The first 3 steps in creating an effective “one liner” are not easy… until you know the correct steps.
Watch this 30-minute video that runs through an exercise that will really help. You may need to watch this video a few times… and you will defiantly want to have a pen and paper at the ready.
Step 1: The Problem
What’s the pain point you help your customer resolve?
In this step, identify your customer and the major problem you help them eliminate. Where is life painful or uncomfortable? You can get specific, but keep it concise.
Step 2: The Solution
What’s your unique solution to that pain point?
In this step, show how you take that pain away. What’s your solution? The key here is to show how your solution is different than other stuff they’ve tried before.
Step 3: The Reward
How does your customer’s life look after their pain is resolved?
Next, your one-liner needs to describe how someone’s life changes as a result. This is where you get to describe the transformation of what’s possible when that pain goes away.
Step 4: Your Why
Finally, communicate why you do what you do.
“People don’t care how much you know until they know how much you care.” ~ Theodore Roosevelt
Said differently: “It doesn’t matter what you do, it matters Why you do it.” ~ Simon Sinek, the author of Start With Why, starts with a fundamental question: Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over?
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