How To Create a One-Liner Using the StoryBrand Framework (and How To Use It)

Ever tripped over your tongue when trying to explain what you do at a networking event or cocktail party?

Do you struggle to find a quick, clear way to sum up your company’s offering, whether it’s a product or service or both? 

When you do finish explaining what your company does, do listeners often have this look on their face? 👇

What’s The Problem? 

This is a classic case of having a brand message that’s too complicated. People have short attention spans, so if you want people to listen to you and remember you and what your company does, you need to keep your explanation: 

• Short
• Urgent
• Interesting

Luckily, the StoryBrand Framework offers a solution to this problem. If you aren’t familiar, the StoryBrand Framework uses the principles of storytelling for business marketing. (Learn more about how to use the StoryBrand Framework here!)

Using this framework, we will transform your long-winded explanation of what your company offers into a concise, interesting statement that makes people eager to know more. This statement is known as a “one-liner.” 

What is a One-Liner? 

A one-liner is a statement, usually one or two sentences long, that describes what your business is and what it offers. 

In his book, “Marketing Made Simple,” StoryBrand creator Donald Miller writes, “[A one-liner] is the most powerful tool you can use to make customers curious about your brand.”

But what makes it so powerful?

• One-liners are quick, two sentences max. And that’s great, because let’s be honest: no one wants to listen to you drone on about the technical nuances of your business (unless they’re familiar with your industry… But then you wouldn’t have to explain what you do, would you?).
• One-liners hook the listener by beginning with the problem. When we try to describe to people what we do, so many of us focus on the solution that we provide without actually defining the problem that we’re solving for people. The problem is what makes your product or service valuable and interesting!
• One-liners are versatile. Aside from cocktail parties and networking events, you can deploy your one-liner on your website, in your sales collateral, during your cold calls, while talking to stakeholders — the list goes on. 

Just a couple sentences can peak listeners' interest, generate leads, and land clients and customers. So, are you ready to learn how to create a one-liner of your own?

How To Create a One-Liner Using the Storybrand Framework

1. The Problem 

• Start off your one-liner by stating the problem or pain point that most of your clients face.
• Make sure it’s a problem your target audience will feel strongly about. 

“Marketing Made Simple” Examples: 

• Dentist's office: “Most parents get stressed when they think about taking their child to the dentist.” 
  
  
• Marketing agency: “Most businesses lack the time and expertise to build a website that gets results.” 

Notice that in each of these examples, we’re starting with the target audience, e.g., “parents” or “businesses.” Then we focus on the issue, e.g how parents “get stressed” or businesses “lack the time/expertise.” Finally, we get specific, and state what exactly is stressing parents out, or what businesses lack the time/expertise to do. 

To begin writing your one-liner, ask yourself the following questions: 

1. Who is my target audience? 
2. What is the negative feeling or “lack” that they are experiencing? 
3. What is the specific cause of it?

Once you’ve answered these questions, you can “plug-and-play” to write the first part of your one-liner statement. 

2. The Product/Solution

Once you’ve clearly stated the problem, now you can: 

• State your product or solution to the problem. (This can be as simple as stating the name of your business or product.)
• Use this part of the one-liner to “close the loop” on the story you’ve started telling.  

According to Donald Miller, after you’ve stated the problem, “A subtle anticipation grows in your customer’s mind and they lean in (rather than tune out) when you let them know what you offer.” Once you’ve got them “leaning in,” you want to reward them with a satisfying solution!

Examples: 

• Dentist's office: “Most parents get stressed when they think about taking their child to the dentist. At Kid’s Teeth, our fun and welcoming office puts kids at ease.”
  
  
• Marketing agency: “Most businesses lack the time and expertise to build a website that gets results. At John Doe Marketing we’ll build you an amazing website at an affordable price.” 

Notice how the above examples not only show the product/offering, i.e., “fun and welcoming office” and “amazing website,” but they also tack-on an extra benefit: “puts kids at ease” and “affordable price.” 

Pro-Tips: When writing, keep it simple. Don’t try to get too clever or use complex language, as this can confuse your reader and distract them from what you’re actually selling. Also, make sure to use your company name in the solution! You want your brand to be associated with the solution to the customer’s problem.

3. The Result

Okay, so you’ve clearly stated the problem and the solution. But your story isn’t complete without its final act. In the third part of your one-liner you will: 

• Explain the positive result your customer will experience after you solve their problem.
• Paint the picture of success.

The final component of your one-liner should illustrate what the customer gets from the solution and what their life will be like afterward. 

Examples: 

• Dentists office: “Most parents get stressed when they think about taking their child to the dentist. At Kids Teeth, our fun and welcoming office puts kids at ease so they aren’t afraid and their parents actually enjoy their dentist's visit.”
• Marketing agency: “Most businesses lack the time and expertise to build a website that gets results. At John Doe Marketing we’ll build you an amazing website at an affordable price so you can stand out from the competition and get more leads that turn into customers.” 

Notice that in each of these examples, you are acknowledging what the customers have overcome and what they’ve gained. Keep these two things in mind as you finish writing your one-liner. 

Pro-Tips: 

1. Read your completed one-liner out loud and make sure it sounds natural. 
2. Don’t be afraid to edit if necessary. 
3. Get feedback from other people on the clarity of your one-liner.

How To Use Your One-Liner

Once you’ve written your one-liner, commit it to memory so you can use it verbally whenever you need to! Here are some other ways that you can start using your one liner immediately: 

• Use it on your website. A great place to put your one-liner is on the About Us page of your website. 
• Include it in your social media, whether it’s in your bio, profile description, or header.
• Print it on in-store signage. This will not only inform customers but will help keep it top of mind for your employees, as well. 
• Put it in pitches, presentations, and sales collateral. Your one-liner is one of your greatest sales tools. Use it! 

For more information and great ideas for how to use your one-liner, check out marketingmadesimple.com, or buy Donald Miller’s book, “Marketing Made Simple.” 

Want Even More StoryBrand Tools? 

At Wild Fig Marketing, we’re StoryBrand certified, which means we’re experts in helping brands tell their stories in a way that generates leads, wins customers, and earns revenue. We’ve helped numerous companies just like yours revamp their content, websites, and sales collateral so they can waste less time trying to convince prospects and more time landing new clients. 

If you’re curious about how we can help you clarify your brand’s messaging, schedule a 15 minute exploratory call with our VP of Opportunities, Jen, today. We’ll discuss your current messaging, your brand goals, and determine if you’d be a good fit for our services. We can’t wait to hear from you!