4. How to Write Your One Liner

Think about it: how many times have you been asked, "What do you do?” or “Tell me about your business?” And how many times have you fumbled around trying to come up with an answer that makes sense and captures people's attention? With a powerful one-liner, you'll never have to worry about that again.

We're excited for part four of our marketing guiding statement series, where we'll break down everything you need to know about crafting a powerful one-liner. We'll define what it is, explain why it's so important, and provide an example to inspire you. 

Whether you're a small business owner or just looking to polish up your personal brand, this is a must-listen. So let's get started!

Specifically, this episode highlights the following themes:

• Practical tips and strategies for creating an effective one-liner 
• Crafting a one-liner: A step-by-step guide
• The importance of a clear brand message in marketing

Other Mentioned Links & Resources

Learn how to write your Marketing Guiding Statements:
https://www.treefrogmarketing.com/marketingguidingstatements

Learn more about Treefrog services:
https://www.treefrogmarketing.com

Receive $10 off your first three orders from DoorDash:
https://treefrogmarketing.com/doordash

Learn more about HoneyBook:
https://www.honeybook.com/risingtide

Join the Priority Pursuit Podcast Facebook Community: https://www.facebook.com/groups/179106264013426

Follow Treefrog on Instagram
https://www.instagram.com/treefroggers

Follow or DM Victoria on Instagram:
https://www.instagram.com/victorialrayburn

Chapters

• 0:00 Introduction
• 0:59 Recap of the previous episodes
• 2:15 What exactly is a one-liner and why is it important?
• 7:57 A step-by-step guide to crafting your own one-liner
• 8:46 First step: state the problem
• 9:20 Second step: present a solution
• 9:49 Third step: share what to expect
• 10:52 Implementing your one-liner on your website

Transcript

Kelly Rice  0:00  
At Treefrog, we take the guesswork out of marketing. So this is what we do for you because we know that this is your problem. You don't have a lot of time. You're constantly guessing what you should do what you shouldn't do. Is this working, is it not working? We're just removing that burden from you all together.

Victoria Rayburn  0:19  
Hey, there, you're listening to the Priority Pursuit podcast, a podcast dedicated to helping small business owners to find, maintain and pursue both their personal and business priorities so they can build lives and businesses they love.

Kelly Rice  0:31  
We're your host, Kelly rice and Victoria Rayburn. Rayburn. Can't even say that today. Sorry, guys. And today, we're excited for part four of the marketing guiding statement series. And in this episode, we are breaking down the one liner, which is probably why I can't speak because it's been a long process, right?

Victoria Rayburn  0:50  
Yes, and if you guys are following through step by step, you know exactly what I mean have buggin we promise this is absolutely absolutely worth it. So quick recap over the last several episodes, we've been talking about the importance of developing your marketing guiding statements before you develop or implement your marketing strategy. This is because without clear messaging, you won't be able to connect with your ideal customers hold their attention, or get them to do what you want them to do, or to work with your business.

Kelly Rice  1:20  
Absolutely. Because it's when you jump right into posting social media or developing a website or creating reels, whatever it is that you're doing before you create, you create your marketing guiding statements, you end up wasting a ton of time and money on things that just don't work. So that's why today we're covering the fourth area that you need in your marketing guiding statements. And it's called the one liner.

Victoria Rayburn  1:41  
Now, this statement is the one that you'll use the most and conversation in all honesty, and it will help clarify who you are, what you do, and how you can help your customers solve their problem. And Kelly is going to break down this strategy for you explain what a one liner actually is. And just yeah, all the things, this is going to be a great conversation. And guys, the promises is not going to be as intense as you know, developing your talking points. And like literally, you can get this done today, and just go around and start using it. So Kelly, what is a one liner? Why does it matter? And how can small business owners use it?

Kelly Rice  2:20  
Well, actually, before we talk about the one liner, we have to cover what we all do. Now, when someone asks the question, what do you do? So if I was a betting woman, I bet most of us answer the question like this, I own a marketing agency, or I'm a photographer, or even better. I work in medical sales. I mean, how many people do you know that you're like, hey, what do you do? And they're like, Oh, I do this and you're like, Okay, so all those, like, all of those answers are not necessarily wrong. They just don't capture the attention of the person you're talking to, nor does it open up the door to having a conversation. So when somebody asks you, what do you do you want to captivate them? You don't want to bore them. And because we use our one line answers, I own a marketing agency, they're like, oh, okay, so to be able to captivate them, and not bore them, this is where the one liner comes in. It's basically your 32nd elevator pitch. It's a short statement that you can use that will help people realize why they need your product, or service. And really, you need to remember, this is something that you need to memorize. So when we talk about creating, it needs to be something that you can easily think about, it feels natural, to say, because we're going to stop answering the question, what do we do with a just a direct one statement? I own a marketing agency, or I'm a photographer. So the next time that someone asks you, what do you do? You're going to be able to use this guiding statement to pique their interest and start a conversation.

Victoria Rayburn  3:52  
Absolutely. And guys, yes, I would just throw out here too, that this may seem like an unnatural process at first. However, if you are like, let's say your guests at a wedding, you know, the photographer me and always thinks like, oh, like you're at a wedding, you're going to meet so many people that you don't typically interact with. And chances are there is somebody in that room who like they have a problem that your product or service can solve. So please, please, please don't let impostor syndrome certain like, cause you to think that this is a weird thing. If anything, people will be so happy that you are in one of these social situations and you are actually the one to strike up a conversation. So please just do it. It might feel funny the first couple times that you do, but it's going to make you better conversationalist and open. So many more doors for your business. Okay, so anyway, yeah, as you can tell guys, if we gone through this whole series, these are just things that we are so passionate about because we've seen it work for our own businesses. We've seen it work for  Treefrog  clients and can you like tell it that cheerleader background like does come out occasionally. But anyway, Back to the point. Everybody needs a one liner. So Kelly, is there a process people should follow to create their one liner?

Kelly Rice  5:08  
Yes. And if you've been following along, I think it was maybe an episode ago, we talked about creating your talking points, because your talking points include eight different elements. And they help. They help do a lot of things, actually. But we they also are the probably the most difficult and time consuming part of the marketing gagne statements. So if you've actually taken time to sit down and think about your talking points, you're way ahead of the game for this. Because you've identified almost every element that you need in order to create the rest of your guiding statements, including this one liner. So and remember your one liner, something that you need to memorize. So from start to finish, you should be able to finish it within 30 seconds or less, and it needs to feel somewhat comfortable. At first, like Victoria said, it'll feel a little awkward because this is not how we normally would answer the question. But it's how the person on the other side actually wants to receive the information so that the conversation will be much easier and you will have that awkward silence in between going okay, now what question do I ask them? Do you ever get caught up in a project and realize you've should have eaten lunch about three hours ago? Or do you ever have a crazy week that makes cooking, or even going out to dinner the last thing that you want to do DoorDash is a meal delivery service that connects consumers with their favorite local restaurants. In other words, DoorDash is a delivery service that can bring you food from almost any restaurant near you whether it'd be a national chain or a mom and pop shop. If you'd like to save $10 on each of your first three DoorDash orders, that's $30 total, visit treefrog marketing.com/DoorDash. Again, to receive $10 off of your first three DoorDash orders, visit treefrogmarketing.com/DoorDash.

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Kelly Rice  7:56  
So okay, so let's walk through how we can create a one liner. So the process we follow at  Treefrog  kind of follows a story format. So we first state the problem. Second, we present a product or service as the solution. And then finally we share what people should expect. So using  Treefrog and as an example, our one liner is most small business owners and leaders aren't sure where to start when it comes to their marketing and end up wasting time and money on marketing tactics that don't actually work at  Treefrog. We take the guesswork out of marketing so that you can have the freedom to focus on other aspects of your business and life outside of the office. So let's quickly break down the statement into the three sections that I referenced. So it makes a little bit more sense. So first, we have the problem. And if you go back several episodes, you'll learn that one of  Treefrog's ideal avatars is small business owners and they struggle with finding time to do everything they need to do both at work and at home. Therefore, our problem talks directly to this audience and lays out the problem that they're facing. So again, the problem in our one liner is most small business owners and leaders aren't sure where to start when it comes to their marketing. And they end up wasting time and money on marketing tactics that don't necessarily work. Next, we offer solution at  Treefrog. We take the guesswork out of marketing. So this is what we do for you because we know that this is your problem. You don't have a lot of time, you're constantly guessing what you should do what you shouldn't do, is this working, is it not working? We're just removing that burden from you altogether. But then the second part of that sentence is telling our ideal customers what they should expect when they choose to work with us. So again, the solution at  Treefrog we take the guesswork out of marketing. Now here comes what to expect so that you have the freedom to focus on other aspects of your business and life outside of the office. So when we put this statement all together The person asking us what do you do get a more clear picture of how you can make their life easier and a little better. So hopefully now all of the hard work that you're putting in and learning about marketing statements is starting to make sense now and all these little pieces are coming together so that you now can combine your talking points to help recreate a one liner, which will help you to answer the question a little bit better of what do you do? So you literally now after you create this, you have no excuse? For answering the question, what do you do in a boring way, you'll absolutely be able to have an answer and captivate people and then be able to start a conversation.

Victoria Rayburn  10:42  
Absolutely. And guys, too, if you're listening to something like okay, like, that's nice, yay for being able to have conversations. So we would throw in here to that the very first thing at the top of your website, so that you can show your customers, how you can help them what problem you can solve and answer all their basic questions should be like an abbreviated version of your one liner, not the full thing that's like, again, like 30 seconds worth of content to read. But that is going to inspire exactly what you placed there. So that way, when people get to your website, they quickly know what you do, who you serve, and how you can help them. But oh, yay, again, so excited to slowly but talking about marketing guiding statements, because, again, clear messaging is the key to effective marketing. Now guys, this is part four of a seven part series, all about marketing guiding statements. But if you are listening, and you want to knock out all of your marketing guiding statements as fast as possible, and you would appreciate a download that walks you through this process, you can access all of these things right now, if you go to treefrog marketing.com/marketing guidingstatements. These next few episodes will be releasing over the next few weeks. However, we know that as a small business owner, your schedule is packed. And this should be a priority. So if you have time now, and even if you don't, you need to make time, go to  Treefrog marketing.com/marketing guiding statements to access all of these episodes in one place. And to get your hands on this download that walks you through marketing guiding statements step by step. Now, if you've been hanging out with us for the last few episodes, and you are just feeling overwhelmed by this process, we do also want to tell you that  Treefrog we do write marketing guiding statements for small businesses. You can learn more about this at  Treefrog  marketing.com/messaging. And essentially with this, we will handle the whole process for you. We will meet with you to make sure we understand your business, conduct industry research. And then we will go through and write your audience overview and then each of your five marketing guiding statements. Now remember, before you can have an effective marketing strategy, you have to you have to have clear messaging. So while creating your marketing, guiding statements is a lot of work. Remember that if you don't know how to communicate with your customers, you won't be able to connect with them or hold their attention. And as a result, like Kelly said before, every marketing tactic you implement or tasks you complete will only be a waste of time and money. So we're on the Priority Pursuit podcast and today Kelly and I are begging you to please please please prioritize your messaging. Prioritize your marketing guiding statements. Again, if you visit treefrogmarketing.com/marketing guidancestatements. You can access all of the podcast episodes from this series, and a download that walks you through step by step exactly how to write and define yours. Or if you go to tree frogmarketing.com/messaging You can schedule a 15 minute consultation to discuss what it would look like to have our team write your marketing guiding statements for you. So that way you can focus on other important aspects of your business and life outside the office. Thank you so much for tuning in to another episode of Priority Pursuit guys. We are already looking forward to hanging out with you again next week.