This session outlined the importance of using clear, concise language in business communication and branding, highlighting how vague or complicated messaging leads to lost revenue and customer connection.
The speaker shared the StoryBrand framework, a seven-part messaging system that uses story structure to clarify a business’s value and create compelling, repeatable sound bites for marketing and sales.
Emphasis was placed on audience-centric communication—inviting customers into a story, focusing on their problems, and positioning the business as their guide.
A practical exercise in crafting a one-liner was conducted, demonstrating how to articulate the problem, solution, and result in a succinct statement.
Action Items
(no date – all participants): Review your company’s current messaging and website for clarity and customer focus; revise using the StoryBrand framework’s seven sound bites.
(no date – marketing team/communications owners): Implement the new messaging across all platforms, emphasizing clarity and simplicity.
(no date – sales team): Practice and use the oneliner formula when answering “what do you do?” in customer or networking conversations.
(no date – leadership/owners): Assess whether current messaging positions the company as the guide, not the hero, and make adjustments where needed.
The Cost of Confusing or Uninteresting Messaging
Poorly-articulated product and brand messages cost businesses revenue, customer connection, and the ability to solve problems.
Most companies fail to invite customers into a clear story; instead, they focus on their own achievements rather than the customer’s needs.
The Power of Words in Business Growth
Customers make purchasing decisions primarily based on the words they see and hear about a product, not visual branding.
Clear and simple language is more important than logo or color scheme in earning business.
A framework using seven distinct sound bites can make marketing much more effective.
The Framework: StoryBrand’s Seven Sound Bites
What does the customer want? — Clearly identify a single, specific desire.
What problem do they have? — Articulate external, internal, and philosophical problems faced by the customer.
Position your business as the guide:
Use empathy (“we understand your struggle”)
Display authority/competency (“we have helped X number of customers”)
Offer a step-by-step plan: — A clear, simple three-step path from problem to solution.
Call to action: — Use a direct and bold request to buy or engage (“Buy now,” “Schedule a call”); avoid passive asks like “learn more.”
Describe the success: — Paint a clear vision of the positive customer outcome from using the product.
Describe the failure: — Show the downside or what is lost if the customer doesn’t act or buy.
Common Mistakes in Messaging
Being too vague or clever rather than clear.
Describing too many things—instead, brands should be known for one key promise.
Making the message about the business instead of the customer’s problem.
Failing to own and articulate a specific customer problem.
Positioning: Guide, Not Hero
Customers see themselves as the hero; businesses must be the guide, showing empathy and authority.
Businesses that position themselves as the hero become weak or irrelevant in customers’ stories.
Implementing the Framework: Practical Steps
Apply sound bites throughout all communication (website, emails, presentations, etc.).
Use and repeat chosen sound bites consistently so customers memorize and associate them with your brand.
Evaluate all messaging against the “if you confuse, you will lose” mantra. Clarity always wins.
The Oneliner: A Powerful Business Statement
Structure: State the problem, present your product as the solution, and describe the result.
Example: “You know how most families don’t eat together anymore and when they do, they don’t eat healthy? I’m an at-home chef. I come to your house and cook, so your family can connect around the dinner table without worrying about cooking or cleaning up.”
This single, well-structured sentence outperforms vague descriptions and should be used in introductions, networking, and sales.
Tools and Further Resources
Storybrand.ai is available as a free tool to help companies automatically generate the seven messaging sound bites.
Decisions
Adopt the StoryBrand framework for messaging — The rationale is that clarity, customer-focused sound bites, and consistent repetition drive business growth and customer engagement.
Open Questions / Follow-Ups
Are there current messaging points or pieces of collateral that need immediate revision for clarity?
Which sound bites are most effective for our specific customer segments?
How should messaging be updated and rolled out across all platforms and teams for consistency?