Crafting the Perfect One-Liner: Elevate Your Health and Wellness Business with StoryBrand

For health and wellness practitioners, clear messaging is essential. A compelling one-liner, rooted in the StoryBrand framework, can make the difference between capturing a potential client's interest and losing them to a competitor. This article will guide you through creating an impactful one-liner that resonates with your audience and drives business growth.

What is a One-Liner?

Definition: A one-liner is a concise statement that clearly defines your business's problem, solution, and result, following the StoryBrand framework.


  • Problem: The specific issue your target audience faces.
  • Solution: How your business uniquely solves this problem.
  • Result: The positive outcome your clients will experience.

Why Should You Care?

  • First Impressions: A strong one-liner grabs attention immediately, making your business memorable.
  • Clarity and Focus: It helps clarify your business mission and values for both your team and your clients.
  • Marketing Efficiency: Simplifies your marketing efforts by providing a clear, consistent message across all platforms.
  • Competitive Edge: Differentiates you from competitors who may have a more convoluted or less compelling message.

Is A One Liner Something You Need?

Essential for All Businesses: Whether you're a startup or an established business, a one-liner is crucial for communicating your value proposition succinctly.

Guidance for Marketing Strategy: It acts as a foundation for all your marketing and branding efforts, ensuring consistency and clarity.

Is Crafting A One Liner a Waste of Time?

Investment in Success: While it may take some time to craft the perfect one-liner, it's a valuable investment that pays off in terms of brand recognition and customer engagement.

Avoiding Confusion: Without a clear one-liner, you risk confusing potential clients, which can lead to lost business opportunities.

How a One-Liner Can Help Grow Your Business

Increased Engagement: Potential clients are more likely to engage with a business that clearly understands and addresses their needs.

Improved Conversion Rates: Clear messaging can lead to higher conversion rates as clients quickly grasp the benefits of your services.

Enhanced Brand Loyalty: A well-crafted one-liner reinforces your brand identity, fostering loyalty among your clients.

Networking and Partnerships: Easily communicate your business's value in networking situations, leading to potential partnerships and collaborations.

Steps to Create Your One-Liner with StoryBrand

  1. Identify the Problem: What specific issue does your target audience face? Use the StoryBrand framework to clearly articulate the problem in a way that resonates with your audience.
  2. Define the Solution: How does your business uniquely solve this problem? Position your business as the guide in your customer's story, providing a clear and effective solution.
  3. Highlight the Result: What positive outcome do your clients experience? Show the transformation your clients can expect, emphasizing the success and satisfaction they will achieve.
marketing that scales

Examples of Effective One-Liners Using StoryBrand

  • Medspa: "Many people struggle with signs of aging and skin imperfections that affect their confidence. We offer personalized, non-invasive treatments tailored to rejuvenate your skin and enhance your natural beauty. You can expect a youthful, radiant look that boosts your self-esteem and overall well-being."
  • Psychiatrist: "For individuals who face serious mental health challenges that disrupt their daily lives and overall happiness, we provide personalized, compassionate care and evidence-based treatments to address these issues. Clients can expect to achieve a balanced, fulfilling life with improved mental well-being and resilience."
  • Therapist: "If you're feeling overwhelmed by life's challenges and struggling to find clarity and direction, we offer empathetic support and practical strategies to help you navigate these difficulties. Expect to overcome obstacles, set and achieve meaningful goals, and find success and fulfillment in your personal and professional life."
  • CrossFit Gym: "Many people struggle with weight management, building strength, and maintaining a healthy lifestyle. Our CrossFit gym provides personalized, high-intensity workouts and a supportive community to help you achieve your fitness goals. Our clients lose weight, gain strength, and are healthier longer."

Foundational Communication

A strong one-liner is more than just a marketing tool—it's the foundation of your business's communication strategy. It ensures that every interaction clearly conveys your value proposition, whether with clients, partners, or employees. Investing time in crafting a powerful one-liner using the StoryBrand framework is a strategic move that can significantly impact your business's growth and success.

Don't miss out on the opportunity to transform your business with a clear, impactful one-liner. Contact Salt Marketing for personalized support and discover how we can help you craft a message that resonates and drives results. Reach out now and take the first step towards a stronger, more effective brand communication strategy.

Jennifer Orechwa

I love helping CEOs and business owners find innovative solutions to their unique growth challenges. Today, as a fractional CMO and agency owner, I offer clients over 20 years of marketing experience, from strategy to implementation to ROI and iteration to the next milestone.