How to Write the Perfect One-Liner for Your Business in 2025
Make your business unforgettable with a clear, customer-focused one-liner.
Have you ever been asked at a party, “What do you do?”
Some of us don’t know how to answer that simple question, while others feel VERY confident they can. Which are you?
If you are the latter, after a few minutes of you *very clearly* describing your company, the puzzled look on the other person’s face will tell you a different story.
Why didn’t they understand?
When talking about our business or organization it is essential that we contextualize what we say in a way that will make sense to the person to whom we are speaking. If we use tons of insider language, or focus on our history or get too granular about a product, they won’t be able to follow us.
What Is a One-Liner?
A one-liner is more succinct than an elevator pitch but more illustrative than a mission statement. It clearly outlines the problem you help your customers solve in a simple, relevant, and repeatable way.
A solid one-liner answers two key questions:
What do you do?
Why should I care?
No matter your industry, a well-crafted one-liner can make your business unforgettable and help others explain it to others.
The Goal of a One-Liner
An effective one-liner should:
Solve a problem. Address the challenges your customers face.
Be memorable. Easy for others to repeat and share.
Drive action. Encourage people to want to learn more or engage with your business.
Why StoryBrand Is the Perfect Framework for Writing One-Liners
The StoryBrand framework emphasizes making your message clear and customer-focused. At its core, it helps you answer the customer’s key question: How does this help me solve my problem?
A StoryBrand one-liner breaks into three parts:
Problem: The challenge your customers face.
Solution: How you solve it.
Success: The transformation they experience.
Steps to Writing a Winning One-Liner
Step 1: Identify the Problem
What is the most common challenge your customers face? Use specific language that resonates with them.
Examples:
Plumber: A burst pipe or clogged drain can ruin your day.
Financial Advisor: Many families feel unprepared for retirement.
Software Company: Businesses struggle to stay productive with outdated tools.
Step 2: Offer the Solution
How do you help solve this problem? Keep it simple and actionable.
Examples:
Plumber: We fix plumbing issues quickly and reliably.
Financial Advisor: We create tailored financial plans to prepare for the future.
Software Company: We build intuitive software to make your team more efficient.
Step 3: Highlight Success
What transformation will your customer experience after working with you?
Examples:
Plumber: So you can enjoy a leak-free, worry-free home.
Financial Advisor: So you can feel secure about your financial future.
Software Company: So your business can save time, reduce costs, and grow.
Common One-Liner Mistakes
Avoid these pitfalls when crafting your one-liner:
Being Too Vague: Make it specific and actionable.
Bad: “We help businesses succeed.”
Better: “We create software to streamline your workflow and save time.”
Focusing on Features, Not Benefits: Show how you solve a problem.
Bad: “We install faucets and pipes.”
Better: “We fix leaks quickly so you can avoid costly water damage.”
Making It About You: Focus on the customer’s journey.
Bad: “We’ve been in business for 25 years.”
Better: “We help families feel secure about their financial future.”
Overcomplicating the Message: Simplicity is key.
Making It Too Long: Keep it short and impactful.
Where to Use Your One-Liner
Your one-liner should be the cornerstone of your marketing. Use it across these channels:
Website: Highlight it on your homepage. You can also add it in your footer!
Email Signature: Reinforce your brand with every email.
Social Media Bios: Introduce your business in a way that hooks your audience.
Marketing Materials: Brochures, flyers, and ads can all feature your one-liner.
Sales Decks: Start your presentations with clarity.
Examples from Our Portfolio
Law Firm Website:
Homepage One-Liner:
Problem: Planning for the future can feel overwhelming and uncertain.
Solution: We provide expert estate planning and elder law services tailored to your needs.
Success: So you can protect your interests and enjoy peace of mind through all of life’s seasons.
Protecting the interests of our clients through all of life’s seasons
Life Coach Website
Homepage One-Liner:
Problem: Crises can leave people feeling stuck and unsure of how to move forward.
Solution: Vanessa helps you reframe your experiences to grow, thrive, and contribute.
Success: So you can create a life full of purpose and joy, even after a crisis.
Thriving after crisis is possible!
Software Company Website
Homepage One-Liner:
Problem: Carbon emissions threaten our planet and our future.
Solution: Infinium develops innovative solutions to decarbonize transportation and industrial sectors.
Success: So we can all work toward a cleaner, more sustainable world.
Decarbonize the world with us.
A clear, customer-focused one-liner can make a business’s value immediately understandable. Professional one-liners effectively highlight the core of each business's mission, showing how they solve specific problems and create meaningful outcomes. No matter what your business does, a strong one-liner can resonate with your audience and drive engagement.
Frequently Asked Questions
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Follow the three-step formula: Problem, Solution, Success.
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A concise statement that communicates your value to clients.
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Focus on clarity, customer pain points, and transformation.
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Be clear, relevant, and customer-focused.
What's Next?
Now it’s your turn - give it a shot!
Here’s the challenge - create your own one-liner and send it to me. I’d love to give you feedback and guide you to create a home-run! Seriously - no cost, no strings attached!
Seriously…do the exercise and send it to me 🤓 (seth@beknown.nyc)
