Writing An Engaging One-Liner
Good marketing is an exercise in memorisation and successful brands know it.
The purpose of a one-liner is to pique curiosity and invite them to learn more about your business.
Build A Relationship.
It turns out simply asking people to buy our products doesn’t work. At least not straight away. You have to build a relationship and this is done in three stages - curiosity, enlightenment and lastly, commitment.
Your one-liner falls in the curiosity box, and it needs to address these three things: the problem, the solution, and the result.
I’m going to help you write a good one…
Step 1: The Problem
The problem is the hook. If your business doesn’t help solve a customers problem, they’re not going to be interested. The problem adds value to your product/service.
Farm Shop: Customers don’t want mass-produced food that’s traveled thousands of miles before it reaches the shelf.
Gift Store: Generic, mass-produced gifts that feel impersonal and thoughtless.
Florist: Imported flowers that are already wilting by the time they arrive.
Step 2: The Solution
Your customer is now ready to hear the solution. Make sure the solution directly connects to the problem you’ve stated. Don’t overthink it. Be simple.
Farm Shop: Fresh, locally grown food delivered directly from nearby farms.
Gift Store: Thoughtful, curated gifts that feel personal and meaningful.
Florist: Locally sourced, fresh flowers arranged with care.
Step 3: The Result
When a customer purchases a service/product from you, what will be their experience? You’ll want that result to be tangible; something they can see or feel.
Farm Shop: Fresh, flavorful meals made from wholesome ingredients, with peace of mind knowing you’re supporting local farmers.
Gift Store: Loved ones feel truly appreciated, and you become known for giving thoughtful, memorable gifts.
Florist: Beautiful, long-lasting bouquets that brighten your space and make every occasion feel special.
Now Implement It!
Once you have your one-liner written, you need to use it everywhere - remember, good marketing is an exercise in memorisation!
👉 Include in your email signature
👉 Add it to your business card
👉 Use on social media bios at the top
👉 Add it to your company website
👉 Add it to company swag!
Need Help?
Fill out the form sections below and I will write a one-liner for you for FREE! Be as specific and concise as possible and if you’re not sure what the answer is, write some bullet points.