The Micro-Script Rules

The Micro-Script Rules – Book Review

By: Bill Schley

Introduction: “The Micro-Script Rules”

Bill Schley introduces the concept of Micro-Scripts, emphasizing their crucial role in effective communication, especially during challenging times like the 2008 recession. He shares insights from a panic-inducing email advising companies to focus on marketing messages for survival. The endorsements by marketing experts Jack Trout and Al Ries underscore the significance of Micro-Scripts in verbalizing a unique selling proposition.

What’s a Micro-Script?

A Micro-Script is a concise, repeatable message containing metaphors or vivid imagery that people share to inform or impress others. Schley outlines four key rules, highlighting the importance of what people choose to repeat after hearing your message. Micro-Scripts are the essence of word-of-mouth marketing, making them a powerful tool for crafting a memorable and impactful marketing message.

Build Them on Dominant Selling Ideas

Schley introduces Dominant Selling Ideas (DSIs) as the foundation for effective Micro-Scripts. DSIs are the unique, important, and own-able advantages that set a product or service apart. With examples like “If the glove doesn’t fit, you must acquit,” Schley illustrates the connection between a compelling DSI and its corresponding Micro-Script, emphasizing the power of a singular, memorable promise.

Why Micro-Scripts Matter

The simplicity of Micro-Scripts, consisting of just a few words, surpasses the impact of lengthy messages. Schley explains how humans process information, favoring concise, say-able ideas. He emphasizes the significance of finding the right five words that capture attention and are easily repeatable, stressing that simplicity always triumphs over complexity in communication.

Some Famous Examples

Schley provides examples like Splenda’s “made from sugar so it tastes like sugar” and Michael Pollan’s “Eat food, not too much, mostly plants” to illustrate the effectiveness of Micro-Scripts. These phrases, despite their simplicity, have become deeply ingrained in popular culture, showcasing the enduring power of succinct and memorable messaging.

Finding Your Dominant Selling Idea

The key to Micro-Script success lies in identifying a Dominant Selling Idea (DSI). DSIs are singular promises that communicate a brand’s most unique and important attribute. Schley outlines five essential characteristics of DSIs, emphasizing the need for a clear, measurable, and believable proposition that is also own-able and important to the target audience.

The 4-Step Process to Find Your Micro-Scripts

Schley introduces a four-step process to discover Micro-Scripts: Hypothesize, Plagiarize, Memorialize, and Synthesize. These steps involve gathering insights from stakeholders, studying effective sales pitches, creating compelling stories, and refining Micro-Scripts for repeatability. The process aims to distill complex ideas into concise, memorable messages.

Proven Templates

Schley provides four proven templates for crafting Micro-Scripts: the A/B Equation, the Stark Reminder, Unique Wordplay, and the Whole Micro-Story. These templates offer different approaches to creating memorable and repeatable messages, allowing businesses to choose the style that best fits their brand and message.


In conclusion, Schley reiterates the importance of Micro-Scripts, emphasizing that it’s not about what people hear but what they repeat. The simplicity and memorability of Micro-Scripts make them invaluable tools for effective communication. As businesses navigate the complex landscape of marketing, crafting Micro-Scripts based on a clear Dominant Selling Idea becomes a powerful strategy for success.

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