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The first thing you have to understand is people DON’T buy products because they want the result the product gives them. They buy products after reading or hearing words that make them want to buy products.
But, What are those words? it’s a lot easier said than done to write words that sell something. Just ask anyone who tried to do it themselves over hiring a copywriter. But after this article, you could write your StoryBrand-Style USP by yourself like a professional.
The Key to writing the words that sell products in marketing we call Unique Selling Proposition (USP). It’s the way you present what you do so your customer sees you have a solution to their problem.
We can’t expect every person in the world to want to hear our story without first knowing that it’s relevant to their lives. That’s where the USP (one-liner) comes in. You need a specific formula that leads with the problem someone is having, tells them the solution, and then shares the results they could experience if they bought the product, service or join your directory.
These Are The 3 Parts Of Great One-Liners:
1. State The Problem
The key to a great USP is a great hook. Your hook is the problem that your product solves that sparks someone’s interest. But remember it can only be one problem. The most impactful one-liner will focus on one problem, make sure that it’s the principal or the most meaningful problem that you know how to solve.
You want people to feel something when they read this. If people don’t feel anything, you have probably chosen the wrong one or you have to try to be more clear and concise in the way you communicate it.
We are going to use one example (E-Bikes) from Donald Miller’s to explain better. The problem that E-Bikes solve is “With 110 people moving to Nashville every day, people are wasting more and more time sitting in traffic”
2. State The Solution
The next part of your one-line is the solution. This is the solution that solves the problem you just stated. One of the biggest mistakes people make here is that the solution doesn’t directly solve that problem.
For example, if you have the problem “A lot of people have trouble with a work-life balance,” but, your solution is “We sell computers that make your work more efficient,”. This solution hasn’t actually solved the problem of work-life balance. Because you maybe made their work-life more efficient but that doesn’t promise your customer they can put that time toward their friends and family.
With the E-Bike problem, the problem is that there is tons of traffic in Nashville and it’s only increasing as more people move there. This means their solution needs to help someone stop wasting time in traffic. So what the solution looks like: “With a circuit E-bike fitted just for you…”
3. State The Positive Result
The last part of the one-liner is the results. The one-liner is just a story. The goal is to turn your positive result into s happily ever after your customers can’t forget. To make it easier to remember, make your results visual. If your customer can visualize a scene that describes how great their life would be if they just solve this problem.
With the E-Bike Solution, their problem is that people are wasting time in traffic and their solution is an E-Bike. So, what’s the positive result? The positive result could be “You will get hours back in your day and breeze through life”.
E-Bike One-Liner (Putting All Together)
“With 110 people moving to Nashville every day, people are wasting more and more time sitting in traffic. With a circuit E-bike fitted just for you, you will get hours back in your day and breeze through life”.
Remember, the goal is to create a story where your product, event or directory gives your customers happiness even after find they've been looking for.
Make sure that: