How To Write A Positioning Statement And A One-Line Pitch

When someone asks what you do, give them a short statement of who you serve, what problem you solve and how you do the work. Use the same core message in your pitch and bio.

For a positioning template, one-liner builder and bio template, The Messaging Kit provides a structure to fill in.

Start With A Positioning Statement

Start with an internal positioning statement. Name the customer, their problem, what you offer and the way you deliver it. Write one sentence for each part before trying to combine them.

A hypothetical example: a freelance bookkeeper writes, "I work with independent physiotherapy clinics that fall behind on monthly reconciliation. I do their bookkeeping each month so owners get accurate numbers before they make hiring decisions. My process follows the monthly reconciliation needs of clinics." The statement names the customer and the monthly task.

Ask someone outside your business who the statement is for and what service it describes. If they cannot tell, make the customer or the work more specific.

Shrink It To One Sentence

A one-liner is what you say when someone asks what you do at an event. Keep the customer and the result, and drop the explanation. The bookkeeper above could say, "I do monthly bookkeeping for independent physiotherapy clinics."

Write several versions. Say each out loud. The one you can say without sounding like a brochure is the keeper. You may need different lengths: a short line for conversation, a few sentences for an email introduction, and a paragraph for a proposal or about page.

Make Your Bio Agree

Your website, LinkedIn profile, speaker bio and email signature are often written at different times and drift apart. Build each one from the same statement. The customer, the problem and the difference should appear in the same words, adjusted for length and tone.

A quick check: put your site headline, profile summary and bio next to each other. If they describe different customers or services, revise each one around the positioning statement.

Test The Words On Real People

Read your one-liner to someone in your target market and ask what they think you do. Their answer shows whether the words land. If they describe a different service, revise the sentence and try again.

If You Want A Structure To Fill In

The product page for The Messaging Kit lists a positioning statement template, a one-liner builder, three pitch lengths, a before and after page, and a bio template for five profile types. It is a PDF download. It is written for founders who need clear words for a website, a pitch or an introduction.

Open the product page to check the included templates before buying. Prepare your customer, problem and service notes so you have something concrete to put into them.