Did you know that 64% of marketers say that their biggest challenge is generating traffic and leads? Often, the problem isn’t the marketing channels themselves, but the clarity of the message those channels are delivering. Customers don’t buy products just because they look good; they buy them when they read or hear words that convince them they need them.
If your marketing efforts have been falling flat, the problem likely isn’t your website design or your ad placement—it’s the words you’re using.
In this guide, we’ll show you how to fix your marketing by clarifying your message so that customers listen and take action. This approach aligns with the principles of the StoryBrand framework and offers a clear path to connect with your audience and drive conversions.
Step 1: Identify What Your Customer Wants
Every great story features a main character who wants something. Your customer is the hero of your brand’s story, and your job is to clearly define what they want.
If you can’t answer the question, “What do my customers want from my business?” then they won’t be able to either. A clear, compelling statement about what you offer helps customers immediately understand how you can help them. When you repeat this message consistently, you build brand recognition and trust.
When you repeat this message consistently, you build brand recognition and trust. In fact, one study found that consistent presentation of a brand increases revenue by up to 23%.
Action Step: Write a one-sentence statement that clearly defines what your customers want. Example: “We help small businesses clarify their message so they can attract more customers.”
Step 2: Define the Problem Your Customer Faces
People only spend money to solve a problem. If your marketing message doesn’t highlight a clear problem, customers won’t feel compelled to buy.
Think about the last purchase you made. You bought it to solve a problem. Whether it was lunch to fix your hunger or software to improve your business, every purchase solves an issue. Your messaging should make it obvious that your product or service is the solution to your customer’s problem.
Action Step: Identify the primary pain points your customers experience and incorporate them into your marketing. Example: “Are you struggling to get quality leads? Your marketing message might be confusing your customers.”
Step 3: Position Your Business as the Guide
One common mistake businesses make is positioning themselves as the hero of the story. But in reality, your customer is the hero—you are the guide.
In stories, the hero is usually struggling and looking for help. That’s where the guide comes in. Luke Skywalker had Yoda. Daniel in The Karate Kid had Mr. Miyagi. Your business should be the guide that helps your customer win.
Action Step: Adjust your messaging to reflect your role as the guide. Example: “We’ve helped hundreds of business owners clarify their message and increase sales. Let us help you do the same.”
Step 4: Create a Simple Three-Step Plan
Customers often hesitate to buy because they don’t understand how your product or service works. A clear three-step plan removes confusion and makes it easy for them to take action.
Instead of overwhelming customers with too much information, break it down into simple steps. For example:
- Schedule a Consultation – We’ll assess your current marketing strategy.
- Develop a Clear Message – We’ll create a compelling marketing message tailored to your audience.
- Attract More Customers – Implement your new messaging and watch your business grow.
Action Step: Outline a three-step process that explains how customers can work with you.
Step 5: Use a Clear Call to Action
Many businesses fail to directly ask for the sale. A strong call to action (CTA) should make it easy for customers to take the next step.
Rather than simply saying, “Contact us,” use language that reassures customers they’re making the right decision. Example: “If you’re struggling to attract customers, let’s talk. Schedule a free consultation today and take the first step toward business growth.”
Action Step: Craft a clear and compelling CTA that encourages immediate action.
Step 6: Show What Success and Failure Look Like
Customers need to see what’s at stake. What will their life look like if they buy your product? What will happen if they don’t?
Movies keep us engaged because there’s something at risk. If there were no stakes, we wouldn’t care about the outcome. Your marketing needs to show customers what success looks like if they choose your solution—and what failure looks like if they don’t.
Example:
- Success: “Imagine having a steady stream of quality leads who are eager to work with you.”
- Failure: “Without a clear message, you’ll continue to waste money on ineffective marketing.”
Action Step: Write two statements—one describing the success your customers will experience and one describing the failure they’ll avoid by working with you.
The Power of Repetition in Marketing
Marketing success doesn’t come from one-off efforts. It comes from consistent messaging repeated across all platforms—your website, emails, lead generators, and sales conversations.
When you clarify your message and repeat it consistently, people begin to remember your brand and trust your expertise. This shift can completely transform your marketing and lead to real business growth.
Final Thought: Take the time to refine your message using the steps above, and you’ll start attracting more customers and seeing a higher return on your marketing efforts.
Need help clarifying your marketing message and attracting more customers?
As a Certified Small Business Flight Plan Coach, Kodiak can help you implement these steps and transform your marketing strategy. Schedule a free consultation today and let’s get started!
