In this week's episode of Through the marketing lens, I went over a magical marketing strategy called the one-liner.
This is an amazing tactic to bring into your small business and I'm going to explain what it is and why it's so important. If you utilize this in your business and commit to it, I promise it's going to help connect you with people and potential clients! As well as sounding less "salesey"...sounds amazing right!?
Well, let's dive in...
First, I wanted to go the extra mile because I really feel like this is a great strategy so I made a free...that's right...completely free workbook to explain this. You can go here to download it.
The job of marketing is to inform and attract leads and prospects to your company, product, or service right, but let's help you make it smoother and easier.
What is a one-liner?
Well, it's not actually just one line funny enough, but we want it to feel like it. It's really just a concise statement that tells people what it is that you do and what it is that you offer. The point of it is to make people lean in by talking to them as people. It's kind of like an elevator pitch where you are kind of like promoting yourself or selling yourself to someone in a short time. Where it's different is it's not just getting a yes or no, or like a black and white kind of situation. Instead, you're having a conversation with someone and selling them a story, and utilizing that human psychology. We want to focus on them and not your business.
Your one-liner needs to accomplish a few things to be successful
Get people interested enough to ask more
State a problem that your ideal client actually has and the difference they could experience by working with you.
Focus on "them", not on your business
There are 3 main steps you need to follow in the structure of the one-liner.
Problem- This is the hook
Solution- This is what you have to offer
Result- This is how they could feel, not how great you are
Now let's dig into each step of the structure.
#1 The Problem
The problem is the hook of the story. Its job is to pull people in so they can see themselves (or someone else) in the story.
The structure of a problem:
Pick one problem. This is not a place to focus on every single problem your customer has, as there may be many. We are just drawing them in and adding value to what you do.
This is something your business solves.
This is something your client feels is a problem - make sure they are "problem aware" and you are stating the problem as they perceive it.
#2 The Solution
This is where we are solving the stated problem. It should feel like a reveal of sorts to the story you have started with your stated problem.
The structure of a solution:
Make sure it solves the problem you stated clearly and they are obviously linked
The solution is not about you and your accolades as a company, but what you can do for them. Remember, all about the client.
Keep it simple and concise
No insider language
Use your brand name if possible
#3 The Result
This is what your client will experience. What will they have or feel?
The structure of a result:
This is about what they will feel, not about how great you are. (i.e. "We will make you want to come back for more." is not a result.)
Focus on one or two success points and stay there. Too many points will dilute what you do.
Sounds pretty great right?! I think it's going to help take your business growth to the next level! Remember you can go to my website here and get the free download of the workbook and put it to use right away.
If you're interested in hearing even more, I recommend checking out episode 23 of Through The Marketing Lens podcast, where I talk more about how having a killer one-liner can transform your marketing strategy!