A Simple Way to Clarify Your Message

Ever land on a website and leave more confused than when you arrived?

You scroll. You skim. You read the words. But you still don’t really know what the company does.

You’re not alone. A lot of brands fall into the trap of focusing too much on themselves and not enough on the customer.

They list every award they’ve won. They toss in fancy industry terms and technical jargon. They tell you they’ve been around since 1984 (which is great, but… now what?).

The problem? They’ve forgotten who the story is really about.

Spoiler alert: it’s not them. It’s the customer.

Take time to view your brand from an outsiders perspective - is your message clear enough for all?

Donald Miller, author of Building a StoryBrand, puts it best—your customer should be the hero of your brand’s story. Your job is to be the helpful guide.

And that starts with having a clear, simple message.

The 3-Part Formula to Clarify Your Message

If writing your company’s description feels overwhelming, here’s a formula to make it easy:

I provide [X] to [Y], who are in need of [Z].

That’s it. Just three parts. Let’s break it down with a real-world example and show you how to build yours.

Step 1: I provide [X]

Start by naming what you actually offer—but do it in plain English.

Don’t just say:👉 “We provide windows.”

Instead, think:👉 “We provide highly rated, energy-efficient windows.”

It’s specific. It’s clear. And it starts to show your value.

Ask yourself:

• What makes your product or service different?

• What features or benefits matter most to your customer?

• What words would they use to describe what you do?

  
  

Step 2: To [Y]

Next up: who’s your audience?

You don’t need to serve everyone—you just need to be clear on who you do serve.

👉 “...to central Iowa homeowners…”

Now we’re getting somewhere. You’ve narrowed the focus, which makes it easier for your ideal customer to recognize themselves in your message.

To define your audience, think about:

• Location (e.g., central Iowa)

• Demographics (e.g., busy parents, retirees, first-time homeowners)

• Industry (e.g., healthcare providers, small business owners)

• Life stage or need (e.g., home renovators, first-time buyers)

  
  

Step 3: Who are in need of [Z]

This is the most powerful part. What problem are you solving?

Sure, you install windows. But what’s the real need? Comfort? Safety? Peace of mind?

👉 “...who want to keep their families safe and comfortable during unexpected weather events.”

See how that shifts the tone? It’s no longer about windows. It’s about what those windows do for the person.

Focus on the deeper need:

• External problem: What’s broken or inconvenient?

• Internal problem: What’s frustrating or worrying your customer?

• Philosophical problem: What “shouldn’t” be the case?

  
  

Hint: internal problems often drive action more than external ones.

Pulling it all together:

Here’s the full version again:

👉 “We provide highly rated, energy-efficient windows to central Iowa homeowners who want to keep their families safe and comfortable during unexpected weather events.”

That tells us:

• What they offer (windows)

• Who it’s for (homeowners in Iowa)

• Why it matters (safety + comfort)

  
  

It’s clear. It’s relatable. And it builds trust in just one sentence.

Final Thoughts

Your brand message doesn’t have to be long or flashy. But it does need to be clear—and customer-centered.

Ask yourself: If a stranger saw my website or social media for 10 seconds, would they know what I do, who I serve, and why it matters?

If not, it might be time to revisit your message.

Need a hand crafting something that feels right for your business? I’d love to help. Reach out, and let’s make sure your story is working for you—not confusing your next customer.