Wanted to give a little insight into my big career move. Plus a quick tip on how to fix your company one-liner while we’re at it. This article is from a recent episode of my podcast DGMG Radio.
Today I have exciting news to share.
I’m super jazzed to announce that I’m finally making marketing and consulting my digital bread and butter (I may also, admittedly, still be riding high from having three hundred people join my email list since I broke the news).
This means I’ll be posting some new material on the site shortly (although, if you’re already a member, don’t worry: I won’t be taking away from anything behind the paywall). But if you haven’t already checked it out, take a look.
Here’s a sneak peek at what you’ll find there:
- I have a list of resources on my website (under the “Resources” tab), such as these marketing examples that either I or someone in the DGMG community found helpful.
- You’ll also find the DGMG job board with hundreds of roles, any of which might be up your alley. And if you’re a recruiter, this will be a great place to expand your funnel and reach out to a community of fabulous, talented individuals.
- There’s also the Accelerator course, which offers my B2B Marketing Playbook delivered over eight hours via on-demand videos and podcasts. (The number one question I get from DGMG members is: “Do you have a link to your marketing playbook?” This is it.)
If you’re already in the thick of B2B marketing, you can also join us at DGMG and sign up for a membership — new members will have access to both DGMG University, and our friendly community on Facebook.
I pop in the Facebook group regularly because it’s a wonderful place for passionate marketing folks to have discussions about vendors, ask anonymous questions, or whatever else strikes your fancy.
If you’re not a student already, DGMG University is my library of ongoing marketing content, my laws of copywriting course, all sorts of videos, marketing templates, and everything else that I create for you.
Basically, if it’s something that you might look for on Google, check out DGMG University first to see if I have it — and if I don’t, just leave a comment and ask for it.
Not included in DGMG membership, sadly, is my B2B Marketing Accelerator course. It’s eight one-hour videos that will take you on a deep-dive through public relations, marketing ops, demand generation, hiring, and lots more. If you prefer podcasts over videos, it comes with a private, members-only podcast feed.
And, if after thirty days, you feel as if my hard-earned wisdom on B2B marketing didn’t quite warrant the sticker price, just send me an email at firstname.lastname@example.org, and I’ll hand you your money right back. I’m a marketer, not a monster!
Today’s Action: Fixing Your Company One-Liner
With that big announcement aside, let’s next talk about how you can nail one of the most important pieces of marketing: your one-liner.
Your one-liner is your homepage headline, your LinkedIn bio, maybe even your email signature; it lures in your audience with barely enough words to fill a haiku.
Now, you can tell when companies have had too much feedback and are trying to satisfy everybody. Your one-liner isn’t about explaining everything in ten words or your money back. Its purpose is to get the right people to start nodding along and asking for more.
For example, I love to golf. So maybe there’s an operation out there whose tagline is simply, “Add 20 MPH to your swing in six months!”
That’s not universally appealing by any means, but it doesn’t have to be: just that nugget is enough to appeal to those who are looking for that specific service.
Your goal is a simple: craft a clear statement that earns you the right to a longer conversation.
The one-liner, in essence, is the first (and sometimes only) line of copy that most people will ever read. And like I’ve said before, the goal of your first line of copy is to get people to read the second line. What’s the goal of the second line of copy? To get people to read the third. And so on and so forth, until your reader becomes your customer.
But remember: keep it simple! If it’s not simple, it’s not memorable — If the people working inside your business can’t trot it out and recite it off the top of their head, what chance do people on the outside have?
Sometimes that might mean that there are often two or three one-liners that will do the trick — but just pick one and go with it, and align your business around that message.
Now if you’ll excuse me, I have to take Daisy the Goldendoodle out on a walk.