One Liner

THERE IS MORE CRAP IN ONE NOTE

Always talk about your customer’s problems. It attracts them to you more–it deepens their interest in the story you’re telling.

The only reason they reach out to you is because they have a problem. Define the problem so clearly that when they face that issue, they go to you.

Again: always talk about your customers’ problems. How often do you do it? Do it more.

Here’s an example: carmax solves a need–they get you a car. but they never talk about it. they talk about how they’re not used car salesmen. what you see iswhat you pay. no commissions. quality certs and inspections to make sure every car is reliable.

In other words, they never talk about needing a car. They focus on alleviating the internal pains associated with buying one.

“Readers want to fret.”

People are motivated to solve internal problems–even if you fabricate them. I didn’t have a real problem with telling time. I had ways of telling time. I created a problem and resolved it with a watch I made a part of my story.

The BUYING resolves the internal pressure. The dissonance.

this is just a great bit of copy

kind of works as a one-liner

swipes… (probably include later in writing copy bits)

• “Money isn’t everything, but when you and your partner aren’t on the same page, it can be a major source of stress. Managing money should make you feel more connected, not less.” (nails problem on all three levels, promises the main benefit) • “Pets deserve to eat healthy, too” (philo) • “Nice guys shouldn’t finish last” (philo) • “Being an entrepreneur wasn’t supposed to feel like this” (philo) • But if you have [problem product solves] you’ll never [main benefit].

The reason it’s important Tommy Boy saves the company is because he’s honest, has integrity, and works hard, vs. the deceptive, greedy, trickerous people trying to take him down.

When Luke shoots thre thing into the shaft, he destroys the Death Star [external], proves he’s a Jedi [internal], and good triumphs over evil [philo]. That’s your CTA.

The One-Liner should this answer the question “what do you do?”

This is really a misnomer. Typically, these one-liners have two sentences. Which in my mind makes it a two-liner. But hey, who’s counting.

Instead, I like to call them “Nailing the Problem.”

this can be used as the value section of a website.

Hey, I know we all want this. But this damn external problem is getting in the way and that makes us feel internal problem—and that’s plain wrong.

We get it. And we’ve helped people. And here’s how. Here’s what you need to do and why. It could be bad if you don’t… but it could be amazing if you do. Let’s do this.

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Effective websites drive sales. Lousy ones waste money. Make sure you’re making the most of your online presence by scheduling a free assessment with Intregro’s marketing experts.

Thjis is good. This is bad. make sure…

CTA: I’M READY FOR MORE SALES

Looking for premium products at discount prices? Swing by King’s for top-tier products for less. Because you never know what’s in store.

Don’t let key details go missing. With Precise Builder, you can run your exterior contracting business with confidence—using simple tools that keep everything your crews need in one place.

Don’t let messy financials hold your business back. At CleanBooks, our financial experts help small business owners gain clarity around their finances—so they can move forward confidently and grow their business with financial peace of mind.

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HIGH-CONVERTING LEAD GENERATOR CHECKLIST

Don’t let leads slip away. With this simple checklist, you can create compelling lead generators that get prospects onto your email list and on the road to becoming paying customers.

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With 110 people moving to Nashville every day, people are wasting more and more time sitting in traffic.

^ I like the inclusion of a stat here, too. It’s proof of what you claim.

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Most people are embarrassed to have friends over because their kitchen sink is always such a mess.

and…

Most people get super annoyed trying to hide ugly cords in their home.

(these… I dunno. They are from the training, but I dunno if they’re my jam. Maybe they are if they work, though… )

something fun:

Can you personify the problems? Like Mayhem. Like, pick one word. Distraction. Then make a character named that.

Paragraph Form

At business name, we know you want to be identity transformation. In order to do that you need character want. The problem is external problem which makes you feel internal problem. We believe philosophical problem. We understand empathy which is why we authority. Here’s how we do it:

1. Step 1
2. Step 2
3. Step 3 So, call to action. And in the meantime, transitional call to action so you can stop failure and instead success.