The Core Message
Published in

The Core Message

How NOT to Write Your Company’s One-Liner

Photo by Glenn Carstens-Peters on Unsplash

Mistake 1: Flashy but meaningless

The “rocket engine” case above is one of these, as are the following:

  1. They’re so general, anyone can use them — your competitors, non-competitors in other industries, and your grandma’s dogs and their furry mates can all lay claim to these.
  2. They convey ZERO information — After reading it, I still know nothing about your company (other than your vertical). If this was your blurb in a giant tech conference with thousands of startups, I’d pass your company right by.

Mistake 2: Buzzword soup

Check out this beauty of a line:

  1. Again, too many companies in your competitive space can mash the same buzzwords together.
  2. They don’t tell me how you’re different, just that you’re going after the hot stuff that everyone else is trying to.
Photo by Surendran MP on Unsplash

Mistake 3: Painting a BIG but general dream

Startup founders are supposed to dream. But paradoxically, some of these dreams can make for bad one-liners:

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Andrew Yang

Former presidential speechwriter. Now helping CEOs and founders tell better stories. Co-founder of Presentality