Your Goal Should Be to Own Quality Time in Your Customer’s Inbox

A 4-step approach to clarify your message and build a powerful brand

Photo by Yogas Design on Unsplash

Pretty websites don’t sell things.

Words do.

If you haven’t clarified your message, your customers won’t listen. The human brain, no matter where you come from, is drawn towards clarity and away from confusion. You aren’t just in a race to get your products to the target audience, but you’re also in a race to communicate why your customers need your product in their lives.

Even if you have the best product in the world, you’ll lose to an inferior product if your competitor’s advance is communicated more clearly.

Get your message clear and out to the right people.

Here are the four pillars to grow an audience and make your brand successful.

“Well, It’s Complicated..”

A potential customer asks what you do, and you tell them it’s complicated. Bravo, you’ve lost their attention immediately. If you can’t summarize your brand in 1 sentence, how can you expect your customers to understand it? Instead, imagine memorizing a single statement that you could repeat after anybody asks what you do.

Let’s introduce the one-liner.

A one-liner is a new and improved way to answer the question “What do you do?”. It’s more than a slogan or tagline; it’s a strong statement that helps people realize why they need your product or services.

You’ll want to memorize your one-liner the same way you remember the password of your phone.

This one-liner will work like a logline in a movie: it will intrigue qualified customers and invite them to do business with your brand. It’s a great way to spread the word about what you do.

A one-liner consist of the following aspects:

• The character — who are you speaking to?
• The problem — what’s your customers’ challenge?
• The plan — how is your brand going to solve their problem?
• The success — what does their life look like after they’ve done business with you?