Distill everything into one core message—your one-liner, your controlling idea, the single memorable statement that ties your entire story together. If someone forgets everything else, this is the one thing they remember.
Confused customers don't buy. If someone can't explain what you do and why it matters in one sentence, your messaging is too complicated. The one-liner is clarity compressed. It's what clients say when referring you. It's what you say at networking events. It's your positioning distilled to essence.
This is the hardest part of StoryBrand because it requires choosing. You can't say everything. You have to pick the ONE message that matters most. Most businesses fail here because they try to include every service and every benefit. Don't. Pick one controlling idea and commit.
Your one-liner becomes your homepage headline, your email signature, your LinkedIn tagline, your elevator pitch. The controlling idea guides every piece of content you create. This is your strategic clarity compressed into one statement.
Fill out the GHL form. Do NOT let ChatGPT write your one-liner—it'll be corporate garbage. This requires human insight and courage to choose.
Yes, this is a workshop. We'll refine this together until it's clear, compelling, and memorable. But show up with rough drafts first so we're refining, not creating from scratch.
Your basic site probably tries to say too much. This process forces brutal clarity—one message, one controlling idea. That's what cuts through noise.
I'll help you refine and sharpen. But you need to take the first stab at distilling your value into one sentence. What's the ONE thing you want people to remember?
What we're looking for: The controlling idea. The single theme that connects problem, solution, and transformation.
Why it matters: Every piece of content should reinforce this idea. If messaging is scattered, customers get confused. One controlling idea creates clarity and memorability.
Contractor example: "Home remodeling done right—on time, on budget, with zero surprises." Everything supports this: our process eliminates surprises, our fixed-price contracts prevent budget overruns, our project management ensures timeline commitments.
Accountant example: "Real financial clarity for business owners who are tired of flying blind." Everything supports this: we clean up messy books, create real-time dashboards, provide proactive tax strategy, give you numbers you can actually use.
The test: Does every service, every piece of content, every testimonial reinforce this core idea? If not, it's too vague.
What we're looking for: The memorable distinction. What's the single differentiator or value proposition that separates you from every competitor?
Why it matters: Memory is selective. People remember one thing, maybe two. Choose what that one thing is.
Contractor example: "They finish on time and on budget." That's it. That's the one thing. Every contractor promises quality. Not every contractor delivers on timeline and budget commitments.
Accountant example: "They give me numbers I can actually use to make decisions." Every CPA files taxes. Not every CPA provides real-time financial clarity that drives business decisions.
What we're looking for: Your value proposition in 10-15 words. Not a tagline—a clear positioning statement.
Why it matters: This is what you say when someone asks "what makes you different?" You need a short, clear, compelling answer.
Contractor example: "Fixed-price design-build with 3D renderings before we start—no surprises, no change order games."
Accountant example: "We handle your entire back office so you have real-time financial clarity without the chaos."
Formula: [What you do] + [How you do it differently] + [Result they care about]
What we're looking for: Simplicity test. If a kid can't explain it, it's too complicated. If a kid wouldn't think it's cool, it's too boring.
Why it matters: Clarity requires simplicity. If your 10-year-old can't explain what you do, your customers can't either. And if customers can't explain it, they can't refer you.
Contractor example - Good: "They build dream bathrooms and kitchens without the nightmare contractor stories." A 10-year-old gets that. They'd tell friends "my parents got their bathroom redone and it's like a hotel spa now."
Contractor example - Bad: "We provide comprehensive residential renovation solutions leveraging design-build methodologies." A 10-year-old has no idea what that means.
Accountant example - Good: "They handle all the boring money stuff for businesses so owners can focus on growing." A 10-year-old gets that. They'd tell friends "my dad's accountant does all the math so he doesn't have to."
Accountant example - Bad: "We deliver integrated financial services including outsourced accounting, tax optimization, and strategic CFO advisory." A 10-year-old is asleep.
The test: Explain your business to a 10-year-old. Can they explain it back? Would they think it's cool enough to tell a friend? If not, simplify.
Your one-liner is your strategic clarity compressed. It's what people remember. It's what they say when they refer you. It's the single message that ties everything together. Most businesses try to say too much and end up saying nothing memorable. Pick ONE core message. Make it clear. Make it simple. Make it memorable. That's how you cut through noise.
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