Three Words Doubled Aquarium Sales

Messaging gets way easier when you stop trying to sound smart and start trying to sound clear, and this quick Guru Conference convo nails why. Alongside Jay Schwedelson, Donald Miller breaks down the “cognitive load” trap that quietly kills conversions, then hands you a dead-simple framework for turning what you sell into something people instantly get. The best part is its practicality: you will leave knowing what to say, how to say it, and why repeating one line beats explaining ten features.

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Go to StoryBrand to learn the four ways Donald helps teams build their five soundbites, including the on-demand course, a live workshop in Nashville, a private on-site workshop, or a Donald Miller strategy session.

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Best Moments:

(03:30) The “Kids love aquariums” example that doubled sales with three words

(05:34) The five soundbites that invite customers into a story without rambling

(06:00) Why your customer is the hero and you are the guide with the rope

(08:45) If you claim you solve 10 problems, you are basically solving none

(15:15) How repetition trains AI to associate your brand with one specific “hole”

(26:13) The simple email flow that consistently beats “clever” copy

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Check out Jay’s YOUTUBE Channel: https://www.youtube.com/@schwedelson

Check out Jay’s TIKTOK: https://www.tiktok.com/@schwedelson

Check Out Jay's INSTAGRAM: https://www.instagram.com/jayschwedelson/

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Pre-order Jay Schwedelson’s new book, Stupider People Have Done It (out April 21, 2026). All net proceeds are donated to The V Foundation for Cancer Research—let’s kick cancer’s butt: https://www.amazon.com/Stupider-People-Have-Done-Marketing/dp/1637635206