How do I write a one-liner investors remember?
Short answer
I would write a one-liner that immediately tells investors what you do, who you serve, and what makes your business different. Investors review a tremendous number of opportunities, so you need to communicate your positioning quickly. I don't want a complicated description that requires several minutes of explanation. I want investors to understand the business, recognize its focus, and have a clear reason to remember it.
Checklist
- Clearly identify the business or investment category.
- Explain who the business serves.
- Communicate the specific problem or opportunity.
- Emphasize what makes the company different.
- Avoid trying to appeal to every possible investor.
- Remove unnecessary jargon and vague claims.
- Make sure the statement matches your actual business.
- Test whether people understand your positioning without further explanation.
From my talks
In my Choke Points webinar, I explained how businesses can become the first name people think of within a specific niche. I used examples involving specialized industry newsletters, distribution access, and businesses with valuable intellectual property.
The same positioning principle matters when communicating with investors. If people cannot easily understand what makes your business different, they are less likely to remember it when a relevant opportunity comes along.
I have also emphasized the importance of niche specialization. Trying to present yourself as an expert in every investment category makes it harder to establish credibility in any one area.
What to do next
- Write one sentence describing your business, audience, and primary differentiation.
- Remove words that do not communicate something specific.
- Test the statement with people unfamiliar with your company and see what they remember.
Related questions
- What should be in a pitch deck?
- What is a family office and how do they invest?
- How do billionaires decide what to invest in?
Work through it with the one-liner builder.
