Generic messaging doesn't convert.
You know the type:
- We're the industry-leading...
- We create innovative solutions.
- We build websites that convert.
Some of those may be clear, but they are far from compelling.
And when your message doesn't compel prospects to take action, they don't.
(surprise, surprise)
The solution?
A message that communicates the unique value they bring to the market, for whom, and how in a clear and compelling way.
That message is your one-liner.
The One-Liner Message
A One-Liner is just that: a single sentence about your business.
Don't be fooled, though.
Next to a brand strategy statement, your one-liner is the most difficult sentence to write.
Think about it.
How do you take the complexity and nuance of who you are as a business, the value you provide, the position you hold...
...and distill it down to one sentence...
...while being clear, so people know what you do...
...and compelling, so people want to work with you?
If you think that's easy, you're either lying or insane.
It requires a depth of understanding your business and your ideal customers that most owners just don't have.
But, it's the most important sentence you will write for your business.
So, how do you do that?
One-Liner Templates
I've spent the last 15 years writing One-Liners that convert.
They're clear. They're compelling. And they get prospects to want to work with my clients.
In that time, I created a series of templates to help me write those One-Liners.
Try them out and (more importantly) make them your own.
Stop Relying Template
Stop relying on [external solution] to make [platform/tool] work. We’ll fix the [pain point] and teach your team to [internal capability / self-sufficiency].
- Perfect for consultants who eliminate the need for ongoing vendors.
Turn X into Y Template
Turn your [goal/ambition] into [reality/life/action]. We combine [strategic service] with [customized tool/system] to create the future you want for your [business/life/team].
- Perfect for businesses that provide strategy and ongoing tools.
Features Template
[Feature 1]. [Feature 2]. [Feature 3]. Our [product or service] is built to last — even in the most [extreme use case or industry challenge].
- Perfect for manufacturers with unique products.
Build & Reduce Template
Scale your [type of business or team] and reduce [risk or constraint] using our tailored [time-based or structured solution].
- Perfect for professional services in high-risk industries.
Tell the Right X Template
Tell the right [message/content/stories] in front of the right [audience/stakeholders] to [achieve the desired mission/outcome].
- Perfect for marketing and communications agencies focused on messaging and stories.
Action Verbs Template
[Quick-impact verbs: Move X. Store Y. Earn Z.] We use your [data/inputs/goals] to [process: simulate/design/forecast], show ROI, and [build/create] a system that does more.
- Perfect for consultants in the manufacturing and industrial spaces.
The Important Caveat
Your brand message should not be templated.
Even using these templates will make your brand sound like another business out there.
So, why did I share these?
Simple — sometimes seeing what a great One-Liner looks like helps in crafting your own.
Use one of these as a starting point.
And make it your own.
Your voice. Your tone. Your sentence structure.
Otherwise, your core message won't sound like you — and that defeats the whole purpose of writing a One-Liner.
Need help writing your One-Liner?
Book an Onlyness Call with me.
In 90 minutes, we'll work on perfecting your One-Liner and giving you suggestions on how to own your uniqueness throughout your marketing, content, sales, and operations.
I'm only accepting 2 more Onlyness Calls in August.
Don't wait.
Until next week,
#SassyJason out.
✌🏼