Is your business not standing out from competitors? Do you want to stay top of mind with potential leads? Most small business owners make the mistake of having confusing brand messaging. Well, today I’m going to show you how to clarify your message and make your business instantly more appealing with the power of the StoryBrand One-Liner statement using Donald Miller’s 3-step StoryBrand framework. 

What is a StoryBrand One-Liner?

A StoryBrand One-Liner statement is a concise, powerful sentence that clearly articulates what your business does and why it matters. Think of it as your business's headline; it's what you want everyone to know about you at first glance. 

The beauty of a one-liner is that it cuts through the noise and complexity, so your value proposition is immediately understandable and engaging to potential customers. It’s not just about making a statement—it's about making an impact, ensuring your business sticks in people's minds for all the right reasons. 

So, whether you're at a networking event, crafting a tweet, or updating your website, your one-liner is the sharp, memorable hook that draws people in and sparks their interest in what you have to offer.

Why You Need a One-Liner

We live in a world where attention is the new currency. And your one-liner cuts through the noise and clutter of today's marketplace. It grabs attention quickly, making an instant connection with potential customers by clearly communicating not just what you do, but why it matters to them. It's all about making your business stand out. 

With a killer one-liner, you’re not just another face in the crowd; you’re the face they remember. This one statement can be the hook that draws people in and gets them eager to learn more about what you offer, driving interest and conversions by clearly stating the unique value your business brings to the table. So, let's make sure your business isn’t just heard—it’s listened to, remembered, and preferred.

What Is The StoryBrand Framework for One-Liners?

Let’s break down the process into a clear, easy-to-follow framework that any small business owner can apply. Here’s how to craft a one-liner that resonates and captivates:

Step 1: Identify the Problem

Your first task is to pinpoint the problem that your business solves. This is where you grab attention by tapping into the challenges or frustrations that your customers face daily. The key here is relatability. 

By starting here, you immediately align your message with the needs and concerns of your potential customers, which helps to establish relevance and empathy.

When you articulate the problem well, you’re basically telling your audience, "Hey, I get what you're going through." This not only hooks them but also sets the stage for the solution you’re about to deliver.

Example: "Tired of wasting hours on social media with nothing to show for it?"

Step 2: Present Your Solution

Now that you've got their attention by highlighting a real problem they experience, it’s time to introduce your solution. 

This part of the one-liner is where you introduce your business as the hero that can solve their problem. Keep it clear and straightforward—no jargon, just the juicy details of how you can make their life easier or better.

Example: "At Garner Digital, we streamline complex social media strategies into simple, actionable steps."

Step 3: Highlight the Result

Here’s where you bring it home by showcasing the result or the outcome of choosing your solution. This part of your one-liner aims to paint a vivid picture of what life looks like for your customers once they have implemented your solution. 

It’s about the promise of a better future—make it desirable and tangible, something that makes them think, "Yes, that’s exactly what I need!"

Example: "Helping you build an online presence that generates leads and boosts sales.”

Putting It All Together

When you stitch these three components together, you get a compelling one-liner that not only explains what you do but also why it matters. Here’s what it looks like when combined:

“Tired of wasting hours on social media with nothing to show for it? At Garner Digital, we streamline complex social media strategies into simple, actionable steps. Helping you build an online presence that generates leads and boosts sales.”

This simple yet powerful sentence encapsulates the customer’s problem, your unique solution, and the positive results your customers can expect, making it an essential part of your marketing.

​​Why This Framework Works

Using this StoryBrand marketing framework ensures that your one-liner is not just a random statement about your business—it’s a persuasive, engaging, and memorable pitch. It’s structured to create an emotional response and motivate potential customers to take action. 

By addressing the problem, presenting a solution, and concluding with a hopeful result, you create a mini-narrative that reflects the journey you want your customers to experience. 

As Story Brand certified guides, we always tell our clients that the most important thing if you want to grow your business is to make sure you position the customer as the hero, and yourself as the guide, this one liner statement framework does just that.

The StoryBrand one-liner is a strategic, story-driven approach that captures the essence of what you offer and communicates it in a way that's impossible to ignore. 

Tips for Refining Your One-Liner

• Keep it simple: The best one-liners are easy to understand and repeat. Avoid complicated words or industry jargon that might confuse your audience.

• Make it memorable: Use language that sticks in someone’s mind. This could be through vivid imagery, emotional appeal, or even a bit of humor.

• Focus on benefits: Always highlight the positive changes your customers will experience. People are drawn to solutions that offer clear benefits.

Why You Need A Spoken Version Of Your One Liner

Now that you’ve written your one liner, you’re going to want to create a spoken version. 

Here’s the thing—I personally love frameworks because they simplify everything we do, and having a framework for your one-liner is no different. But when it comes to talking about what I do, I’m not about having a scripted answer memorized. That approach can come off as cheesy, and honestly, it’s just not my style.

Instead, I use the one-liner framework flexibly, adapting it to the flow of any conversation. For instance, if I’m at a dinner party and someone asks about my business, I don’t just say, “I own a marketing agency.” That’s too flat and doesn’t really invite further interest. 

Instead, I might say something like, “You know, so many small business owners are overwhelmed with marketing because they’re so busy running their day-to-day operations. What we do at our agency is take the entire marketing load off their shoulders. We build out their marketing systems so they can focus on what they really love—running their business, without worrying about how to get leads.”

This approach does more than just state what I do; it connects on a more personal level and positions our services as a unique and valuable solution to a very real problem. It makes the conversation about them and the relief we provide, not just about us. 

And that’s the key—it turns a simple introduction into a memorable interaction, making sure that when people think of marketing help, they think of us as the go-to agency who helps business owners focus on their passion, not just another marketing agency. This way, we start building associations based on solving problems, not just on the products and services we offer.

Expanding Your One-Liner Into Your Marketing

Once you’ve crafted your one-liner, it’s not just something to say—it’s something to live by. This statement should be a cornerstone of your marketing materials, from your website homepage to your social media bios, and even your business cards and the signature in your email marketing. Each time someone encounters your one-liner, it should reinforce what makes your business special and valuable.

Let’s Wrap Up!

A strong one-liner is like a mini-advertisement that works tirelessly for your business. It’s a fundamental part of your brand that tells the world who you are, what you do, and why it matters in one powerful punch. Take the time to craft, refine, and perfect your one-liner. Test it out, tweak it, and make sure it resonates with the people you’re trying to reach.

I’m curious to hear about your experiences with this. Have you tried crafting a one-liner before? What challenges did you face? Let’s discuss it below—I'm here to help you fine-tune your message and get those gears turning in your audience's minds.

And if you want professional help with your marketing, consider hiring a storybrand guide and scheduling a call with my team and I: https://www.seangarner.co/ 

Or download your FREE Marketing Domination Checklist, which gives you a list of everything you need in order to build a solid marketing strategy.

Hope this blog post was helpful, and don’t forget to stay tuned because in the next few weeks we’ll go through everything you need to market your business and DOMINATE your industry!