Chris DonnellyCo-Founder and CEO, Searchable

How To Describe Your Business In One Sentence

Name: How To Describe Your Business In One Sentence
Uploaded: 2026-04-01T11:28:23+00:00
Duration: 55 s
Channel: Chris Donnelly
Description: In this concise instructional video, the speaker argues that a business must be able to articulate its purpose in a single sentence to attract serious…

1 Apr 2026 · 1 min

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In this concise instructional video, the speaker argues that a business must be able to articulate its purpose in a single sentence to attract serious clients. He introduces the "blank for blank" positioning framework, which pairs what the business does with the specific audience it serves. Using his own agency as an example—a digital marketing agency for luxury brands—he stresses the importance of extreme specificity in both the service description and the target market. The speaker warns that overly broad positioning confuses prospects and slows growth, while a narrowly defined niche enables faster client acquisition and market domination. The overall message is that clarity and focus in positioning are essential for business success.

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If you can't describe what your business does in one sentence, you really don't have a hope of winning serious clients. This is called blank for blank positioning, and the idea is to connect your offer to something that your ideal customer already needs. When I started my agency, we always refer to ourselves as a digital marketing agency, never a marketing agency, and never a creative agency. We were differentiating ourselves specifically with the first part of our positioning. So that first part is what you do, whereas the second part is specifically who you do it for. So the trick here is to be very Specific. So we were a digital marketing agency for luxury brands. You knew exactly what we did and exactly who we did it for. Don't think about it as limiting your market size. Think about it as it will allow you to dominate a specific niche. So the clearer you are about who you serve, the faster you can win. Can someone immediately know if they're your customer? If they hesitate, the chances are that your positioning is too broad, so you need to narrow it down further.