6-Step Framework
Step 1: Define
Your responses will help us structure your messaging layers and identify where your story needs clarity, depth, or consistency.
This is often the first line people see or hear. If it’s not clear or compelling, it weakens every message that follows.
2: How do you currently describe your services or offerings to potential clients?
The way you talk about your offers, formally or casually, reveals whether your value is coming through or getting lost in explanation.
3: Does your message change depending on who you’re speaking to (clients, partners, team)?
Tailoring is useful, but drastic shifts can cause confusion. This helps us assess if your message is flexible or fragmented.
4: Do you have any core talking points or message pillars that your brand consistently uses?
Message pillars create consistency. If they’re missing or unclear, every team member ends up saying something different.
5: How consistent is your messaging across your website, social media, and marketing materials?
If each channel tells a slightly different story, your audience won’t know what to believe, or what to expect.
6: Which piece of your messaging feels the weakest or least defined right now?
Identifying the soft spots helps us know where to focus first, whether it’s your tagline, service descriptions, or brand voice.
7: What story or narrative do you want people to understand about your brand?
This is your core belief or transformation. It shapes how people connect with what you do, and why it’s important to them.
8: Do you have a documented messaging guide or brand voice framework?
Without a documented framework, your message gets diluted over time. This tells us if you’re building from a solid foundation.
9: What feedback (if any) have you received about your messaging from customers or team members?
External feedback often reveals disconnects that internal teams can’t see. It helps confirm whether your message is actually landing.
10: If your messaging hierarchy was clear and aligned, what would that improve for your business?
Whether it’s stronger marketing, easier sales, or better internal clarity, this defines the real value of tightening your message.
Step 2: Clarify
This is the top of your hierarchy, it’s what people see or hear first. It needs to be clear, bold, and audience-aligned.
- Identify the most important outcome your audience wants.
- Turn your positioning into a single bold sentence or tagline.
- Add a support line that provides context or specificity.
- Use plain language, not jargon, for instant understanding.
“We are a [business type] that serves [target audience]. Help us write a bold positioning statement and support line that instantly communicates what we do and why it matters.”
Step 3: Summarize
This is the next layer. It’s the 1–2 sentence explanation used across your homepage, bios, and intros.
- Describe what you do, who it’s for, and why it works.
- Include emotional and functional benefits.
- Keep it under 40 words.
- Use it as a base for your About page, speaker bio, or social profiles.
“We are a [business type] that serves [target audience]. Help us write a short brand summary we can use across our homepage, About page, and other key messaging areas.”
Step 4: Structure
Your offers need consistent language, category naming, and supporting benefits.
- Group your offerings into 2–4 categories or service types.
- Write a headline, subhead, and 2–3 sentence description for each.
- Use benefit-first language to show why it’s important.
- Repeat this format on your website, pitch decks, and brochures.
“We are a [business type] that serves [target audience]. Help us write structured messaging for each of our key service categories, including a title, support line, and short description.”
Step 5: Align
Your voice and message hierarchy should carry through every asset, from website to internal docs.
- Create a shared doc with your full messaging system.
- Use the same structure for sales materials, decks, and content.
- Audit for alignment in tone, clarity, and flow.
- Train your team or content writers to pull from the system.
“We are a [business type] that serves [target audience]. Help us organize our messaging system into one clear doc so we can align our website, marketing, and internal communication.”
Step 6: Expand
Once your hierarchy is set, you can expand your story through case studies, customer journeys, and campaign narratives.
- Use your hierarchy to inform long-form content and brand storytelling.
- Tell customer success stories that map to each service.
- Add narrative context to support sales and brand campaigns.
- Refresh the hierarchy quarterly to match new priorities.
“We are a [business type] that serves [target audience]. Help us expand our messaging system into full brand storytelling we can use in campaigns, customer success, and sales.”
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