The One-Sentence Messaging Test: Can Your Team Pass It?

Quick question for you: If you stopped your team members in the hallway (or in a video call) and asked, “What does our company do?” would their answers match? Or would you get a jumble of different explanations, jargon-heavy monologues, and awkward pauses?

If it’s the latter, you have a messaging problem.

This isn’t about marketing copy or website headlines. It’s about internal alignment and cohesive vision. If your own team isn’t on the same page about what you do, how clear could your strategies, priorities, and customer conversations be?

The good news? You can fix it. Here’s how to sharpen your messaging so your team, your prospects, and even your grandma can explain what you do, without the confused head tilt. (Cute for dogs, less so for marketing professionals.)

Why Clarity in Messaging Matters 

Your audience has the attention span of a TikTok scroll (which is to say, not long). If your message isn’t clear and consistent, potential customers are going to move on to a competitor who makes it easier to understand what they offer.

From sales calls and pitch decks to website copy to elevator pitches, strong messaging makes everything more effective. And while we wouldn’t suggest your whole set of value props should fit in a single sentence, a team’s inability to succinctly describe what you do is a red flag that the longer versions of your talking points aren’t doing much better.

If your team’s struggling with the one-sentence test, it’s time for a messaging tune-up.

 

How to Create a One-Sentence Message That Sticks 

1. Start with the basics: who, what, and why. A good one-liner answers three questions:

• Who do you serve? (This is your ideal audience)

• What do you help them do? (This is your core offering)

• Why does it matter? (This is your value or outcome)

A bad example: We provide software solutions for businesses.

A better example: We help small businesses automate their operations so they can scale faster without adding headcount.

2. Make it conversational. 

If your sentence is full of corporate buzzwords, scrap it. Avoid industry speak that makes sense internally but leaves outsiders scratching their heads.

Imagine you’re explaining your business to a friend over dinner. You wouldn’t say, “At [Company Name], we synergize digital transformation strategies.” You’d say, “We help companies ditch outdated processes and work smarter by adopting the right tech for their needs.”

Your sentence should feel natural when spoken out loud. If it’s robotic, rework it.

3. Test it with your team. 

Once you’ve crafted a solid one-liner, test it. Gather your team and have everyone say it, but in their own words. If you get consistent responses, congrats! You’ve nailed it. If not, refine it until everyone can confidently deliver the same message.

4. Compare it to your “real deal” brand messaging.

Once you’ve got your golden sentence, put it next to your official marketing copy or messaging and positioning framework (MPF). Does it feel drastically different? A strong one-liner should distill (not contradict) your core message. If there’s a mismatch, you should revisit your MPF using the guidance above to close the gap.

Your messaging is how you present your business to the world. If your team can’t explain what you do in one sentence, neither can your customers. So take the test, refine your message, and make sure your entire team is aligned. Because the clearer your message, the easier it is for the right customers to say, “That product is exactly what I need.”

Need help crafting a message that sticks? Let’s talk. My team loves nothing more than helping our favorite brands find the right voice.