Your One Line Marketing Message: A Surefire Way to Talk About What You Do Without Sounding Like a Tool

One line marketing message

Would you like to hear about something I did a few months ago that saved me untold hours of networking agony and helped me clearly state what I do to potential clients without sounding like a complete tool?

I thought you might.

See, here’s what was happening.

When I first starting going to networking events a few years ago, it was uphill sledding.  I remember well how painful it was when people would ask me what I did. I fumbled, I hemmed and hawed, I felt wildly uncomfortable.

If you’ve gone to as many networking events I have, you know exactly what I’m talking about.

It wasn’t a matter of not having something of value to offer, it was more a function of being comfortable “selling” myself in a way that seemed authentic and conversational, in a straightforward, non-douchy way that potential clients could relate to.

That’s the part I had a hard time getting right.  Either I was waaaaay too wordy, my new contacts checking out half a paragraph into my spiel, eyes glazed over, planning their escape to a more interesting conversationalist, or I couldn’t get to the nut of what I did quickly enough, which I noticed made people very thirsty, as they couldn’t get to the bar fast enough.

I exaggerate slightly, but that’s what it felt like.

Then I thought, if I could just come up with a one-line marketing message, a succinct core message that describes what I do in a nutshell,  one I could easily change up based on the venue and circumstances of the conversation, I’d be set.

And that’s when I remembered something I came across from Brendon Burchard a few months ago (Google him – he’s the guy who teaches you how to get paid for your advice and expertise.  You’ll find free resources at his site to get you started).

It called a “Create Anything Framework.” It’s a concise 4 part framework for describing what you do, and here’s how it works:

Intro + I Help [your audience] Do [topic/message] so that [benefit to your audience].

I’ll give you an example using myself:

My name is Kimberly Houston, and I help creative small businesses create a persuasive online presence with targeted web copy, content creation and strategy, and social media marketing so they can get their message out into the world and get more clients, customers and sales.

It might take some playing around with this a bit to get your marketing message just like you like it (I tweak mine often), but it’s a great exercise, both for honing in on what you offer and who you serve, and for getting clear on the value your products and/or services provide.

Once you get that one sentence down, it’ll come in handy not only at live networking events, but anywhere else you want network your business.

You can expand on it for your website’s “Work with Me” page, use it to guide your newsletter content or social media updates, or even as the starting point for a sales page highlighting your product or service offerings.

I highly recommend you set aside some time to do this powerful little exercise yourself, then start using the crystal clear marketing message that results at your next networking opportunity.  And beyond.

Let me know how you do.  : )

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