Clarity in 50 Words or Less: How to Write Your School’s One-Sentence Story

Why One Sentence?

As author Donald Miller puts it:

“The human brain is drawn toward clarity, and away from confusion. Even if we have the best product in the marketplace, we’ll lose to an inferior product if our competitor’s offer is communicated more clearly.”

A one-sentence school story forces clarity. It’s short enough to stick, strong enough to stand out, and flexible enough to power every part of your marketing—from your website to your tour script to your social media captions.

What It Is (and What It’s Not)

• It’s not your mission statement. A mission statement tells the world what you’re working toward.
• It is your positioning statement. It tells families why your mission matters to them, why they should care, and how it will impact their lives.

How to Write Your One-Sentence School Story

Use this simple framework to draft your statement:

Here’s how to break it down:

Step 1: Start with Belief

What educational philosophy defines your school?
Example: Holy Child School at Rosemont begins with: “There’s a magic that happens when children are given the space to grow with intention and kindness.”

Step 2: Define Your Audience

Be clear about who you serve.
Example: “Students in preschool through grade 8 …”

Step 3: Highlight Your Unique Approach

What makes your way of teaching or community experience distinctive?
Example: “We elevate early learning by providing students with uplifting education, joyful opportunities, and a boundless childhood experience …”

Step 4: Share the Outcome

What universal results do families care about?
Example: “… because happy children learn better.”

Real School Examples

The Chestnut Hill School:
“At The Chestnut Hill School, we believe childhood optimism and enduring curiosity can transform the world. Here, students in preschool through grade 6 find meaning and joy in a diverse community that encourages all to question, take risks, and think beyond themselves as they grow into intellectually skilled, empathetic, self-empowered young learners.”

Central Catholic High School:
“Welcome home to Central Catholic High School, a forever family of ambitious young men and women who are inspired to improve the world through faith, hard work, and an exceptional commitment to making every moment count.”

The Quaker School at Horsham:
“The Quaker School at Horsham champions kids with complex learning challenges, building individualized paths to futures filled with possibilities for students with ADHD, learning disabilities, autism, expressive and receptive language disorders, and anxiety disorders. Are you ready for your child to be seen, valued, and relentlessly understood?”

Notice how each example weaves belief, audience, approach, and outcomes into one clear, memorable statement.

A Shortcut When You’re Stuck: The “So What?” Test

If you find yourself staring at a blank page, try this exercise:

1. Take a piece of existing school content (your mission, your About page, a brochure).
2. After each sentence, ask: “So what? What does this really mean for our dream families?”
3. Translate the answer into a direct benefit or outcome for families.

This will help you cut through jargon and get to what really matters.

Put It All Together

Here’s the formula again:

[Belief/Philosophy] at [Your School Name] [Outcome You Provide] for [Specific Audience] by [Unique Approach/Benefits].

Draft a version, refine it, and test it with parents, faculty, and even students. When your community hears it and says, “Yes, that’s us”—you’ll know you’ve got it.

Your Turn

Your school has a powerful story to tell. By distilling it into one unforgettable sentence, you give families a reason to stop scrolling, start paying attention, and picture their child thriving with you.

So: What’s your one-sentence school story?