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Your one-liner doesn’t have to be a single sentence, nor does it need to be four sentences. Think of it more as a statement. You simply want to communicate these four ideas. Who is your customer? What is their problem? What is your plan to help them, and what will their life look like after you do?
Building a StoryBrand
Donald Miller
The gangster Frank Lucas called this “backtracking.” He’d lock himself in a room, pull the blinds, and tune everything out. He’d look forward and inward and outward and just think. That was where he finalized what became known as the Cadaver Connection—an operation importing heroin directly from Southeast Asia in imitation coffins smuggled onto U.S. Army jets, which cost a tenth of other methods.
Perennial Seller
Ryan Holiday
An oral story is like a river. It is a constantly flowing torrent of words.
Storyworthy
Matthew Dicks and Dan Kennedy
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Readwise