My #1 Tool for Messaging They’ll Remember

How do you craft a message that your customers will love?

Message

This is a question that I hear often. And there are lots of possible tips and suggestions that I could offer, but I’m going to go ahead and jump right to my best one:

Elevate the most potent thoughts.

Fact is, we ramble. Our great ideas dance around in our heads and rarely ever come out neatly-wrapped and ready for delivery.

To get to the point — to make your message as resonant as possible — you have to learn to identify your most potent thoughts from the masses, and crown them in all their glory.

If I was a mystical wielder of business magic, there’s no question what my weapon of choice would be.

It costs 99 cents.

It’s: a highlighter.

The power of the “one-liner”.

You can vastly improve your messaging by giving your best ideas more of the spotlight.

One-liners are a huge part of the work I do with clients. As their best ideas roll out in a passionate flood of thoughts and stories I physically or metaphorically “highlight” the best and store them up for later. Beyond building a reservoir of brilliant messaging, these statements often hint at strategic pillars for the brand strategy as a whole.

Try it for yourself:

These statement sentences can come in many forms (much like a tagline, which is why your work from that brainstorm can easily become your best jumping off point for the remainder of your marketing content). The important thing is that they are strongly rooted in your unique point of view and promise as a brand, as well as highly relevant to what your customer cares about.

Again, that’s a 2-point check:

  • Does it succinctly express your unique point of view or promise of value?
  • Does it speak to something your customer cares about?

The more deeply you know your brand and your customer, the more you can count on your intuition to guide you.

The step-by-step:

The first step is to put down your thoughts (or pull up places, like your web copy, that already house them). The Strategic Essence worksheet in my free Brilliant Clarity workshop is a very useful resource for accomplishing this.

Second, go through it with a highlighter using the criteria mentioned above. Be picky! Think about how your audience will react emotionally to each line.

Third, pull out those one-liners so they stand on their own. Some slight word-smithing might be necessary, but keep it in your voice.

The last step is to make use of the one-liners (don’t keep them buried away like your fine china!):

  • Use them as headings, statements in your banners, part of your offering name, etc.
  • Lead with one of your best ideas on every page (and with every paragraph)
  • Rewrite the content entirely to center around the one-liners

Want some Examples?

I pulled out some potential one-liners from the web copy of two (brave and willing) entrepreneurs to give you some real examples:

Example 1: An “About” Page

On writing your About page: Even when you’re writing about you, it still needs to be with them in mind. The real reason you talk about yourself at all is so they can a) relate to you and what you care about, and b) see how these things about you will benefit them. Period.

Videos by Holly

1) Holly’s About page: About Holly

2) The most powerful paragraph (which was second to last on the page!)

Holly is taking her years of production experience and bringing them to you. She will give you a place to start, help you figure out what kind of videos to make, build your confidence and get you ready to be you times ten for the camera, plus offer affordable solutions. There is no denying that videos increase your bottom line, your conversion rates and the time that people spend on your website. So there is no time to waste.

3) Highlighting the most unique and potent concepts:

Holly is taking her years of production experience and bringing them to you. She will give you a place to start, help you figure out what kind of videos to make, build your confidence and get you ready to be you times ten for the camera, plus offer affordable solutions. There is no denying that videos increase your bottom line, your conversion rates and the time that people spend on your website. So there is no time to waste.

4) Possible one-liners (with only minimal word-smithing!):

“Giving you a place to start.”

“The confidence to be you, times ten, for the camera.”

“Increase your bottom line, conversion rates, and the time people spend on your website.”

Example 2: A “Work with Me” page

On writing your Product Overview page: It’s nice to have some introductory ideas on product or offering pages to reiterate what’s special about how you work, but, especially on this page, keep it brief and let them quickly get to what they’re really there for: the offerings.

The Savoury Soul

1) Amanda’s “Work with Me” Page: Work with Amanda

2) Her message is more spread out, but mostly lives in these paragraphs:

We grow up being taught to act one way, to believe in certain things and that we should do this and not that and eventually, we drown out our intuitive guide along the way.

Over time we pick up and hold on to certain stories about ourselves as a means to protect and cradle us from the possibility of being exposed and inevitably, hurt.

Many of us walk through life with a nagging feeling that there is something more, that life is bigger; that we are bigger than what we have allowed ourselves to become.

When you learn to come home to yourself and find the trust to believe that anything is possible, that you are worthy of it all, you can begin build the life you’ve always wanted.

The world is your oyster and I am here to help facilitate your growth and open you up to so many possibilities, most importantly; a deep and loving relationship with yourself.

3) Highlighting the most unique and potent concepts:

We grow up being taught to act one way, to believe in certain things and that we should do this and not that and eventually, we drown out our intuitive guide along the way.

Over time we pick up and hold on to certain stories about ourselves as a means to protect and cradle us from the possibility of being exposed and inevitably, hurt.

Many of us walk through life with a nagging feeling that there is something more, that life is bigger; that we are bigger than what we have allowed ourselves to become.

When you learn to come home to yourself and find the trust to believe that anything is possible, that you are worthy of it all, you can begin build the life you’ve always wanted.

The world is your oyster and I am here to help facilitate your growth and open you up to so many possibilities, most importantly; a deep and loving relationship with yourself.

4) Potential one-liners (with minimal word-smithing)

“Re-discover your intuitive guide.”

“You are bigger than you’ve let yourself become.”

“Come home to yourself. ”

“Here to help you grow.”

These are obviously surface-level assessments, but definitely a starting point for each of these businesses to add more priority to their messaging — catching your eye with something you’ll instantly connect with and remember.

I’d love to hear some of the one-liners you’ve come up with below! And, if you want a chance to have one of your web pages assessed like the examples above, keep an eye this Friday over on the Facebook page.