How To Write A Killer One-Liner That Hooks Your Website Visitors - Ep #39
You spend a lot of time and money on marketing your business and sending people to your website but still, all you hear are crickets? It takes less than 5 seconds for a website visitor to form a first impression of your business. This opinion is based on the overall look and feel of your homepage and your one-liner message. But what is a one-liner anyway? Tune in to my latest podcast epidsode, as I explain step by step how to write a one-liner for your business and website that will attract your ideal clients.
LISTEN TO THE FULL PODCAST EPISODE:
EPISODE SUMMARY:
In today’s episode I talk about a one-liner message, what is it, why is it so important, and how you can craft an effective one-liner that resonates with your audience.
What is a One-Liner Message?
A one-liner message is not your traditional elevator pitch. It's a short, powerful statement that encapsulates what your business does and how it can improve your customers' lives. This one-liner should address a specific pain point in your target audience's life and highlight the solution your business offers.
Why Does Your One-Liner Matter?
Your one-liner is the hook that captures your website visitor's attention. In a world with endless online distractions, your one-liner must cut through the noise and resonate with your audience. Here's why it's so important:
First Impressions Matter: In just a few seconds, visitors decide whether to stay or leave. Your one-liner can make the difference between capturing their interest or losing them forever.
Clarity and Focus: A well-crafted one-liner defines your business and its value proposition in a clear and concise manner. It helps visitors understand what you do immediately.
Emotional Connection: A great one-liner can evoke emotions, empathy, or curiosity, making visitors want to explore more.
Problem-Solution Alignment: It highlights the pain point your customers face and presents your business as the solution they need.
Use The StoryBrand Framework To Craft Your One-Liner
Donald Miller's book "Building A StoryBrand" offers a compelling framework that can help you create an effective one-liner. Here's how you can apply it:
PROBLEM - identify your audience and understand your hero's pain points, desires, and needs. Your one-liner should speak directly to them. Donald Miller says that you invite your listeners to pay attention by starting with the problem.
SOLUTION - position your business as solution to their problems, highlight your unique selling points, make your solution clear
SUCCESS - craft a concise message that showcases how you can transform your customers' lives, how they will feel after working with you.
Examples of Effective One-Liners Using the StoryBrand Framework:
"Work Less and Make More with VIP Days.”
“Become the photographer everyone is jealous of.”
“Take The Guesswork Out Of Success”. High Performance Coaching for Those Who Want More In Life.
"Helping You Become a Better Leader - Leadership Coaching"
"Feel Happier at Work - Career Coaching."
“Helping you build the career you want. Career Counselling for adults seeking change.”
"We make the complex simple." (from Mint)
These one-liners quickly convey what each business does and how it benefits the customer, following the StoryBrand framework.
Quick Formula For Clear One-Liner Message
If you’re stuck on time and the ideas for your one-liner sentence, use a simple and tested formula that will make your message at least clear for your website visitors. Explain what you do, for who and the benefits of working with you.
The formula: I help [who] [do what] so that [how it makes their life easier]
Example: I help female entrepreneurs create functional websites so that they can sell their services with ease and confidence.
In summary, your website's one-liner is the gateway to attracting and retaining visitors. It's the first taste of what your business offers and sets the tone for the entire user experience. By integrating the StoryBrand framework, you can turn those initial crickets into engaged and interested visitors, making your one-liner a magnet that draws your ideal clients in and leaves them wanting more.
For more in-depth guidance on using the StoryBrand framework to create a powerful one-liner for your business and website, you may check the book “Building a Story Brand” by Donald Miller.
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