2 builders who never spoke to each other

Repeat one sentence about yourself everywhere

Settle on a single short description and use it unchanged in conversations, emails, posts, podcasts and the site, resisting the pull to bolt on extra detail each time you explain yourself. Repetition feels tedious to you long before a buyer registers the point as important, which is why the ones who keep saying the same few things are the ones people can describe. Naming your method the same way in every place you appear works the same way.

The method

1. 01

   Settle on one short sentence that describes the business and repeat it unchanged everywhere, resisting the pull to bolt on extra detail each time you explain yourself.

2. 02

   If your product needs explaining, say the same few key points over and over even when it feels repetitive to you, because a buyer only registers a point as important after several exposures.

3. 03

   Reuse the landing page wording as a single reusable soundbite across elevator conversations, conference small talk, emails, blog posts, podcasts, tweets and videos.

4. 04

   Name your distinctive method in every place you appear online until you are known for it.

What it returned

• 2,000,000

  James Clear's newsletter goes out to more than 2,000,000 people behind a one-line promise built on deliberate brevity.

Sources

• Bikeshedding - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Try to tell your story in half the time · undated
• Curse of Knowledge - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Repetition, repetition, repetition · undated
• I've been following you since grade 9Justin Jackson · justinjackson.ca · Let me see your landing page... · undated
• So you want to start a side hustle? Do these 4 things first.Justin Welsh · justinwelsh.me · Priority 3: Why should that person choose you? · 2024-06-22