Write a One-Liner People Remember
A short, repeatable answer to "So what do you do?" can do more for your business than a new logo. Here is how to write one that sticks.
You are at a ballgame, a chamber lunch or a family cookout and someone asks, "So what do you do?" Most business owners answer with a job title ("I own a cleaning company") or a long, wandering explanation that loses the listener halfway through.
Either way, it is a missed chance. That person might need you, know someone who does, or remember you a year from now. A clear, short answer, often called a one-liner, makes all three more likely.
Why short wins
People are busy and distracted. They will remember one idea, not five. If your answer is clear enough that the listener could repeat it to someone else, you have just gained a free salesperson. If it is not, the conversation ends with a polite nod.
The same goes for your website, your social media bios and your email signature. Most people decide within a few seconds whether to keep reading. A strong one-liner gives them a reason to.
A simple three part formula
A reliable structure, one we borrow from the StoryBrand approach, has three parts:
1. The problem. Start with what your customer struggles with. Problems get attention because people recognize themselves in them. 2. Your solution. Say plainly what you do about it. No jargon. 3. The result. Describe what life looks like after they work with you.
That is it. Problem, solution, result. Usually two sentences, sometimes one.
Before and after examples
A bookkeeper. Before: "We are a full service bookkeeping and payroll firm." After: "Most small business owners dread tax season because their books are a mess. We keep your books clean every month so April is just another month."
A landscaper. Before: "Lawn care and landscaping services." After: "A lot of homeowners spend their weekends fighting their yard. We take care of it so you can actually enjoy it."
A family dentist. Before: "Comprehensive dental care for the whole family." After: "Lots of people put off the dentist because they are nervous or worried about cost. We make visits comfortable and give you clear prices up front, so your whole family can keep healthy smiles."
Notice that none of the "after" versions are clever. They are clear. Clever is risky. Clear works.
Common mistakes
Starting with your company name. Your name means nothing to a stranger yet. Lead with them.
Using industry words. "Full service," "solutions," "integrated" and "best in class" are invisible to customers. Use words your customers would use.
Trying to cover everything. If you do ten things, pick the problem that most of your best customers share. The one-liner opens the door. You can explain the rest once they are interested.
Being vague about the result. "Peace of mind" is fine, but "so you can stop worrying about your taxes" is better because it paints a picture.
Test it out loud
Write three versions, then say each out loud to someone who does not know your business well. Ask them to repeat back what you do. The version they repeat most accurately is your winner. If they ask a follow-up question like "Oh, do you do commercial too?" that is a great sign. It means they are interested.
Use it everywhere
Once you have it, use it consistently:
The first screen of your website, right under your headline. Your Google Business Profile description. Your Facebook, Instagram and LinkedIn bios. Your email signature. The back of your business card. The way your staff answers "What do you guys do?"
Repetition is the point. You will get tired of saying it long before your customers get tired of hearing it. The businesses people remember are usually the ones who said the same clear thing over and over.