How to write the perfect (and effective) one-liner

Let’s be honest. Attention spans are practically non-existent in our day and age. Keeping someone’s attention for any amount of time seems like a bridge too far.

And when we are talking about capturing the attention of an audience you are trying to do business with it can seem like an impossible task. So how can you do this? Having a one-liner that is compelling is absolutely crucial.

A one-liner, also commonly called an elevator pitch, is your path to doing business with more people. The best way to do this is framing your one-liner as a story. Posing a problem, describing the solution and painting the vision of success. 

Let’s talk about how a one-liner can open a story loop in the minds of your audience, making them see your brand as an integral part of their story.

The heart of a one-liner

A one-liner isn’t just a short quippy way to talk about your business, or a catchy slogan people can sing a song to. It’s a very carefully, intentionally crafted statement that encapsulates your brand in just a few words. The goal is to quickly and effectively tell someone what you do, why you matter, and how you make a difference in their life.

An effective one-liner has one of two responses. Either, “I need that!” or “I know someone who needs that!” When you use the following simple framework, you’ll write a story that inspires people to take action. 

The Problem, Solution, Success Framework

This is a framework that storytellers have used for thousands of years to create the most compelling stories of all time. When you use this structure, you create a hook that resonates with your audience. 

The Problem

Start by clearly stating the problem you solve. What are customers feeling that drives them to do business with you? People buy not based on external influences, but an internal emotion that is driving them for change. By stating the problem they are experiencing you show you understand what they are going through.

The Solution

You. You are the solution to their problem. Talk about how what you provide directly addresses the issues they are experiencing. Make it abundantly clear that you can solve their problem in an effective way. 

The Success

Describe, using visuals if at all possible, what their life will look like after they’ve done business with you. What is the transformation they’ll experience? Show them how their life is going to be better. Paint a vision of success!

An example of a one-liner using the problem, solution, success framework

Let’s take a look at a fictional example using this one-liner framework 

Problem: Many homeowners are embarrassed and disgusted by the amount of mold on their siding. 

Solution: At Power Washing Co we clean all home exterior surfaces, 

Success: bringing back the vibrant life your house once had and making your house shine brighter than any other in the neighborhood.

The problem is mold (and the embarrassment / disgust), the solution is Power Washing Co, success is a vibrant house that outshines the neighbors'.

Writing your one-liner

Identify your primary message

What industry are you in? What specific service do you provide? What’s the value you bring to your customers?

Understand your audience

Think about their needs, desires, and pain points. If they were on google trying to solve this problem, what did they type into the search bar?

Craft the problem

Define the exact problem you solve in clear, relatable terms. Use language your customers understand, not some insider language your company uses all the time. 

Show the solution

Introduce yourself as the answer to their problems. The shorter the better and avoid using commas at all costs! Commas merely serve to lengthen and confuse.

Illustrate success

Cast a compelling vision of the future someone will live in once they’ve done business with you. Tell them about the positive impact you’ll have on their life.

Refine and simplify

After you’ve got it written out, try to eliminate as many words as you can. Rephrase words, use words in different spots, use different versions of words. If you can’t remember your one-liner with ease, it means your customers can’t either. The easier it is to understand, the easier it is to remember, and share with someone who needs your service.

Test and iterate

Share your one-liner with your family, your friends, maybe even the barista at your coffee shop. Ask them if they clearly understand what you do and if someone comes to mind who can benefit from your service. If the answer is no, make tweaks until they say yes.

The story loop in action

The best stories draw you in and capture your attention. It’s not just informational, it’s inspirational. Your one-liner can do the same thing. It can pique curiosity and encourage the audience to ask, “I wonder what would happen if we did business with them?”

By using a story loop you are inviting your audience to see your company as a part of their story. Rather than inviting them into yours, you are inserting yourself into theirs, which is a much stronger position to be in. 

The one-liner application

Repeat your one-liner over and over and over again, until it’s second nature and sounds conversational, not memorized. Put it in your email signature, on your website, your social media profiles, all your marketing materials. 

The more you use it, the more natural it’ll feel, and the more natural it feels the more compelling your audience will find it when you say it. 

Your one-liner could be your next best marketing secret weapon. Using the problem, solution, and success framework allows you to speak to your audience on a different level, on a deeper level. It’s no longer about information, it’s about inspiration, and being a part of your customers' story. How you can help them find success in their life and the role you’ll play in that success.

A well written one-liner creates a compelling narrative that resonates with your audience and drives them to take action, drives them to do business with you.

So what are you waiting for? Stop being forgotten and looked over by customers. Use the one-liner formula to become an integral part of your customers' lives and grow your business!