3 StoryBrand Takeaways You Can Use to Clarify Your Business Message
In my previous career as a usability specialist at Embry-Riddle Aeronautical University, I spent hours watching how people navigate websites. I ran focus groups, tracked where visitors’ eyes landed, and studied which words or buttons inspired clicks. What I learned is simple: people don’t have time to hunt for information. If they don’t understand what you’re offering in the first few seconds, they move on.
That’s why I’ve become such a fan of Donald Miller’s StoryBrand Framework. It’s the closest thing I’ve found that matches what real users actually do when they’re on a website. It gives businesses a clear structure for speaking to their customers in a way that feels natural, easy to follow, and—most importantly—focused on the customer’s needs.
Here are three takeaways from StoryBrand that any business can use today:
1. Be Crystal Clear About What You Do
Clarity beats cleverness every time. One of the biggest mistakes businesses make is assuming people already understand their offer. The truth is, most don’t. They’re busy, distracted, and scanning quickly.
Your job is to remove the guesswork. Keep your message simple: what problem do you solve, and how do you make your customer’s life better?
Quick Example: Instead of saying “We provide comprehensive financial solutions,” say “We help small business owners keep their books clean and stress-free.” See the difference?
When you strip away jargon and focus on clarity, your customer immediately understands how you can help them survive and thrive.
2. Let Your Customer Be the Hero
This is my favorite principle: you are not the hero of the story—your customer is. Your role is to be the guide who shows them the path forward.
Think about it: when you watch a movie, the mentor is never the star. Yoda doesn’t defeat the Empire. Mr. Miyagi doesn’t win the karate tournament. They coach, encourage, and equip the hero to succeed.
The same is true for your brand. Instead of saying “We’re the best marketing agency in town,” try “Marketing feels overwhelming, but we’ll guide you through a simple plan to grow your business without the stress.”
That shift changes everything. Suddenly, your message isn’t about you—it’s about them.
3. Use Strong, Clear Calls-to-Action (CTAs)
After clarity and positioning, the next most important piece is your call-to-action. Too often I see vague CTAs like “Learn more” or “Contact us.” That’s not enough.
Your CTA should be specific, direct, and benefit-driven. Tell your customer exactly what step to take next and why it matters.
Weak CTA: “Learn more about our services.”
Strong CTA: “Book your free strategy session today and start growing your business.”
The second option works because it’s clear, shows a benefit, and makes the next step feel easy.
Why This Matters for Your Business
At the end of the day, your marketing isn’t about filling a website with trendy phrases or flashy design. It’s about giving your customers what they actually need: a clear message, a guide they can trust, and a simple next step.
That’s the beauty of StoryBrand—it’s not theory. It’s practical, customer-first communication that works because it matches how people really behave online.
And for me, it ties back to those focus group sessions years ago. When people land on your website, they’re not there to admire you. They’re there to solve a problem. StoryBrand helps you show them—quickly and clearly—that you’re the guide who can help them win.
✨ Your Turn:
Take a look at your website or marketing materials today. Do they:
Clearly state what you do?
Position your customer as the hero?
Include a strong, direct call-to-action?
If not, it might be time for a refresh—and StoryBrand is the perfect place to start. Need some help, book your free strategy session today!