The game-changing one-liner!

Would it help your business if your ideal clients could hear you loud and clear, and know that you’re talking directly to them!?

How do you get their attention, keep their attention and connect with them so that they become leads and clients?

The key is to craft a crystal clear message that makes them feel like they have found what they’re looking for.

Do a switcheroo for a second. Put yourself in your potential clients shoes. What are they really interested in? What is keeping them up at night? What specific details are showing up? What would really get them nodding and thinking, “Ooh, this is for me!”

To make them feel like they’ve found what they’re looking for you must offer them the thing that they’re looking for, using words that make sense to them. You need a statement that is crystal clear and connects with a ‘pain point’ that they’re looking to solve.

Because if you don’t…

• They won’t get it! They won’t realise that your offer is for them.
• They’ll leave your site without taking action.
• They’ll hire a competitor.
• But worst of all you won’t get to help them. You’ll miss out on opportunities simply because you’re not communicating clearly.

What message are you putting out there?

Take a look at your site and social channels. Is there a central essential idea that is easy to understand? Would your ideal client understand what your service is? Can they get a sense of it in 7 seconds?

With so much noise and so many options online you have to be specific, clear and a little bit bold!

What do you notice about your own site when you look at it from your client’s perspective? If your site and social channels are unclear and confusing it’s time to get to work on it. It’s really worth the effort.

“The human brain is drawn to CLARITY and away from confusion. If customers are confused about what you offer, they’ll look past you for somebody who can say it clearly. Once you clarify your message, your company will begin to grow.”

—Donald Miller, author of Building a StoryBrand

When your message is clear…

• You’ll attract and engage leads because they feel like you’re offering something they need.
• People understand what you do and the value of working with you so they contact you, join your mailing list, and book appointments.
• Site visitors (and subscribers) become paying clients.
• You get to help more people and grow your business.

The core message or ‘one-liner’

Can you sum up what you do in one line? When someone asks you “What do you do?“, do you talk for about 5 minutes?

A good one-liner gives enough information to get people interested and creates a desire to know more. This is as true of online communications as it is for in-person meetings.

Your one-liner is your core message. It’s the essential idea that you want to be known for. It’s the essential idea that you’re all about. It’s the essential idea that you take with you wherever you go. It’s the essential idea behind all the content you create for your website, blog, social posts, and freebies.

When you get your one-liner right, you’ll notice people pay attention. People start to quote it back to you. You get known as the {insert your one-liner} person. Creating content for your blog and social feeds becomes easier because you always have your essential idea as the foundation.

How to write it

There are three equally-important parts to a solid one-liner:

• The Problem – What keeps your ideal client up at night?
• The Solution – How do you help them to solve this problem?
• The Reward – How your customer will feel after you solve their problem?

It looks really simple doesn’t it?! You might not get it perfectly perfect right away, but when you do it will be a game-changer!

When you write it…

• Avoid jargon and technical terms, unless your ideal client speaks that language.
• Keep it simple and as short as possible.
• Test it out! Put it out there and notice how people react. 
• Use your one-liner at networking events, on the hero section of your website, in your social media bios.

When you have a consistent message and vocabulary wherever you show up, you’ll stand out and be memorable, you’ll get people’s attention, keep their attention, and you’ll get more leads and more paying clients!