StoryBrand Marketing Agency
Is Your Marketing Message So Confusing Even Your Own Mom Doesn’t Get It?
We're a StoryBrand Marketing Agency that helps Service Businesses clarify their messaging so everyone wants to work with you!
✓ Build trust and authority in your industry
✓ Connect with CLIENTS WHO ACTUALLY GET IT
✓ MARKETING THAT FEELS NATURAL
WATCH THIS VIDEO
If your message isn’t landing—and the right clients aren’t showing up—it’s not your fault. Most service business owners are great at what they do. They just struggle to talk about it clearly.
In this video, I’ll walk you through how we fix that using the StoryBrand Framework, plus how to get started with either DIY or done-for-you options.
WHAT HAPPENS WHEN YOUR MESSAGE ISN’T CLEAR
Can your mom explain what you do?
Can you easily explain what you do?
Can anyone?
If not, that's the problem we fix.
Because when people don’t understand what you do, they move on. You end up working harder just to stay in the game.
You’re always re-explaining yourself
Your website doesn’t convert visitors into clients
Your leads aren’t the right fit
Referrals become scarce
Marketing is frustrating as all hell
But it doesn’t have to be this way. A clear message makes all of that easier. It’s the difference between chasing leads—and attracting the right ones.
You might not believe it yet, but marketing can actually be the opposite of frustrating when you're doing it right.
MAKE YOUR MARKETING Simpler
Whether you want to learn the system or hand it over completely, the goal is the same: clear messaging that brings in better clients with less effort.
A DIY SYSTEM THAT’S SIMPLE TO FOLLOW
for weekly group coaching, templates, and a proven system that fits seamlessly into your week—without taking over your life.
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COACHING THAT MEETS YOU WHERE YOU ARE
Want someone to walk you through it? Get 1:1 or team coaching to clarify your message and apply the StoryBrand Framework to your business in real time.
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DONE-FOR-YOU MARKETING
Too busy to do it yourself? We’ll build your messaging, write your copy, create the assets you need, and handle your StoryBrand marketing—so you can stay focused on running your business.
HI, I'm Vicky Sidler
And I’VE BEEN WHERE YOU ARE
I know how it feels to stare at your marketing and think, “Why isn’t this working?” That's why I created a StoryBrand Marketing Agency.
All in all, your business isn’t just another brick in the wall—it’s something special. Your story matters, and I’m here to help you share it in a way that feels real, connects with people, and gets results.
As a certified StoryBrand Guide, I specialize in turning complicated ideas into clear, compelling messages that resonate with your audience.
With a background in journalism, I’ve spent decades telling stories that matter and crafting content people want to read.
I’ve developed a proven system to help businesses like yours cut through all the AI trash that's out there and build genuine connections with their audience.
Your story isn’t just important—it’s the reason people will choose your business. Let’s make sure it’s heard loud and clear by the people who need it most.
And sorry if I got Pink Floyd stuck in your head just now...
Hear Directly from DONALD MILLER
In this short clip, StoryBrand’s founder Donald Miller explains why clear messaging and a simple marketing plan change everything.
Donald shares why newsletters are back, what a full StoryBrand campaign includes, and how a certified guide helps you focus on what actually works—without wasting money or time.
Watch to see how working with a StoryBrand Certified Guide can make a measurable difference for your business.
EVERYTHING STORYBRAND, ALL IN ONE PLACE
Whether you need help with strategy, websites, content, or SEO, I offer the full range of StoryBrand marketing services—done with you or done for you.
StoryBrand Framework
StoryBrand Wireframe
StoryBrand Websites
StoryBrand SEO
StoryBrand Video
StoryBrand Copywriting
StoryBrand Email Sequences
StoryBrand Marketing Funnels
StoryBrand Workshops
StoryBrand Consulting
StoryBrand PPC
StoryBrand Lead Generation
StoryBrand
Social Media
StoryBrand Strategy
StoryBrand Content Marketing
StoryBrand Local Service
StoryBrand Coaching
MARKETING THAT DOESN’T TAKE OVER YOUR LIFE
Whether you want to build it yourself or hand it off completely, as a StoryBrand Marketing Agency, we’ll give you a clear message and a simple system that actually works.
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BOOK A COFFEE CHAT
This is a no-pressure, non-sales call where we discuss what’s working, what’s not, and where you want to go.
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CHOOSE YOUR PATH
Get hands-on support through the StoryBrand Course, 1:1 or team coaching, or let me build the entire marketing system for you—messaging, website, emails, and more.
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FIX YOUR MARKETING
Walk away with a message that resonates, a plan that’s easy to follow, and marketing that works while you sleep and finally delivers results.
COFFEE’S ON ME (OK, NOT REALLY)
But I'm serious about helping you connect with your audience. Let’s grab a coffee (on Zoom) and chat about your marketing goals.
Wondering how to simplify your message? Let’s talk.
Ready to stand out in an AI-saturated world? I’ve got ideas.
Just need clarity? I’ll help you see the big picture.
This isn’t a sales call—just a friendly, low-pressure chat. At the very least, you’ll walk away with some cool ideas you can try on your own.
SCHEDULE YOUR COFFEE CHAT WITH ME (VICKY) TODAY
FIXING YOUR MARKETING SHOULDN’T FEEL IMPOSSIBLE
Most small business owners aren’t marketers—they just want to explain what they do in a way that makes people care.
But when the message isn’t clear, everything else gets harder: websites don’t convert, leads go cold, and social posts fall flat.
You might worry that getting it right will take too much time, cost too much money, or feel like just another online course you’ll never finish.
That’s why I offer three simple paths: do-it-together support through the StoryBrand Course, 1:1 and team coaching, or done-for-you services where I build your full funnel myself.
You’ll get clear messaging, practical templates, and real support—so your marketing finally works and your business actually grows.
YOUR QUESTIONS, ANSWERED
We know marketing can feel overwhelming, and you probably have questions. That’s why we’ve put together answers to the things people ask us most.
What makes Strategic Marketing Tribe different from other StoryBrand marketing agencies?
We’re the StoryBrand marketing agency that skips the boring "corporate speak." We blend the power of StoryBrand with strategic marketing solutions to craft content that feels human, genuine, and impossible to ignore.
How can your strategic marketing solutions benefit my business?
Our strategic marketing solutions simplify your message, clarify your brand story, and help you connect with your ideal customers. It’s marketing that makes sense and gets results – no jargon, no gimmicks, just growth.
What is StoryBrand, and why does it matter?
Think of StoryBrand as a cheat sheet for marketing clarity. It helps you explain what you do in a way that makes people stop, listen, and say, “Oh, I get it.” We use it to create marketing that feels human and that your audience will actually enjoy reading.
Do I need to be familiar with StoryBrand to work with you?
Not at all! Whether you’re a StoryBrand superfan (like us!) or have no idea what it is, we’ll walk you through everything. We’re here to make the process simple, clear, and (dare we say) fun.
How do I know if this is right for my business?
If people keep saying “I don’t really get what you do,” or you’re getting the wrong kind of leads, it’s a sign your message needs work. That’s what we fix.
What if I don’t have time to take a course?
The course is built for time-strapped business owners. You get short lessons, plug-and-play templates, and live support so you’re never stuck or overwhelmed.
What’s the difference between the course and the done-for-you service?
The course gives you training, tools, and weekly support so you can do it yourself. The done-for-you option means I build your whole funnel for you.
How long does it take to see results?
Most people see clearer messaging and better engagement within a week of applying the one-liner. Bigger results (like leads and conversions) follow as you apply it across your marketing.
What if I’ve already tried StoryBrand and it didn’t work?
Many people try to apply StoryBrand on their own and miss key parts. This course walks you through it step-by-step, with real examples and live feedback from a Certified Guide.
STORY, MEET STRATEGY
Let’s make marketing feel less robotic and more real. Find resources from a StoryBrand Marketing Agency that bring your message—and your business—to life.
AI Customer Service Is Broken. Here’s What to Fix
By Vicky Sidler | Published 21 September 2025 at 12:00 GMT+2
“Your call is very important to us. Please hold while we erase any goodwill our ads created.”
Tom Fishburne drew that cartoon years ago. It still holds up.
What’s changed since then? Well, AI came along promising to fix everything. Cheaper, faster, smarter customer service. Human-level problem solving without the humans.
What actually happened?
Salesforce CEO Marc Benioff just proudly announced they cut nearly half their customer service team—4,000 jobs—thanks to AI. Other companies are racing to do the same. And yet the experience for customers hasn’t improved.
If anything, it's gotten worse.
A recent Atlantic article by Chris Colin explains why. The problem isn’t just the tools. It’s the sludge.
TL;DR:
Big brands are automating customer service to save money
But customers are stuck in even worse support experiences
“Sludge” means slow, frustrating, and intentionally messy processes
AI makes sludge easier to scale—not fix
Klarna reversed course and now promises more human support
Small businesses can stand out by making help easy to find and fast to resolve
👉 Need help getting your message right? Download the 5-Minute Marketing Fix
Table of Contents:
AI Customer Service Is Broken. Here’s What to Fix
What Is “Sludge” and Why Is It a Problem?
AI Was Meant to Help. So Why Is It Making Things Worse?
Klarna’s Wake-Up Call—Why More Brands Might Follow:
1. Use AI as a helper, not a wall:
3. Track resolution, not just response:
4. Don’t punish customers for needing help:
5. Train your team to think like humans:
Your Brand Is Built in the Support Queue:
AI Disrupts Consulting—Even McKinsey Is Struggling to Adapt
Humans Beat AI at Adapting—Here's Why That Matters for Your Business
AI vs Human Creativity in Problem Solving: What Works Best?
AI Business Advice: Why It Helps Some Owners but Hurts Others
Klarna Reverses AI Customer Support After Backlash—Why Human Support Is Making a Comeback
Hyper-Connectivity Is Reshaping Marketing—Here's What To Do
FAQs on AI Customer Service and Sludge
What is “sludge” and why does it matter?
How does AI contribute to bad customer service?
Can AI ever improve customer support?
What did Klarna do differently?
What can small businesses do better than big brands?
What Is “Sludge” and Why Is It a Problem?
Sludge is the bureaucratic mess you have to crawl through to get help from a company.
Tom Fishburne drew it as a joke. Chris Colin lived it. His car’s steering locked mid-drive, and what followed was 108 days of phone trees, lost calls, incorrect emails, and case files that mysteriously vanished or closed themselves.
He eventually got a buyback from Ford—but only after a journey that nearly broke him.
Sludge, as defined by Cass Sunstein and Richard Thaler (of Nudge fame), is “tortuous administrative demands, endless wait times, and excessive procedural fuss that impede us in our lives.”
But it’s not always about inefficiency. Often, it’s about incentives.
Companies create sludge to reduce refunds. They design processes that wear people down. The harder it is to escalate, the less likely you are to try.
One expert said it bluntly: “Sludge is often intentional.”
AI Was Meant to Help. So Why Is It Making Things Worse?
AI was supposed to be the fix.
Faster answers. Better routing. Fewer angry hold times.
Instead, AI is helping sludge go pro. Bots block you from real help. Automated voices loop endlessly. And if you do get a person, they often can’t do anything.
You might get a refund. Or you might get transferred. Or disconnected. Or told your email address doesn’t exist.
Chris Colin calls this the “state of F**k it.” The moment customers stop fighting and just eat the cost.
AI allows sludge to scale. A chatbot can now block thousands of people a day from reaching real support—and no one is held accountable.
The more sophisticated the system, the more it can pretend to help without actually doing so.
Klarna’s Wake-Up Call—Why More Brands Might Follow:
Klarna went all-in on AI.
And then Klarna backed off due to the severe backlash.
CEO Sebastian Siemiatkowski put it plainly:
“We just had an epiphany: in a world of AI nothing will be as valuable as humans … we are going to kick off work to allow Klarna to become the best at offering a human to speak to.”
Turns out people don’t want to scream “LET ME SPEAK TO A HUMAN!” into their phone.
They want help. From someone who can actually help.
Klarna’s shift is a lesson: AI isn’t the problem. It’s how you use it. Do you make things smoother? Or do you scale the sludge?
Avoid Becoming the Enemy:
If you’re a small business owner, this might feel far away. You don’t have call centres. You don’t have 14 agents named Pamela.
But you do have support processes. Even if it’s just you and a Gmail inbox.
And as you grow, it’s easy to copy what the big brands do—especially if it looks efficient.
Here’s how to stand out instead.
1. Use AI as a helper, not a wall:
AI tools should support your customer, not gatekeep them. Always offer a way to talk to a real person.
2. Make it easy to get help:
Your contact info should be easy to find. Don’t make people click around five pages just to ask a question.
3. Track resolution, not just response:
It’s nice to reply quickly. It’s better to solve the problem fast. That’s the metric that matters.
4. Don’t punish customers for needing help:
You shouldn’t make people prove they deserve support. Help them once, and they’ll trust you next time.
5. Train your team to think like humans:
Scripts are useful. But don’t let them replace common sense. People notice when they’re being “handled” instead of helped.
Your Brand Is Built in the Support Queue:
Every ad you run builds a promise.
Customer service is where you keep it—or break it.
And if that experience turns into sludge, all that clever marketing collapses.
But here’s the good news: small businesses can do better. You can make support feel personal, fast, and human.
Some of the brands I trust most—like Xneelo and HighLevel—use AI the right way. Their bots help with the basics, then hand you over to a super polite, helpful human almost immediately. It’s smooth, it’s respectful, and it feels like someone actually cares.
On the other end? You’ve got Meta, which feels like it was designed by someone who actively resents their users. I’ve seen help articles that are out of date, links that go nowhere, and support that’s either missing or robotic. You can run ads with them in minutes, but good luck getting a refund or even a reply when something goes wrong.
The contrast isn’t just annoying—it’s a competitive advantage for businesses who get this right.
The real win? When a frustrated customer walks away thinking, That was easier than I expected. That’s what gets you word-of-mouth referrals, positive reviews, and loyal clients.
In a world of sludge, clarity and care cut through.
👉 Download the 5-Minute Marketing Fix to help you write one clear, powerful message that earns trust—before the bot loses it.
Related Articles:
AI Disrupts Consulting—Even McKinsey Is Struggling to Adapt
Even the biggest strategy firms can’t implement AI without hitting human-shaped roadblocks. This article expands on how high-stakes industries are facing the same AI challenges you're trying to solve in customer service.
Humans Beat AI at Adapting—Here's Why That Matters for Your Business
If you liked the Klarna example, you’ll love this one. This article dives into why human adaptability outperforms AI in fast-changing environments—and how to lean into that strength.
AI vs Human Creativity in Problem Solving: What Works Best?
You saw how AI fails in customer service when nuance is needed. This article takes that idea further, showing when to use AI—and when to step in yourself.
AI Business Advice: Why It Helps Some Owners but Hurts Others
Before you automate your support team, read this. It explores the risks of relying on AI advice when your business is already stretched thin.
Klarna Reverses AI Customer Support After Backlash—Why Human Support Is Making a Comeback
This article is the full backstory on Klarna’s AI mess. If you’re serious about doing support better, you’ll want to see what went wrong (and how they recovered).
Hyper-Connectivity Is Reshaping Marketing—Here's What To Do
While this blog focuses on customer service, this piece zooms out to show how rising digital expectations are reshaping all your customer touchpoints—including support.
FAQs on AI Customer Service and Sludge
What is “sludge” and why does it matter?
Sludge refers to unnecessary friction in customer service—things like long wait times, repetitive processes, or agents who can’t solve your problem. It matters because it drains time, patience, and trust.
Is sludge always intentional?
Not always—but often it's the result of how companies are structured. Systems are designed to reduce refunds, complaints, and call volume, even if it frustrates customers in the process.
How does AI contribute to bad customer service?
When AI is used poorly, it creates more barriers instead of fewer. Bots can block access to real help, fail to solve complex issues, and make customers feel ignored or stuck.
Can AI ever improve customer support?
Yes, when used well. AI should speed things up and support human agents—not replace them. The key is designing AI that enhances the experience, not one that hides the humans.
What did Klarna do differently?
After relying heavily on AI, Klarna saw a drop in customer satisfaction and decided to invest in human support again. They now promote their ability to offer real people, not just chatbots.
What can small businesses do better than big brands?
Be reachable. Solve problems quickly. And make sure your customers never have to guess how to get help. Clear, fast, human service is something small businesses can actually do better than big ones.
Why is this a marketing issue?
Every customer touchpoint reinforces or erodes your brand. If your support experience feels like sludge, no amount of marketing can fix the trust you lose.
How can I make sure my message builds trust?
Download the5-Minute Marketing Fix to craft a one-liner that works across your marketing, support, and sales—so your message is always clear and consistent.
Is your Marketing Message so confusing even your own mom doesn’t get it? Let's clarify your message—so everyone wants to work with you!
Created with clarity (and coffee)