Expert's Corner

One sentence pitch to convert your audience

Guillaume Ang, our resident expert returns to highlight how the one-sentence pitch can convert your audience.


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The one sentence pitch. Maybe it is something you use when you explain your business at a networking event. Or it is the pitch you use for social media content. It could even be the piece of copy that stands out on your website. 

Regardless, it is a sentence that can be instrumental for marketing your business. It tells a story of what you do and why you do it. A piece created to captivate the interest of your audience. 

So how can you nail your one sentence pitch and convert your audience once they read/hear it? Let’s explore the process. 

Create your one sentence pitch  

The old elevator pitch (one sentence pitch) has really come a long way. In an Upflowy article, we explain how the one sentence pitch comes down to your “why”. When you can explain the “why” and purpose to your audience, it allows them to really understand what you do on a deeper level. 

That is why we took the classic Founder Institute’s one sentence pitch madlibs, and added the “why”. 

So instead of this: 

“My company, [name of the company], is developing [a defined offering] to help [a defined audience] [solve a problem] with [secret sauce].”

It becomes this: 

“Because we believe [in this ambitious vision], [my company] [is building/is bringing to market/has launched/is] [your 2-3 words defined offering] to [enable/empower/offer/help] [a specific persona] to [achieve a defined outcome] [by leveraging this unique asset/by adopting this innovative approach]”. 

Now this doesn’t mean you have to fill in the blanks and paste it on your website. It can take a little shaping. 

Create marketing copy from your one sentence pitch

This is where copywriting comes into the mix. Now your website tagline might be simple. It might be a few lines to describe what it is you do and why. 

Each page has an intention. Each message is valuable. So it is important for each piece of copy to lead back to your why. To lead back to intention. 

There is an element of storytelling you create in your copy that allows your customers to see the who, what, when, where, why and how. It is about taking people on a journey using storytelling. The essential piece of your marketing. Just like a signup flow does, your brand message helps with the storytelling element of what you do. 

Take the one sentence pitch you have created from the above example and shape it into a key sentence you can start using in your marketing material. If you feel stuck, we have some solutions below! 

Learn from the best in the business 

Technically a lot of these are taglines. But when you discover these companies and see how they integrate their why into the website copy, you can see the power of generating a one sentence pitch to really encapsulate all you do as a brand. 

Clickup: 

The pitch: “One app to replace them all. All your work in one place: tasks, docs, chat, goals & more”

Why: Clickup states that “productivity sucks” that is why they have created a software to replace them all. 

Our thoughts: 

It explains the core USP that it’s combining multiple apps into a single service to help simplify something people often don’t like doing. It’s got a strong standpoint and the ‘why’ is something a little controversial, which certainly gives it more punch. 

Asana: 

The pitch: “Work on big ideas, without the busywork.

From the small stuff to the big picture, Asana organises work so teams are clear about what to do, why it matters, and how to get it done”

Why: Asana’s why is off the back of a pain point from the Founders. They noticed people spend more time doing the work for the work that needed to be done. 

Our thoughts: 

After using Asana for years, my takeaway from the product was it’s pure simplicity. I find it interesting they are not leaning in towards this especially when the competitors (such as Clickup) are focused on being more feature rich. I would be creating a pitch focused on the simplicity and ease of use of the platform with almost no learning curve.

Intercom: 

The pitch: “Sure, we have a Messenger People love. We're also a complete customer communications platform with bots, apps, product tours, and more—like email, messages, and a help center—so you can build great customer relationships, every step of the way”.

Why: Intercom states on their website and in the marketing material around the importance of strong customer relationships. They explain how it is hard to build an online business with rising customer expectations. Maintenance and building of connections can be tricky. The all-in-one communication platform is here to help. 

Our thoughts: 

Intercom knows what they are well renowned for and they need to educate prospects on everything else they have spent the last few years building and perfecting. Intercom has created complementary products which is great, although I don’t feel this pitch says why it’s great to use an all in one system e.g., “build great customer relationships with an aligned omni-channel experience for customers”.

Hubspot: 

The pitch: Powerful, not overpowering. Finally, a CRM platform that's both powerful and easy to use. Create delightful customer experiences. Have a delightful time doing it.

Why: Hubspot believes we can all grow a business with a “conscience, and succeed with a soul”. That is why they created an “ecosystem uniting software, education, and community to help businesses grow better every day”. 

Our thoughts: 

This is a great emotive pitch that speaks to the problems caused with the incumbent CRMs and directly addresses how Hubspot is different. Importantly they are focused towards the issues that the decision makers who will select this software face, which is that team members don’t keep the CRM updated because they hate using it. Alleviating this issue really helps to sell the product. 

All you need to do is go through other companies, whether in your niche or not, and see how they do it. 

But as you can see, all of these businesses have a purpose. They have a reason why they have created their product or service. When you explore the website, you can see the element of storytelling, values, mission and vision all evident in the content throughout their content marketing and website. 

A/B test your one sentence pitch   

At Upflowy, we are all about A/B testing. That is why we encourage you to A/B test everything. Your sign up flows to even your landing pages. If you are working with a few different pitches and don’t know which is the best, why not A/B test the landing page? 

Platforms like Hubspot can easily allow you to test and trial the messaging. You can analyze which pages get the most conversions. Remember, this is messaging that will continue to grow and develop with time. Instead of procrastinating, put something out there and learn as you go. 

You can do the same if you are running ads on Google or Facebook. Create different landing pages and A/B tests to see what messaging lands with your audience. 

Convert from your one sentence pitch 

When you are creating your one sentence pitch for your website, it is important to convert your audience once they land. 

This comes down to more than just a one liner message. All aspects of your landing page helps in converting those who land on your page and of course, so does the sign up flow you use to create the customer journey.

If your sign up flow isn’t converting, maybe you need to analyse the sign up drop off. Maybe you need to create a sign up flow that tells more of a story, one that can continue to take customers on a journey as soon as they have entered their email. One that shows them why they need to continue to use your product or service. 

That is why we are here. To help businesses like yours create frictionless web experiences, like a sign up flow. To help integrate the design of your brand so the experience seems consistent and to tell the story of your brand to wow potential customers. 

Next steps 

From your landing page to the sign up experience of your business, it is time to start putting the pieces of the puzzle together. Look at the whole customer journey from when people see you one sentence pitch to how they scroll through your pages and eventually sign up to your flow. 

Put the whole puzzle together. Don’t just land your one sentence pitch only to have a sign up flow that doesn’t convert your audience. 

Make sure you are measuring the right KPI for converting clients and make storytelling a huge priority of your messaging. Look at those in your space, get inspiration from how it is done by some of the best in the business. Never stop analysing and measuring! 

If you think it is time to create a better sign up experience to help convert those who land on your website. We are here to help you ​​create impact using more personalized experiences creating less friction to enable higher conversion rates. 

 

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