Brand Messaging
Startup Messaging and How to Explain What You Do Clearly
Startup messaging is the small set of ideas a young company chooses to say about itself: who it helps, what problem it solves, why it is different…
Brand Messaging
Messaging for a Rebrand and What to Change and What to Keep
Messaging for a rebrand is the set of words that explains your new brand to the people who already know your old one. Good rebrand messaging says w…
Brand Messaging
Customer-Centric Messaging and How to Write for the Reader
Customer-centric messaging is messaging built around what the reader wants, fears and needs to decide, not around what your company makes. To write…
Brand Messaging
Website Messaging and What to Say on Each Page
Website messaging is what your site says to each visitor, in what order, and with what proof. Effective website messaging gives every page one job…
Brand Messaging
Brand Voice and Tone, How They Differ and Work Together
Brand voice is the personality that stays the same in everything you write, and it puts your brand’s personality into words. Brand tone is ho…
Brand Messaging
Tone of Voice and How to Define and Use It
Your tone of voice is how your words sound to the reader: formal or casual, serious or funny, respectful or irreverent, matter-of-fact or enthusias…
Brand Messaging
How to Write an Elevator Pitch Step by Step
To write an elevator pitch, name who you help, state the problem they face, say what you do about it, add one piece of proof, and finish with a cle…
Brand Messaging
B2B Messaging and How to Speak to Business Buyers
B2B messaging is the set of ideas a company uses to explain why another business should buy from it, written for the several people who must agree…
The thinking, before it becomes a case study.
One argument a week, and one thing you can test. Ground Truth, Wednesday mornings.