Marketing Mastery Series
The One Liner
Marketing and Sales is all about helping people with a problem make a transformation into a successful outcome.
· Marketing communicates that you have a solution to their problem.
· Sales helps them take action to get that transformation.
The BEST way to market is through the concept of a ‘one liner’ simple statement that explains what your company offers and how it helps prospective clients. This is different than a “who and do what” statement, as it provides a ‘successful ending’ to the customer buying journey story.
Example ‘who and do what’ statement for a Financial Advisor:
· ‘We help you retire early with peace of mind.’
Here’s how to structure a one liner for maximum impact.
1. Identify and state your customer’s problem.
2. Explain your plan to help them.
3. Describe a successful ending to their story.
Think about the structure like this.
1. Problem – What problem does the prospect have?
2. System – What is your ‘system’ for solving the problem?
3. Hero – How does your system make the client a hero when the problem is solved?
Example one liner for a Financial Advisor
1. “Most people don’t have a complete picture and map of their financial future
2. So we create a financial dashboard that puts all your info in one place that you can access anytime
3. Giving you complete control and peace of mind about your finances.”
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