J. Allen Hull - StoryBrand Implementation Consultant

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J. Allen Hull - StoryBrand Implementation Consultant Productivity + Goal-Achievement + Leadership Development. Succeed in business & win at home.

“What do you do?” is the most expensive question you answer all day.I hear business owners answer with a job title, a li...
10/14/2026

“What do you do?” is the most expensive question you answer all day.

I hear business owners answer with a job title, a list of services, or a long explanation that only makes sense after five minutes.

By then, the chance to be remembered is gone.

A One-Liner gives you a clear answer you can say simply, relevantly, and repeatedly.

It is not a tagline.
It is not a mission statement.

It is a distilled version of your BrandScript built from three parts:

• The Problem: What challenge do you help solve?
• The Answer: What do you offer?
• The End Result: What becomes possible for your customer?

When I repeat that message consistently, people know what I do, and word spreads.

Try this today: notice what you actually say the next time someone asks, “What do you do?”

Then write the version you wish you had said.

That version is where your One-Liner starts.

Comment AUDIT and send me your website. I'll send back a written Website Messaging Audit within 48 hours. A read of the messaging, not a critique of the product.

If your message only names the surface problem, your customer may feel like you don’t really understand them.Most custom...
10/13/2026

If your message only names the surface problem, your customer may feel like you don’t really understand them.

Most customers experience a problem on three levels:

External: What is happening?
“I’m not getting enough qualified leads.”

Internal: How does it make them feel?
“I’m frustrated because I know my business is better than my results suggest.”

Philosophical: Why is this wrong?
“Good businesses shouldn’t stay invisible just because their message is unclear.”

There’s another important piece: name the villain.

The villain is the force making the problem worse. It might be confusing messaging, wasted attention, complicated marketing, or the belief that more traffic will fix everything.

When you name all three levels, and the villain, your customer feels seen. Your message becomes more than a description of their problem. It becomes a clear explanation of what they’re facing and why your solution matters.

Try this exercise:

Write your customer’s problem in their own words at each level:

1. External: What problem can they see?
2. Internal: How does that problem make them feel?
3. Philosophical: Why shouldn’t they have to deal with it?

Then name the villain standing in the way.

Clear messaging doesn’t just explain what you do. It shows your customer that you understand what they’re up against.

Comment AUDIT and send me your website, I'll send back a written Website Messaging Audit within 48 hours.

Every good story ends with a picture of a better life.That’s Part 7 of the StoryBrand framework: success.The story close...
10/12/2026

Every good story ends with a picture of a better life.

That’s Part 7 of the StoryBrand framework: success.

The story closes when the hero wins. In your marketing, your customer is the hero.

The Success section helps your customer picture life after choosing you. It should be:

Visual.
Specific.
About your customer’s life, not your process.

“Our process is thorough” describes what I do. It is not a success scene.

“The right clients keep finding you and choosing you” helps your customer picture an outcome they want.

Vague outcomes don’t move anyone. Success gives your customer something to want.

Try this exercise:

“When this works, my customer is able to ___.”

Finish that sentence in one visual, specific line. Don’t write “grow” or “feel better.” Show what changes in your customer’s day, business, or life.

The full StoryBrand 7-Part Framework:

1. A character
2. Has a problem
3. Meets a guide
4. Who gives them a plan
5. Calls them to action
6. Helps them avoid failure
7. Ends in success

If your website explains your process but never shows the better life, people may understand what you do, and still not want it.

Comment AUDIT and send me your website. I’ll send back a written Website Messaging Audit within 48 hours. A read of the messaging, not a critique of your product.

Nobody writes down what happens if they do nothing.Every story has something at risk.If your customer cannot see what ca...
10/10/2026

Nobody writes down what happens if they do nothing.

Every story has something at risk.

If your customer cannot see what can be won or lost, waiting feels like the safest choice.

That is where many brands miss the mark. They describe the happy ending but skip the cost of staying stuck.

Ask two questions:

What can my customer lose by waiting?
What can my customer gain by acting?

The negative stakes might be:

• The problem keeps coming back.
• Competitors with weaker offers win the clients you deserved.
• Another month passes without the clarity, growth, or momentum you wanted.

The positive stakes might be:

• The right clients choose you.
• Your message makes the decision easier.
• You stop losing opportunities because people do not understand your value.

Naming the negative stakes is not fear-mongering when it is true. It is honest guidance.

I use stakes to help customers make a clear decision, not to pressure them.

Try this:

Write one sentence for what your customer loses by waiting. Then write one sentence for what they gain by acting.

If you want a second set of eyes on your website, comment AUDIT and send me your website. I’ll send back a written Website Messaging Audit within 48 hours. A read of the messaging, not a critique of the product.

If you don't tell people what to do next, they do nothing.That’s Part 5 of the StoryBrand 7-Part Framework: a story only...
10/09/2026

If you don't tell people what to do next, they do nothing.

That’s Part 5 of the StoryBrand 7-Part Framework: a story only moves when I ask the hero to take the next step.

Without a clear call to action, people forget about you as soon as they leave your website.

You need two kinds:

A direct CTA: book, buy, call, or schedule.

A transitional CTA: download a free resource, subscribe, or take a smaller step if they’re not ready yet.

Most websites have either no clear CTA or ten competing ones. That’s basically the same as having none.

One clear next step beats five options.

Try this: count every CTA on your homepage. Cut everything beyond one direct CTA and one transitional CTA.

If your homepage messaging feels unclear, comment AUDIT and send me your website. I’ll send back a written Website Messaging Audit within 48 hours. A read of your messaging, not a critique of your product.

People stall when the path is unclear.A customer can be interested in what you offer and still do nothing.Not because th...
10/08/2026

People stall when the path is unclear.

A customer can be interested in what you offer and still do nothing.

Not because they don’t care.

Because they don’t know what happens next.

People usually hesitate for two reasons:

1. They’re afraid it’s a risk.
2. They’re confused about how it works.

Your plan helps with both.

It becomes the bridge between your customer’s problem and your solution. It shows them the way forward and makes taking the next step feel simple.

Keep it to three steps. Three is easy to remember, easy to explain, and easy to repeat.

Try this exercise:

Write the three steps a customer takes from your first conversation to the finished result. Use plain language. Then put those steps on your website.

If someone visits your site today, will they know exactly how to work with you?

Comment AUDIT and send me your website. I’ll send back a written Website Messaging Audit within 48 hours. A read of the messaging, not a critique of your product.

Customers aren’t looking for another hero. They’re looking for a guide.Once someone recognizes a problem, they start loo...
10/07/2026

Customers aren’t looking for another hero. They’re looking for a guide.

Once someone recognizes a problem, they start looking for help from someone who can help them win.

That is where your business comes in.

Your customer is the hero. Heroes can feel afraid, unsure, and ill-equipped. A guide is strong, competent, and capable of helping them move forward.

So don’t position yourself as the hero. Position yourself as the guide.

A guide proves two things:

Empathy: “I understand your problem.”

Authority: “I can help you solve it.”

Empathy says I have a heart. Authority says I am strong.

Most businesses have plenty of authority. The problem is that they either bury it or lead with it so heavily that they start competing with the customer instead of helping the customer believe they can win.

Try this exercise:

Find one line on your homepage that proves you understand your customer’s problem.

Then find one line that proves you can help solve it.

If you can’t find both quickly, your message may be making you the hero instead of the guide.

Comment AUDIT and send me your website. I’ll send back a written Website Messaging Audit within 48 hours. A read of your messaging, not a critique of your product.

You’re only naming one of your customer’s three problems.A hero is only interesting when something stands in the way.Mos...
10/06/2026

You’re only naming one of your customer’s three problems.

A hero is only interesting when something stands in the way.

Most businesses stop at the external problem. The thing they can point to and fix.

That’s only layer one.

Your customer is also dealing with:

• External: the tangible obstacle
• Internal: how that obstacle makes them feel
• Philosophical: why it’s just plain wrong

If I only name the external problem, your customer may understand what’s happening, but still feel unheard.

When I name the frustration in their own words, attention grows. They feel seen. And the message becomes easier to remember.

Try this exercise:

Write your customer’s problem at all three levels:

1. What tangible obstacle are they facing?
2. How does it make them feel?
3. Why is it wrong that they have to deal with it?

Use their words, not polished marketing language.

Comment AUDIT and send me your website. I’ll send back a written Website Messaging Audit within 48 hours. A read of the messaging, not a critique of the product.

Most business owners assume a slow month means weak demand or a bad ad. Rarely do they assume it means their own website...
10/06/2026

Most business owners assume a slow month means weak demand or a bad ad. Rarely do they assume it means their own website quietly lost someone who was already interested.

That's the uncomfortable part about messaging problems: they don't announce themselves. Nobody emails to say they didn't understand your homepage. They just click away, and the only evidence is a number that's a little lower than it should be.

Comment "𝗔𝗨𝗗𝗜𝗧" and I'll send you a free website audit.

Your header only gets about five seconds to earn the rest of someone's attention, and for most visitors, that's the only...
10/05/2026

Your header only gets about five seconds to earn the rest of someone's attention, and for most visitors, that's the only five seconds your website ever gets.

Most headers lose that window in one of a few predictable ways: they talk about the business instead of the visitor's problem, they lean on a generic "Welcome to [Company]" in the most valuable real estate on the page, or they dress up what you do in a mission statement that sounds nice and says nothing. Sometimes it's simpler than that: industry jargon that makes perfect sense internally and means nothing to a stranger, or a clever line that asks people to stop and decode it before they'll even know what you sell.

A header that actually works runs on four soundbites: the problem in your customer's life, the answer you provide, the change they go through, and the end result waiting on the other side. Getting those four right matters. The order you put them in is where the real skill is, because the right order depends on exactly what's stopping your customer from saying yes.

Swipe through to see it broken down, mistake by mistake, with the fix for each one.

𝗪𝗮𝗻𝘁 𝘁𝗼 𝗸𝗻𝗼𝘄 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂𝗿 𝗼𝘄𝗻 𝗵𝗲𝗮𝗱𝗲𝗿 𝗶𝘀 𝗰𝗼𝘀𝘁𝗶𝗻𝗴 𝘆𝗼𝘂?

Comment "𝗔𝗨𝗗𝗜𝗧" and I'll send you a free website messaging audit.

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Gunnison, UT

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Thursday 9am - 5pm

Telephone

+14356331212

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