How To Create An Effective One-Liner

How To Create An Effective One-Liner
Check out corresponding Podcast Episodes #457 Creating A One-Liner That Converts and #459 3 Components To A Converting One-Liner.
 
  1. What is your customer's problem?
    1. Be specific.
    2. Make sure it's a pain point. 
    3. Get it down to a sound bite.
 
Pet Store
“Pet owners are concerned about what their pets are really eating…”  ( a lot of pet owners are concerned about what their pets are eating.)
 
Financial Advisor
“Most people can't get their heads around their financial future…”
 
Used Car Sales
“Nobody like to haggle with a car salesman..” (CarMax, $8.75Billion Franchise)
 
  1. What is your plan to help them?
    1. Make it feel like a new idea (what is different about our product or service)
    2. Make it understandable. (keep it simple)
    3. Make it brief.
 
Pet Store
“Pet owners are concerned about what their pets are really eating so we source our food from trusted, local vendors...”
 
Financial Advisor
“Most people can't get their heads around their financial future so we created a financial map that puts all your info on a weekly dashboard…”  (weekly data helps you understand what's happening)
 
Used Car Sales
“Nobody like to haggle with a car salesman so we removed the salesman entirely.  You can choose and test drive a car hassle free…
 
  1. Describe a successful ending to their story.
    1. Make it the “controlling idea” of your business.  (what's the main point you're trying to make?)
    2. Make it something they want. (survey your customers, do focus groups, and identify what the end result should be)
    3. Make it brief.
 
Pet Store
“Pet owners are concerned about what their pets are really eating so we source our food from trusted, local vendors which ensures your pet stays happy and healthy
 
Financial Advisor
“Most people can't get their heads around their financial future so we created a financial map that puts all your info on a weekly dashboard giving your peace of mind about your finances.” (could be: greater return on your investments.)  
 
Used Car Sales
“Nobody like to haggle with a car salesman so we removed the salesman entirely.  You can choose and test drive a car hassle free so you have a peaceful experience getting the car that you want
 
 
Your job is to repeat this one-liner hundreds of times before the masses will actually hear it.  You must practice saying it every time someone asks “So, what do you do?” or “What is your line of business?”
Memorize this – put it on an index card and keep it with you.
 
What do we do with our one-liner once we create it?
  1. Memorize it and be able to repeat it over and over.  (read 10X daily)
  2. Teach it to your entire team, if you've got one. (put it on a whiteboard and have them memorize it – this is going to be hard but necessary.)
  3. Open your keynote with this statement, whenever you're giving a speech.
  4. Use it in as much marketing collateral as possible. (emails, website, etc.)
 
This makes a real difference to your marketing and therefore the number of customers you'll attract.
 
Example sites leveraging one-liners to grow their audience.
Michael Hyatt 4X revenue on Platform University when he updated his website and one-liners across all his marketing collateral.  He ended up with 80K new email addresses, $1.5Mil in revenue, and a deeper connection with his customers.  See his various websites here:  
 
https://shultzphotoschool.com/  (Kyle redid his site leveraging new one liners, and his 2nd launch made him $103K, as opposed to $28K when his first site wasn't properly optimized with his new one-liner.
 
My site:  https://EntrepreneurOTM.com (i leverage a one-liner on my site as well as all my client sites.
https://storybrand.com (This is my source – I credit Donald Miller for his course – Story Brand.)