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Most marketing plans do not fail in intent or philosophy of communication, they fail in execution.
A one-liner is a concise statement you can use to clearly explain what you offer. It is the most powerful tool you can use to make customers curious about your brand.
The one-liner is composed of three parts—the problem, the solution, and the result.
Always start your one-liner by stating the problem.
Exercise Start off by stating the problem or pain point that most of your clients face.
The second statement in your one-liner, then, should sound like a reveal. As the customer listens (or reads) about the problem, they begin to wonder how this problem can be resolved.
Exercise Talk about your solution to the problem you just stated. Example from the StoryBrand one-liner: At StoryBrand we’ve created a communication framework that helps people clarify their message.
The third part of your one-liner should release all the tension you created in the first section.
When you write the solution part of your one-liner, you’ll want to get all the way to the end result your customer will experience. And you want that result to be tangible. Make it something they can see or feel.
Lead generators should position you as the customers’ guide, answer your clients’ questions,
solve their problems, pique their interest, stir a sense of reciprocity, build trust in what you have to offer, challenge a potential customer to take small action, give them a vision of the successful result they could experience, and ultimately lead them to a nurture campaign, a sales campaign, and hopefully a sale.
A nurturing campaign does something even more powerful than selling your product. It positions you as the forever guide your customer has been looking for. Really, the goal of a nurturing campaign is to make sure the customer knows that, in the area of your expertise, you’re the first person they need to call. This means all the information you give away should be your expert advice on what’s going wrong in your customers’ lives and how their lives can be made better.
You want to keep giving your customer information on why the way they are living their lives without your product is not working, all the while positioning your product as the how that will fix their problem.
An email sales campaign is not about being shy, it’s about challenging your customers to take a step in solving their problems. Today.
The idea behind an email sales campaign is to give customers something to accept or reject.
