The day iPod was launched; Steve Jobs called it “A Thousand Songs In Your Pocket.” That is selling a product with one-line benefit statement.
Recently, I watched a TV ad of a new product made by 7Ups Bottling Company – H2Oh! Flavoured Water. It was my first time watching the ad (because I rarely watch television), but I love every bit of it. The TV ad is a creative work of art but the one thing that I love the most is the tagline – ‘Water Is Gonna Be Jealous.’ Isn’t that captivating?
Entrepreneurs are very visional but one key issue with having vision is how to convey it to others. How do you get others to stop and listen to you? How do you make your employees, customers, investors, in fact everyone to visualize your idea?
As an entrepreneur you will be racing against time on many occasions. There are many moments when you don’t have the luxury of time to capture someone’s attention, either a potential investor or a licensee. It’s imperative that you are able to sum up the benefit of your product, service, business or business idea in a single, powerful sentence – a sentence that is so direct and undeniable, commanding and authoritative. A sentence that arrests the mind of its reader, it stops whoever reads or hears it dead in their tracks. A good branding message or one-line benefit statement should make someone impatient to want to know more.
Crafting An Excellent Branding Message or One-line Benefit Statement
Over the years, I have learnt that the ability to inscribe the right sentence it’s all that an entrepreneur needs to get people to listen to your pitch, open your emails and answer your calls. I still felt hypnotized remembering Steve Jobs statement on the day the iPod was launched. He arrests everyone’s attention by calling it “a thousand songs in your pocket.” Wow. That's captivating. He didn’t have to explain any further. We wanted it already!
People are not interested in the technical details of how something works. They just want to know what it’s going to do for them.
Writing powerful sentences had been the weapon of Newspapers, Media Houses for ages. In more recent years the online community is adopting this device as well.
Let me ask you! How frequently do you find yourself on a web page you never anticipated to visit, all because a headline was so enticing, you had to click on it? That should paint the pictures of what I’m talking about for you. Crafting excellent branding message or one-line benefit statements isn’t an easy skill, but it’s a vital one, for the reason that it can be used to put in plain words your idea in so many different kinds of situations in an attractive, successful way.
There is a lesson you can learn from African Buffalo Hunters. If you are hunting for African Buffalo, you need to have two plans. The first is to kill it with one shot and if you miss, you switch to plan B – run for your live.
The case is very the same with business world. Sometimes, you only get one chance to make an impression. Cut through the clutter to make it count! Here three ways to create an awesome one-line benefit statement:
1. Make It Emotional.
Epic dressing Fails! Epic Singing Fails! Epic stunt fails!
We all hear ‘Epic fail this, Epic fail that’ every now and then but have we ever stop to ponder how Epic Sales fail can happen. The number one secret of selling a brand or its products is to be able to connect prospects emotionally. Give people a reason why they should care about what you have to say? Captivate them with something they can relate to.
In buying, people are motivated by their emotions more often than they are motivated by reason. Using emotion is a very good strategy for the reason that Emotion evokes visual imagery – if you can stir people’s power of imagination and they can begin to see your idea, you are on for a great success.
Remember; always connect your prospects emotionally. Let customers know what is your idea going to do for them or the world? Don’t be afraid to use emotion.
A successful one-line benefit statement is characterized by its ability to connect with customers emotion.
2. Use You Instead of We or Us
Guess what? Your power sentence shouldn’t be about you. It should be about the customer.
Using you means the sentence is talking directly to the customer. But using we and us turns you into another boring company.
Don’t fall victim to the “all about us” copy-writing trap. Show your readers how they’ll benefit.
It is foolish to be targeting yourself. Let your benefit statement talk to your customers.
3. Keep it short.
Brevity forces clarity.
You need to be concise. Take Strunk’s advice, and “omit needless words.” Keep your sentence very short. I’m talking no more than 10 to 12 words, ideally less. Challenge yourself to express your idea with as few words as possible.
Short sentences catch your readers’ attention. They’re easier to digest.
Remember, you don’t have much time, that’s why the idea is one-line benefit statement. If your benefit statement is too long, people may move on before they’ve even finished reading or hearing it. Don’t be intimidated by using fewer words. This is a really good exercise in general.
You know you should sell benefits instead of features. But you can’t stop there – you have to emphasize that value. That’s why you need to qualify your value statements.
By making a list or a series of sections about benefits, you’ll communicate both quality and quantity. Your customers will be able to see a clearer picture of what you can do for them.
5. Use numbers.
Integrating specific numbers and data into your benefit statement is an effective way to make your one-line benefit statement more enticing to readers. Several research studies have shown that headlines with numbers tend to generate 73% more social shares and engagement.
Numbers convey specificity. Look around you. Headlines with numbers dominate our world. One has only to look at Buzzfeed to understand the power of numbers.
According to Debra Jason, one of the reasons why using numbers works in headlines is because numbers are like “brain candy.” In other words, the brain is receptive to numbers.
It’s very important to understand the science behind odd numbers. Often, you find viral blog posts with odd numbers in the headlines and you may have wondered why the authors didn’t use even numbers in their list post.
According to Content Marketing Institute, the brain seems to believe odd numbers more than even numbers. Odd numbers also seem to help people digest and recall information more easily.
And, what’s more, when a headline was tweaked to include the odd number 7, click-through rates increased by 20%. Ideally, instead of using the word “seven,” you should replace it with the numeral “7,” in sentences.
Wrap It Up!
The skill to craft one-line benefit statement is very crucial for entrepreneurs. This is a skill that can be learnt through consistence and practice.
When crafting a one-line benefit statement, test potential statements on everyone you know. Ask for feedback. Select the one that has the greatest impact. You can tweak it to make it better. Then, start using this line all over the place. When someone asks: “So what is it you’re working on again?” you will have a great answer!
Over To You
So, what are the other advises, tips, strategies, techniques or methods that have worked for you? Please share with us in the comment below. Believe me; I sincerely value your opinion more than mine.
And don’t forget there is love in sharing!