The One Magical Sentence That Will Grow Your Business
Magic spells really do exist.
Remember when we were kids, playing around with the magic wand we made out of a stick in the backyard? We’d point it at the cat and tell the cat to become a rabbit, summoning the power of the cosmos with the magic words “hocus pocus.”
I don’t know about you, but my cat never turned into a rabbit.
I did manage to bring my sister’s dead goldfish back to life one afternoon when we discovered it floating at the top of its bowl after church. It was quite a surprise. As I said a little prayer for it while digging a hole in the backyard with a spoon, it just started flopping.
Other than the goldfish incident (which to this day I consider more of a faith healing), I’ve had no success in magic.
I let the dream go when, wide eyed and with great focus, I was unable to get my great uncle to lift the lid of his casket at his own funeral.
So I stopped believing in magic.
Until.
Until I discovered the power of a one-liner.
WORDS MAKE WORLDS
Our entire world is made with words. Every manmade thing started with one person talking to another saying something like “what if we put a wall here?” or “let’s paint it red.”
Words create worlds—not only physical worlds but the worlds we perceive.
You and I perceive some people as more important than others, simply because somebody made up the words king and queen and attributed those words to people with a certain surname.
From words, the world as we know it fell into place. Hierarchies, housing markets, romances, and global agreements are all constructs made of words.
Appropriately, even Moses attributed the creation of our world to the breathy words of God.
The most infamous origin story of all time has God speaking us into existence.
There is no hammer, no knife, no excavator more powerful than a spoken word.
And yet every day we use them flippantly. The very words we could be using to build a better life we make no effort to channel.
WORDS PICK LOCKS
My friend Lanny developed the hobby of picking locks. He likes puzzles, both physical and mental, and said he took up picking locks as a way of resting his mind.
He actually bought a set of tools and a set of clear, glass locks so he could practice by seeing how his little tools worked to release the levers.
The hobby paid off. Several times each year he helps somebody get into their locked car or picks the lock on his hotel room door because he lost his key. Once, on a runway in Haiti, he picked the lock on an airplane because, no kidding, the pilot had locked himself out of his own plane!
The truth is I still don’t believe in magic, but I do believe saying the right words in the right order can pick the lock in somebody’s brain. We just need a little help. We need tools and a process.
The most powerful tool any of us can use to magically open doors is a one-liner.
THE WORDS THAT OPEN DOORS
A one-liner is a concise statement you can use to clearly explain what you offer. It is the most powerful tool you can use to make customers curious about your brand.
A one-liner makes people lean in rather than tune out at cocktail party.
The idea of a one-liner is unique to the Marketing Made Simple framework, but it didn’t originate with us.
It comes from Hollywood.
When a screenwriter writes a film, she must also write a one-sentence description of the screenplay that makes investors want to take a risk on the story. After that story is turned into a full-length feature, that same one-liner is used to get you to go see the film.
Whenever you’re scrolling through your phone deciding what movie you’d like to see tonight, you’re reading through one-liners. Often called a logline, a one-liner is a one-statement description of the story you are inviting people to experience.
If the one-liner is confusing or elusive, it will cost the producers millions at the box office.
A bad one-liner can sink a film, no matter how good that film may be.
Just like some businesspeople are better at creating products than marketing them, some screenwriters are better at creating a film than they are at describing what the story is or why it matters.
But to be a financial success, we all need to be good at both.
HERE’S HOW TO CREATE YOUR ONE-LINER
The one-liner is composed of three parts—the problem, the solution, and the result.
Let’s take a look at what you need to do to create a home run one-liner.
The structure:
Step 1: Problem
When you’re describing the story you’re inviting customers into, always start with the problem.
The problem is the hook.
If a story doesn’t have a problem, the story never gets started.
Here’s an example:
Yesterday morning I woke up, went into the kitchen, and turned on the coffee maker. I waited for the coffee maker to finish brewing the coffee and then poured enough into a cup to get the day going. I sat down at the table in the kitchen, drank my coffee, and read through the morning paper . . .
Now technically, that’s a story. It has a character who is doing something. The problem is, it’s not a very interesting story. In fact, as you read it, you were likely wondering when the story was going to get started.
But that’s not what you were really waiting for. What you were really waiting for was for something to challenge the protagonist.
When we’re waiting for a story get started, we’re really waiting for a problem the hero has to overcome. We’re waiting for something tough or difficult or scary or painful to happen.
A good storyteller knows to get to the problem fast, otherwise they will lose the audience.
The same is true when we’re talking about our businesses. We need to get to the problem fast.
Let’s try that story again.
Yesterday morning I woke up and went into the kitchen to turn on the coffee maker. As I turned the corner to the kitchen I saw several broken glasses on the floor and cereal spread all over the kitchen. Then, out of nowhere, a squirrel drops down from the chandelier above the kitchen island!
Now that’s a decent start to a story. We’re interested.
The story only gets started when you state the problem.
Stating the Problem Adds Value to Your Products
Imagine being at a cocktail party and meeting two different people who had similar private chef businesses.
When you ask the first person what they do, they tell you they are a private chef. You curiously inquire how they got started, who they have cooked for, and the conversation quickly turns to the chef’s favorite restaurants in the area. It never occurs to you that you might need their services.
But then you meet another private chef, and when you ask what she does she says:
“You know how most families hardly eat together anymore and when they do, they don’t eat as healthy as they should? I’m a private chef . . .”
The second chef is way more interesting. In fact, as she talks, you start picturing her in your home, cooking meals for your family.
Why?
Because she stated the problem she solves before she stated the solution (her service.)
The other reason a one-liner starts with a problem is because stating the problem adds perceived value to the product.
Stating the Problem Is a Way to Be Remembered in Your Customer’s Mind
Always start your one-liner by stating the problem.
What’s the obvious response when your coworker tells you he has a headache?
• Coworker: “I have a headache.”
• You: “Do you want an Advil?”
You rarely think of a brand unless you associate that brand with the solution to a problem.
If you want to be remembered, associate your product or service with the solution to a problem.
Why start your one-liner by stating a problem? (1) Because the problem is the hook, (2) because the problem adds value to your product or service, and (3) because stating the problem is a great way to be remembered in your customer’s mind.
Exercise
Start off by stating the problem or pain point that most of your clients face.
Example from the StoryBrand one-liner: Most business leaders struggle to talk about what they do.
[Your Notes]
Other Examples:
Dentist’s office: Most parents get stressed when they think about taking their child to the dentist.
Nashville bike store: With 110 people moving to Nashville every day, people are wasting more and more time every day sitting in traffic.
Marketing agency: Most businesses lack the time and expertise to build a website that gets results.
Things to Consider
1. The biggest mistake companies make in creating this section is not actually starting with a problem. I know that sounds obvious, but it happens all the time. Make sure the first statement is a clear problem and make sure it is a pain people actually feel.
2. Do not try to include every problem your customer faces in your one-liner. Name only one problem and make it the one the most people feel. This is not the space to talk about every problem you solve. This is the hook to get people curious. You can talk about other problems in other parts of the sales funnel, but in a one-liner you want to talk about only one.
3. Make sure the problem you start with is a problem that your company can actually solve. Your customer may be facing many problems, but if you can’t solve those problems, don’t talk about them.
4. Think about how you are different than your competition. If you are a part of a crowded industry, talk about a problem your competition creates with their services. Use this space as a place to differentiate from the competition.
Step 2: Solution
Now that you’ve opened a story loop by stating a problem, your customer is ready to hear about a solution.
Stating the problem first will increase the perceived value of the solution you offer.
We are all in business because we provide the solution to a problem. Every single product you buy you buy only because it solves a problem.
The second statement in your one-liner, then, should sound like a reveal. As the customer listens (or reads) about the problem, they begin to wonder how this problem can be resolved. A subtle anticipation then grows in your customer’s mind and they lean in (rather than tune out) when you let them know what you offer.
Make Sure the Problem and Solution Are Connected
When creating their one-liners, many people fail to connect the problem and solution. They will say something like this:
Many people struggle with fatigue in the middle of the day. Our patented vitamin formula was created by ten of the world’s most recognized nutritionists . . .
The fact a group of nutritionists created your vitamin formula does not clearly explain how it solves your customer’s problem.
I know it’s tempting to talk about how your grandfather started the company or that you’ve won all kinds of awards, but don’t fall for it. In your one-liner, you simply want to state how you resolve the customer’s problem.
Let’s try that again:
Many people struggle with fatigue in the middle of the day. We’ve created a vitamin formula that gives you balanced energy from morning till night. . . .
The part about the nutritionist can come later in the conversation. But don’t miss your chance to clearly state the problem and solution so that the first impression of your product or service sticks.
Close the Story Loop
Another mistake some people make in stating the solution to the problem they solve is they become too wordy.
You don’t need to write a play.
The danger with using too many words is that your statement may open up too many story loops.
The job of the second component of your one-liner is to close the story loop, not open more.
Statements like “Our GPS technology allows our driverless lawnmower to be guided by ten different satellites” are going to invite a ton of questions about satellites and robots, unlike a statement such as “Our lawnmower works like a Roomba in that it safely cuts your lawn without you having to break a sweat.”
Don’t Get Cute or Clever
Cute and clever language is almost always the enemy of clarity. Clarity sells, while cute and clever confuse.
Often, the solution can simply be the product itself.
These are great examples:
We have a new medicine for migraine headaches.
Our trucks run on natural gas.
The shingles we install on your roof last a lifetime and are guaranteed to never leak.
These simple statements work terrifically to sell products. But you’d be shocked at how few businesses actually state their solutions so simply.
Instead, we hear statements like “Make migraines a memory” or “Fuel efficiency for the future” or “Rain ought to stay on the outside of your house!”
None of those cute and clever statements will sell anything.
Don’t let yourself overthink the solution component of your one-liner. The solution is the easiest part. It’s your product.
State the product clearly, and after hearing the problem you solve, your customers will begin to associate you and your product with a solution to their problem.
When stating the solution to your customer’s problem do three things:
• Connect the solution directly to the problem.
• Close the story loop.
• Avoid using cute and clever language as a substitute for clarity.
Exercise
Talk about your solution to the problem you just stated.
Example from the StoryBrand one-liner: At StoryBrand we’ve created a communication framework that helps people clarify their message.
[Your Notes]
Other Examples:
Dentist’s office: At Kid’s Teeth, our fun and welcoming office puts kids at ease.
Nashville bike store: Nashville Bike Store will fit you with a Circuit E-bike.
Marketing agency: At John Doe Marketing we’ll build you an amazing website at an affordable price.
Things to Consider
1. Keep it simple. Companies often make the mistake of using inside language that is hard to understand and sounds awkward when saying it out loud. Make sure this section is something that is easy to repeat and very clear.
2. Use your name in the solution. By including your company name in the solution, you are associating your brand with the problem you solve.
3. Make sure your solution is connected to the problem you just stated. The one-liner has to be cohesive.
4. Do not try to explain everything you do for your customer in this section. This is a short, clear description of what service you offer.
Step 3: Result
The final part of the one-liner is the part everybody’s been waiting for.
Every word, every image, and every beat in a movie is heading toward a specific scene. Sometimes called the climactic scene or the obligatory scene, this all-important scene happens at the end of the movie and it’s the scene that resolves all the conflict.
Tommy Boy saves his father’s company.
Rudy finally gets to play football for Notre Dame.
Erin Brockovich wins the court case.
The third part of your one-liner should release all the tension you created in the first section.
The Problem, Solution, and Result Should Connect
When writing their one-liners, many people fail to connect the problem, solution, and result.
For instance:
Many families struggle to spend time together, but at Acorn Family Camp, we solve the problem of boring summers so families create memories that last.
That sounds good, but look a little closer. The problem was that families don’t spend time together, but the solution was about summers being boring. It works okay, but when you connect all three, it works even better.
Example:
Many families struggle to spend time together, but at Acorn Family Camp time stands still and families create connections that last a lifetime.
Can you see the difference? When the three components connect, the story resolves and the hearer gets that little jolt of pleasure that comes with clarity.
Keep Asking “Which Results In . . .” to Get to Your Solution
When you write the solution part of your one-liner, you’ll want to get all the way to the end result your customer will experience. And you want that result to be tangible. Make it something they can see or feel.
If you’re a roofer, you might be tempted to say “you’ll get a good roof,” but if you add the “which results in” question at the end of your statement, maybe you can take it even further.
Example: You’ll get a good roof which results in a worry-free home.
There you go. Now you know what you’re really selling. You’re really selling a worry-free home.
Exercise
Clearly explain how your customer will feel and what they get after you solve their problem.
Example from the StoryBrand one-liner: When you clarify your message word starts to spread about your company and your business grows.
[Your Notes]
Other Examples:
Dentist’s office: so they aren’t afraid and their parents actually enjoy their dentist visit.
Nashville bike store: and you’ll get hours back in your day and get to work faster.
Marketing agency: so you can stand out from the competition and get more leads that turn into customers.
Things to Consider
1. Make sure the success you talk about is directly related to the problem stated earlier. This keeps the story cohesive and shows the customer how their life will be better after you solve their problem.
2. The success should be about your customer, not your company. The one-liner should not end with something like “we can help you” or “and then you will be our favorite customer.” Speak to what their life is like after doing business with you, not what you do or how good you are.
3. Commas are not your friend. You may have a ton of success that you would like to add here. Keep it simple and compelling. By putting too much success in you actually end up diluting your brand. Focus on one or two success points and leave it at that.
4. Do not overpromise. Any success you state here should be something you are able to deliver.
Now, Let’s Put It All Together:
Example from the StoryBrand one-liner: Most business leaders struggle to talk about what they do, so we’ve created a communication framework that helps people clarify their message. When you clarify your message, word starts to spread about your company and your business grows.
[Your Notes]
Other Examples
Dentist’s office: Most parents get stressed when they think about taking their child to the dentist. At Kid’s Teeth, our fun and welcoming office puts kids at ease so they aren’t afraid and their parents actually enjoy their dentist visit.
Nashville bike store: With 110 people moving to Nashville every day, people are wasting more and more time every day sitting in traffic. With a Circuit E-bike fitted just for you, you’ll get hours back in your day and get to work faster.
Marketing agency: Most businesses lack the time and expertise to build a website that gets results. At John Doe Marketing we’ll build you an amazing website at an affordable price so you can stand out from the competition and get more leads that turn into customers.
Things to Consider
1. After putting all the parts together, make sure it not only makes sense but sounds good when said out loud. Sometimes what looks good on paper does not translate well when spoken. Say it out loud and see how it sounds.
2. Don’t be afraid to change things up after it is all together. You want to make sure you have all three parts in this specific order, but don’t be afraid to get a little creative.
3. Make sure it is easily repeatable. If after you put it all together it is hard to memorize or cumbersome, go back and simplify it so that everyone on your team can say it easily.
4. Check to make sure it is simple. If you tell someone your one-liner and they have to ask “what do you mean?” about any of the sections, then you are too complicated. Go back and make sure each section is clear. Refining is your friend.
WHAT TO DO WITH THE ONE-LINER
One-liners are one of the most powerful tools we give to our clients. We’ve watched clients improve sales dramatically, simply by creating a one-liner and putting it to work.
Once your one-liner is refined, memorize it. Have your entire team memorize it.
When everyone on your team can repeat the one-liner, your entire staff is transformed into a salesforce.
Other Ways to Use Your One-Liner
Below are a few ways you can put your one-liner to use right away.
• Put it on the back of your business card.
• Make it your email signature.
• Print it on your wall in your retail space.
• Make it the first sentence in the paragraph on your about us section on your website.
• Use it for your profile descriptions on social media.
You’d be surprised how many opportunities you’re missing to spread the word about what you do. Whether you’re on an airplane, at a cocktail party, or even a family gathering, when we explain what we do using a tiny short story, people pay attention.
You’ll be able to use your one-liner on your website, in emails, keynotes, and elevator pitches. Your one-liner will be the central component to your entire messaging campaign.
Now that you’ve created your one-liner, you know what you offer your customers and can say it in clear, repeatable language. That’s half the battle.
When you start implementing your one-liner, you’ll start seeing an increase in sales. Everywhere you put (or say) your one-liner is like a hook in the water. You should start catching more fish.
Make sure to visit MarketingMadeSimple.com to download a free “blank” sales funnel you can physically create on paper. Work with your designer to execute your sales funnel or visit MarketingMadeSimple.com to hire a certified StoryBrand guide who can create a sales funnel for you.