Messaging is one of the hardest things businesses (and everyone else who's not a marketing copywriter) struggle with. Your brain is bursting with FLAMAZING information about your product or service, but how do you structure it and communicate it in a way that's concise, persuasive, and sounds human?
Brand messaging has different components: A one-liner, tagline, brand purpose & brand promise, and mission & vision. Let's start with your one-liner — a single statement that helps people realize why they need your product or service. Think of it as a 2-3 sentence elevator pitch for your business. Why do you need it? It gives you clarity on how your product or services helps solve your customer's problem. When & how do you use it? When you're asked what you do, use your one-liner. You can also use a simplified version for your social bios, your email signature, your sales pitch, marketing collateral, on your website, or anywhere people see your brand. The StoryBrand Framework to Create a FLAMTASTIC One-liner
Problem. What is the main problem you solve for your customers? (open loop)
Solution. What do you offer that solves their problem?
Result. What positive result will your customer experience if they buy your product or service? (reward)
Combine. Put it all together in a way that makes sense and sounds natural.