The number 1 marketing tool that will make the biggest impact for little cost

We live in an increasingly noisy world. We are inundated with messages trying to get our attention to buy, join, give, subscribe and engage. We shut off from most of them, but we open our wallets to messages that get our attention and speak to us. We connect when businesses speak like they know us, offering products and services that promise to make our life better, take away the pain and help us get to where we want to go. Many successful companies craft clear one-line messages that connect with customers and keep the cash coming in.

This article shows four steps to create a powerful one-liner that will motivate customers to choose you instead of the competition. The fourth point is the most important in crafting effective communication that gets results. Once you have it sorted you should use your one-liner everywhere – on your website, business cards, email footer and anywhere you interact with clients or customers.

Powerful one-liners need to have four components, all beginning with P:

1. Problems to solve
2. People who need a solution
3. Plans to solve the problem
4. Promise to receive

What’s the problem?

I guarantee that if you are in business, then you are solving a problem for someone. You need to identify that problem, pain or obstacle. Is it lack of time, skill, resources, knowledge, or bad health – the list is endless. The more specific you can be with the problem, the more effective your message will be.

Who is the person?

You need to define a specific person or group of people whose problem you are helping to solve. E.g. It could be Mums who have no time for themselves or it could be business leaders who find it hard to communicate with their customers.

What’s your plan?

Next talk about how you help solve your customers’ problems. What do you offer (in a word or two) that solves their problem? Let’s think of our Mums as if you own a gym. “Busy Mums get superior fitness with Social Spin –  the 20-minute fitness class that will help you live a happy, active life with your children”. The problem is lack of time but the plan is ‘Social Spin – the 20-minute fitness class’.

Typically, your product (another ‘p’ word) is your plan; it’s how you solve their problem. It’s important to include your product in your one-liner, especially if you are using it on our website’s home page. When people come to your home page they want to know exactly what it is you are selling.

What’s the big promise?

Once you have defined a problem, a person and a plan, you need a big promise with a perfect ending. How will your product make my life better? How will I feel once I have used your product or service – fit, healthy, free, confident, connected? In the example of a Mum above, she will have a ‘happy, active life with her children’.

An article in the HBR magazine (Jan/Feb 2024) says advertising that contains a promise in the headline is the most effective in getting results over time. This is based on research of over 2000 advertising campaigns from World Advertising Research. They defined results as changes in consumer behaviour, short-term growth, long-term brand and sales growth, and sustained sales success. Clearly a good reason to get your promise right.

Our one-liner at Downing:

“In a noisy world, we help you stand out with creative marketing that makes sales, and adds value to your business”

The four P’s above are all in there. Notice the focus of the four P’s is more about our customers and their needs and how their life will be better rather than all about our business.

Don’t try to be clever with your one-liner, just be clear. Donald Miller, the author of Story Brand says, ‘If you confuse, you lose.’ Your one-liner needs to be direct, clear and easy to understand. You are not trying to be clever, just clear. Don’t make your customers think too hard, give them a simple solution to their problem.

In saying that, if you can be clear and clever, then that is the ultimate.

Some of my favourite slogans that are clear and clever are:

KFC, ‘It’s finger lickin’ good’

M&Ms “The milk chocolate that melts in your mouth, not in your hand.”

Debeers “Diamonds are forever

If you need help crafting an effective message, please reach out. We would love to chat with you. If not then have fun crafting your one-liner, then use it everywhere. Let me know how you get on.