Do This, NOT That: Marketing Tips with Jay Schwedelson The 5 Soundbites That Make People Buy 😳 Donald Miller from StoryBrand at Guru Conference | Ep. 470
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Jan 2, 2026 
Donald Miller, Founder and CEO of StoryBrand and bestselling author, shares transformative insights on messaging and sales. He emphasizes that simpler communication reduces cognitive load, making it easier for customers to understand and engage. Notably, he discusses how a concise three-word phrase increased aquarium sales by 99%. Miller introduces the five soundbites essential for storytelling that invites customers, while advising brands to focus on solving one problem rather than listing ten. His practical framework promises to clarify messaging and boost conversions across all industries.
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Three Words Doubled Aquarium Sales
- Donald Miller told the aquarium company to use three words: "Kids love aquariums."
- The test market doubled sales, turning a $100M market into $199M with only words.
Use Five Soundbites To Invite Customers
- Use five soundbites: problem, empathy, answer, change, end result to invite customers into a story.
- Repeat those soundbites across all marketing until you own the customer's problem.
Own One Problem, Then Upsell
- Pick one problem to own rather than listing many features or problems.
- Lead with that single problem to reduce cognitive load and sell more, then explain other features later.