How to Create a FLAMTASTIC One-liner

Messaging is one of the hardest things businesses (and everyone else who's not a marketing copywriter) struggle with.nnYour brain is bursting with FLAMAZING information about your product or service, but how do you structure it and communicate it in a way that's concise, persuasive, and sounds human?

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Brand messaging has different components: A one-liner, tagline, brand purpose & brand promise, and mission & vision.nnLet's start with your one-liner — a single statement that helps people realize why they need your product or service. Think of it as a 2-3 sentence elevator pitch for your business. nnWhy do you need it?nIt gives you clarity on how your product or services helps solve your customer's problem.nnWhen & how do you use it?nWhen you're asked what you do, use your one-liner. You can also use a simplified version for your social bios, your email signature, your sales pitch, marketing collateral, on your website, or anywhere people see your brand. nnThe StoryBrand Framework to Create a FLAMTASTIC One-linern

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1. Problem. What is the main problem you solve for your customers? (open loop)

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2. Solution. What do you offer that solves their problem?

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3. Result. What positive result will your customer experience if they buy your product or service? (reward)

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4. Combine. Put it all together in a way that makes sense and sounds natural.

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5. Memorize it!

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PRO TIP: Us this to make your brand more memorable. As part of your one-liner, include WHO you help.nnAs Don Miller says: If you confuse, you lose. Clarity over cleverness. nnHere are some examples:nn1. Here is Captiva's one-liner. We continue to refine it. nn[Problem] Most small businesses and nonprofits struggle with consistent growth. [Solution] We guide them through a strategic roadmap to simplify their marketing and amplify their brand, [Success] so they can focus on doing what they love.nn2. [Problem] Most people hate cleaning their houses every week. Between work, caring for their children, obligations, and just wanting some relaxing downtime, it’s a dreaded task that robs them of their Saturday mornings [Solution], So I run a house cleaning business with a dedicated team of professionals who will clean your home using top of the line equipment. [Success] As a result, my customers get time back in their weekend to focus on the things they love or other priorities.n