Write a one-line description buyers repeat

What it does

If a buyer can’t repeat what you do in one sentence, they can’t sell you to their boss, and most purchases need someone else’s yes. A good one-liner names who it’s for, the job that goes away or the number that moves, and how, in words the buyer already uses. It isn’t a tagline. It’s the sentence someone says when they forward your email.

What you need

• Your aim (see pick your best segment)
• Your buyers’ own phrases (see pull why your customers bought)
• Five buyers or customers to try it on

How it works

1. 1

   Write the three parts

   The shape

   We help [WHO, AS SPECIFIC AS YOUR AIM] [WHAT CHANGES FOR THEM, IN THEIR WORDS] by [HOW, IN PLAIN WORDS].

2. 2

   Draft ten versions

   Prompt for Claude or ChatGPT

   Write 10 one-sentence descriptions of what we do, in this shape: We help [WHO] [WHAT CHANGES] by [HOW].
   
   Who it's for: [YOUR AIM]
   What changes for them, in their words: [PASTE 5 TO 10 BUYER PHRASES]
   How we do it: [ONE PARAGRAPH]
   
   Rules: under 25 words each. Use the buyer's words, not ours. No jargon: no "platform", "solution", "leverage", "streamline" or "AI-powered". Each version should lead with something different.

3. 3

   Cut it down

   Keep the three that sound most like your buyers. Read each one out loud, and cut any word a buyer wouldn’t say.

4. 4

   Test it on five people

   Buyers or customers, not your team. Say it once, then ask: “What would you tell someone we do?” If what they say back matches, keep it. If they say it better than you did, use their version.

5. 5

   Use it everywhere

   The first line of your homepage, your LinkedIn headline, your email signature and the top of your copy bank.

What good looks like

A sentence a buyer can say back to you after hearing it once, and that you’d be happy to hear them say to their boss.

Mistakes to skip

• Leading with how it works instead of what changes.
• Writing for everyone. “Businesses” and “teams” aren’t a who.
• Testing it on your own team. They already know what you do.