The Five Soundbites Every Business Needs (SUMMER REPLAY)

What most businesses are missing in terms of the messaging strategy, they're missing soundbikes that are repeatable, everybody has them memorized, and it gets people curious about your business. When you look at billion dollar brands, this is what they have figured out. It's just to make people stop in their tracks and say, "That sounds like something I need. Can you tell me more?" If you can't make $200,000 off those five soundbikes, I would be shocked. Hey, it's podcast producer Bobby Richards. Welcome back to the story brand replay series as we dive into another episode, very, very, very much worth revisiting. Today's replay is all about the five soundbikes every business needs. The truth is, customers don't remember paragraphs of information. They remember short, sticky, repeatable phrases. That's what we call soundbites. And when you know how to create those soundbites, your marketing and messaging gets sharper across your website, your emails, sales conversations, and your socials, in this episode, you'll get the framework behind those five soundbites that's helped one business make millions, and how you can use that same approach in your own business. Let's jump right into that replay. You're listening to the story brand podcast based on Donald Miller's best-selling book, Building a Story Brand. The story brand framework is made up of seven key elements, all of them anchored in one powerful idea. Your customer is the hero, and you are their guide. Each week on the podcast, you'll get exactly what you need to craft clear messaging that connects with more customers and grows your business. Now, let's dive in with your host, Donald Miller. Today, we're here to talk about the five central soundbites all businesses should have. That's amazing because I have five. That's incredible. It's like we set that up. I don't know how we did that, but we did it. That's called a transition, folks. Here's what I want to ask you. What is a company need when it comes to messaging campaigns? Like the bare essence, is that really what we're talking about? Let's talk about messaging, messaging, marketing. You know, you combine those together. There's something that all companies need to find success. What is it? Yeah, and I have figured this out recently, because I worked with a company called Nextiva, a software company, and a company called YNAB, and then even talk to Airbnb.org the other day about this. But I think it boils down to five soundbites. Okay. And I think every company needs five soundbites to grow their business. No, you've talked about this before. You mentioned survival soundbites. Would that be? These are the survival ones. Okay, just want to make sure that was right on that. If people remember correctly, your business metaphorically works like a house, and a house has three parts. As far as my metaphor goes, the five front steps, or front steps, that lead to a front porch, that lead to a front door. And the front steps obviously gets you to the front porch, the front porch gets you to the front door. And if you, like if you look at my house here in Nashville, it's got, it happens to have five front steps. I think all great houses do. They must. It has like a big front porch, and then there's a front door. If you were to, let's say everybody in the neighborhood is trick-or-treating. And you remove the five front steps from my house. So it's just an eight foot, you know, whatever much, an eight foot climb with no ladder and no nothing to the front porch. That does not seem very inviting. You're not going to get as many trick-or-treaters. Maybe that's what people want, I don't know. But I think what most businesses are missing in terms of a messaging strategy. They're missing the five front steps. They're missing front steps, period. They're missing sound bites that are repeatable. Everybody has them memorized. You say them over and over, and it gets people curious about your business. That's what the job of the front steps is. The job of the front steps are not to explain the nuance of what it is that you do. So let me explain these five sound bites that I'm going to share with you today. And you're going to, you're going to be able to understand what they are by the end of this podcast. The job is not to present the truth about what your business is. It's to peak people's curiosity so that they can find out the truth. Your job is not to enlighten people about how your product works. You're just none of that. Can you tell me more?" And if somebody says, "That sounds like something I need, can you tell me more?" They are on the front porch at that point. And then you show them a webinar. You show them a keynote presentation. You hand them a proposal. You hand them a pitch deck. You hand them a lead generator. You hand them a white paper. You send them to a YouTube video. That's where you enlighten them. And you begin to build trust so that you can say, "Would you like to come inside the house?" And they say, "Absolutely. I've been actually looking forward to solving this problem." And the solution is on the other side of the paywall. And the paywall is that front door. Most businesses do not have front steps at all. I mean, at all. So the idea is like, you've got to peak people's curiosity. So let me tell you what the soundbites are. And then we can discuss them. And I'll give you an example through Winab. And even Nextiva, this other software company, of what we came up with for them. But the very first soundbite is, it spells piece, P-E-A-C-E, is the acronym. That's how you can remember it. The first soundbite is problem. The next soundbite is empathy. Okay. The next soundbite is answer. Yeah, there we go. So the answer to the problem is what? The next soundbite is C for change. And then the final soundbite is end result. So it's problem, empathy, answer, change, end result. Okay. And this is all in the curiosity. It's all those are the front steps. That you are not enlightening people. So here are the rules of the piece soundbites. You can't be nuanced. Do not be nuanced. This is black and white thinking. I can't be confused about anything that you're talking about. I need to be able to understand it without burning any mental calories. The brain, when it has to think, burns calories. And none of your steps should cause you to burn any calories. These should be very easy steps to walk up. They should invite customers into a story. These five soundbites should invite a customer into a story in which they use your product to solve their problem. They should position you as a guide. We all know from story brand, never play the hero, always play the guide. So quite a tall order for five short soundbites. Don't be nuanced. Be short, be memorable. Invite customers into a story. They've got to accomplish some tough things. So let's go through the P. This is the problem that you solve. So your first soundbite needs to be related to the problem that you solve. For example, with you need a budget, it was, have you ever worried about money? It's it. Yep. Have you ever worried about money? Is a critical soundbite to grow the you need a budget platform? And they solve that problem. Yeah, that's the problem we solved. But let's go with like why we chose that soundbite. We could have said worried about money. But what if you're not? Okay, if you're not, then we've just disqualified that customer. So we actually say, have you ever, and how many people have ever worried about money at some point in their life? 100%. 100%. Yep. So we basically just got 100% of the market to pay attention. Now, if you are actively worried about money, bam, I mean, you're like 10 times more likely to stop in your tracks. Most people when you say, what do you do? They say, I'm the CEO of whatever, or I'm the marketing director at whatever. I'm the media director in your case at story brand. Um, I just talked to a group of gym owners two nights ago here in Nashville. And I said, if you know, like 200 gym owners in the room, I said, look, if somebody asks what you do, it is a enormous mistake to say I own a gym. Because they're going to change the subject, right? Or they're going to wonder like how did you get into that? You're not going to peak their curiosity about doing business with you. Now, everybody needs a gym. Every human being could use a gym and could use a trainer. But if you say I own a gym, you're not going to do any business. What you need to say is something like, um, I help men in their 50s add 10 years to their life. I own a gym. That's, you need to start with a hook and a hook is always, always a problem. So I'm 54. If you said to me, I help men in their 50s add 10 years to their life. I've got a four-year-old daughter. You think I'm paying attention? But if you said I own a gym, I go, I got a gym in my garage. But you know what the gym in my garage does not do? Add 10 years to my life if I'm in my 50s. So, you know, and let's say you're talking to a high school tennis player. You say, uh, I help scrawny little tennis players like you develop the best serve in the game. Yeah. So it can be adaptable to some degrees. It is, it is adaptable. You want one for your entire gym. Yeah. If you just said, um, a lot of people hate gyms. They can't stand them because they're intimidated. I have a gym that's not intimidating. Yeah. You just increase the value of that gym because that gym solves a problem. Yeah. A tangible problem. But I like that because you can talk to anybody. You know, even if you're, let's say you're talking to a couple and you could say, I help give parents more energy to play with their kids. There you go. You know, you can just move it down the road as long as you start with that, that idea of the problem you solve. That's correct. Yeah. But the main idea is you need to start with a problem. Now you can do this for your overall brand and you can do it for every single product, but you want to start with your brand. So for you need a budget for YNAB, it was, have you ever worried about money? And the second sound bite, the problem sound bite, P for peace, is E. So E is empathy. We know how you feel. That's it. It's just, yeah, if you've ever worried about money, we know how you feel. And that empathetic statement creates a bond with the customer. At that point, the empathetic statement says, now, now let me tell you how this is working. The story starts out, these five sound bites, they start out by describing a hero down in a hole. Every movie is about a hero in a hole who has to get out of the hole. That's what every movie is about. Every story is about Harry Potter, whatever. It's a hero in a hole metaphorically, and they have to get out of the hole. So when I say if you ever worried about money, I just described a hero in a hole. If you are worried about money, then you identify as the hero in a hole. Now a guide comes along, a character in the film that is designed in there to help the hero get out of the hole looks over the hole and says, I'm so sorry you're in that hole. Right. Now you have somebody who cares. And you're just going, wow, everybody's been ignoring me. And this person actually says, we know how you feel they understand my pain. Remember Bill Clinton? I feel your pain. Empathy is a huge. I feel your pain is something Bill Clinton said in a debate with George H. W. Bush and Ross Perot. And I still remember it. What is this 30 years later? Something like that. Yeah, 30 years later. More than 30 years later, I still remember it. So these are memorable. So when you say we know how you feel, you are leaning over the hole saying, I'm so sorry that you were in that hole. Now if somebody cares about me, they are willing to help me. So as soon as you make that empathetic statement, somebody else goes, I'm in pain and that person gives a rats butt. And now I'm connected to them. So that empathetic statement is very important. So this that empathetic statement positions you as the guide. So that statement is necessary. Now notice that each of these first two sound bites, they work together. Right? I'm telling a story here, but they also work separately. So I can run a meta ad that just says, if you ever worried about money, question mark, and somebody might click on it. We know how you feel needs to be qualified. Yeah. But we know how it feels to worry about money. Yes. It's really really great. That was one of the questions I was going to ask is as I'm thinking about the stair metaphor and even the piece side of it. Can these interchange? Can you lead with the third step in some marketing? You can you can you can take them separately. For instance, like one of the things that their social media team did was Taylor Taylor Swift just got a $50,000 ring. And you're worried about whether or not you can pay your rent on your apartment. Right? They can you want to get these statements into all sorts of other stuff that gets attention. Okay. Which is part of the curiosity. Right? Yeah. That's what's peeking on people's curiosity. So then that's E. A is the answer. Okay. And the answer is your product. It's where you place your product in these sound bites on that step. That third step is your product step. It's the answer to the problem. You want to position your product as the solution to the problem. And what it really is metaphorically is it's the guide looking over the into the hole. And the guide says, hey, I know how it feels to be in that hole. And then they say, download the wine app app. And that's the sound bite. Right? Download the wine app. That's the third sound bite. That's the that's literally the the guide throwing a rope into the hole. Yeah. So you see how the story is unfolding in just really short, simple sound bites. So now there's a rope going down and this person has a way of climbing out. And the rope is a product that they buy. Yes. And it's like, I got something you can buy. Yes. And you know, you throw the rope down and they start climbing up out of the hole. And it seems like as the as the metaphor keeps building out the framework keeps building out if you help them climb out of a hole, but you stopped there. That would be a mistake. You need to give them now something, but there's they did a more important point than that. And that is Cal if I if I if I showed up today. And I gave you a 20 foot rope. And I said, hey, this has been in my garage. I haven't used it in two years. It's 20 feet long. It's really, really strong. And I just thought, you know, Cal, I don't know. Do you have a rope? Here's a rope. Would you what would you let me just literally what would you think? Yeah, I would just go thanks like, okay, and then it would go in my garage and I never touch it. You would put, yeah, in the right two years, give it away. Yeah, yeah, get it to another guy. Okay, most, most people when you tell them about your product, that's how people feel about it. They're like, what am I going to do with this? Yeah. Now, if you're in a hole. And I throw down one end, by the way, of a 20 foot rope. That's very strong. Yes. Is that rope perceived as more valuable to you or less valuable than if you weren't in a hole? Yeah, very. Yes. So that's very, very important. Those that first sound bit is important to let the customer recognize their in a hole. The reason is the product is suddenly extremely valuable. Yeah. Yeah. That makes a lot of sense if they don't realize the value of it. That's right. If you don't start with the problem, you'll never realize that. That's why you don't want to say I own a gym. Yeah. That's like, here's a rope. Yeah. But if you actually say, I work with guys in their 50s, who want to live 10 years longer, but can't figure out how I own a gym. You see what I'm saying? Yeah. Now, if you want to take that even further, I work with men in their 50s to live an average of 10 years longer. I care about these men because I watched my dad get way too old before his time and he just wasn't able to communicate with me. Yeah. Therefore, I started a cohort at my gym of men in their 50s. It's called 10 years longer. Yeah. You see how much more valuable my product is now that I placed it as the rope going into a hole. And so many business also can skip the side though where they lead with, I saw my dad get older and he wasn't available. Don't skip that part. Yeah. But they put it first before the poll, right? So it doesn't become relevant because no, they got to go into order. Yeah. If you don't start with the problem first, then the story, the personal side of it doesn't matter. Now, what's happening as we write these, there were a lot of things happening with the YNAB team, there were about 15 of them who came to here to Nashville. But as you start writing these, by the way, it sounds like this is easy. This was the end of like six hours because we went, we were all over the place. They didn't want to use the word budget. They didn't want to, you know, they want to talk more about spending than restrictive budgeting things like that. And I'm like, okay, you know, there were a bunch of rules that we had to follow to get into this. And, but we came up with there. Look, there's a controlling idea here. And even with our gym owner, the controlling ideas 10 years younger or 10 years longer. I literally told the group. There was a guy there and I'm like, it's a sound like a good business idea for you. And he goes, yeah, I'd love to help people live 10 years longer. I said, go buy 10 years longer.com right now. I bought it for 12 bucks, sitting in the audience. Yeah, just bought it. Yeah, cost them 12, I think a penny for the first year. And then 12 bucks after that. And I said, do you realize like three years from now, you could be nationally known as the 10 years longer. Like if you're 50, I hope you live 10 years longer. Yeah. And that's what these QRC soundbites do is it's just goes back to the controlling idea. Well, the controlling idea kind of manifests itself. Yeah. It's usually one of the soundbites and we'll get there with wine app. But your tagline or your controlling idea, the controlling idea is like, what's the moral of the story? What's the moral of the story? In fact, I did a Q&A at this gym owner's thing. And the last question was like a softball. I can't believe they asked me this question. They said, what's the one thing we should take away from your talk? And I said, did you hear that question everybody? He wants one thing. So my one thing that I want you to take away from the talk is to know that human beings want one thing. Yeah. They can't carry all these bowling balls of information with them. They can't go put them in. They're not going to make it out of the room with 10 bowling balls of complicated. They want one thing every human being wants you to simplify. I can't believe that that was the, I mean, I get that question everywhere I go, but it just happened to be the last question. And so I said, what's the one, what's the one controlling idea of your gym? If you've ever struggled to explain what your business does or you felt like your marketing should be converting better, then join us for story brand your business live. It's a two day workshop here in Nashville. It's happening September 1st through 2nd where Donald Miller himself will teach you how to build clear messaging that works. And at the event, you'll also get direct feedback from story brand certified guides. So your message finally connects with customers. All of this year's workshops have sold out. So don't miss your chance register for the story brand your business live event happening September 1st through 2nd at storybrain.com/live. Another guy came to me after the event and said, Don, I work with female athletes. That's interesting. He goes, that's my controlling idea. I work with female athletes. And I go, you know, I like that. But what if it's that you know how to make female athletes fast? Because that's more tangible than I work with female athletes. That's like saying I work with hamsters. People go, "Hemsters do what?" I said, "Is there a single athlete you've ever worked with that wouldn't massively benefit by being faster?" volleyball, basketball, tennis, track and field obvious, lacrosse. Like, isn't speed the main thing that would advance their careers? And he said, "It is." And I said, "Well, you're the female fast dude, right? You're the dude who makes females fast." And by the way, the way you make a female fast is not the way you make a man fast. It's different. I don't know that that's true, but I hope that's true because it's great marketing. Happy. Yeah. And he was just, like, he lit up. He was just like, "Oh my gosh." I said, "And then I actually said, "you need to buy like fastfemale.com." And then both of us went, "No, don't do it." That's gonna be a bad side. I'll do that. But that's what I mean by a controlling idea. And it sounds so easy, it's not. You got to put some work into it. You got to do a little beta testing. You got to get your team in a room, get them around it. Here's the number one idea at the controlling idea. But riding these five sound bites often manifests that controlling idea. Let me get an example. Problem, have you ever worried about money? Empathy, we know how you feel. Answer, download the wine app. E is change. C is change. Okay. So download the wine app and we will help you get good with money. Yeah. That's the change. The transformation the customer is looking for. Yep. So the four sound bite is about the change or the transformation that the customer is looking. And they want to go from being bad with money to being good with money. Now we liked, we will help you get good with money so much that get good with money, those four words, became the tagline for you need a budget. Yeah. We liked it so much. And that is now the controlling idea. I think we just met recently so they're still distributing and shipping all these words. But I think that will be the controlling idea behind the entire app. Yeah. Get good with money. Get good with money. And then I like the inverse too to play with. For instance, imagine a lead generator that was called five signs the man you're dating is bad with money. You think ladies are gonna download that? Yeah, they are. 'Cause no woman wants to manage bad with money. Or even if you go back to your female athletic analogy, it's like, you know, five reasons why you're slow. You know, or something like that. Yeah. Five ways to make any female fast. Yeah. Or whatever. You know, you can now start playing with all sorts of front porch collateral, all sorts of YouTube videos. But they all need to obey the controlling idea. Yeah. And the controlling idea is, if your boyfriend is bad with money, let him download the whine app app so he can get good with money. Don't marry him until he gets good with money. Period. Like I'm actually preaching now. Like, ladies, do not marry him unless he's good with what I'm telling you. It's a train wreck. Yeah. So it's interesting how even me, as I'm going through somebody else's five steps and somebody else's sound bites, I get passionate. I get passionate about it because the story is true, right? If Imaline marries a guy who's bad with money, her life is going to be so painful. And so I'm kind of going with these whine app folks. Like, please get this up and running before my daughter turns 17 or 18 and starts dating. You know, it's such, it turns your brand into a passionate, energetic, interesting story that it's now not just a budgeting app. It cures marriages in relationships and helps you. And who doesn't want the identity of good with money? Like if somebody, how much would you be complimented? And I actually would say this about you because we're friends. If somebody said to me, hey, three things about calorie, I would say obsessive commitment to excellence. I would say devoted husband and father. But would you be complimented if I said, he's also really good with money? Yeah, absolutely. He would. Great compliment. Yeah, it's a great compliment. So that means that's a good aspiration. Yeah, that's true. Change, that change sound bite needs to be something that if it's said about your customer, they love it. They love it, right? Yeah, it's really good. Yeah. Now what's okay, so the last step, the end result? The end result to find that. Yeah. So the end result is what life looks like. Not what I look like, but what life looks like if I buy your product. Yeah. So it's the climactic scene. And so YNABS was, so you'll never have to worry about money again. Yeah, that's good. So let's go through them. Yep. We know how it feels. Download the YNABS and get good with money. So you'll never have to worry about money again. Yeah. It's a sentence, but it's five sound bites that made up a story or a sentence. Now they can put that whole sentence on the back of a rebusiness card. They can put it on the header of their website. They can turn it into a thousand different lead generators. They can make ad copy with it. They can make YouTube videos with it. It should be on the cover of their proposals, their pitch decks. Anytime somebody downloads the YNABS and starts paying them to use it, it should be five consecutive emails that go out that are on ramping tools. You can actually, like with Nextiva, this other company that I work with, we actually went inside of their user interface and I signed up as a customer. And we literally looked at the user interface and I said, get rid of this word and put this sound bite in. So we literally were taking the five sound bites inside the product itself and changing words inside of the product to reinforce these five sound bites in the story. But these five sound bites are the, it is the narrative. When you say, we need to tell our story, that's what you need to do. You don't need to tell your story. You need to invite customers into a story, but those five steps and those five sound bites are actually what you're looking for. And we've used this technique with national security, we've used this technique with all sorts of, I just talked to Airbnb.org. But when you talk about a messaging campaign and you talk about easy repeatable sound bites that will grow your business, these are the five. - What's fascinating to me is so many people come in, maybe they want to work with someone and they go, we really need a marketing campaign. Can you help us with marketing? I think so many people skip to, I mean, I would spend a dime on a marketing campaign unless you get these five sound bites. - And it's so important that you nail these, this messaging campaign, these survival sound bites because then once you nail that, then all the marketing can come after that. - All of them, it informs all of the marketing. It informs your advertising, it informs your keynote presentations, it informs your webinars, it informs your lead generators. In fact, it has to because if you get off script, as they say, you're gonna start confusing people. The hardest part about this is not coming up with the sound bites, it's leaving everything else out. - Yeah, finding your controlling idea. - Finding the controlling idea and don't talk about anything else. - Yeah, that's hard. - And Todd called the CEOs, his becoming, he's the kind of guy that you meet and just like, I want to be friends with this guy, he's really really smart. But he said, Don, you know, we've got this idea that most budgeting is, it feels restrictive, but our process is really about spending. It's about deciding what you're gonna spend money on and spending on yourself, by the way, and the rest that you want or the hobby that you want. He said a lot of people, they're spending in certain areas. It actually goes up because they realize they can restrict somewhere else and spend on the things they actually love. And he said, where do we put that? That's not in the five sound bites. And the thing I said to Todd is the thing, I want to say to everybody listening, and that is, yeah, that has a place. I think the place for that messaging is actually with customers who are already paying customers. And that's how you turn them into cult-like followers or brand evangelists. You explain these more complicated concepts, but that is a complicated concept that you would not want to put on the front porch. The front porch really is bumper sticker logic. It's got to be like a four-year-old could understand it. And that's what's, because that is so hard to do, and the reason it's hard to do is everybody's so close to their product, they know so much that they're speaking an inside language, or there's the curse of knowledge is what Lila Fever calls it. That it's almost impossible for them to write those five sound bites. And it's the reason I've got job security for a really long time. - Yeah, yeah, it's important to step back from that to get away back and pretend you know nothing. - I could totally see someone walking and going, and people are increasing their spending 'cause they're using her tool. Let's make something off that. - Well, let's talk about that. - Yeah, imagine Todd at a cocktail party, and somebody says, "What do you do?" He could say, "I'm the CEO of Wine-Up." People are like, "What's Wine-Up?" But what if I said, "Tob, what do you do?" And he goes, "Well, have you ever in your entire life worried about money?" And they're like, "Well, of course." And they're like, "Have you ever known anybody else "as worried about money?" Todd, "Everybody's worried about money." All right. I work for a company called You Need A Budget, and we feel your pain, and we feel enormous empathy for everybody who is ever worried about money. So we created an app. The app is called Wine-Up. You just download it, and it teaches you to think differently about money, so that you become very, very good with money. That's where we're in the business. We're in the business of making people really good with money, so they never have to worry about money again. I'm the CEO, by the way. Holy crap, are you kidding me? Like that's a completely different, imagine Todd going up middle of the stage at some big conference. Just say, raise your hand if you've ever worried about money. Yeah, yeah, you know, and by the way, I've worried about money too. I remember I grew up so poor and, and now he can turn this into an hour long, slowly rolling out presentation. And then he could say, by the way, I worked for Wynab, it's a company called You Need A Budget, and we feel your pain. In fact, I was just talking to a single mom the other day. I think go 10 minutes on how we feel your pain. And then he could say, so we created that you need a budget app. You need a budget app, helps you get really good with money. Let me tell you everything that went into the creation of the You Need A Budget app. We hired this guy. In fact, the founder and I sat and talked, and then I started using it. And then we started, then we spent some time on our user interface. Now he's talking about the section of the keynote, where you're talking about the You Need A Budget app. And then he's going to say, by the way, when people use this app, even for a couple months, they get really good with money. For instance, I just met a guy named Joey the other day. So this can take, I don't know, eight seconds or 80 minutes. It's the same formula. And you can just go with it. You can just go long or go short. You can create an entire full length documentary that just follows those five points or a YouTube video. Absolutely. And then you can create Clipdowns, make sure the Clipdowns are about one of the five sections. Maybe a Clipdown is just about why we care. Here's why YNAB cares about people who are struggling financially. And here's what it looks like to get good with money. That's awesome. And then imagine Jessica's boyfriend is bad with money, but Amber's boyfriend is good with money. Let's look at both of them. It's like so fun. Well, it's so tempting for so many people to hear this and go, that's great. And then they maybe sit down for a minute and sketch something out. But you can see the power when a business gets this right. When they get it right, sales go up. Oh, and changes the trajectory of the business. It can change everything. It also changes internal morale. Exactly. Everybody in the business goes, I didn't realize we held heroes out of a hole. I didn't realize we were changing lives. I've always wanted to work for a company that cares. Those three things are in the three soundbikes right now. Yeah. I didn't realize we were creating such a better future. Well, that's the end result soundbikes. And I go back to something you said earlier, this isn't easy, right? It's not easy. It's a result here. But once you get it, you can see the doors unlock and all the puzzle pieces fall in place. And you use it everywhere. One of the things I said to the gym owners, I said, raise your hand if you have a soundbite that you use that's repeatable at the end of every training session. No hand went up. And I'm like, you guys are missing an amazing opportunity. Like, let's say that you're a tennis coach. And every session, everybody I coach, I'm gonna say the same thing. And say, hey, we work on a lot of things to make you a great tennis player. But the big thing is, I want you to have the best serve in the game. Now, are you gonna have it the best serve in the game? Probably not. That probably belongs to Carlos Ocarazza right now, but we're gonna head toward it. And when you have the best serve in the game, it's amazing how much better your forehand gets and your backhand gets and your games get, how many gave you it. But the controlling idea of my entire coaching is best serve in the game. Now, somebody else might say, well, there's a lot more than serving. So maybe this coach, but that's not what's gonna happen. What's gonna happen is anybody who wants tennis lessons and there's five coaches to choose from. And you say, what coach you use? Oh, I use Jack over here. He's known for creating the best serve in the game. I'm sorry, Jack's getting all the business. Because he's known for something. Yes, exactly. He's not just known for tennis coaching. He's known for something specific, the fastest woman on the field, you know, or whatever. And I've seen you do this in even consulting sessions at the end where you're very keen on at a coaching or consulting to ask that, hey, if we wouldn't have talked about this today, where would you use something that I do at the end of one of these sessions, I say, if you wouldn't have brought your team to Nashville, we wouldn't have spent the day together. How long would it have taken you to get this done? There you go. And the answer that I always get is we wouldn't have got it done. It wouldn't have happened. One guy said 16 years. And I was like, well, that's awfully specific. Why 16 years goes? 'Cause we've been trying for 16 years. Yeah. And what that does is it's a question I ask at the end of the session to make sure the customer understands the value that we've gotten. So imagine like a gym owner working out with 20 or 30 50 year olds. And by the way, the 10 years longer program, if your gym membership is $90 a month, the 10 years longer cohort is $1,000 a month. Yeah. It's a $910 difference in the price that you can ask because I'll pay $1,000 a month to live 10 years longer, but I won't for a gym membership. Yeah, just for a standard program. Yeah, so what that means though, is you got to put together a really valuable program. Like I got to meet with a nutritionist and I'm doing BMI and I'm doing all this kind of stuff. You know, maybe there's a doctor associated and we're doing some peptides and things like this. You can tell, you know, a sauna protocol. There's, I'll pay $1,000 a month for that and I'll pay $1,000 a month to do it in a community. But that sound bite at the end of every session. Hey guys, the reason we're doing this, we're gonna live 10 years longer. That's right. And he's reminding me of why I'm paying $1,000 a month. So these sound bites are not just like sound bites that you leave on a napkin. You've gotta get them out there in very specific places in a story brand messaging campaign. Yeah. And a messaging campaign is like running for president. It's, when they ask about the economy, you're gonna say this. When you're talking to female voters, you're gonna say this. When you're talking to the teachers here and you're gonna say this. And you need to memorize it. You need to do your work. You need to do your research. You need to do your homework. You need to know before going into this meeting, what your sound bites are that you're gonna repeat. You know, before every session, you need to know you're gonna start the session this way and the session this way. So it's a way of living, not just a messaging campaign. But when you look at billion dollar brands, this is what they have figured. Go to Chick-fil-A and say thank you. Do they say you're welcome? No. They say my pleasure because of a messaging campaign. That wasn't an accident. It took David Saliers at Chick-fil-A three years to execute that campaign. Three freaking years of discipline. And hey, don't say you're welcome. We do not say you're welcome. You know, it's got a little BB gun. He's like shooting you. He's not, by the way. David will kill me. Good idea. David is a very loving man. But it's a lot of hard work. And so you gotta think of what those five sound bites are. You've gotta be really creative. They need to be effective good sound bites. They need to be really creative about where you execute and where you ship those. And then you need to be disciplined and run it like a campaign with incredible discipline to get those sound bites out there. But their words are free, man. They're free. And if you figure out the right words and you're disciplined to use them, your business just begins to grow. And also just one final note. When you have words that are that good, people remember them and they repeat them. Now listen, if I asked you, just let everybody listening, what are the five sound bites for you need a budget? I bet you 70% of the people listening right now. If they just stopped, can get really close to them. And they can repeat them to other people. Exactly. If I said you need a budget, and I said, they have to help you get good with money. Let me ask you this. If have you listened to this and you've thought, I should check out the you need a budget app, or my daughter needs the you need a budget app. You know why? Because we repeated sound bites. That made you want to. That's right. Made you made you think that that app was valuable. Why don't you have that for your business? Yeah, and you can create it. Yeah, Don, what's one thing that people should take away from this episode? One thing is one thing, what's the controlling idea of your business? Yeah. Hey, listen, everybody should know we're doing a story brand your business workshop, a live event, come to Nashville, Tennessee. And I will be in the room the entire time. And you're gonna leave with five sound bites. And they're gonna be good. And not only that, we're gonna have a bunch of story brand certified guides, our marketing community. We're gonna be able to give you live feedback, but you can get that. So keep an eye out at storybrand.com and make sure to come join us live in Nashville, Tennessee, and leave with your five sound bites. And also just your best practices of where to put those sound bites and what to do. If you can't make $200,000 off those five sound bites, I would be shocked. Yeah. Okay, everybody, thanks so much for listening. And remember when it comes to your messaging, once you know how to say it, people will listen. See you next time. Thanks again for listening. And we'll see you next week.