Imagine if you wrote and directed a major motion picture like The Matrix, and then saw your entire 2 hour and 16 minute film boiled down to this one-line summary:
A computer hacker learns from mysterious rebels about the true nature of his reality and his role in the war against its controllers.
As the creator, you might be annoyed by this reductionist oversimplification. But as a potential movie goer, you’d probably appreciate it.
Because when trying to decide how to spend the next two hours of your life, having a clear and concise one-liner that lets you know what you’re in for is extremely useful.
The one-liner is not meant to explain everything about the movie. It’s meant to attract the kind of people who would enjoy the movie (and repel people who wouldn’t).
Here are some more movie one-liners... can you guess the movies? (Hit reply and let me know your guesses!)
Here’s the thing...
If the marketing people at a movie studio can boil a hundred million dollar movie down to a one-liner, you should be able to do the same for your business.
You don’t need to explain everything about your business. You just need to say enough to attract the people you want to work with (and repel the ones you don’t).
P.S. If you are having a hard time coming up with a clear and concise description of what you do, you might want to watch the webinar replay: How To Tell People What You Do