By Vicky Sidler | Published 26 December 2025 at 12:00 GMT+2

Sometimes a YouTube video drops a marketing truth so simple you feel a little embarrassed for ever using words like "solutioning" or "synergy." That’s exactly what happened when Donald Miller, bestselling author and messaging expert, dropped this gem: Two words. That’s all it takes to get better at marketing.

He explained it in his recent video, and I’ll walk you through it, minus the clickbait pauses and mid-sentence teasers. This one is practical, powerful, and usable today.

TL;DR:

• The human brain craves simplicity

• “Shouldn’t” and “won’t” help position your product as the hero

• This works across industries, from dentists to software

• Repeat it everywhere: ads, emails, conversations

👉 Need help getting your message right? Download the 5-Minute Marketing Fix

Table of Contents:

The Marketing Problem Most Businesses Have:

Most small businesses struggle to explain what they do. Not because they’re unclear. But because they’re trying too hard to sound smart.

The result? Complicated words, too many ideas, and a website header that reads like a technical manual.

Here’s the harsh truth: every time you use clever or complex language, you make your customer feel stupid. And confused people do not buy.

According to Donald Miller, the solution is not to try harder. It’s to say less. Specifically, say these two words.

What Are the Two Words?

Ready? The words are “shouldn’t” and “won’t.” That’s it.

They may not look like much, but these two little words pack a punch when used together. Think of them as the peanut butter and jelly of marketing statements.

• “You shouldn’t have to deal with that problem”

• “And when you work with us, you won’t”

Simple. Relatable. Effective.

Let’s break it down.

Why “Shouldn’t” and “Won’t” Work:

1. They highlight pain and offer relief:

“Shouldn’t” shines a light on what’s wrong. It gives your customer language for their frustration.

“Won’t” offers the outcome they actually want. It gives hope. And hope sells.

This combo frames your offer as the bridge between a problem and a better future.

2. They work with how brains actually make decisions:

Behavioral studies show people are 2.5 times more likely to act to avoid loss than to pursue a gain. That’s not just marketing theory. It’s neuroscience.

You could say, “Save money with our service,” but it’s stronger to say, “You shouldn’t waste money on poor service—and with us, you won’t.”

The first sounds like a benefit. The second feels like protection.

How to Use This in Real Life:

Let’s say you own a guesthouse: “You shouldn’t have to settle for uncomfortable beds. And at Mt Horeb Manor, you won’t.”

Or maybe you run a VA business: “You shouldn’t be stuck doing admin. With our team at EVA, you won’t.”

This approach works for:

• Medical clinics

• Coaches

• Financial advisors

• SaaS platforms

• Retail

• Restaurants

• Education

• B2B services

If your business solves any kind of problem—and every real business does—you can use this.

Where to Use It:

These aren’t just words for your website. Repeat this soundbite across every touchpoint:

• Facebook ads

• Email subject lines

• Sales decks

• Social bios

• Discovery calls

• Even how you answer, “So what do you do?”

Repetition is not annoying. It’s effective. The average person needs to hear a message five to seven times before they remember it. So say it. Then say it again.

Common Mistakes to Avoid:

1. Trying to sound clever:

Cleverness makes you feel smart. Clarity makes you money.

2. Skipping the emotional trigger:

This formula works because it taps into emotion. Don’t water it down with safe corporate-speak. Say the thing that’s bothering your customer. Then promise it won’t continue.

3. Changing your message too fast:

If it feels repetitive to you, it’s just starting to work on them.

Need an Example for Your Business?

Here are a few more:

• Insurance broker: You shouldn’t feel lost reading your policy. With our team, you won’t.

• Wedding planner: You shouldn’t be stressed on your big day. With us, you won’t.

• IT support: You shouldn’t lose sleep over tech issues. With us, you won’t.

Where Most Small Businesses Go Wrong:

As a StoryBrand Certified Guide and Duct Tape Marketing Consultant, I’ve worked with hundreds of businesses trying to explain what they do. The ones that grow fastest don’t try to sound fancy. They get sharp on what the customer is struggling with and speak plainly about how they solve it.

If you want help doing the same, start here.

Download my free 5-Minute Marketing Fix, and you’ll walk away with one clear sentence that explains what your business does and why it matters.

And you shouldn’t have to write that alone. With this tool, you won’t.

👉 Download it free here.

Related Articles:

1. Ideal Client Profile: The Marketing Shortcut Small Businesses Miss

If you want your “shouldn’t” and “won’t” message to actually hit home, you need to know who it’s for. This post helps you define your perfect-fit customer.

2. Marketing Hourglass Explained: A Smarter Way to Grow Your Small Business

Once your messaging is sharp, it needs to show up in the right places. This article breaks down where and when to use it for real results.

3. Brand Strategy Framework on One Page? Here’s How with Duct Tape Marketing

If you liked the simplicity of “shouldn’t” and “won’t,” this one-page strategy framework will help you keep your entire marketing plan just as clear.

4. Content Marketing Boosts Revenue More Than Ads

Great messaging belongs everywhere—not just on your website. This post shows why using your new soundbite in blogs and videos can generate long-term growth.

5. Freelancer vs Agency vs Employee for Digital Marketing

Thinking of hiring someone to help rewrite your copy using this new formula? This guide walks through your best hiring options based on cost and capacity.

Frequently Asked Questions About Using “Shouldn’t” and “Won’t” in Marketing

1. Why do “shouldn’t” and “won’t” work so well in marketing?

They highlight the customer’s pain point and promise a solution in one short phrase. This taps into the brain’s natural drive to avoid pain and seek relief—exactly what drives most buying decisions.

2. Can I use this in a B2B business?

Absolutely. Whether you sell software, consulting, or office chairs, your buyer still has frustrations they want to avoid. This approach works as long as your offer solves a real problem.

3. Does this mean I should stop using benefit-driven headlines?

Not necessarily. This is about layering. You can still talk about benefits, but pairing them with emotional triggers like “you shouldn’t have to…” helps you connect faster and more powerfully.

4. How often should I use this “shouldn’t/won’t” soundbite?

Often enough that your customers could repeat it. Use it in your ad copy, website, emails, social posts, and even your sales conversations. Consistency is what makes it stick.

5. What if I don’t solve a painful problem?

Then look for friction. Even luxury products solve an emotional need—guilt, overwhelm, uncertainty. “You shouldn’t feel guilty for wanting something beautiful” is still valid messaging.

6. Where should I put this on my website?

Your homepage hero section is a great place to start. You can also use it in product descriptions, landing pages, and testimonials. Anywhere you need to grab attention and create a fast connection.

7. Can I make this the core of my marketing message?

Yes. In fact, that’s the point. This is a shortcut to clarity. If people remember one sentence about your business, this is the one you want them repeating.

8. What if I need help writing my “shouldn’t/won’t” line?

Start by thinking about what frustrates your ideal customer and what your service promises to change. Or use the5-Minute Marketing Fix to help shape your core message.