How to Create an Impacting One-Liner for Your Business
Let us get to basics.
Regardless of whether you are in this or that business, a service provider, manufacturer, or retailer, you have to get your mind around the “real” business you are in – you are in the marketing and relationship building business.
No matter how good your product or services are, it would help if you structured your business to build outstanding relationships with both potential and existing customers. This 2020 type of marketing done correctly is vital in creating exponential results.
My advice to you, get yourself into the right position to take advantage of the massive changes that are here now, and will be happening over the next few years. If you are one of the alert entrepreneurs who are poised to take advantage of the new economy, it is excellent news because you are going to make a fortune.
For a business to succeed today, you need to specialize in a niche market; or be perceived as an expert in one of the sectors you are marketing into today. I am sure you already know that “if you sell to everybody you sell to nobody”.
I would like, if I may, to persuade you to do something a little different. I would like you to focus and align your sales efforts into a single, “Business Impacting one-liner.” If you network, network aroundthis one thing. If you connect with people on LinkedIn, connect with them around this one Business Impacting one-liner. When you sing in the shower, sing about this one Business Impacting one-liner.
Business Impacting one-liner.
The Business Impacting one-liner will ignite your sales, marketing, and profits. This is not an elevator pitch; that comes later, which is product or service orientated. The Business Impacting one-liner is unique to you; it reaches out to a niche market and explains what you do, no matter how big or small your business. It invites the public that needs you to find out more about you.
Our natural tendency is to offer everything to everyone. Specialising does not mean we give away 80% of all our other products; we do not change anything, just go out and market yourself as an expert in one of your existing business areas. People want to deal with experts.
For example, if you are a managed service provider to businesses, offering networks and infrastructure, security, communication, mobile computing, data analytics, cloud infrastructure and say software-as-service; your Business Impacting one-liner could be aimed at security which is a hot topic. This will catch the eye of these IT providers and bring them to you for more information about security. You offer in-depth information about IT security that is of great value to them. This starts the process of trust which will bring them back to you for information on the other services you offer. You are now perceived as the expert.
You start creating your business Impacting one-liner by “feeling the pain” of a small market segment that one of your products services; even mention them by profession in your one-liner. There is an excellent reason why I encourage you to specify the name of your target audience in your Business Impacting one-liner:
- because when you broadcast your Business Impacting one-liner on LinkedIn, your audience is 400% more likely to respond if the message is thought to be directed specifically at them.
Here is to you and the next decade!
P.S. “We are currently not planning on conquering the world.” – Sergey Brin, co-founder of Google.