#40: The One Sentence Every Business Owner Needs (And How to Write It)
The StoryBrand Podcast
StoryBrand.com
4.8 • 2K Ratings
🗓️ 6 October 2025
⏱️ 27 minutes
🧾️ Download transcript
Summary
Most business owners dread being asked, “So, what do you do?” Not because they don’t know, but because they don’t know how to explain it without rambling. When you stumble through your business model or every service you offer, people glaze over. That moment is your shot to spark curiosity and build value, but if you blow it, you lose potential opportunities. Whether you’re networking at a conference, pitching a client, or updating your website, you need one sentence that makes people lean in and say, “Tell me more.” So what makes a great first impression every time?
In this episode, hosts Don and Kyle break down the formula for creating a compelling one-liner: a short, powerful sentence that clarifies what you do by highlighting the problem you solve, the product you offer, and the result people can expect. You’ll hear real-time examples, get a lesson in positioning your value, and discover why a clear one-liner opens doors faster than anything else. Tune in and learn how to create the perfect elevator pitch so you never struggle to explain what you do again.
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Transcript
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| 0:00.0 | Everybody listening is going to know how to give a fantastic elevator pitch by the end of this episode. |
| 0:05.7 | One of the most useful episodes. Everybody needs this thing. I have a formula called a one-liner, |
| 0:11.5 | a truncated elevator pitch. Each one-liner has to be about one problem, and it needs to be the |
| 0:16.4 | problem that resonates most strongly with whoever you're talking to. You're raising the perceived value of what you offer |
| 0:22.1 | and you're decreasing cognitive dissonance in the mind of the person that you're talking to. |
| 0:26.1 | Make sure you've got your one-liner right. |
| 0:30.2 | Hey, it's podcast producer Bobby Richards, and I've got a quick question for you. |
| 0:33.8 | When it comes to your marketing, is it actually cutting through all the noise? |
| 0:37.3 | Or is it just adding to it? I ask this because if it's not comes to your marketing, is it actually cutting through all the noise, or is it just adding to it? |
| 0:39.1 | I ask this because if it's not clearly telling your customers how you can solve their problem, they will not buy from you. |
| 0:45.5 | But don't worry because this is exactly why we created Story Brand Your Business. |
| 0:49.6 | It's a brand new hands-on live marketing workshop taught by Donald Miller himself happening January 28th and 29th here in Nashville, Tennessee. |
| 0:58.5 | At the event, Don will personally teach you the proven story brand framework that's helped thousands of businesses clarify their message. |
| 1:05.5 | Plus, his brand new messaging campaign framework that's designed to help you compete in today's AI-driven market. |
| 1:11.8 | And you won't just learn the frameworks. You'll learn how to implement them into your business |
| 1:16.1 | right away. You'll craft a controlling idea that drives every piece of your marketing, |
| 1:20.5 | create survival soundbites your customers actually remember, and build a complete messaging |
| 1:25.4 | campaign that works. And throughout it all, you won't be doing |
| 1:28.8 | it alone. You'll be part of a small group of business owners just like you and receive live |
| 1:33.4 | coaching from Storybrand certified guides who are in the room with you. But tickets are limited. |
| 1:38.2 | So register now at storybrand your business.com. You don't have to stay stuck trying to figure out |
| 1:44.0 | how to make your marketing and messaging work for your business. |
... |
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