The *One* Sentence That Will Change Your (Copywriting) Life

The *One* Sentence That Will Change Your (Copywriting) Life
Screen Shot 2013-08-15 at 2.55.24 PM

My Twitter bio in action – slash – shameless excuse to show you my son’s 1st Halloween costume (from Up!)

What would you say if I asked you to tell me about your business in just ONE clear, concise sentence?

Would you freeze up? Ramble? Trip over your words or somehow make it sound really, really boring?

Do you have a ridiculously hard time reducing your entrepreneurial genius to just one simple line of text?

It’s a tall order, I know. (You’ve got a lot of genius over there). But friend. It’s not only possible. It’s oh-so-worth it.

I spent my first eight months of business helping over 160 entrepreneurs from all over the world describe precisely what they have to offer in succinct, conversational ways. It didn’t take long for me to realize that a glorious one-sentence bio is all you really need to get the copy party started. (Tweet that!)

You nail this ONE sentence, and you’re on a roll. New tagline options start to bubble up. A fitting professional title becomes obvious. Big brand themes jump right off the screen. You have a whole lot more confidence when someone asks, “So, what do you do?”

The process is magical, and the results are delicious. Til now I’ve only shared this with my dream clients. But it’s time to let you in on the secret.

Today I’d like to offer up eight simple steps to help you write the ONE sentence that will change your copywriting life.

A Bit of Housekeeping Before We Start

By “the one sentence,” I mean a biz bio. A mini-elevator speech. Cocktail party pitch. Twitter bio. One-line manifesto. Whatever you want to call it, it’s a clear, succinct, engaging way to tell the world what you do…in one glorious sentence.

Some people see this “one sentence” idea as limiting. I see it as freeing.

TRUTH: Nobody needs more anxiety in social (networking) situations – formal or informal. Having a basic “hey – here’s what I do” framework in mind before stepping into the unknown takes the pressure off and allows you to just ENJOY the natural flow of conversation.

On the other hand, if you plan on freestyling your answer with every single person you meet, you’re ADDING to the pressure, taking away from the moment, and could very likely end up feeling like a goob with nothing coherent to say. (Not the effect you’re going for.)

The right kind of prep doesn’t make you sound like a cheeseball. It makes you sound like a professional. (Tweet that!)

The Formula

The basic structure of the biz bio is deceptively simple. Small, but mighty. Each and every word of this sentence should be hand-picked with the utmost consideration. Every noun, verb, and adjective serves a unique and productive purpose.

Drumroll please…..

I help *audience* + *benefit* + *feature.*

BOOM. It can be that simple.

No matter who you’re talking to, your spiel (yes, I googled how to spell that) should include THREE important parts: audience, benefit, and feature. 

Tell people who you serve, the benefit they get from working with you, and how you get them that benefit. You can adapt, flip, and change it over time, but to start, this formula makes for some killer training wheels.

Case in point: My Twitter-bio-turned-self-fulfilling-prophecy that I created in March 2013, before I had a business (or client!) to speak of: I help bright entrepreneurs (audience) attract their dream clients (benefit), one brilliant message at a time (feature).

Your turn. What do you do?

Bust out your (digital) pen and paper, and let’s break this baby down, one step at a time. The first half is the hardest, so hang with me here.

Step 1: Identify the audience – the who.

Who are your dream clients, exactly? Up-and-coming entrepreneurs? Busy moms? Professional bowlers?

If you let us know who you love to work with, we can help you find ‘em. If I know a [professional bowler] who might like your stuff, you can bet I’ll pass on a recommendation.

On your page, brainstorm a list of concise ways to describe your ideal audience. Keep it specific, but SIMPLE. (i.e. Avoid “I help women entrepreneurs between 5’3″ and 5’7″ who who have a love-hate relationship with chocolate...” It’s good to know that, but you don’t need to spell it ALL out in this sentence.)

Step 2: Identify the benefit – the why.

Why do your customers love to work with you? What’s the big, shiny takeaway they get? More time to do what they love? A smokin’ hot bikini bod?

Make sure it’s juicy, clear, and accurate. Aspirational, even. This should be something that potential clients will drool over because it sounds so ridiculously desirable.

On your page, make a list of the big, headlining benefits your customers or clients get from working with you. Use language they can identify with (and get excited about!).

Step 3: Identify the feature – the how.

How do you achieve those results for them? By giving them a new way to look at food? By teaching them to be smarter about their finances?

It’s important to be clear here. There are a number of different ways to help people achieve that dreamy benefit. The feature tells us how YOU do it.

On your page, make a list of what you actually do to get these results for your customers. Focus on what sets you apart from others who offer a similar benefit.

Step 4: Piece it together.

Once you’ve got three solid word banks to play with, it’s time to start putting the puzzle together. Start mixing and matching different phrases.

Play around with the different phrases and see what you like and what you don’t like. Read them out loud. Do they feel awkward together? Too long? Too short? Not descriptive enough?

Keep adjusting until you find a structure you’re happy with.

Step 5: Style it up.

Once you’ve got a one-liner you like, it’s time to make that baby shine. Ask yourself these Qs:

Can I switch it up a bit? Get creative! Again, this formula is like training wheels. If you’re feeling confident, switch things around a bit. Swap the order. Exchange “help” for another verb like simplify, enable, empower, or give, and see what happens!

Does it look good in writing? Is it choppy, awkward, or too long to read? Tweak as needed until you’re happy with the flow.

Does it make sense? Clever is good, but clear is better. Ask a friend or two to take a peek (or have a listen), and check for understanding.

Do I feel comfortable saying it? You shouldn’t feel (or sound) like a cheeseball when you say it out loud. Make sure it sounds like YOU – your lingo, your pace. (Bonus tip: You may even draft a slightly different version for writing vs. speaking.)

Step 6: Do a happy dance.

YOU DID IT!!! Congratulations!!

Seriously. Take a deep breath, pat yourself on the back, and do a happy dance – full. OUT.

I’m throwing imaginary confetti your way. Do you see it? (Tweet that. Because at least one of your followers needs some imaginary confetti.)

Step 7: Shout it from the (digi) rooftops.

If you’re anything like my dream clients, by this point you can’t WAIT to share your biz bio all over the place – Twitter, Facebook, LinkedIn, your own website and about page, speaker bios, guest posting bios, you name it.

Copy, paste, repeat.

Step 8: Adjust as needed.

Just like you, your business will grow and change. Every now and then, come back to the bio and make sure it still represents where you are and (perhaps more importantly) where you want to be.

Don’t be afraid to make changes and updates as necessary.

That’s all she wrote! Now it’s your turn.

I mentioned before that I’ve worked on this process with just about every one of my fabulous clients, but this is my first time to share it publicly. In the comments below, tell me:

  • What do you think of this step-by-step approach? Is it helpful?
  • BONUS POINTS: Share your shiny new biz bio right here in the comments!
    [IMPORTANTE: This comment section isn't about ME - it's about YOU - this brilliant community of folks working on your own unique brands of smart, authentic communication. I'll respond as I can, but please jump in to provide feedback and support each other when you see a place you can contribute. If you'd like more help, click here to find out how to work with me.]

Secrets are more fun when they’re shared.

If you liked this post, please use the links to the left to share it with your friends and fans…right after you succinctly tell them what you do, of course.

To clarity and confidence,
nik

 

 

P.S. Like practical tips like these? You will LOVE my free video training series. Click below to check it out:

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184 Responses to The *One* Sentence That Will Change Your (Copywriting) Life

  1. Love this Nikki! You have a knack for removing all the ‘chaff’ and succinctly communicating relevant and actionable steps.

    Snazzy (albeit work-in-progress) bio:

    “I help high-achieving women to receive more, working with the rhythm of the moon, and body-based meditation” ;-)

  2. Rebecca Dempster says:

    This is brilliant, Nikki, and so so helpful. I love the step-by-step guide. Going to put it to good use!

  3. Rebecca says:

    Cool I love it. I may redo this because its late but…
    I help hungry souls create long lasting change and radiant happiness by blasting through serious energetic blocks and connecting deep into themselves
    bit wordy but its good for a late night session.

  4. Ewa Sroka says:

    I really like it and will use it! It is far better then an e-book in your opt-in.

  5. Tonia says:

    I definitely threw confetti at my tweeps! I love spreading joy ;)!!

    You are very kind and generous to share your snazzball tips!! I still love mine that we worked on, and it’s been turning some heads, let me tell you!

    I help busy super-moms (women) make time for what matters by teaching them how to look after themselves.

    Heart heart heart heart!
    So many exclamation points. Just so excited :) Have a great time in Europe.

  6. joy says:

    this is so fun! :) I help smart yet [emotional/shy/tongue twisted] people navigate the tricky [decisions/conversations/biz & life deals] by asking profoundly pertinent “move-you-forward” questions and offering passionately formed and wildly successful alternative solutions that still sound and feel like YOU. a work in progress – THANKS!!

  7. Uchechi says:

    Girlfriend! You’re brillant! Here’s mine!

    I help modern women live their passion, by helping them create the success mindset needed for them to live their dream.

  8. Uchechi says:

    OR,

    I help modern women live their passion, by giving them mindset secrets to success.

    OMG I’m having too much fun with this!!

  9. Paula says:

    THANK YOU!!! I love this kind of thing- and it is sooo helpful! Yes, I agree. Awesome opt-in.

    Here’s mine so far:
    I provide art enthusiasts with gorgeously inspiring surroundings one artwork at at time.

    What do you think? Thanks again!

    • Paula says:

      THANK YOU!!! I love this kind of thing- and it is sooo helpful! Yes, I agree. Awesome opt-in.

      Here’s mine so far:
      I provide art enthusiasts with gorgeously inspiring surroundings one artwork at at time.

      What do you think? Thanks again!

      OR-

      I provide art enthusiasts with truly inspired spaces one artwork at a time.

      • Great start, Paula! Just went to your site and WHOA – so FUN!!

        Off the top of my head, I’m thinking you may want to step outside the box a bit and try something like:

        I create fun, one-of-a-kind artwork that adds color + personality to truly inspired spaces.

        Keep playing with it!

  10. Karen Taggart says:

    I haven’t officially started yet, but this sentence could help guide me. How about this:

    “I help aspiring entrepreneurs effortlessly build a solid foundation for their new business by offering simple, easy to understand guidance through the non-glamorous tasks of starting your biz.”

    Hmm…it’s a little long and I think it needs more “pizazz” :) My biz is going to be based on an easy, simple, relaxed, stress-free, zen style of guidance. I will “talk like a human” and not use legalease or entrepreneur-speak. (I’m an attorney and photographer among other things). I plan to use beautiful images and a spa-like website design and offerings. Any tips? Thanks so much! :)

    • It’s tough to simplify once you’ve found so many great options!

      Gotta shake up the structure a bit:
      I make life easier for aspiring entrepreneurs by guiding them through the non-glamorous tasks that come along with starting a business.

      Eh? Just one example of switching up the moving parts for a “smoother” result!

  11. Leticia says:

    I’ll be working on mine all weekend so I can use it at the NY Gift Show in a couple of days. Mine is a little different because I am launching a biz that sells product, not services. So for my intro line when I approach a salesperson at the show I think I’ll use something like…..

    The Present Angel is an online store that sells unique and wrapped gift sets for effortless gift giving.
    OR
    The Present Angel is an online store that helps busy people send unique and wrapped gift sets for effortless gift giving.

    Then as a tagline under my logo (which is angel wings with a head that mirrors the shape of box with a ribbon on top and the words “The Present Angel” beneath it), I’m thinking of using –

    delivers a smile in every box

    This is all a work in progress and it will probably change a thousand times but I’m grateful that you got me started because I was procrastinating on doing this. Thanks a bunch!

    • Great start(s), Leticia! “Effortless” is such a dreamy word. Nice choice!

      And “A smile in every box” is fabulous. (If you do something like that, I’d make sure there’s a smile in your packaging if there isn’t already!)

  12. Thea says:

    Thank you Nikki!!

    This is EXACTLY what I needed! It took a four mile run to get this out of me but gosh darn it I think Em on to something! This is the closest I have ever gotten with my own message. I was so excited to tell you Im still al sweaty haha! Here it goes…

    I help smart people build a solid personal foundation, improving quality of life and business.

    Bam!

    Not only did i come up with that on my run but I also came up with super ideas for my “about me” page on my website and an opt in for a list builder! Whew!

    Thank you again my dear you inspire the heck out of me. Muah!

  13. Nathalie says:

    Love this, Nikki! Will give it a try right away. You rock, smart lady :-) And thank you so much for sharing! :-)

  14. Jana says:

    Nikki this is brilliant :) THANKYOU for sharing…

    Here’s what I played around with… My Terran client are mums who are studying towards their dreams or starting an online start up…their ultimate goal for doing all this is to make more money for their family :) So here goes;
    -#1 – I help mamas with big dreams to pursue their passions by making more time to make more money.

    #2 – I motivate mamas with big dreams
    To Unjuggle their juggling act to make more time + make more money through study or start ups.

    #3 – I’m a dreamer and doer helping mums with big dreams dream and do too by unjuggling their juggling act to make more time to do it all and do it now.

    Currently mine says: – “I’m mum, under 30 entrepreneur, uni grad, high school drop out to uni grad, dreamer + doer, do it nower, productivity junkie, hyperactive green smoothie addict+ coffee lover”

    I think they need a refining. That was fin! I love formulas xx

    • They make for good training wheels, Jana! And what a great mission you’ve got :)

      Throwing another one at you –

      My business enables hard-workin’ mamas to turn big dreams into more money (in less time!).

      • Jana says:

        AHhhhh I love it!! :)

        Thank you so much. The perspective of someone else = priceless!

        P.S Thank you, I love my mission/passion it’s where it’s at for me! It makes me come alive and feel useful in this world :)

  15. Debra says:

    This was helpful and fun! Thanks Nikki!
    After 18 years in business, here’s my new bio : “I create beautiful and luxurious window treatments for people who enjoy fine living.”

    • Gorgeous, Debra! I love it!

      I had to do a quick Google search on you – my sister works with a Debra (or Deborah?) who is also a master at beautiful + luxurious window treatments, but here in Texas.

      Small world!!

  16. Nikki, we’ve worked together on this already and I’ve been tweaking my ideal customer avatar(s)…but here’s my latest work (in progress)
    I help concerned moms learn to feed themselves and their families one nutritiously dense bite at a time!

  17. Ashley says:

    Nikki helped me work through this very conundrum during our session a few weeks ago … she helped me finesse my twitter bio into:

    “I help busy mamas avoid spontaneous combustion by solving the never-ending “What’s for dinner?” debate.”

    Not only that, but she gave me the confidence to write my copy like I would say it, and my website and info-graphics sound SO much better.

    Thanks, Nikki!!!

  18. Jen Smith says:

    Girl, gotta love all the freebie goodness you’re spreading! Thanks a ton!

    Here’s mine:
    I help smart business owners target the right audience on Facebook with proven advertising techniques.

    OR

    I help smart business owners find the right fans and engage them like never before using targeted Facebook advertising techniques.

  19. “I help busy moms gain energy and lose weight one crazy day at a time”

    LOVE this blog post Nikki – you’re an inspiration and a fabulous person (online and in person)!

  20. Teri Smart says:

    Hey Nikki, I’m catching up on my homework late in the game! Just wanted to say thank you, for sharing so much love in this simple but impact-full post! So, here’s my work in progress, I like some of it but a few pieces are bugging me so will continue to “work it”! Loved reading everyone’s mini bio too :)

    I help passionate entrepreneurs connect with their most desirable clients by creating a fine blend between message and voice.

  21. Connie Holen says:

    Oh, how I love a good formula!! Here’s what I’ve got so far: I help frazzled mom’s feel the bliss of pulled-togetherness by hand-crafting versatile + stylish leather bags.

    Only it doesn’t really sound like something I’d actually say in real life, so I will need to do some tweaking. Love seeing that message all come together in a sentence though! Thanks for this post Nikki!

    • You got it, Connie! And don’t be afraid to switch up the order too.

      Another option –
      I help frazzled moms look and *feel* put together with stylish, hand-crafted leather bags.

      • Connie Holen says:

        Yes! Love it, thanks Nikki! Much more natural sounding.

        P.S. you ROCK for taking the time to respond to all these comments!

  22. Cathy says:

    My current line is: I teach women to heal from the inside out.

    Can definitely improve on that. Perhaps:
    I guide self-assured women to blossom into their fullest (health) potential through individualized support from the inside out.

  23. Mich says:

    Hi! Here’s mine: “I help women thrive whatever the situation, inspiring them to feast on God’s goodness and truth.”

  24. Sophie says:

    Nikki doll! Since we last had our session, I’ve created a program for my business (The Ooh La La Factor) and I combined what you gave me last time (which was FAB but needs a little tweaking now) with what I came up with… I have:

    I help ambitious gals reveal their Ooh La La Factor in their biz + bodies. When they look + feel irresistible, nothing can stop them from taking on the world.

    OR

    I help entrepreneurs reveal their Ooh La La Factor. When they look + feel irresistibly confident, nothing can stop them from changing the world.

    I’d LOVE to know which speaks more to ya’ll! Didn’t want to get stuck on the “one…at a time” wheel that is uniquely your voice, Nikki! :-)

    Muah! xoxo

    • You know I love your ooh la la factor, Sophie!!

      I help women discover the ooh la la factor by ____________ to an irresistible body, an irresistible business, and irresistible confidence.

      Something like that?!

  25. Stephanie says:

    Hey Nikki

    Love this step by step process such a great way to put and how generous of you to share…

    Here’s what I’ve come up with (I’ve changed my ideal client avatar a bit since we last worked together)…this is a start but I am looking for an attractive name to bring in my Health Coaches so if any of you are here please feel free to chime in:

    I help health coaches create the life of their dreams by streamlining their businesses

  26. Lynne Newman says:

    Hi Nikki,

    I’ve just decided on biz name and am building website (so nothing there as of yet). I love your way with words. You must be so pumped about creating a great business ;)

    Here is what I came up with:

    I empower mamas to get back to basics so that they can raise the next generation of happy and healthy children.

    It needs to be a bit juicier perhaps…basically I want to help parents simplify their environement, routines etc (among alot more!) in order to maximize children’s potential especially around mealtime, development and play. I’m an occupational therapist, mom and passionate about whole plant based food and simplicity. I think I need to book a session with you soon…;)

    Lynne

    • Great start, Lynne!

      I’d add more specifics in there. Right now you could be a health coach, personal trainer, life coach… Just make sure it’s clear in what capacity they’re getting that benefit.

      And you know where to find me :)

  27. Holly Sugrue says:

    Loved this and totally inspired me to do something I have been saying I am going to do, so this came at the perfect time. This may not be the end all be all but this is what I have come up with.

    “I teach modern online business owners the skills they need to create videos they love and the confidence to know just because they are doing it themselves it doesn’t mean they are alone.”

    • Holly Sugrue says:

      “I teach modern online business owners the skills they need to create videos they love and empower them get from confused to confident on their video journey.”
      Thanks for the help and kick start to get this going. I will be mentioning this article in my upcoming newsletter. =0)

  28. Gillian says:

    Doing a happy dance! :) Finally feeling ready for this! I’m excited about what I have! I don’t think it’s finished yet, plenty of tweaking room, but exciting to have the basic ideas clearer in my head. Thank-you Nikki!!

    “I meet non-athletic women were they are and empower them to move easy and feel good by guiding and encouraging them in taking small powerful steps that make movement a joyful and constant part of their lives.”

  29. Hi Nikki Daaarling!
    Ok, I worked really hard to NOT make ours similar, since we are a bit similar. ( :
    I may still keep my old tag line at the end from before I even knew you had the “one ___ at a time” as well. (as great minds think alike). A work in progress over here still, would love feedback or a tweek, if you would be so kind. (:

    Here are what I narrowed it down to in order to tie my Publicity, Media/entertainment and Psychology background. ….
    Confident & Courageous Communication!

    Confident Courageous Communication in love, life and your business.
    Building powerful partnerships, one soul at a time.

    Here goes:
    I help strong woman attract the right opportunities and attention and build powerful partnerships through confident and courageous communication in love, life and business.

    OR

    I help powerful woman attract the right opportunities in love, life and business by building strong partnerships through confident and courageous communication, one soul at a time.

    or:

    I help strong woman build powerful relationships (or partnerships) and attract the right opportunities through confident and courageous communication in love, life and business.

    deciding between “one soul at a time” vs “one encounter at a time”

    Deciding between “partnerships” vs “relationships”

    Deciding between “Powerful” woman vs “Strong” woman or just “woman”

    Lastly, deciding between “opportunities” verses “opportunities and attention”

    Feel free to comment or tweak which one you think is the most powerful and clear!

    Thanks Nikki!

  30. Amy says:

    Thanks, everyone, for the inspiration!
    Wondering if this is too general?
    “I help bright professional women get right with their money by teaching them a money system that ensures success.”

  31. Lindsey says:

    Aloha Nikki! {Opps, posted this comment on the wrong blog earlier!} Thanks for the words of wisdom with this killer blog! It really got my wheels turning and would love to know your opinion…

    I empower indigenous women to create Beach Chic clothing for the trendsetter stepping out to make a difference, one unique piece at a time.

    Thanks! xoxo, Lindsey Parry

  32. Amie says:

    I would have never thought to do this on my own ;) your such a clever gal. I am very lucky to have found you!! Here is what I have….

    “I help busy women find balance in their lives by transforming their home into an aromatic retreat!”

    Or…………

    “I help busy women hide their housekeeping flaws by transforming their home into an aromatic retreat!”

    I will call it a work in progress for now.

    • Alexandra says:

      Amie, just wanted to let you know that I loved the first one. I am a busy woman and I do want balance in my life (so I could identify myself with the first part of your sentence) and since I read “transforming home into an aromatic retreat” I have been picturing it. Soooo tempting !!! Such a shame I am on the other side of the Atlantic, I’d buy your service on the spot :-).

    • And I’m so lucky to have found YOU!

      Your tagline is a big WIN in my book :) Remember you talked about saving time? That’s the biggest benefit for me!

      Something about taking care of the house so they can do more of what they love…so many ideas to play with!!

  33. Aradia says:

    First off this is great! I got a referral over here and I’m glad I followed!

    Here’s the rub – as you’ll see I’m verbose as all get all. So I totally EEEEKKK at the idea of *1 sentence* (and not a run-on).

    WHO: spiritual women with an appreciation for energetically aligned wearable/usable art (eg. jewelry, accessories, decor)
    WHY: tailor-made art that fits your unique, personal style
    HOW: take you on a creative journey into what you connect with most

    Those sound like stellar things to me – but by and large that’s a mouthful! I don’t know how to get specific without having *more* words.

    ***

    I did keep trying and came up with this but it’s still so new to me that I’m not sure about it:

    I take spiritual women on an intuitive journey to create art that is energetically aligned for them. (I immediately have the desire to clarify that my “art” isn’t necessarily a painting by qualifying it as “wearable & usable” but then it feels like it’s too long!)

    • Hi Aradia,

      You’re on the right track! And usually if we feel like something’s wordy, salesy, snoozy, etc. it is. Simple clarity is a beautiful thing.

      I help spiritual women create art that’s wearable, useful, and energetically aligned for them.

      Something like that?!

      • Aradia says:

        I didn’t think I’d be changing my biz bio so soon…but the first rendition felt awkward and that awkwardness kept popping up. I honestly tried to ignore it, hoping that like a pair of jeans or shoes I would just break it in. Not the case, so I’m back…and this version feels better.

        WHO: spiritual women
        WHAT: Handmade energetic style soul-utions for your mind, body & soul; ability to artistically express self and style
        HOW: artfully designed, energetically aligned fashion & decor

        I enhance the artistic expression of self for spiritual women through energetically aligned fashion & decor.

        I enhance the lives of spiritual women through handmade energetic style soul-utions for the mind, body & soul.

  34. Lana Shlafer says:

    Nikki, your brilliance knows no limits! Cannot thank you enough for helping me to through this exercise and come into priceless clarity.

    Here is what I have so far:

    “I help those ready for live an extraordinary life KNOW their limitlessness and magnificence by intuitively guiding them into their power.”

    Thank you!

    • Ha! Lana…I’m gonna need to print that one out and show it to my husband :P

      Thank you for the kind words and for doing what you do. This idea of “limitlessness” is fantastic. (And totally makes me think of Bradley Cooper.)

  35. MariaFer says:

    Nikki you are amazing! Thanks for sharing.

  36. Carrie says:

    Nikki
    A friend sent me this link and it was exactly what I needed as I launch a new business

    I empower people ready to reinvent their lives by combining horses and coaches who know how to help you shift to the next level.

    Thanks Carrie at YESRanch.com

  37. Nikki you have a knack for taking marketing how-to from complicated and confusing to simple and fun! I really enjoyed this post and got right to work on it. I had to sit on this for a bit to get it right, but here is what I came up with:

    “I help imaginative geeks feel confident and distinctive with good for you bath & body creations custom-made from infinite fragrance possibilities”

  38. Amy says:

    Love this! Very clear.

    “I efficiently organize extraordinary
    sustainable events for cutting edge
    business owners who want to make a
    large statement.”

    Not jiving yet. Can’t see myself saying this. Hm..

  39. What a marvellous step-by-step guide. I love it and I gave it a try, too:

    I empower women to create the birth of their dreams by preparing them in all 5 aspects of life, emotionally, physically, mentally, spiritually and sexually.

    That feels like fun! Thank you, Nikki!

  40. THANK YOU THANK YOU THANK YOU

    I help loving couples be even stronger together by teaching compassionate communication.

    I inspire long time couples to reignite passion and explore new territory together in a six week program.

    I coach newlyweds to imagine a shared vision for their future in two months.

  41. Kristy says:

    Nikki,
    What an awesome tool and way to think about your offerings! I LOVE your site. This activity has really helped me to think carefully about who I am serving and what I can offer. Here goes:
    I help confused parents and teachers navigate young children’s digital world to optimise how they learn and develop.

    • Glad to have you here, Kristy!!

      One caution – be careful with pronouns – “they” could seem to modify “parents + teachers” or “children’s.” I know it refers to the kiddos, but it could be unclear!

  42. Jamie says:

    Great article, it really got to the crux of the matter and forced me to question my perceptions of what I think I do, want to do and actually do.

    Here is my sentence: I empower busy women to get in-touch with their creative spirit by providing unique decor and DIYs that inspire the imagination.

  43. Grace says:

    Great advice. I will not only use it for myself but offer up the idea for my clients:)

  44. Shea Morgan says:

    My spiritual business website is currently down and will be back up in 72 hours – domain creations last night! I had a business tag line of “Come to the Edge, where Spirit dwells. I did not have the tag sentence/what I offer sentence – love your ideas. So far came up with…

    I inspire seekers of spirit to find their own sparkly gems of Spirit within, through teachings, healings and writings on the Edge – Spirit’s Edge. Come to the Edge, where Spirit dwells.

    Right now my Twitter has the following, and I’ll probably change it with the new sentence:
    A founder of Spirit’s Edge (http://www.spiritsedge.org ); Priestess; ordained minister, teacher, writer, healer; gardening, cat and family

    Later I’ll be setting up one for my life coaching business…one step at a time! :)

  45. Kim says:

    I help overworked moms quit their day jobs and build their dream ones. POW POW.

  46. Melody says:

    Which one excites you the most?

    I help hilarious entrepreneurs get ahead of the game, one streamlined system at a time.

    I help highly-likable entrepreneurs get ahead of the game, one addictive toss at a time.

    ****I help happy-spirited entrepreneurs get ahead of the biz & life game, one streamlining strategy at a time.*** This is my fav.

    I help highly-likable-entrepreneur personalities get ahead of the game, one addictive streamlining strategy at a time.

    • Melody says:

      A shorter version of my fav is:

      I help happy-spirited entrepreneurs get ahead of the game, one streamlining strategy at a time.

      • Love the first half, Melody! Of course I want to steer you away from the “one ____ at a time” framework so that you can spread your own creative wings.

        ex. by getting them hooked on streamlined strategies.

        Keep tweakin’ and you’ll get there!

  47. Yemima says:

    Love love this post!! Thank you so much for your help!

    “I help women start a new and creative home-based business doing what they love. “

  48. Naware says:

    Nikki, I’ll admit to stalling and I can name this lack of clarity in communicating “what I do” & “for whom” as a major culprit that’s left me feeling stuck. So yippee skippee!

    I feel like I’m onto something…but I’m having an issue being succinct with the WHO while still being crystal clear…scratch that trying to be to the point just isn’t naturally in me!

    Here’s where I started:
    WHO = spiritually open-minded women (honestly that sounds a little lame)
    WHY = clarity through gentle transformation (not sure about that word “gentle” as it doesn’t go along with the breakthroughs mindset I have – strange dichotomy to think of a mind-blowing realization as a gentle thing…)
    HOW = a holistic healing journey (feeling meh – what I really want to stress is that this is a *process*, sorry to say it but you don’t work with me just once and “solve all of your problems”.)

    I transformed it a little bit…

    #1 I am an Intuitive Transformation Healing (Wellness) Coach (honestly I can’t decide which is better based on what it communicates so that needs a bit more thinking on it).

    #2 I empower women who’ve been “mired in the muck” to develop clarity & gently transform their lives through a personalized holistic healing journey.

    *I’m still a little unsure. I’m always a little wary of “limiting” who because I always feel like I’m pushing others away, but I know the value of being very specific because “everybody” ain’t who I serve.

    • You said it, Naware!

      Everybody ain’t who you serve ;) The best thing about this is that you can change it. If you niche down and find yourself hearing crickets (which I DOUBT will happen), you can play around with it some more.

      Best way to know is to try it!

  49. I’m happy to report that mine was in pretty good shape already.

    JNJgetStarted Social Media offers quick, easy, affordable solutions to help entrepreneurs and small business owners getStarted with social media.

  50. Super Great Article!!!! I popped over from your most recent article (great use of previous post links!). I wanted to throw my one liner in the mix…
    I help stuck solopreneurs get their assets up…right now!

  51. Kelly says:

    Not sure how I found you, but I’m a new fan now :) Thanks for sharing this exercise! Here’s what I’ve come up with (for now):

    Our simple to follow Strength Training Program + Veggie Boosting Meal Ideas provide happy mamas with enough energy to outlast a toddler.

  52. Cary Fortin says:

    Dearest Nikki,

    Congrats on all of your accomplishments from one b-schooler to another! I help busy women enjoy their lives by clearing clutter that they don’t need.

    It feels so good to say, I’ve been wandering around my apartment repeating it to myself!

    xo

  53. Wow. There is a lot of great stuff packed into this blog post.

    I’ve read others shout the importance of the quickie elevator speech, squeezed down even further in recent years, perhaps by the popular Twitter tweet limit. But I like the “secret formula” you’ve presented here.

    You made me think. And so I’ve attempted to edit my bio to construct the perfect one-line “what I do.” Here’s what I’ve got so far:

    ** I teach online entrepreneurs how to build a brand with my “design that sells” secrets.

  54. YogaNurse says:

    All of these ‘declarations’ are heart warming. Couldn’t resist sharing my latest.

    “I teach nurses to be highly paid medical yoga therapists that health care wants now.”

    Thanks Nikki. Best to you + all the entrepreneurs sharing here. xo

  55. Michelle says:

    Appreciate all the info/guidance packed into this post Nikki. Here are my two working drafts:

    -bread & butter biz: C4 Consulting: I work with social change agents to accelerate their ability to achieve results that matter most by providing strategic consulting and coaching services that activate these agents’ and their teams’ talent.
    -passion project: Mariposa MoXie: I energize young women cancer Survivors to move beyond “just” defining a new normal to creating a better one via resources that inspire, tickle and heal.

    Playing around with working these 2 seemingly disparate ventures into one – Cris Gladly did some great work with me to identify the core of my compass and I’m considering something like the following:

    *I help women to move through oppressive forces — ranging from: abusive relationships; racism, classism and all kinds of other -isms; to cancer Dx and treatment — to discover, affirm and own their value so they thrive and their communities benefit.

    Still need to find the most powerful words and concise phrases…but hey, it’s a good start, right?!

  56. Laura says:

    Two versions:
    Version 1 less snazzy:
    I help people who have experienced loss to live a life full of more love and joy by teaching them how to design a life where they are thriving instead of merely surviving.
    Version 2 with a little more snaz/edge (not sure if it is appropriate for my audience)
    I help people who have been hit in the face by life circumstance to reconnect with self and find joy again by teaching them how to thrive one day at a time.
    Would love your feedback!

  57. Thank you for offering this plus giving your critiques! Very helpful.

    Here’s my shot:

    I add frugal decadence back into the lives of the overly budget-conscious + cash-strapped so that they live for the now + save for the future.

    What are your thoughts?

  58. Elena says:

    I love this refinement process.

    Here’s mine:

    I empower budding entepreneurs to bust the cycle of self-sabotage by teaching self-care strategies and chakra alignment.

  59. Excellent, what a blog it is! This web site presents valuable facts to us, keep it
    up.

  60. Lindsey says:

    Hello!

    Thank you so much for this blog post….I knew I would reference it when I was ready to start making my tag line.

    Here’s my first attempt.

    “I help young women ROCK their AGE by exploring and implementing adventure, growth, and empowerment by providing a fun and supportive community.”

    The name of my coaching business is Rock your AGE. Adventure. Grow. Empower.

    So that’s my main concept. And I will start by doing in -person group coaching. I also have an element of “adventure” days going out into the community and trying new things together.

    Thanks for any feedback.

    I would love any and all feedback.

  61. sheryl says:

    So I am a 31 year old female mountain bike coach. I got into coaching to help other ladies actually enjoy riding their mountain bike and not be totally fearful. I want to teach them the right riding techniques that make riding easier and safer for them so they can enjoy it. I feel like once they have conquered their fears and achieved their goals they will feel crazy amounts of confidence which will carry over to the rest of their lives. So i am not just giving them skills to ride I am giving them the tools to be confident. I am struggling a bit with my copywriting but this is what I have so far. Any help is appreciated :)

    I empower women accomplish their mountain biking goals, one skill at a time.
    I give women the power to build their confidence through mountain biking, by giving them the skills so they can have fun.
    I give women the skills to go from fearful to fearless on their mountain bikes and beyond.

  62. Sarah says:

    Here’s my best one liner yet:

    I help you feel amazing in your unique body through intelligent movement & brainpower.

    I struggle to choose male vs. female with my Pilates work because it really can help every body. Aloha & mahalo for all that you are giving to the world.

  63. Shannon says:

    WOW, Nikki – I am SO very grateful you redirected us back here. This is an amaaazing post – very very helpful. Thank you! I can’t believe I missed it earlier, but I suppose it’s all in perfect timing!

    Here’s my first attempt :)

    “I teach passionate women to live mindfully, unleashing the innate confidence to create their most fulfilling life.”

  64. Hmm, for some reason I’m a little stuck with this assignment, but here’s my first go…
    “I help barrel racers be more competitive by empowering them to overcome obstacles and reveal the greatest potential within themselves and their horses.”

    • Kendall says:

      That’s a cool niche! I’d maybe say ‘discover’ instead of reveal, and maybe you could be bolder, if you feel you can say it, instead of ‘be more competitive’ maybe ‘win more competitions’ or ‘I help barrel racers compete with more confidence/improve their performance by empowering them to overcome obstacles and discover the potential within themselves and their horses.” Hope that helps!

  65. Johanna says:

    Making a strategically late entrance to this party!

    I teach women in their 30′s how to make time for what matters by unleashing their skinny jean wearing, green smoothie drinking, half marathon rocking self.

  66. Sarah Brooks says:

    This is a great formula! Here’s my first draft:

    “I help social entrepreneurs create more impact in their work and more joy in their life by busting up hidden patterns that hold them back”

    hmm feels too wordy as well, but it’s a start!

    • Kendall says:

      Hi, I like it, but I’m not sure ‘busting up’ is the best phrase, I mean I know what it means, but it maybe sounds too casual? maybe something like, “I help social entrepreneurs create more impact in the world and more joy in their life by identifying and eliminating patterns/habits that hold them back.” Hope that helps!

  67. What a terrific exercise! Here is ONE thing I do (I’ll post the other one next):

    “Using classic texts and Socratic methods, I teach bright homeschool teens how to become better thinkers, communicators, and leaders through my honors high school courses in history, literature, writing, speech, and Biblical studies.”

    I used your adjective (bright), but I’m struggling with what to say here…imho, most homeschoolers are exceptional :-), so I’d like to use that one, but what if the mom thinks her kid is just average? If I say average, then how can they be expected to excel in an honors (college-prep texts) level class? The content really IS rigorous, and I have had many normal kids do well in them, so I don’t want to scare them off.

    Also, it’s 232 characters with spaces, so too long to tweet. How do you decide what to cut? It seems like I need the additional info to clarify why my services are unique.

  68. BINGO! Tweetable at 139 characters with spaces…:-)

    “Using the best classical methods and texts, I teach motivated homeschoolers how to become better thinkers in my honors high school courses.”

    What do you think?

  69. Okay, so I promise this is my last comment! Hubby and I went to dinner and worked on these. In a nutshell, I’ve got an online academy for moms and teens. What do you think?

    1. Audience: Moms for Moms (126)

    I show busy homeschool moms how to teach reading, thinking, writing, & public speaking in my online Classical Scholar Academy.

    2. Audience: Moms for Teens (138)

    Using the best classical methods and texts, I help motivate homeschoolers to think and write effectively in my honors high school courses.

    Thanks for giving my brain a workout, Nikki! :-)

  70. Alysa says:

    I think I read this in August, but it’s so fun to revisit. Loved your advice to ‘adjust as needed’. I might be at that point!

    Tiny Bio: Restoration advocate with kitchen intuition.
    “I’m here to help you create a life of fellowship and restoration one meal at a time.”

  71. I help brides and grooms bring their horse drawn dreams to life, with elegant carriages and white wedding horses.

  72. Cherrie says:

    Thank you so much for this Nikki! The universe is amazing at giving you things when you need it!!! I’ve been pulling my hair out trying to find the right words to describe my new biz, so this has been really helpful. Here is what I have so far:
    “I help Gen Y’s look young, feel good, and live the life of their dreams”

    Would love some feedback from you. Is it too broad? TIA :)

  73. Jooles says:

    Great post, thanks a lot! I’m a Health Coach, planning to add more life coaching to my work. It still needs some tweaking, but I like the first part of the *one* sentence: “I help empower women to feel energetic & strong and create the lifestyle of their dreams with seasonal detoxes, relaxation and simple tricks that work wonders.”

  74. I love this post. thank you so much for sharing.
    My new idea;

    I empower wounded mamas to listen to their healing intuition + adding vitality and joy by connecting and communicating exact needs and fulfilling them alongside these beautiful mamas!

    I know it still feels wordy. Edits?

  75. Miranda says:

    Brilliant article, I’ve only just started reading your emails but this one has really made me sit up and think!

    Work in progress:

    I help lovely ladies to look more fantastic and feel more confident in their clothes by finding them the perfect piece of shapewear.

    Still thinking about it though as I don’t think it is punchy enough!

    Miranda x
    http://www.mirandareviews.co.uk/

    • Kendall says:

      Hi Miranda, just reading all the posts, I love yours, just wanted to let u know, I’m not sure what shapewear is, is it like Spanx? If it is, I’d maybe add, the perfect piece of shapewear to flatter their form and celebrate their curves, or something like that, to clarify it for potential clients like me who aren’t sure what shapewear is! that sounds like a great biz btw!!

  76. Andrea says:

    Hi Nikki,

    How do you suggest summing up what you do if you ‘wear multiple hats’? For me, my site combines sharing ways to live a greener, healthier lifestyle (and encourages shopping local) while I help Etsy sellers and creative artisans establish an online presence. I highlight and feature the work of my target market.

    Summing this up is something I’ve been struggling with.

    • Dawn Jumper says:

      Andrea- I have the same challenge! I have been stewing over it for awhile. Is it best to create two separate lines (divisions) of our businesses? Like you I do the thing that I want to teach others to do and need to continue to promote both.
      I’d love some advice!

  77. Natalia says:

    Hi Nikki!
    I’m going to become your dream client very soon, I cannot wait! :-) I’ve been working on this for a while and finally feel like I’m getting it right :-)

    “I motivate event fundraisers to attract success and thrive, personally and professionaly by activating on their passions + a bit of strategic focus.”

    Love to know what you (and others that are commenting) think :-)

  78. Kate says:

    Hi Nikki!
    I’m a bit late getting this done but have finished nonetheless :)

    How does this sound?

    “I help ambitious women access their dream life by helping them dissolve limiting beliefs and engage their passion and purpose.”

  79. Kendall says:

    Nikki I loved this article & your video series and am sharing it around! Your generosity is so inspiring, thank you for these invaluable tips! I’m a Professional Organizer (working on a more creative title as u suggested, maybe Devoted Declutterer? Passionate Purger? ha ha) and have taken copious notes as I read your brilliant post and will sleep on it and Piece It Together and Style It Up tomorrow! Thanks again, wow, that was actually fun! I feel excited and inspired! :)

  80. […] your elevator speech? Check out this one sentence that will change your (copywriting) life by Nikki Elledge Brown to fine tune […]

  81. Nicole says:

    Thanks for sharing this, Nikki! I’m a writer myself, but I still find it difficult to summarize what I do…in a way that doesn’t sound forced or cheesy. Loving your blog and A Course About Copy!

  82. Jennifer says:

    My passion is helping women make peace with their past by discovering all the gifts hidden there, and then showing them how to these gifts to positively change reality in an accelerated way.

  83. Kerrie G says:

    Thanks so much for this. I really struggled telling people what I do for a living. A jewellery designer is too broad and a bridal jewellery designer doesn’t roll off the tongue so using your formula I came up with –

    I help style conscious brides find jewellery they become obsessed with by creating something unique to them.

  84. Alisa Auger says:

    Thanks, Nickki…this exercise is soooo helpful. Here are mine, so far…
    I inspire women to find creative flow by igniting the creative spark.
    I help women ignite their creativity through inspired action.
    I guide women to express themselves through creativity.
    I empower women to take inspired action to express their creativity.
    Alisa :)

  85. Stacey says:

    Wow, this is a great post, thanks for sharing it Nikki!

    Here’s what I’ve got brewing so far:

    I help entrepreneurial women and would-be world changers craft their personal brand so that they can attract more ideal clients and have greater influence in the market.

    To me your personal brand is basically consistent and clear communication about who you are, what you value and what you have to offer. The work of developing your personal brand is so connected to uncovering your purpose and message in the world. I help women to be confident in being fully themselves because that gives them freedom and fulfillment. From that place of confidence and freedom they can have a huge impact while giving and receiving value.

    Simple equation:

    If you want to make more money and have more impact then be fully yourself and share that with others!

    -S

  86. Lisa says:

    I totally got stuck into this! Thank you for your insights. I help women entrepreneurs struggling to move forward with their business eliminate emotional blocks so that they can share their true value with the world.

  87. Diana says:

    I help people lose weight, prevent disease, and feel great in their body and life by making simple food and lifestyle changes.

    Love this exercise and your support, Nikki! Website shame: my new wordpress one is coming… any day now… Don’t even look at the old one! :)

  88. lauren says:

    Ok, here goes…
    I give busy moms a fresh way to feed their bodies, de-stress their homes, and love their lives.
    I think I LIKE IT!

  89. Lauren says:

    Thank you Nikki. Great way to break it down. I am meeting with a branding team this week so this is especially timely.

    I’m working on the language, but generally speaking, I teach fun, improvisational, playful, cooking classes in private homes and in public venues. I get people to eat their veggies and like ‘em!

    Audience – audience is still broad, usually people who want to eat “healthier” (but I like to steer clear of that word) or aspiring “foodies” another word I could do without! Audience is any level of cook, and any kind of eater – all dietary preferences.

    Why – enjoy cooking and eating more plants. Plants is where it’s at – dried, fresh & preserved – so don’t want to just say veggies, or produce…but “plants” is kind of wonky.

    How – one cooking lesson? flavorful dish? inspired recipe? – at a time

    I inspire and empower cooks of all skill levels and all dietary preferences to love cooking and eating more produce, one delicious recipe at a time.

    I teach folks with any type of diet and any level of cooking skill to enjoy cooking with and eating more plants one flavorful dish at a time.

    I make it easy for people with any type of diet and all levels of cooking skills to enjoy cooking and eating more plants, one delicious cooking lesson at a time.

    One pea and carrot at a time?

    I’ll keep playing with it, but any direction you can provide, is very welcome!

  90. Jien Tumanda says:

    Hi Nikki!

    Thanks for sharing your SECRET!
    I love words and I thought this drill would be super easy, but boy, I was wrong! I spent hours on mine. And another hour reading the comments! This is super fun Nikki, Thanks.

    This is what I came up with:

    I help goal-driven entrepreneurs achieve a sucessful business (completely stress-free!) by taking on everyday tasks that eats up their precious time and energy.

  91. Ayla Tuncer says:

    Thanks Nikki, this is awesome!

    I have my own online business in health & wellness. The products are amazing. It’s vegan certified, botanically based, no dyes, mineral oils, & toxic chemicals. I believe if you look and feel great then your awesomeness will shine.

  92. Katie G says:

    Wow! I love it! So helpful! You are rocking my world, Nikki.

  93. Kathleen says:

    Awesome!!

    You make it so simple.

    I help newbie freelance writers launch successful careers with personalized mentoring, guidance and tips.

  94. Inge says:

    I don’t have a website yet, but I think I have my sentence!!!!!! That’s where it all starts. Thanks so much Nikki. I have thoroughly enjoyed everything I’ve leraned from you so far! Next: My ABOUT PAGE!

    Here’s mine: I support brilliant, hard-working women relax into the life they crave by facilitation the reconnection of their mind, body and spirit using mindfulness based techniques!

  95. Charissa says:

    GIRL. This is awesome, and exactly what I tell my clients. I will share this with them!

    Mine is: “I help people triple their income and grow their audience with my words.”

  96. Tonette says:

    Thanks for this Nikki! Here’s mine:

    “I help career women get rockin’ bods and up their confidence with fun and fitness that lasts.”

    Somewhat torn because I also want to say “…through simple, effective and doable fitness strategies.”

    Probably still need some ironing but that’s the idea. *grin*

    • Dawn Park says:

      I’m a bit late to the party. Here’s my new Twitter bio:

      I give entrepreneurs time to focus on growing their businesses by dealing with the tasks that zap their time and energy.

  97. Vanessa says:

    I empower aspiring foodie entrepreneurs to share their gifts creating a successful business from scratch one action step at a time.

  98. Natausha says:

    I *LOVE* this exercise! After reading all of the others I just wanted to share mine.

    I help multi-passionate women attain their deepest desires for incredible travel, a rockin’ body, successful business, and fulfilling relationships via one-on-one training and peer support.

  99. Mayan says:

    Wow, thanks for such a powerful exercise! Mine’s still a work in progress, but it’s a start…

    I help personal growth enthusiasts clarify and achieve their dreams via intentional designs of their homes.

  100. This is a great exercise! So I am doing a big rebrand right now of my biz and kind of starting from scratch. Here is what I have so far:

    I guide beautiful souls towards living more wholehearted lives and experiencing Daring Happiness through mindful, intuitive counseling.

  101. Maelisa Hall says:

    I teach therapists how to create rock solid documentation so they can spend more time with their clients and less time worrying about paperwork!

    Still getting used to using this all the time but it’s getting more natural… loving this process.

  102. connie curtis says:

    I am a coach who coaches around food allergies and gluten intolerance. My client is someone who is newly diagnosed. I just found you. This is definitely a great place to start. These are what I came up with 1) I help people newly diagnosed with food allergies and gluten intolerance by guiding them through the world of eating and lifestyle change by blasting through one road block at a time.

    2) I help people newly diagnosed with food allergies and gluten intolerance by building a solid blueprint for eating and living.

    3) I help people newly diagnosed with food allergies and gluten intolerance navigate the tricky world of eating one bite at a time.

    I am thinking the first one might be too wordy.. this definitely is great and I am sure it keep getting tweek. What do you think? I just love your stuff. Its so helpful..my writing is getting better.. with you and a clear head now..:)

    working on a website name .. this could even create a tag line or opt in.. really cool

  103. Bernice says:

    Here’s my one liner:

    I help overwhelmed small business owners do more, make more money and focus on the core of their business.

    Feedback please. Too broad? Needs to be more specific?

    Thanks.

  104. “I coach daring women in transition to live the healthy life they deserve by empowering them to believe they’re worth it.”

    As a copyright expert, is this too many words, Nikki?

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