Did you know you only need one hot line to attract the right customers and get them to buy from you … almost immediately?
Worded the right way, that line will sell every. single. time. Guess what it is?
I’ll tell you it makes zero mention of your products or services AT ALL. It’s called your “Success Statement” and it may just be the most important piece of your brand narrative – next to your overall mission. Here’s why it works:
A “Success Statement” sums up – in 10 words or less – the “success” someone can expect to experience once they buy from you.
It paints a vivid picture of something really important that more marketers should focus on: The transformation.
All customers expect to experience a certain kind of transformation when they purchase your products or services. Whether it’s a $3 tube of toothpaste or a $3,000 online course, they want to know how their lives are somehow going to be made better afterward. And it’s not all surface-level either. You’ll need to put some emotion into this statement if you really want to persuade someone to press that “SHOP NOW” button.
Let’s say you sell a line of natural cleansers and conditioners for curly hair. On the surface, your customers expect to have more moisturized and defined curls. Dig a little deeper and you’ll find that beyond the surface, they really expect to feel more confident and assured in their natural beauty. That emotional expectation is what your Success Statement must speak to. So it could be something like …
“Love Every Moment of Your Hair Journey.”
or something with slightly more punch …
“Beauty, On Your Terms.”
Your first step is to determine what your customers are really looking for, then let them know what life looks like once they find and buy into your brand’s version of delivering on that.
Here are some success statements that sell:
“Love the way you feel under each and every look.” – Thirdlove
“It’s you – just more beautiful.” – Heat Free Hair
“Save Money. Live Better” – Walmart (For the record, I hate everything about Walmart, but their Success Statement sells so I’ll throw it in here.)
“Prepare your child today to thrive in tomorrow’s global society.” – Kids and Culture Camp
“Be Bolder.” – Marie Hunter Beauty
Start by asking yourself THESE QUESTIONS.
(If you’re an e-commerce business owner)
How does [enter your bestselling product] make our customers feel after using it?
What key emotional benefit do all of our products deliver on? (i.e., confidence, assurance, relief, etc.)
What key themes are coming up in our testimonials?
(If you’re a course creator or service provider)
What will my students be able to do once they complete my online course or program?
What understanding and knowledge will my community be better equipped with moving forward?
How will my clients feel once this project is complete and I’ve transformed their [website, product packaging, interior design, brand identity, etc.]?
NOW, GIVE IT A TRY.
Let’s see how vivid of a picture you can paint to attract your target customers. Remember, 10 words or less is all you need in your Success Statement.
Share your ONE HOT LINE with me in the comments below! I would LOVE to hear it!