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Episode 091: Marketing Guiding Statements (Part 4): How to Write Your One Liner

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If you’ve been following along with our Marketing Guiding Statement series, you’ll already know that without clear messaging, you won’t be able to connect with your ideal customers, hold their attention, or get them to want to do business with you.

In the past three episodes of the series, we have covered the importance of messaging, how to identify your ideal client, and how to develop your brand’s talking points. On this week’s episode, we will be covering the fourth area you need to know in order to complete your Marketing Guiding Statements—how to write your one liner.


What is a “one liner” and why does it matter?

Before we can talk about how to write your one liner, we need to cover what we as small business owners say when someone asks us the question, “What do you do?” It’s more than likely you answer with something like: “I’m a photographer” or “I own a marketing agency.”

Although these answers are not necessarily wrong, they don’t capture the attention of the person you’re talking to, nor do they open the door to having a conversation. When someone asks you ”What do you do?”—you want to captivate them, not bore them.

This is where your one liner comes in. A one liner is essentially your 30-second elevator pitch. It’s a short statement that you can use to help people realize why they need your product or service.

Be sure to keep it short and to the point as you will want to be able to memorize it. This way, the next time someone asks “What do you do?”—you’ll be able to confidently and strategically start a conversation.


How do you clarify your message with a one liner?

In the last episode of our Marketing Guiding Statement series, we discussed creating your talking points. If you’ve been following along and taken the time to write those, you have likely already identified almost every element you need to create the rest of your Guiding Statements—including your One Liner.

Let’s walk through the process of how we at Treefrog Marketing work to create a one liner. The process we use follows a simple story format. First, state the problem you are trying to solve. Second, present your product or service as a solution to that problem. And finally, share what people can gain or should expect from working with us.

To further explain this, let’s use Treefrog as an example. Our one liner is:

“Most small business owners and leaders aren’t sure where to start when it comes to their marketing and end up wasting time and money on marketing tactics that don’t actually work. At Treefrog, we take the guesswork out of marketing so that you have the freedom to focus on other aspects of your business and life outside the office.”

First, we have the problem. At Treefrog, one of our ideal customer avatars is small business owners who struggle with finding time to do everything they need to do. Therefore, our problem talks directly to this audience and lays out the problem they are facing.

Next, we offer a solution. This part of the statement tells our ideal customers that they no longer have to waste time and money guessing on what will work when it comes to marketing. We’ve taken that burden from them.

Finally, we finish the statement by telling our ideal customers what they can gain or should expect when they choose to work with us. Altogether, this gives a much clearer picture of how you can make someone’s life easier and a little better.


Are you ready to take the next steps in creating your Marketing Guiding Statements?

Hopefully, all of the hard work you’re putting into learning about Marketing Guiding Statements is starting to make sense now that you can combine your talking points to help create a one liner. Now you have NO excuse for answering the question—“What do you do?”—in a boring way!

Again, this episode is part four of our seven-part series that walks you through exactly how to write your Guiding Statements. We’ll be releasing these episodes one-by-one over the next several weeks. (If you’re reading/listening to these episodes after their air dates, you may be able to find all episodes here.) However, if you’d like early access to these episodes and even more help with your Marketing Guiding Statements, take our FREE mini course: “The First Step to Effective Marketing for Small Businesses: Writing Your Marketing Guiding Statements”!

This free marketing strategy course includes seven lessons and a PDF download that walks you through every step of writing your Marketing Guiding Statements with examples. At the end of this course, you’ll have the messaging and talking points you need to write effective web copy, social media posts, ads, email campaigns, and copy for any and all of your marketing efforts. In other words, you’ll know exactly what to say to convert your prospective ideal customers into paying customers!


If you’re ready for your marketing to actually work, take the Marketing Guiding Statements mini course now!


Links & Resources Mentioned in This Episode


Writing Your Marketing Guiding Statements. 7 videos to help you clarify your messaging so that your marketing will actually work!



The Priority Pursuit Podcast is a podcast dedicated to helping small business owners define, maintain, and pursue both their personal and business priorities so they can build lives and businesses they love.

You can find The Priority Pursuit Podcast on Spotify, Apple Podcasts, Amazon Podcasts, Stitcher, and wherever you listen to podcasts.



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Marketing Guiding Statements (Part 4): How to Write Your One Liner


Leverage Kelly’s marketing experience, insights, and leadership to grow your business.

As the founder and chief marketing strategist at Treefrog Marketing, a co-host of the Priority Pursuit Podcast, a StoryBrand Certified Guide, and fractional chief marketing officer, Kelly Rice has spent more than two decades helping small businesses take their companies to the next level by providing trustworthy leadership and building effective marketing strategies and systems.

She has dedicated her career to helping small businesses succeed because she knows, firsthand, how hard they work to make their communities a better place. 

Still, many people undervalue the strength and ingenuity of small businesses, but not Kelly. She believes they deserve to have a marketing partner and strategy that works as hard as they do.

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