Successful Business: The Power of ONE

Want to grow your business? Here’s the one sentence you need.

In this day and age, where people tend to have much shorter attention spans, it is no surprise how important, powerful a one-liner statement can be for your business. The message in your one-liner should get straight to the heart of what you do and if done well enough, grab someone’s interest so much they stop scrolling through their Facebook feed or turn off Netflix long enough to take five minutes out of their busy schedule to see what your words are about.

One-liner statements clearly explain what your business offers and are designed to get your audience’s attention. They are powerful tools that cause people to “lean in” and want to know more about your brand rather than “tune out.” A one-liner statement is a persuasive tool that you can apply to get your audience’s attention and make them interested in what you offer. The goal is to have an intriguing hook while still being concise enough not to overwhelm the customer with information overload.

Creating your one-liner is a three-part process.

First, you need to identify the problem that you can solve for your customer. They are more likely to purchase if they know how your product or service will help them with their problem.

Second, provide a solution — you are in business because you provide solutions to problems.

Things to consider:

  • Keep it simple
  • Use your name in the solution
  • Connect the solution to the problem
  • Short and clear – don’t try to explain everything you do here

Finally, the result! This is where you should address all of your points from before. People should be able to see how everything connects. After putting it all together, make sure your one-liner makes sense and is catchy. Repeat it aloud to yourself to make sure, and don’t be afraid of changing anything that might not work, and continue doing this until you get it right.

Be creative but keep in mind a few basics:

  • How will your customers’ lives improve after you solve their problems? The more your customer sees how they can benefit from your product or service, the higher chance of adoption. Make sure success correlates directly with solving a specific issue and showing what happens with the solution.
  • Success should be about your customer, not your company.
  • Keep your one-liner compelling and straightforward.
  • Never overpromise – any success you state here should be something you can deliver.
  • Make sure your one-liner is easily repeatable so people can remember what they’re supposed to do with your information.
  • Write something easy enough for anyone who reads or listens to your message can fully understand what you want them to take away after hearing your message.
  • You’re now ready to use your one-liner. Include it in emails, business cards, social media posts, websites, and your elevator pitch. It will help you get your point across quickly without lengthy explanations.

One-liners are the perfect way to showcase your brand. They’re quick and concise but still provide enough information about your product or service that leaves your customers wanting to know more.

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