Action Step 1:
Start with the Big Idea
Ask yourself: What’s the heart of my creative idea?
This isn’t about the details yet—think about the problem you’re solving or the transformation you’re creating. Your one-liner should distil that into one punchy thought.
Ask yourself:
“What am I creating, and why does it matter to my audience?”
Example Answer: “I’m creating a meal prep service to help busy families eat better without the stress.”
Step 2:
Get Crystal Clear on Your Audience
Your one-liner must speak directly to your target audience. If it’s too broad, it won’t resonate. Identify who you’re helping and their pain points.
Follow this Prompt:
I’m helping [specific audience] who struggle with [specific challenge] achieve [specific outcome].
Example Answer: “I’m helping busy families who struggle to find time to cook eat healthy, delicious meals.”
Speak like your audience thinks.
Step 3:
Identify the Transformation You Bring
Your one-liner isn’t about what you do—it’s about the change you create. What’s the before and after for your audience? Focus on how their life improves because of you.
Ask yourself:
“How does my PSE make life easier, better, or more joyful for my users?”
Example Answer: “Families go from stressed at dinner time in the kitchen to enjoying healthy, delicious meals together.”
Step 4:
Keep It Simple, but Not Boring
Keep in mind; that simple is always harder than complicated. Your goal is to communicate the essence of your idea in plain, conversational language. No jargon, no fluff, no trying too hard.
Exercise:
Try to write two versions of your one-liner.
And one for a 10-second elevator pitch. And later:
One as if you’re explaining it to a friend over coffee.
An elevator pitch is a quick, clear way to explain your idea and why it matters. It’s what you’d say if someone asked, “What are you working on?” and you had 30 seconds to 1 minute to grab their interest. Think of it as your idea’s spark—short, simple, and memorable enough to make people want to know more.
Example Answer:
Elevator Pitch 1: “I run a meal prep service for busy families who want to eat healthy without the hassle of cooking.”
Elevator Pitch 2: “I create healthy meals for busy families—without the stress of cooking. Even picky eaters will love it!”
How to Create an Elevator Pitch
Think of: Who You Help + Their Problem
Start with who your audience is and the problem they’re struggling with.
Prompt:
“I help [specific audience] who struggle with [specific problem].”
Example Answer:
“I help busy families who don’t have time to cook.”
2. Think of: The Solution You Offer
Explain what you do and how it solves their problem. Keep it simple and clear.
Prompt:
“I offer [your solution] so they can [benefit/outcome].”
Example Answer:
“I deliver ready-to-eat, healthy meals so they can enjoy dinner without the hassle.”
3. Add a Memorable Twist
Polish it with personality or a phrase that makes it stand out.
Prompt:
“Make it sound fun, unique, or sticky.”
Example Answer:
“Healthy meals for busy families—without the stress of cooking.”
“Dinner without the drama, delivered to your door.”
Final One-Liner Formula:
"I help [specific audience] who [problem] by [solution] so they can [benefit]."
Keep it conversational, practice it out loud, and refine until it flows effortlessly.
Step 5: Add a Spark of Personality
Your one-liner should reflect your voice and brand. Is your tone warm and approachable? Bold and energetic? Add a sprinkle of that personality to make it feel like you.
Exercise:
Choose a metaphor, playful word, or clever twist that aligns with your brand.
Example: “Dinner without the drama.”
Example: “Healthy meals, zero kitchen chaos.”
Ann-ism: Make it memorable, not mechanical. People buy into you, not just your product.
Step 6: Test It Out Loud
A one-liner should feel good when spoken. It should roll off your tongue and make people say, “Oh, tell me more!”
Exercise:
Say your one-liner out loud to:
A friend or family member (bonus if they’re part of your target audience).
Yourself in the mirror.
A voice memo on your phone.
Feedback Prompt:
“Does this make sense? Does it grab your attention? Would you want to learn more?”
Step 7: Refine and Iterate
Great writing is rewriting. Hone your one-liner until it feels just right. Swap words, play with phrasing, and polish it until it’s sharp and shiny.
Checklist:
Does it say who it’s for?
Does it communicate the problem I’m solving?
Does it highlight the transformation I’m creating?
Is it short and simple (10-15 words max)?
Does it sound like me?
Final Touch: The Litmus Test
The best one-liners do three things:
Spark curiosity: Makes people want to know more.
Feel human: Like a real conversation, not a pitch.
Stay sticky: Easy to remember and share.
Example One-Liner:
“I’m creating a home-based meal prep service for busy families to help them eat healthy, delicious meals without the hassle of cooking.”
Why it Works:
Who it’s for: Busy families.
The problem: No time to cook.
The transformation: Eating healthy, delicious meals.
The personality: Clear, simple, and relatable.
Your Turn:
Use these steps to create your own one-liner. Start big, get specific, refine, and polish. When it’s done, your one-liner will become more than just words—it’s your mission in a sentence. Now go make it sing!
“An elevator pitch is a quick, clear way to explain your idea and why it matters. It’s what you’d say if someone asked, “What are you working on?” and you had 30 seconds to a minute to grab their interest. Think of it as your idea’s spark—short, simple, and memorable enough to make people want to know more.”
One for a tweet.
Example:
Coffee version: “I run a meal prep service for busy families who want to eat healthy without the hassle of cooking.”
Elevator pitch: “Healthy meals for busy families—without the stress of cooking.”
Tweet: “Nutritious, delicious, hassle-free dinners delivered to your door. Even picky eaters will love it!”
Step 5: Add a Spark of Personality
Your one-liner should reflect your voice and brand. Is your tone warm and approachable? Bold and energetic? Add a sprinkle of that personality to make it feel like you.
Exercise:
Choose a metaphor, playful word, or clever twist that aligns with your brand.
Example: “Dinner without the drama.”
Example: “Healthy meals, zero kitchen chaos.”
Ann-ism: Make it memorable, not mechanical. People buy into you, not just your product.
Step 6: Test It Out Loud
A one-liner should feel good when spoken. It should roll off your tongue and make people say, “Oh, tell me more!”
Exercise:
Say your one-liner out loud to:
A friend or family member (bonus if they’re part of your target audience).
Yourself in the mirror.
A voice memo on your phone.
Feedback Prompt:
“Does this make sense? Does it grab your attention? Would you want to learn more?”
Step 7: Refine and Iterate
Great writing is rewriting. Hone your one-liner until it feels just right. Swap words, play with phrasing, and polish it until it’s sharp and shiny.
Checklist:
Does it say who it’s for?
Does it communicate the problem I’m solving?
Does it highlight the transformation I’m creating?
Is it short and simple (10-15 words max)?
Does it sound like me?
Final Touch: The Litmus Test
The best one-liners do three things:
Spark curiosity: Makes people want to know more.
Feel human: Like a real conversation, not a pitch.
Stay sticky: Easy to remember and share.
Example One-Liner:
“I’m creating a home-based meal prep service for busy families to help them eat healthy, delicious meals without the hassle of cooking.”
Why it Works:
Who it’s for: Busy families.
The problem: No time to cook.
The transformation: Eating healthy, delicious meals.
The personality: Clear, simple, and relatable.
Your Turn:
Use these steps to create your own one-liner. Start big, get specific, refine, and polish. When it’s done, your one-liner will become more than just words—it’s your mission in a sentence. Now go make it sing!