Free tool

One-liner builder

People can’t choose you for a reason you’ve never told them. Fill in three blanks and get the sentence that goes on your sign, your bio, and the top of your menu.

The specific, true thing you do bestNot “great food and service.” Something a stranger gets in three seconds and can’t say about the place next door.Your areaWho it’s for, specifically

Your one-liner

“We're the [specific thing] in [your area], for [specific people].”

Now put it everywhere, identically

Your Google Business Profile description
Your Instagram and Facebook bios
The top of your menu
Your window or sign, if you can
How you and your staff answer the phone

The repetition is the point. When a place tries to appeal to everyone, it becomes remarkable to no one.

Want the full thinking behind this? Read the play: “We’re the best-kept secret in town.”