In 1962, Avis realized it was never going to beat the giants in the industry. They had too much money, too big of a marketing share. So they rolled with what they had.
We try harder.
One sentence changed everything.
That’s the power of marketing and copy in your messaging.
It’s not always your offer that’s broken. Sometimes you just need to reframe things.
I’m not some snappy ad agency. Tag lines aren’t my thing. But there is a pattern in the framing of offers that I’ve noticed that you can use to develop your own one liners that will take you from generic and vague, to specific, emotional and focused on what your service feels like to use or the unique relief it creates.
- Start with your original sentence. If you don’t have one yet, just write a statement that describes your offer.
- What does this REALLY do for them? What’s the emotional win or personal shift they care about? How will they feel when this problem vanishes – what becomes better or easier now? Focus on the result, not the work.
- Be a human. This can be the hardest part because we like to try to be clever or different. How would you describe this to someone who was smart but completely overwhelmed? No marketing lingo. Think metaphors and before/after snapshots.
- Now tighten it up. Use shorter words, make it punchy. Think what you would write if it needed to go on a post it note or a tshirt.
Here’s an example of my own products.
Business Beacon
Before: A weekly accountability email to keep your business on track.
After: Like getting tapped on the shoulder once a week to keep your goals in focus — and your business moving.
Foolproof System to Find Clients
Before: A self-paced course to help you get more clients.
After: A dead-simple method that bags dream clients — no cold pitching, awkward DMs, or paid ads.
Incite Sessions
Before: One-off strategy calls to help you move faster.
After: Hit the “next level” button and get unblocked and out of your own way in 60 minutes or less.
Monthly Accelerate Coaching
Before: Monthly business coaching to help you grow.
After: Finally feel like someone’s in it with you — with strategy, focus, and support that fits your pace.
Now it’s your turn. Want some free feedback on your one sentence?
