Calvin Blanchard - Business Made Simple Coach

One-liners can be your best and cheapest sales and marketing tool. One-liners clearly and concisely define what you do. Tag lines are too short and don’t define the problem. One-liners may not be an elevator pitch but they’re close. 

With a one-liner, your customer creates a mental map of who you are and understands how you can help them. And you’re much more likely to get a call when you’re on your prospect’s mind. You might be the “lawn guy” or the “sprinkler guy” and when your prospect needs that person, they turn to you. So let’s get started making you the go-to person for your prospects.

Let me give you an example of a one-liner. Our coaching business‘s one-liner centers around the difficulty of small business owners creating enough value to fund a retirement. 

“Small business owners struggle to retire on their own terms. HindSite Business Coaching provides a recipe for growing a business so that owners can retire on their own terms.”

The one-liner starts with a problem; “owners struggle to retire using their business as a retirement vehicle.” The business name “HindSite Business Coaching”  is included so that the reader knows what the business does. Business coaching. No mystery. Intentionally clear. 

If your business name does not include what you do then you must state what it does in your one-liner. For example, it might not be clear what HindSite Software really does. Does it create accounting software? To clear that up we might say HindSite Software provides business management tools to the green industry.

Creating Your One-Liner: Lawn Care

So let’s say you own a lawn care company, and we’re putting together a one-liner for your business. It only takes a few steps to create your own. 

First, let’s begin with the customer problem you solve: