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The P.E.A.C.E. Soundbite Framework

Overview​

The P.E.A.C.E. framework is Donald Miller's system for creating 5 core soundbites that every business needs.

The 5 P.E.A.C.E. Soundbites​

P = PROBLEM​

Formula: "Have you ever [problem]?"

Examples:

  • "Have you ever worried about money?" (YNAB)
  • "Have you ever felt overwhelmed managing multiple projects?"

E = EMPATHY​

Formula: "We know how it feels to [experience the problem]"

Examples:

  • "We know how it feels to worry about money."
  • "We understand how frustrating it is when your AC breaks on the hottest day."

A = ANSWER​

Formula: "[Action] + [Your Product/Service]"

Examples:

  • "Download the YNAB app."
  • "Schedule a free home energy assessment."

C = CHANGE​

Formula: "We'll help you [transformation]"

Examples:

  • "We'll help you get good with money."
  • "Close more deals without working harder."

E = END RESULT​

Formula: "So you [final outcome/freedom/achievement]"

Examples:

  • "So you never worry about money again."
  • "So you retire on time with complete peace of mind."

Complete P.E.A.C.E. Example: YNAB​

  • P - Problem: "Have you ever worried about money?"
  • E - Empathy: "We know how it feels to worry about money."
  • A - Answer: "Download the YNAB app."
  • C - Change: "We'll help you get good with money."
  • E - End Result: "So you never worry about money again."

Where to Deploy Your Soundbites​

Website:

  • Problem → Header/Hero section
  • Empathy + Answer → Stakes section
  • Change → Value propositions
  • End Result → Success section

Social Media:

  • Turn each soundbite into 3 posts per week
  • Problem posts get highest engagement
  • End Result posts drive shares

Sales Conversations:

  • Open with Problem question
  • Follow with Empathy
  • Present Answer naturally
  • Paint Change and End Result

Key Principle: Repetition​

  • Repeat them everywhere - Website, social, sales, email
  • Train your team - Everyone should know and use them
  • Stay consistent - These are your brand for the next 1-2 years

The goal: Make your soundbites so clear and memorable that customers can repeat them to their friends.