all together:
Example: Most business leaders struggle to talk about what they do, so we’ve created a communication framework that helps people clarify their message. When you clarify your message, word starts to spread about your company, customers engage more, and your business grows.
Once your One-Liner is refined, memorize it. Have your entire team memorize it. Do
whatever you need to do in order to commit it to memory. When everyone on your team can repeat the same one liners, your entire staff turns into a salesforce.
Other Ways to Use Your One-Liner
- Put it on your business card
- Add it your email signature
- Print it on your wall in your retail space
- Make it the first sentence in the paragraph on your website
- Use it for your profile descriptions on social media
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