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DO YOU KNOW A GOOD ONE-LINER?
I recently learned about the need for an effective one-liner — or elevator pitch — from an interview of Donald Miller, best-selling author and CEO of StoryBrand. He has helped thousands of companies increase their revenue by teaching them to clarify their message.
In evangelism our goal is obviously not to increase revenue but to save souls. If we can better communicate the message of the Gospel in a concise way, we’ll be much more effective at pointing people to Jesus. The result is, Lord willing, that more souls will be saved.
Donald Miller gives the following three steps to a powerful one-liner:
1. Identify your customer’s (or, in evangelism, your prospect’s) problem.
2. Provide a solution to the problem.
3. Describe a happy ending to their story.
Do you see how logical this progression is? You start by identifying a frustrating problem your prospect is experiencing in order pique their interest, as well as to show empathy. Then you provide value by offering a way to remove their pain point. But you can’t stop there. Ridding a problem isn’t all that people are interested in. They want to be taken somewhere — somewhere happy. So you have to end by showing people how wonderful life will look like once the problem is solved.
Using this three-step formula, let’s craft a one-liner that we can use as a door-opener in evangelism.
First, we need to start by identifying our prospect’s problem. Actually, the problem is a universal one: sin and its spiritual consequences.
Second, we need to provide a solution to the problem: Jesus Christ. His death on the cross solves the problem of sin. We can help people find that solution by teaching them the undiluted Gospel of Christ.
Third, we need to describe a happy ending to their story: forgiveness and eternal salvation. If they learn the Gospel (and respond to it in obedient faith), God will forgive them of their sins and, ultimately, receive them into Heaven for all eternity. What happier ending could there possibly be?
Here’s one way to put those concepts together in a single, simple statement: “All of us have sinned and fall short of the glory of God. Jesus’ death on the cross is the answer. I have the privilege of helping people learn the true Gospel of Jesus Christ in its original form so they can be forgiven through His blood and have hope of everlasting life.”
This one-liner is simple, yet incredibly deep; straight-forward, yet subtly nuanced; bold, yet lovingly humble. It also differentiates what we offer from what other religious groups offer. We are offering to teach people the pure, undiluted Gospel of Christ without addition or subtraction.
I encourage every one of us to take this one-liner, memorize it, and use it often. Adapt the wording a little if you want, but be careful not to overcomplicate it.
This incredible tool can create evangelistic opportunities and help us to fulfill 1 Peter 3:15: “But in your hearts revere Christ as Lord. Always be prepared to give an answer to everyone who asks you to give the reason for the hope that you have. But do this with gentleness and respect.”
