Are you here because you want to learn how to create a StoryBrand One-Liner? You’re in the right place! First, le’s discuss what a one-liner is within the StoryBrand Framework. A one-liner is a critical component of the StoryBrand Framework that can help you simplify and clarify your message so that your customers will pay attention and take action. This post will share how to create a StoryBrand one-liner for your business.
How to Create an Effective StoryBrand One-Liner: What Is a One-Liner?
Imagine you’re at a party. You mingle, chat, drink some punch, and then someone asks you the inevitable question: “What do you do?” You take a deep breath and start to launch into your usual response, but this time you make it a concise elevator pitch or one-liner. In other words, you explain what you do in one or two clear, succinct sentences that are easy for anyone to understand.
A one-liner is a short, easy-to-understand statement that you can use to explain your offer. It’s different from a tagline or mission statement because it outlines the specific problem you help your customers solve. It’s also simple, relevant, and easy to remember. Creating a one-liner and repeating it often is a great way to spread the word about your company and get people to ask for your business by name.
How to Create an Effective StoryBrand One-Liner: What Is a StoryBrand One-Liner?
A StoryBrand one-liner is a distilled version of your StoryBrand BrandScript, which forms the core of your marketing message. StoryBrand differs from other marketing frameworks because it focuses on making the customer the hero of their story. It positions your company as the guide to help them solve their problem. A StoryBrand one-liner is the most distilled version of the BrandScript message and is designed to communicate your value to customers quickly.
How to Create an Effective StoryBrand One-Liner: Why Should You Create a StoryBrand One-Liner for Your Business?
Having a StoryBrand one-liner is important because if people can’t understand what you do, they won’t be interested in working with you. The reality is that when people meet you, they file you in their brains under a category. You want them to place you under the correct category so they know exactly who to call if they need your services. A StoryBrand one-liner helps you communicate what you do in an easy-to-understand way that makes people take notice and remember it.
How to Create a Story-Brand One-Liner
A StoryBrand one-liner is composed of three parts:
- The problem or pain point that most of your customers face
- Your solution
- How your customer will feel after you solve their problem
To create a Storybrand one-liner:
- Start by writing down the problem that your customers are facing.
- Note how you’re solving this issue.
- Include a sentence about how your customer will feel after their problem is resolved.
Another way to think of a StoryBrand one-liner is in terms of problem, solution, and reward. The problem is the pain point your customers are facing. The solution is how you’re helping to solve their issue. The reward is how your customers will feel after their problem is solved.
Examples of StoryBrand One-Liners
The following examples will help you get started with crafting your own StoryBrand one-liner:
Business Coach
“We equip small business owners with the right tools and resources so they can focus on their growth, increase profits, and maximize success.”
Parenting Coach
“We help tired parents regain control of their lives by offering lifestyle advice, time management tips, and more that empower them to live a balanced and fulfilling life.”
Business That Sells Home Automation Systems
“We help busy homeowners take control of their lives by making it easy to automate their homes so that they can spend less time worrying and more time living.”
Company That Lessens the Administrative Load for Entrepreneurs
“We help busy entrepreneurs save time and improve their bottom line by streamlining their administrative tasks. Our customers feel organized and in control of their business.”
Web Design Firm
“We help small businesses stand out in the crowded online marketplace by creating stunning websites that get noticed. Our customers feel confident and proud of their brand presence.”
Wellness Coach
“We help busy professionals take back control of their lives by creating personalized health and wellness plans that give them the energy to tackle anything. Our customers feel energized, motivated, and ready to hit their goals.”
Copywriting Agency
“We help businesses grow by crafting persuasive copy that connects with their customers and drives action. Our customers feel confident that their message is getting through to the right people.”
Where Should You Put Your StoryBrand One-Liner?
The use of your StoryBrand one-liner isn’t limited to cocktail parties. But where else should you put it? The answer is: on all your marketing materials.
For example, you can add it to your:
- Business card
- Email signature
- Wall in your retail space
- Website headline
- Profile descriptions on social media
To make the most of your one-liner, it’s important to memorize it and have your entire team do the same. This way, you can ensure that everyone is on the same page and can deliver the same message. There are a few different ways to go about memorizing your one-liner. You can repeat it several times out loud, write it down multiple times, or create a mnemonic device to help you remember it. Once you have it memorized, practice saying it frequently so you can deliver it confidently and smoothly. With everyone on your team using the same one-liner, you’ll be able to turn your staff into a salesforce more effectively.
Doing so will ensure that everyone who comes into contact with your brand will know exactly what you do and, more importantly, how you can help them.
In Conclusion
Your StoryBrand one-liner should be concise, clear, and catchy. It should also accurately reflect the services that you offer so potential customers can quickly understand what you do and how it will help them. By taking the time to create a StoryBrand one-liner for your business, you can make sure that anyone who hears it knows exactly how you can assist them. You’ll be able to differentiate yourself from the competition and establish trust with your customers, helping you grow your business.
Hire a StoryBrand Certified Guide
You know you need a strong marketing strategy but don’t know where to start. Most businesses try to wing it when it comes to their marketing, and this often leads to failure. Without a solid plan or strategy, your marketing will be all over the place and ineffective.
McCully Media Group can help. Founder Michael McCully is a StoryBrand Certified Guide who uses the proven StoryBoard Framework to craft powerful marketing messages that stand out from the competition.
We’ll work with you to craft your StoryBrand one-liner and use it to guide your entire marketing plan. Our team will also help you ensure that your message is consistent across all your channels so that everyone who interacts with your brand knows what makes you unique and why they should choose you over the competition.
With our help, you can save time and money while creating an effective marketing plan that will drive growth for your business. Schedule your free consultation today.
Learn More:
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