If you think messaging is just fancy copy, you’re not alone – but you’re wrong. And that belief is probably costing your business traction, clarity, and growth.
Messaging isn’t how you sound. It’s how you make sense.
Let me explain.
Messaging is Your Strategic Backbone
Messaging defines what you stand for, who you serve, and how you create value. Done right, it gives your business a spine – something strong enough to support:
- Your sales narrative
- Your marketing campaigns
- Your website structure
- Your investor deck
- Your hiring pitch
It isn’t slogans. It isn’t wordplay. It’s structure. And most early-stage businesses don’t have it.
Copy Comes After
Copy is how you express your messaging. Think of messaging as your brand’s architectural blueprint. Copy is the paint, furniture, and light fittings.
The problem? Founders often brief writers before they know what they need to say. So you get sites that sound nice, but say nothing. Decks with clever headlines, but no clear narrative.
- How Poor Messaging Shows Up
- Your homepage is vague or generic
- Sales decks change depending on who’s presenting
- New hires ask, “What exactly do we do again?”
- No one knows what to say on LinkedIn
Sound familiar? That’s not a copy problem. That’s a messaging gap.
So What Does Good Messaging Look Like?
A strategic messaging foundation includes:
- Core Positioning Statement (the sharpest version of what you do)
- Target Audience Definition (not personas—real ICPs)
- Value Proposition Pillars
- Proof Points & Claims
- Tone of Voice Principles
And it all has to be usable across teams. If your SDRs can’t use it, it’s not done.
Final Word
Messaging isn’t cosmetic. It’s operational. When it’s done right, it unlocks execution. When it’s missing, everything feels harder than it should.
If you’re stuck between “we’re saying too much” and “we’re not saying enough,” let’s fix it. At the root.
