One of the key elements of your Singular Resonance – your strategic way of communicating with your market so you’re sought after for what makes you unique – is your Simple Promise.
One sentence which quickly communicates in a clear, compelling, powerful way, how your key market will benefit by working with you.
- Bonobos promises The Perfect Fit
- DomainTools promises to help the enterprise See Threats Coming
- Hubbub promises to help you Get a Positive Return On Wellness
Here’s what these aren’t – taglines. It’s not about being clever, or memorable for memorability’s sake. It’s about promising an end-state.
Painting a picture of a new world that only you can help your market achieve.
Why a Simple Promise is so Important
For example, “First you live, then you learn, then you get Luvs” is a tagline. It’s catchy.
It works for the Mom who is standing in a grocery isle in a sea of the same thing and must decide in half a second which product to throw in her cart.
Simply being memorable wins.
But in lead generation – where inertia is the biggest enemy (most sales fail to close because of “no decision” rather than going with a competitor) and trust is what you must earn to overcome that inertia – you need to be seen as,what David Cummings founder of Pardot calls a must have.
A thing which will make a 10X change in your prospect’s lives. And this value must be communicated in many forums (events, emails, webinars, more). With consistency. With potency.
Which is why having just one top level message is so important.
So then… what’s yours? What’s your one simple statement that would you get your market to stop, lean in and listen?
If you’re not sure, then perhaps a good next step is to spend a bit of time to find out.