How a Sentence Can Change Your Business

I know this might sound like one of those social media promises, the kind that says, "5 Tips to Become Rich." But believe me, a single sentence really can make a significant impact on your business. However, this doesn’t mean that simply writing a sentence somewhere will magically transform your business—there’s more to it than that.

Whether you've been in business for years or you're avidly consuming every podcast and YouTube video about entrepreneurship and company management, you've likely heard of the elevator pitch. The concept is that you should be able to explain and sell your business or yourself in just 30 seconds. The idea behind this is simple: if you find yourself in an elevator with a businessman or a potential collaborator, you should be able to pitch your service and convince them in that short amount of time—typically between 30 and 60 seconds. Of course, if you're riding to the top of the Burj Khalifa, you'll have more than three minutes to make your case.

Here’s the thing: your business doesn’t need a full paragraph to be described and understood. Any existing business can be explained in less than a minute. If you can't do that, it's time to refine your message, and this article is a great place to start.

Have you heard of the term "One-liner"? Donald Miller elaborates on this concept in his book "Building a StoryBrand". A One-liner is a concise, powerful statement that clearly communicates what your business does in a way that resonates with your target audience. It’s designed to grab attention and make your business memorable, whether you're at a networking event, in a meeting, or even just casually chatting with someone who might need your services.

Miller's approach emphasizes the importance of clarity and simplicity. Your One-liner should cut through the noise and instantly connect with your audience.

How to Create a Proper One-Liner

Keep in mind that a One-liner is an improved and simplified way to answer the question, "What do you do?" It’s the statement that helps people realize why they need your products or services.

To create a powerful One-liner, you should follow these four components:

1. The Character

2. The Problem

3. The Plan

4. The Success

Your main objective is to communicate these four ideas in sequence: Who is your client? What is their problem? How are you going to solve that problem? And finally, how will their life look after you’ve solved it?

1. The Character

The first step is to identify who your customer is. This is the "character" in your story. The clearer you are about who your ideal client is, the more effective your One-liner will be. Instead of saying, “we help everyone,” try to be as specific as possible. Who are they? What do they care about? This gives your audience a sense of connection, making them feel like you understand them personally.

Let's say you sell nutrition and sports programs to postpartum mothers, your one-liner should start with: : We help new mothers ....

2. The Problem

Your potential clients need to recognize that you understand their pain points. Whether it’s a struggle, challenge, or obstacle, clearly defining the problem shows that you are aware of their needs and that you’re positioned to help.

Let's continue with our example, now our one-liner should look something like: We help new mothers who are struggling to find the time and energy to take care of themselves

3. The Plan

Without a plan, we'll get nowhere. Once you've identified your customer's problem, you need to develop a plan to solve it.

It’s the solution that bridges the gap between where your client is now and where they want to be. Whether it’s a three-step process, or a unique method, make it sound simple and effective.

We help new mothers who are struggling to find the time and energy to take care of themselves by providing tailored nutrition and sports programs,

4. The Success

Success is the promise, it's the result they'll get after executing the plan. This is where you paint a picture of what your life could look like after using our products or services.

When you put it all together, your One-liner should look like this:

"We help new mothers who are struggling to find the time and energy to take care of themselves by providing tailored nutrition and sports programs, so they can feel more confident, and regain their sense of well-being."

How to Use Your One-Liner

As I mentioned at the beginning of the article, having a one-liner is not enough to boost your business.

Now that you know how to create a good one-liner, it's very important to know how to use it.

1. Include it on your website

By putting your one-liner in bold and making it legible on your website, you ensure that people entering your site understand your business. This simple action can help convert more customers by quickly conveying the value you provide, while also reducing confusion and noise that might otherwise distract potential clients.

2. Include it in every collateral possible

Your One-liner should be present in all forms of marketing collateral—business cards, brochures, email signatures, presentations, and even advertisements. Every touchpoint with your audience is an opportunity to reinforce your message and make your brand memorable. Consistently including your One-liner across different channels ensures that wherever people encounter your brand, they understand your core offering.

3. Memorize it, you and your team, and repeat it constantly

It’s not just about where you place your One-liner; it's about making it part of your company’s DNA. Ensure that both you and your team have it memorized and can recite it effortlessly. Repeating it consistently in meetings, client interactions, and presentations helps create a unified brand voice.

We've reached the end of this article, but I truly hope it's the beginning of a new journey for you and your business! By implementing these strategies, you'll discover a clearer, more compelling way to talk about your business.

And always remember, as Leonardo da Vinci said, “Simplicity is the ultimate sophistication.” Keep it simple, and your message will resonate more powerfully.