Most B2B companies look and sound exactly the same.

• "We're the industry-leading solution."
• "We're innovative and cutting-edge."
• "We're your trusted partner."
• "We're the single source of truth."

Nothing but overused and recycled garbage on every website.

No wonder companies struggle to stand out and build a waitlist of clients ready to work with them.

Their message communicates the same thing:

There's no reason for you to buy from us.

Ouch.

So, how do you change that?

Write a brand one-liner.

The Brand One-Liner

A one-liner is a single sentence that communicates:

• The unique value you bring to the market
• For whom
• How

And does so in a clear and compelling way.

• Clear, so people understand what you do.
• Compelling, so they actually want to buy from you.

Use that message everywhere — the hero section of your homepage, your social media accounts, email signature, pitch decks, marketing materials, and so on.

That's the message you want people to remember when they think about you.

One-Liner Templates

Take this framework I used to write Shft's one-liner:

[Unique value] designed to [transformation] for [ideal customer].

Here's ours:

Step-by-step brand and marketing strategies designed to attract, convert, delight, and keep your B2B service dream clients.

• It’s specific (step-by-step strategies)
• It’s outcome-focused (attract, convert, delight, keep dream clients)
• It’s for a defined audience (B2B services)

And it's made us a sh*t-ton of money.

Because my ideal customers understand what we do and why they should buy from us.

Instead of those other brand agencies that deliver design and personality, but no real strategy they can implement.

Write a one-liner.

I have 12 templates you can use to get started.

Including an AI prompt to evaluate what you write and offer suggestions to make your one-liner far more compelling.

​Grab the templates here.​

So you can better communicate why customers should buy from you.

Until next week,

#SassyJason out.

✌🏼

PS. Next week is the last issue of the Shft Insider. I'm launching the new Brand Shft email on Saturday, October 25 focused on helping you craft a brand strategy that makes you stand out.

Subscribe to the new email here → shft.agency/newsletter​