How To Describe Your Business In One Clear Line

If you can’t explain what you do in one clean line, people fill in the blank themselves, and they often get it wrong. Here’s a simple four-step formula to fix that for good.

Who you help, the problem in their words, one proof detail, then cut it back.

The quick rundown

• Name exactly who you help and where, not everyone everywhere.
• Describe the problem using your customers’ own words, not industry jargon.
• Add one honest proof detail that’s true only for you.
• Say it out loud and cut anything that doesn’t earn its place.
• A tight one-liner does more work than any logo ever will.

Want to go deeper? Read practical internet branding playbook for SMEs.

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