The One Liner follows a simple three-step formula.
- What is the problem you solve?
- What is the solution to this problem? Here's a hint, it's your product or service.
- How does it make my life better?
Here's an example of My Brand Story's One Liner:
Most businesses struggle to stand out in the marketplace. At My Brand Story, we help you create a brand message that sets you apart and grows your business.
You now know how to create a One Liner, but how can you make it as effective as possible.
Here are some of my quick tips:
Repeat the One Liner in the same way
Have you heard of the Rule of 7 in marketing? It states that a person needs to hear your marketing message seven times before they take action. That's why your One Liner is most effective when it's repeated the same way every single time.
Use it wherever you can
Just like I said above, people are going to need to see your One Liner multiple times for it to sink in. So get your whole team to learn it. Set it as your bio on social media. I'd even add it to your email signature.
Use everyday language
The goal of your One Liner is not to confuse people, so use language that normal people would use. Don't try to sound complicated; condense your message into its simplest form so that anyone can understand what you do and how you add value.
Sometimes we are too close to our business to create a clear One Liner. Would you like help to create one? We include a One Liner as a part of our Brand Messaging Kit. If you'd like to find out more, Book a call with Joel.