Brand Messaging Frameworks: Do You Actually Need One?

Uhhhhh, a “brand messaging framework”? Sounds fancy, doesn’t it? 

So, you might be tempted to think it’s only valuable for huge companies with a million departments. Surely, if you’re a small service-based business or a solopreneur, you don’t need it, right?

On the contrary, getting complete clarity on your messaging can make ALL the difference for a business like yours. And without a brand messaging framework, it’d be hard to keep it consistent.

That doesn’t mean everyone should invest in a guide right now, though. Plus, there’s a big problem with most of these guides (and I say this as a brand messaging strategist).

So, let’s look at what a brand messaging framework is exactly, whether YOU need one, and if so, how it’d benefit you in practice.

What is brand messaging?

Brand messaging is what you focus on in your marketing and how you articulate what sets you apart from everyone else (from your mission to your brand story) so that it resonates with your ideal clients, no matter the channel.

In my opinion, brand messaging is the foundation. Then, your marketing amplifies it. So, without putting the former in place, you’d be building the latter on pillars of sand. 

In fact, service providers who don’t get clear on their brand messaging usually show up as “just another option in their niche”, and their marketing either doesn’t work or requires A LOT more effort than it should. 

Those who nail their brand messaging? They’re perceived as “THE go-to solution for their specific ideal clients”, and they attract prospects who already want to work with THEM (and them only). 

Examples of brand messaging

This is a tricky one because brand messaging isn’t really something you can see (unless you look at someone’s brand messaging framework or guide). It’s how you make your audience feel about your business and what you help them associate you with and remember.

But to give you an idea, here’s a brand messaging example from one of my lovely clients, Cabomba Content. 

When Rita approached me, she was already an incredible social media manager. Unlike most competitors, she focused on helping her clients with lead generation too, not just vanity metrics like generic engagement or impressions. However, she struggled to get that across in her marketing. So, she wasn’t attracting her dream clients: baby and parenting professionals who were beyond ready to invest in social media strategy or management.

To set Cambomba Content apart from all other social media agencies, here’s one of the elements I included in Rita’s brand messaging framework:

“We’re the social media management & marketing for baby & parenting professionals. We help you reach & attract parents who NEED your services—instead of relying on word-of-mouth or wasting 1+ days a week on content that falls flat”

Clear positioning, clear audience, clear benefit of working with them. BOOM.

(If you’re curious, Rita started getting her first organic enquiries within one month of using her new guide)

What is a brand messaging framework?

A brand messaging framework (or guide) is a structured document that clarifies a business’s messaging and breaks down all its key elements, so as to keep their marketing and communication consistent on every channel.

What does a brand messaging framework include?

Well, it depends. There isn’t a one-size-fits-all formula because, depending on where you look or who you work with, you’ll find different types of brand messaging frameworks.

In most cases, however, they tend to include these key elements:

• Succinct overview of the business

• Mission statement

• USP and positioning

• Target clients

• Key messages to repeat in its marketing

• Brand story

Do I need a brand messaging framework?

You need a brand messaging framework if you want your audience to see you as THE go-to solution for them, not just another option in your niche. 

We’ll go through the benefits of brand messaging guides soon, but I believe THAT alone is enough to make it a valuable investment for most businesses, even if you’re a solopreneur. 

However, there are two main instances in which I would NOT recommend investing in a brand messaging framework: if you’re only just starting out or pivoting.

In those cases, your priority should be to validate your new business idea to make sure you’re selling something your audience actually wants and is ready to pay for.

Also, if you’re the kind of person who likes to change their business model every few months without giving something time to stick, a brand messaging strategy would be a pointless investment (let’s face it: it’d end up being outdated within weeks, and you wouldn’t want to follow your guide, anyway).

On the contrary, if you’re confident about what you’re selling and you’re planning on sticking to your business model for the foreseeable future (and now wish to market your services more easily and successfully), then you’d 100% benefit from a brand messaging framework.

6 benefits of using a brand messaging framework for your service-based business

So, why is brand messaging important exactly, and how can a guide benefit your marketing and business in practice? 

1. You get complete clarity on your messaging

“What do you do in a nutshell?”

“Why should your clients choose you instead of your competitors?”

“How does working with you benefit them?”

A lot of business owners freeze when they hear those questions.

But if you are not clear on that, you can’t expect your ideal clients to understand it and choose you.

Instead, with a brand messaging framework, you’ll know exactly how to set yourself apart from all competitors (yes, even if they offer similar services, you CAN show up as the one and only for your specific ideal clients), what to focus on the most, and what your audience needs to hear in order to buy from you.

2. You always know what messages to repeat

Many business owners are marketing their services consistently (as in, regularly)... but their messaging is the opposite of consistent!

If you always end up covering new topics and taking new stances with your marketing, I can’t blame you: you must be really passionate about what you do, and there’s so much you could talk about for hours.

Unfortunately, though, you’re confusing your ideal clients, who never know WHAT to associate you with.

Instead, if you want them to think of YOU as soon as they’re ready to invest, your marketing should always do one thing: plant or water the seed that you’re the perfect solution to their problem. For it to do that, you must keep REPEATING your unique key messages. 

And of course, a brand messaging framework shows you exactly what they are.

3. Your marketing becomes (and stays) consistent, no matter the channel

I see this ALL. THE. TIME. 

Someone is killing it on LinkedIn but their website copy tells a completely different story. Or maybe their social media accounts are always tackling different topics. Perhaps their Instagram bio focuses on one thing and their homepage copy on another. 

That’s a one-way ticket to confusing (and losing) your audience!

Sure, your copy and format will change. Your messages shouldn’t, though. 

No matter where and how your ideal clients find out about you, they should immediately understand that you’re the perfect solution for them. Then, the rest of your marketing should amplify it and remind them about it.

4. You never have to start from scratch with your marketing

A brand messaging framework (when done right) saves you a tonne of time and energy, too.

Instead of wondering “What should I focus on, post about, create, etc?”, your motto will be “Let’s find new ways of repeating and amplifying the same key messages.”

5. A brand messaging framework makes it easier to outsource and collaborate with other service providers

As I teased before, brand messaging guides aren’t only useful for large businesses with lots of departments.

Let’s say you only have one employee, a team of freelancers, or a VA. Or maybe you’re thinking of making a one-off investment, like some copy for your launch or some videos for your socials.

When you have a brand messaging framework, it doesn’t matter WHO is writing about your business. Everyone can refer to the same document and stick to your key messages. Consistency for the win!

6. It can also help you come up with relevant offers and resources

This is another common mistake among service providers (and I made it myself before I got clear on my own messaging and started using my own brand messaging framework).

You get an idea for a new offer or lead magnet, it sounds exciting, you go all in without thinking twice about it, you churn it out, and then… crickets. Or maybe you do get some sign-ups and engagement, but because that resource isn’t aligned with your focus, they either don’t translate into paying customers or you end up confusing your audience.

Instead, with the right brand messaging framework, you can plan additions that always keep you on track (from lead magnets to webinars and more), amplifying your key messages and feeding into your bigger offers. 

There’s a problem with traditional brand messaging guides, though

Before niching down as a brand messaging strategist, I used to be a more generic copywriter. So, when working with a new client, I’d always ask them if they had any brand documents I could look at to familiarise myself with their business. Those who did have one?

It was usually a super expensive brand bible that was indeed useful from a visual point of view but… it did NOTHING to help them get clear on their messaging. It was almost as if it was made to impress them with fancy buzzwords and designs. 

No wonder my clients (like many other business owners who invested in such bibles) never really looked at their fancy PDF guides. They were just gathering virtual dust in their Downloads folder, while their marketing was all over the place. What a waste, right?!

So, when I eventually started offering my own brand messaging guides, I decided I would have had NONE of that. 

My approach to brand messaging guides: dynamic documents that work as magnets and compasses

There’s a reason why I now deliver my brand messaging guides as humble Google Docs (even though, at first, I collaborated with a graphic designer): because it’s easier to copy and paste their text, and they can grow with your business. 

I also don’t follow the most common brand messaging frameworks. Why? Because I realised they often include redundant information while also leaving out several key elements.

So, after perfecting my proprietary method, I made my own brand messaging framework. I see it as:

🧲 A magnet – It helps you attract your ideal clients and repel the wrong-fit prospects

🧭 A compass – It guides all your marketing and content creation, showing you exactly what to focus on and helping you come up with an endless supply of effective ideas

What do my brand messaging guides include, you ask? 

Well, since it’s my proprietary method, I can’t reveal everything just yet, but to give you an idea:

• Strategic and repeatable key wording to sum up your entire business, positioning you as THE go-to solution for your ideal clients (perfect for your social media bios, core website copy, PR bios, and more) 

• A scroll-stopping elevator pitch 

• Snappy overviews of your top 3 services or resources, with instructions on how to attract your ideal clients and repel the wrong-fit prospects 

• Your unique messaging pillars and how to amplify them with your marketing 

• A compelling sales narrative, with the complete story of how your ideal clients will go from their current problem to their happy ending through your help 

• ALL the points your ideal clients NEED to hear and read in order to invest in you (like pain points, what they’ve already tried to do to solve them, why they can empathise with YOU, all the concerns stopping them from taking action, how to reframe them, and more) 

In a nutshell, you need a brand messaging framework to set yourself apart from all competitors and keep your marketing consistent and strategic.

I create mine to help women service providers attract clients who already want to work with THEM (and THEM only), so they can stop relying on unpredictable referrals, time-consuming cold outreach, and endless DMs and calls with uncommitted prospects.

If you like the sound of that, get your own brand messaging guide through my core offers.

More #crafty blog posts on this topic:

“Why Is My Marketing NOT Working?" 7 Reasons & Solutions for Service Providers

You’ve been in business for a while, your clients LOVE what you do, and you are getting referrals.

But then why is your marketing not working? Why aren’t many ideal clients coming to you despite all the time and effort you’ve been putting into it?

It’s usually due to a combination of problems and common mistakes. But guess what?

They’re all fixable!

So, let’s look into it together to find out exactly why your marketing isn’t working (yet) and how to change that.

First things first: are you marketing the right services?

I promise: we are going to look at the main reasons why your marketing isn’t working, but we need to (hopefully) rule something out first because…

The best marketing won’t sell a bad or wrong offer.

Soooooo:

Have you got the right offers and services for your target clients?

If you’ve already sold them (for example, through referrals or cold outreach), that usually means you do. Pheew!

If it’s a new offer, on the other hand, you might want to conduct more market research first.

Are you providing a good service?

I need to be clear: being good at what you do isn’t enough to sell your services. That’s where your marketing comes into play.

Buuuut if your services are disappointing, your ideal clients might be able to tell (for example, when looking at your portfolio as a photographer, graphic designer, or copywriter, or by contacting some of your previous clients and then hearing some horror stories).

Honestly, I’m not trying to trigger your imposter syndrome! So, I’m just going to ask you: are most of your past and current clients beyond satisfied when they work with you? Do they give you good reviews and referrals? That means you’re incredible at what you do!

So, as long as you’ve got these foundations in place (if you haven’t, work on those first), it’s clear that your problem isn’t with your offers and how you deliver them: it’s how you’ve been promoting them.

7 reasons why your marketing isn’t working and how to fix them

1. Your ideal clients aren’t clear on your core brand message because… neither are you!

If I were to bump into you right now (hello!), would you be able to sum up your entire business in a compelling elevator pitch? And if I were to read the first section of your home page and your social media bios, would I find the exact same message?

If the answer is “Errrrrrrrrrrrrr”, it means your brand messaging (or lack thereof) has been sabotaging you from the inside.

You see:

your core brand message is how you deliver your value proposition and articulate the value of your business in a way that connects with your ideal clients. So, if you are not clear on that (or if you keep changing it), you can’t expect them to get it.

For example, if your website copy says “I’m a graphic designer on a mission” but your social media bios are “I offer graphic design services for solopreneurs who use Canva” and your LinkedIn headline says “I’ve completed +100 graphic design projects and social media templates for my clients”... that’s pretty confusing. Plus, none of that tells me why I should care and, most importantly, why I should pick you!

How to fix this reason why your marketing isn’t working

Get clear on how to convey exactly what you do / what type of business you run, who for, and how it benefits them, and package it in a way that sets you apart from every other competitor.

You don’t want to be “just another”: you want to be “THE” (= the obvious solution for a specific type of client looking to solve a specific problem and achieve a specific goal).

For example, “I’m the Canva graphic designer for solopreneurs. Get your bespoke, on-brand, and repeatable social media templates so that you can attract and impress your target audience without wasting +4h fiddling with Canva every week.” 

2. Your marketing is mostly about you and your business

“But Giada, it’s my business and brand! Who else should it be about?”

Your ideal clients. 

I mean, I get it: you are passionate about your business, and you are excited about your offers. But if that’s what you keep focusing on, that’s probably why your marketing isn’t working.

Your ideal clients are BOMBARDED with 6,000-10,000 marketing messages every day. So, if you want them to notice and absorb yours, you need to make it about them.

How to fix this reason why your marketing isn’t working

• Start seeing your ideal clients as the protagonists of your brand story – “What about me?” Easy: you’re the helpful expert who will take them from their current pain point to their happy ending  

• Make all your marketing content relevant for them – If in doubt: put yourself in their shoes, read (or watch, listen to, etc.) what you just crafted, and ask yourself, “So what? What’s in it for me? Why should I care?” If you can’t answer it, go back to the drawing board

• Don’t make the mistake of talking to your industry peers – This is a similar and super common pitfall (I was guilty of that too, in the past!): creating marketing content that’s more useful to our competitors than our ideal clients. For example, brand photographers sharing “7 tips to become a better brand photographer”, copywriters talking about famous marketers that only other copywriters know (and care) about, and so on. Instead, always start with your ideal clients in mind

3. Your marketing isn’t hooking your ideal clients

As seen before, your audience is exposed to THOUSAND of marketing messages on a daily basis. Everyone is competing for their attention online!

So, if your ideal clients can’t immediately tell that your content is for/about them?

You can’t expect them to notice it and engage with it.

How to fix this reason why your marketing isn’t working

Work on your hooks, which are the very first thing your audience sees (or hears) when they interact with your marketing content. 

This really depends on where you’ve been promoting your business and how, but for example, it could be your:

• First line of a LinkedIn post

• Carousel/reel cover on Instagram

• First few seconds of your videos

• Email subject line and first paragraph

• Blog post title

If possible, address your ideal clients directly (for example, “How you can grow your LinkedIn following as a web designer” rather than just “How to grow your LinkedIn following”).

If not, just make sure they can instantly tell: “This is about me!” (for example, “So, you’ve been posting on Instagram every day but not getting traction?”).

4. Your marketing messages aren’t sticking

Are you conveying the value of your services in a way that connects with your ideal clients and activates them? Can they understand what you’re telling them? And do they actually care? 

Because here’s the thing…

you’re so close to your business and services that you might think something is a given. To someone who isn’t familiar with your industry or has never worked with you, though? It might not be that obvious at all!

For example, if a business coach were to tell me “I’ll supercharge your business”, it wouldn’t mean anything to me (and I hear that A LOT online!).

But if they were to say “Slugging your guts out every day and not earning as much as you’d like? Together, we’ll redesign your offer suite in 3 weeks so that you can work less, earn more, and fall back in love with your business”... NOW we’re talking!

How to fix this reason why your marketing isn’t working

• Simplify your marketing messages – Get rid of vague words, jargon, and buzzwords. Start prioritising clarity instead

• Talk about your industry, business, and services in a way that’s relevant to your ideal clients – Once again, make it about them (their pain points, needs, current situation, goals, and so on). For example, focus on the benefits of your services, not their features or what you personally care about

5. You’re covering too many topics

There are some people I’ve been following on LinkedIn for years, they have a strong personal brand, and I always recognise them… and yet I would NOT be able to tell you what they actually do in practice! Why?

Because their marketing is all over the place, and they’re always talking about different things.

If that’s you too, I don’t blame you: it’s a common pitfall. You’ve probably been made to feel that you should create new content from scratch every time, always talk about something new, and reinvent the wheel.

On the contrary, that means you might get a lot of engagement but not many clients from your marketing because… they don’t know what to associate you with!

How to fix this reason why your marketing isn’t working

From your promotional posts to informational newsletters and so on: every single piece of content you put out there must plant or water the seed that “This is the perfect person to solve my problem and achieve my goal!”

• Get clear on around 3 messaging pillars

• Amplify them through your marketing

• Instead of thinking “What should I share/post about?”, start from “How can I find new ways of sharing the same messages?”

6. Your marketing isn’t feeding into your services

Don’t get me wrong: visibility is also important. You need to reach new people and get more eyeballs on your services, and that’s why content marketing can be so beneficial.

But views, likes, comments, and online traffic alone DON’T pay the bills!

If this content isn’t actually positioning your services as the obvious next step, how can you expect to get clients from it?

(You can’t)

How to fix this reason why your marketing isn’t working

As well as sharing valuable content:

• Do talk about your offers and services REGULARLY 

• Include compelling calls to action telling your ideal clients what to do next

I know a lot of fellow women entrepreneurs in particular struggle with this: we’ve been conditioned into thinking we must always “give, give, give” and never “ask”. So, we’re often afraid we’ll come across as salesy.

But if we want our ideal clients to know about our services, remember them, and actually invest in them, we DO need to talk about them often! 

And as long as your message is relevant for them, it won’t feel icky. In fact, try this mindset shift: “My ideal clients are struggling with a pesky pain point, and I have the perfect solution for it. Why would I not want to help them take action?!”

Also, for the best results, don’t expect your ideal clients to jump on a call with you after reading your content (that’s a BIG ask) or DM you without having any deets.

Instead, direct them to a sales page that answers their questions, does the selling for you, and helps you get more enquiries from your ideal clients (and less from wrong-fit prospects).

7. Your marketing isn’t consistent

This can mean two things: you’re not marketing your business often enough, or you are but your messaging is all over the place (or both at the same time).

Your audience needs to hear your same message multiple times to absorb it and feel compelled enough to take action.

So, if you only show up when you feel like it or if your message changes every time, you’re making things harder for them.

Now, I’m not saying you must post on every single social media platform every day, email your list every other day, blog weekly, record new podcast episodes every month and—Oof, that sounds stressful!

But you do need to be consistent with your marketing and messaging.

How to fix this reason why your marketing isn’t working

• Get in the habit of marketing your business consistently, even when you’re fully booked with client work. In fact, why not put it in your calendar until it becomes a habit?

• Focus on amplifying your core messages, NOT churning content out just for the sake of posting

Let’s make your messaging magnetic so that your marketing starts working

As you now know, you could have the best services (and I’m sure you already do), but if you’re not articulating it in a way that connects with your ideal clients, THEY. WON’T. GET IT.

So, start by fixing your core brand messages first and then amplify them with your marketing.

Would you rather do that with the help of an expert?

I’m Giada, the brand messaging strategist and copywriter for service-based women entrepreneurs. I can help you attract your ideal clients in 2 main ways: 

• Magnetic Messaging Compass🧭 Get clarity & your bespoke brand messaging guide in 1 week. Follow it to attract clients who already want to work with YOU and you only

• 🧲Magnetic Message & Web Copy Makeover✨ Brand messaging guide + website copy that actually sells for you

Let’s make your brand messaging and marketing work for you!

More #crafty blog posts on this topic:

How to Convey the Value of Your Services (& Sell More Easily)

You created the perfect offer for your ideal clients? Excellent start! But if they don’t understand its value, they still won’t invest in it.

That’s why you must get crystal clear on your service messaging and make it MAGNETIC for them.

So, I’ll show you exactly how to convey the value of your services successfully, including examples and frameworks to get you started.

Setting the right expectations when marketing your services

Before I show you how to articulate the value of your services, I want to make sure we’re on the same page.

I know you can’t wait to dive into it, but trust me: this will help you leave some common misconceptions behind and avoid costly mistakes (or disappointment).

A good service won’t sell itself. You need the right message

“Build it and they will come,” “A good product will sell itself”... This dangerous misconception circulates through different sayings, but the overall idea is the same: if your offer is good, you won’t need to put any effort into marketing it and selling it.

This could NOT be further from the truth!

It doesn’t matter how good your service is. You still have to:

• Market it regularly 

• Package it in a way that speaks to your audience

And that’s why your messaging is key. 

If your ideal clients don’t understand how this service can benefit them and why they should invest in it right freakin’ now, it won’t matter how skilled you are at delivering it: they’ll never find out because… they won’t take action.

So, keep reading to discover how to convey the value of your service successfully. 

Still, the best messaging and marketing won’t sell a bad service

Unfortunately, it goes both ways. 

Just like it’s hard to sell a good service if you haven’t got the right message, a strong message won’t save a bad service.

And by “bad” I don’t mean “low-quality” or anything like that! Simply “an offer that your audience doesn’t actually need or want right now.”

So, if you haven’t already done so, boost your chances of success by conducting some market research before launching your service and/or working on its messaging.

A common mistake: trying to sell the service itself

“But Giada, we’re literally here to talk about conveying the value of my service! What else should I sell?!”

I know. It sounds counterintuitive at first, but bear with me.

People don’t really buy a product or service: they buy a solution to their problem and/or they dream outcome.

For example, if you ever invested in a business coach, I doubt you were motivated by “Oh, I really want to find a programme with weekly sessions, a workbook, and Voxer access.” It was probably something along the lines of “Help, I’m stuck! I want to streamline my business so that I can go back to enjoying it but… I have no idea where to start.”

Whatever you’re selling, it’s the same with your offer!

Think of your service as the bridge that’ll take your ideal clients from their current pain point to their dream outcome. What they’re after isn’t the actual bridge: it’s the journey from A to B. 

So, don’t lead with the service itself, its features, and what’s included. Sell that overall transformation.

How to convey the value of your service with the right message

Now that you have a good idea of what to expect and what to avoid, let’s create a magnetic message to sell your service.

Clarify who this service is for

Hopefully, you created this offer with a specific client or segment in mind. If you didn’t, you might want to go back to the drawing board and get strategic. 

This is because, when we try to speak to everyone, our messaging ends up being so generic that it appeals to no one. Instead, specificity sells.

So, whenever someone reads or hears about your service, the goal is to make them think “This is for me!”

But how can you do that?

• Name your target audience – If you can do that explicitly (for example, “women founders”, “new freelancers”, “middle-aged homeowners”), it makes things even easier

• Create your messaging and marketing with them in mind – If there isn’t a clear category or name that you can use for them, it’s not the end of the world. But they should still recognise themselves when you mention their problem and current situation (more on that soon!). So, at this stage, just make sure you’re always speaking to this specific ideal client

For example, my 🧲Magnetic Message & Web Copy Makeover✨ is for service-based women entrepreneurs.

Identify the main problem that your service solves for them

Some people might have told you that pain point marketing is dead. That’s a lie!

Of course, I’d never recommend any dodgy bro-marketer tactics like shaming your audience or making them feel horrible about themselves.

But psychologically, solving our problem is what motivates us to take action. So, you MUST remind your audience of theirs. 

To do this ethically:

• Get clear on what that pain point is

• Articulate it in a way that resonates with them

• Meet them where they are right now

• Do it with empathy

• Show them you’re there to help them solve their pain point with your service

For example, my clients choose to invest in my 🧲Magnetic Message & Web Copy Makeover✨ because their website copy isn’t bringing them leads, and they struggle to attract clients who want to work with THEM and them only. So, as a result (and that’s the big pain point), they keep wasting a lot of time and energy to sell their services. 

Basically, this is the start of our metaphorical bridge. So, identify the main point that your ideal clients are experiencing. 

Identify the final outcome

After meeting your ideal clients where they’re at right now, you must show them how your service will change their situation. So, how will their reality look and feel like afterwards?

• Identify the main benefit and outcome of your service

• Make sure it creates a strong contrast against the initial pain point

Remember: be specific! Don’t make vague promises like “I’ll supercharge your business” (what does that even mean in practice?!)

For example, the outcome of my 🧲Magnetic Message & Web Copy Makeover✨ is that they’ll show up as THE go-to solution for their ideal clients and rely on website copy that attracts them and sells for them.

This is the second part of our bridge. So, identify your audience’s dream outcome.

If there’s anything else that sets it apart from similar services, include it

It’s almost time to bring these core messaging elements together. Almost! 

In some cases, this might be all you need to convey the value of your service. In some others, there might be additional elements that you can use to your advantage.

Some popular ones are:

• Do you do this within a set timeline (e.g. “in 7 days” or “in 5 weeks”)?

• Do you use a signature method (e.g. “with my proven Pics-that-Sell framework”)?

• Will your clients get to their dream outcome without having to go through a difficult or annoying step, perhaps something that most of your competitors force on them (e.g. “without having to give up your favourite food”)?

This won’t only help you convey the value of your service: it’ll set it apart from all your competitors.

For example, the 🧲Magnetic Message & Web Copy Makeover✨ takes my audience from “just another option in their niche” to “THE go-to solution for their ideal clients” in 3 weeks.

Package it all together, and sell that transformation 

Now, you have all your key messaging elements to convey the value of your service effectively. Ready to put these puzzle pieces together? 

Some things to keep in mind:

• You probably won’t get it right the first time – That’s totally normal! Keep brainstorming

• It’s handy to come up with a few different options – Depending on factors like wordcount and context, it might make more sense to use a shorter or longer message, a snappy tagline as opposed to the full one, and so on (for example, if I mention “for service-based women entrepreneurs in one of my headlines”, I won’t repeat it in my offer overview). The most important thing is to still keep your core messaging consistent

Some frameworks to get you started:

• (Type of service) to go from (pain point) to (dream outcome) in (timeline)

• Pain point, solution (= your service), dream outcome

• (Type of service) for (ideal client) looking to go from (pain point) to (dream outcome)

Here are some examples for my own, the 🧲Magnetic Message & Web Copy Makeover✨:

• “Go from ‘just another option in your niche’ to ‘THE go-to solution for your ideal clients’ in 3 weeks, and starts relying on website copy that attracts them and sells for you”

• “Stop wasting so much time and energy to sell your services. Become the go-to solution for your ideal clients in 3 weeks, and start relying on website copy that attracts them and sells for you! You’ll also get to follow your bespoke guide to amplify your magnetic messaging with your marketing and always come up with effective content ideas easily”

• “The brand messaging and website copywriting offer for service-based women entrepreneurs looking to go from ‘just another option in their niche’ to ‘THE go-to solution for their ideal clients’”

Keep your service messaging consistent

After brainstorming a few options and getting to your final one, KEEP. REPEATING IT. EVERYWHERE.

Your audience needs to see the same message multiple times to absorb it and take action.

So, if you don’t talk about it often enough or you keep changing it, you’re making things harder for them (and consequently, yourself).

Make your business and service messaging magnetic with my help

I hope this guide helped you craft a strong message to convey the value of your services.

When you’re so close to your business, though, I know it’s difficult to read the label from inside the jar (let alone write it).

So, if you’d rather do all this with the help of an expert… Hi! I’m Giada, the brand messaging strategist and copywriter for service-based women entrepreneurs:

• Magnetic Messaging Compass🧭 Get clarity & your bespoke brand messaging guide in 1 week. Follow it to attract clients who already want to work with YOU and you only

• 🧲Magnetic Message & Web Copy Makeover✨ Brand messaging guide + website copy that actually sells for you

You already have the perfect services for your clients. Now, it’s time to package it in a way that attracts them and makes them think “It’s like she’s read my mind! This is exactly what I need right now.”

Found this helpful? Start receiving more advice and content prompts to make your brand messaging and marketing magnetic 🧲

More #crafty blog posts on this topic:

Why It’s Risky to Rely on Referrals in Business (& What to Do)

You’ve been running your service-based business for a while and have built a network of enthusiastic clients (go, you!). So, you know they’re always going to send their friends and peers your way. It’s a foolproof system, isn’t it?

Well, not really. 

Relying on referrals in business is a DANGEROUS “strategy”. And I used the inverted commas because… it’s not a strategy at all. It’s more of a crossing-your-fingers-and-hoping-for-the-best kind of decision.

Here’s why and, most importantly, what you should do instead to make your business more sustainable, grow it, and be in control.

What exactly do I mean by referrals in business?

By referrals in business, I simply mean word of mouth. A client you worked with recommends you to one of their friends or peers who’s looking for your types of services.

A LOT of service providers—from coaches to photographers and more—tend to rely on referrals in business.

So, you can be excused for thinking it’s a good idea. But here’s why it can backfire and sabotage your income, systems, and growth.

8 reasons why you should STOP relying on referrals in business

1. Referrals are unpredictable and outside your control 

Relying on referrals in business would be like trusting the sky to keep you dry during your daily walk instead of taking the matter in your own hands, like wearing a waterproof coat. Sure, it could be sunny all day… or it could rain like hell. 

YOU have ZERO control over that. And that’s the same with client referrals. 

You could end up being fully booked for months thanks to word of mouth. You never know when it’s going to die down, though. And if you RELY on referrals, you also have no idea where your next client is coming from and… if they’re coming at all!

2. Referred prospects are not necessarily your ideal clients 

Just because they were sent to you by a client who was the right fit, it doesn’t mean it’ll be the same for the actual referral.

Maybe this past client referred them to you because they’re friends and they know this prospect is a lovely person. But being a lovely person doesn’t automatically mean they’ll be a good client, too. Or a good client for your specific services, business, and preferences.

After all, you know next to nothing about them!

Are they experiencing the pain point you solve with your services? Do they share your values? Are they willing to trust your expertise? Have they got the right budget to work with you?

3. You’re starting from scratch 

Just like you know next to nothing about them, these prospects know next-to-nothing about you.

All these referred prospects know is that their friend or peer recommended you, and they probably have a vague idea of the services you offer. Usually, that’s about it.

They haven’t been consuming your content for a while and aren’t familiar with your brand and offer suite. This becomes an even BIGGER problem if you can’t send them to the clearest and strongest website copy!

So, in most cases, you have to start from scratch, over-explain things that your ideal clients would already be aware of, and win them over.

(= time and effort)

4. Client referrals often expect to bypass your process 

Hopefully, you don’t jump on free calls with EVERYONE who gets in touch, do you? When you are the business, it’s important to protect your time and energy.

Maybe you usually ask them some strategic questions via email or DM? Or you require all your prospects to complete a contact/application form so that you can pre-qualify them properly? 

Unfortunately, when they find out about you through someone else, many prospects seem to think they can just ignore your process.

“Hi, I think I might need a coach, and Julia mentioned you. Can we jump on Zoom to see if we’re the right fit?”

For example, a while ago, a lovely web designer tried to send a potential website copywriting client my way. For context: for that type of project, I always start with an application and, if I genuinely think we could be a good fit, a paid consultation. But this was part of the message I received:

While I appreciated that this web designer thought of me, this was a big NO. 

I have all kinds of free content answering those very questions. If someone isn’t happy to go through it and, instead, they expect me to use my limited time to educate them for free and maybe even share free value on a 1:1 basis and create a free proposal… we would NOT be the right fit. 

And personally, I’d rather miss out on that potential sale than bend over backwards to follow someone else’s lead (especially when my ideal clients are actually happy to pay for my time and expertise).

What about you? Do you really want to keep wasting hours on so many directionless free calls with random referrals?

If the answer is a loud “NO” or even an undecided “Mmh, now that you put it this way, it doesn’t sound very productive,” keep reading—especially the following point.

5. You have to take whatever comes your way  

If you rely on referrals in business, you can’t really afford to be picky.

After all, you don’t know when and where the next client will come from!

So, I wouldn’t be surprised if you often ignore red flags or your gut feeling just because you need that sale, regret it later, tell yourself “Never again!” and then… do the same with another client referral.

6. Referrals in business give you a false sense of security

You could easily find yourself being fully booked for months and thinking “This is fantastic! I don’t have to worry about finding new clients.”

But then those projects end, a couple of clients drop you, and still… no referrals have magically come through. But because you were expecting them, you didn’t market your business consistently over the previous months either.

So, what exactly are you going to do next?

Try and remove the cobwebs from the email list you neglected for a full quarter? Reappear on social media out of the blue with a post along the lines of “Remember me? I’m open to work, now!”? 

Err, good luck with that.

If you only show up for your audience when you need sales, it’s too late by then.

So, realistically, your solution would probably be spending hours on cold outreach to find new clients (and miss out on sales in the meantime).

7. Relying on referrals in business makes it hard to grow it

As seen before: if you have the capacity to take on new clients but you just keep waiting or leave it until it’s too late? You’ll miss out on sales and money.

Sure, client referrals can certainly keep you going for a while. But what if you want to do better than just ‘keep going’? What if you want to grow and thrive, not just get by or run a stagnant business?

Then, you must take full control of your lead generation (more on that soon!).

8. Client referrals are usually looking for “a”, not “THE” 

In most cases, a referred prospect was simply looking for A graphic designer, A business coach, A consultant, and so on.

In fact, I bet they literally asked your past client “Do you happen to know A graphic designer / A business coach / A consultant…?” And I doubt they only spoke about it with them. They probably asked around and got recommendations from a few more people.

So, when you start talking to this referred prospect, you’re usually competing against a bunch of business owners.

And because these prospects know next-to-nothing about you, they don’t usually see you as THE go-to solution. They’re not like those ideal clients who’ve been following you for a while and are beyond excited to work with YOU and you only!

So, you could waste your precious time on calls and proposals that lead to… tumbleweed.

So, are referrals in business bad?

No, not necessarily. Referrals in business can be good news. 

First of all, if you get many referrals, it means you’re doing a fabulous job and leaving your clients more satisfied than my morning oat latte. And of course, some types of referrals in business can turn into actual work.

So, I’m not denying the importance of referrals in business… to a certain extent. Overall, I’d say client referrals are bad in business when:

• You rely on them

• You haven’t got a strong strategy to pre-qualify them and boost your chances of turning them into clients (without wasting a tonne of time on random calls)

What to do instead of relying on referrals in business

Are you ready to leave all this effort and uncertainty behind and be in control of who you work with? 

Then start seeing client referrals as a nice to have—not a given or something you expect and rely on—and focus on the following.

Prioritise your marketing, even when you’re fully booked

This is one of the most common mistakes among service providers: only marketing your business when you need clients. But by then, as we’ve seen before, it’s too late.

Organic marketing is a long-term strategy, and it must be consistent for it to work.

This isn’t to say that you MUST show up daily if that wouldn’t be sustainable for you. But it is important to build your online presence and turn marketing into a proper habit (yes, even when you’re so busy that you couldn’t possibly take on any new clients).

Are you serious about taking control of your lead generation?

Then, you must keep creating content for your specific target audience, engaging with them, and nurturing your relationship. In other words, position yourself as the only logical next step and stay top of mind.

(More on that soon! For now, just get in the mindset of marketing your business regularly) 

Fine tune your brand messaging: become “THE”, not “a” 

Tired of wasting time on lots of discovery calls with people who’re looking around for A graphic designer, A business coach, A consultant, and so on? Then stop showing up as “just another option.” 

Position yourself as THE go-to solution in the eyes of a specific ideal client. That way, even with someone who’s only just found out about you (or that was sent your way by a friend or past client), you’ll set the right expectations FROM. THE. BEGINNING. How?

A strong brand message is key. It should be your solid foundation, and you can then amplify it through your content marketing.

Without that foundation, though? You’d be building your marketing on shaky pillars of sand.

(And that’s why, during my 🧲Magnetic Messaging & Marketing Strategy Day🧭, we start with the brand messaging side of things)

Take control of your lead generation

Stop expecting new prospects to come to you through unpredictable referrals in business. Start attracting them, instead.

There are so many options, but here’s a basic funnel idea:

• Make your website copy SEO-friendly, and blog on your website to attract your ideal audience through Google

• Show up on different platforms or channels, creating content and engaging with your ideal audience to attract them organically

• Have a lead magnet that solves a small problem for them

• Direct your social media followers and online audience to your lead magnet and newsletter, too

• Target them with an automated email sequence to turn some of them into clients

• Keep emailing the rest regularly, building trust and staying top of mind until they’re ready to invest in your services

Of course, it’s all about finding the right lead generation and marketing option for you and your audience. That’s one of the things we can cover during a 🧲Magnetic Messaging & Marketing Strategy Day🧭

Keep sharing magnetic content that attracts your ideal clients and puts off the wrong-fit prospects

Your marketing shouldn’t be all about yourself (sorry!) or just… shouting about your offers.

It should be built around your target audience. In fact, think of your content as a magnet!

It will:

• Attract your ideal clients

• Repel the wrong-fit prospects, saving even more of your time and energy (bye bye, endless discovery calls that lead to nothing)

• Bring you enquiries from prospects who are pretty much sold by the time they get in touch with you

For example:

• What are their pain points?

• How are they affecting them, specifically?

• What have they already tried to do to solve them?

• Why did it not work?

• Why are you the best possible person to help them?

• Who is and isn’t a good fit for your services?

• What’s stopping them from investing in you right now?

• How would their life/business change if they were to solve that problem with your help

and so on.

You probably guessed it by now, but… only ‘giving value’ and sharing how-to content and tips? That won’t cut the mustard either. If you want to attract your ideal clients instead of relying on unpredictable referrals in business, you must get strategic.

(During my 🧲Magnetic Messaging & Marketing Strategy Day🧭, we cover exactly what type of content you should focus on to turn this into your new reality)

Make your website copy clear and strategic

By now, you know that… jumping on a call with every Tom and Dick who were sent to you by Harry? That’d be so time-consuming and energy-intensive. 

Instead, direct new prospects and client referrals to your website, and let the latter do the heavy-lifting for you. That way, THEY will be able to tell if your services are what they’re actually looking for and if they can afford your prices. 

If that’s a yes, that’s great news.

If it’s a no, guess what? That’s great news, too! It’s much, much better to find this out straightaway than after spending hours talking to a referred prospect.

Plus, when you rely on strategic website copy, it’ll also help you:

• Attract more of your ideal audience through Google

• Take more of them from prospects to paying clients, generating leads for you even when you’re sleeping

Has your website copy not been doing that for you? You can change it with the 🧲Magnetic Message & Web Copy Makeover✨, my VIP offer combining brand messaging, SEO-friendly website copy, and frameworks to inform all your content marketing.

The most important things to keep in mind to run your service-based business more sustainably and thrive

Overall, if you want to get more clients, save time and make your life easier, you must focus on:

• Attracting your target audience

• Helping wrong-fit prospects disqualify themselves so that you don’t keep wasting a tonne of time with them

• Getting your ideal clients to see you as THE go-to solution 

The second and third point, in particular, must apply regardless of whether someone found you organically or through a referral.

And remember:

referrals in business should only be a nice-to-have, NOT something you rely on.

How I can help you attract your ideal clients without relying on referrals in business🧲

I’m Giada, the brand messaging strategist & copywriter for women entrepreneurs.

Specifically, those who provide the best services but can’t articulate it in a way that sets them apart and attracts their ideal clients (yet!).

Tired of relying on unpredictable referrals in business, time-consuming cold outreach, and lots of draining discovery calls with wrong-fit prospects?

Then, here’s how we can get your target audience to come to YOU.

🔸Magnetic Messaging Compass🧭 Get clarity & your bespoke brand messaging guide in 1 week. Follow it to attract clients who already want to work with YOU and you only

🔸🧲Magnetic Message & Web Copy Makeover✨ Brand messaging guide + website copy that actually sells for you

More #crafty blog posts on this topic:

5 Signs Your Messaging Is Sabotaging Your Service-Based Biz

Struggling to convey the value of your services in a way that takes your dream audience from prospects to paying clients, shouting “Take my money RIGHT. NOW”?

I bet you’re actually incredible at what you do (otherwise, you wouldn’t have that many positive testimonials and referrals).

What’s actually working against you is prooooobably your marketing messaging.

But I’m not one for relying on guesswork. So, let’s look into it to find out for sure—and see how to ix it.

What is ‘messaging’ in marketing?

In marketing, messaging is the way you talk and write about your business and services and what you focus on the most (your messaging pillars).

It’s how you convey your value proposition, mission, story, and personality to your target audience and across all your marketing channels.

5 signs your messaging is working against you (and how to fix it)

Your messaging should help you attract your target audience, repel wrong-fit prospects, and position yourself as THE go-to solution in the eyes of your dream clients.

But if one (or more) of the following sounds a liiiiiiiiiittle too familiar?

Then it means your marketing messaging has been sabotaging you instead.

1. You can’t sum up what your business is about (not effectively, at least)

Be honest: if I were to bump into you right now, would you be able to impress me with an elevator pitch? Can you summarise your business and what makes you unique—in just a sentence or two?

If you’re now hiding behind your screen hoping you DON’T bump into me just yet, it means your messaging has been sabotaging your service-based business.

Because here’s the thing: 

“your messaging has the power to draw your dream clients in and make them see your services as the only logical next step.

But if YOU are not clear on it, you can’t expect THEM to get it.”

How to fix this messaging problem:

Get clear on exactly:

• What you do – E.g. I’m a messaging consultant and brand copywriter (not a generic “copywriter” or “consultant”)

• Who for – If you’re trying to speak to everyone, you’ll connect with no one. Hopefully, you’ve already defined your target audience, but it’s also important to know how you should refer to them. E.g. I work with women solopreneurs and founders of service-based business, so I usually speak to “women entrepreneurs”

• How this benefits them – That’s what you must focus on to convey the value of your services! Not their features or what you care about. E.g. I make my clients’ messaging and marketing magnetic and turn them into THE go-to solution in the eyes of their dream audience.

And you must also package it in a way that sets you apart from everyone else.

You don’t want to be “just another option,” and it’s not about being “the best” either (I believe that, no matter how skilled we are, there’s more than ONE “best copywriter/web developer/interior designer/business coach, etc. EVER.”)

Instead, you must position yourself as “THE go-to solution in the eyes of a specific audience who’s experiencing a specific problem.”

For example, my core brand messaging is: 

“I’m the brand messaging strategist and copywriter for women entrepreneurs, taking them from ‘just another option in their niche’ to ‘THE go-to solution for their ideal clients.’ I’ll make your messaging and marketing magnetic so that you can attract your target audience, repel wrong-fit prospects, and sell your services more easily and effectively.”

And once you’ve done that? 

Do the same for each of your services or offers: exactly what it is, who for, how it’ll benefit them, and how it’s different from similar options.

2. You’re always changing your messaging

Do you find yourself tweaking your website copy and social media bios all the time? Do you refer to yourself as a ‘strategist’ today and a ‘coach’ tomorrow?

Then that’s another sign that your messaging has been working against you: it’s not consistent.

You may (or may not) have heard of the rule of 7 in marketing. It says that your customers must see your brand at least 7 times before committing to a purchase. 

But nowadays, your audience is BOMBARDED with marketing messages. They see an average of 6,000-10,000 EVERY. SINGLE. DAY.

So, the rule of 7 keeps going up. In B2B, most people need a whopping 27 interactions before buying for you.

“But if your messaging changes every time they see or hear about your business? You’re making things even MORE difficult for your dream clients.”

How to fix this messaging problem:

After getting clear on your core messaging, create a framework for your overall brand and each of your services.

And once you’ve done that? Refer to this brand messaging framework whenever you plan your marketing and content or write and talk about your business. 

That way, you’ll keep your messaging consistent all the time and make it easier for your audience to remember it.

3. Your messaging is aaaaaaaall about yourself

• “I’m passionate about helping…”

• “I’d love to get on a call with you…”

• “It’s my mission to…”

Do you often use these types of sentences in your messaging and marketing?

I get it: your business is your baby, and you are passionate about it. But unfortunately, that’s NOT what your dream clients need to see.

As mentioned before, they’re exposed to 6,000-10,000 marketing messages every day. 

“If you want them to notice and absorb YOUR message, you must make it about THEM.”

How to fix this messaging problem:

From your website copy to your emails and social media posts: build your messaging around your dream clients and what THEY will gain from investing in your services.

NOT what you’re personally passionate about (sorry).

In fact, here’s a simple exercise you can start with: try to use “you” more often than you say “I”.

4. You’re attracting too many wrong-fit prospects and clients who treat you as “just another option in your niche”

Do you often get enquiries about services you don’t even offer? Or waste HOURS on calls with prospects who take up your time for free and then tell you “We’ve decided to go with a different person” or… downright ghost you?

Now, I’ll be completely honest: no matter how strategic you get with your messaging and pre-qualification process, there’ll always be some of these leads who slip through your system. 

(Some people just don’t read. Instead, they’d rather get in touch with a bunch of service providers or book random calls… and waste their time.) 

But they should be the exception to the rule, not a regular occurrence.

“Once you clarify your messaging, you’ll start attracting more of your dream clients and repelling wrong-fit prospects.”

For example: years ago, I helped a web designer who kept attracting low-paying and difficult clients who clearly thought THEY could have done her job better than her… even though she was ridiculously skilled at building websites.

As soon as I looked at her messaging, I spotted ONE word that had been sabotaging her right from the start (because it was in the top section of her homepage and some of her social media bios).

She was targeting “time-poor entrepreneurs.” By focusing on “time-poor,” she was attracting that type of client: those who think they could easily do it themselves, they just hAvEn’T gOt TiMe.

So, one of the first things we did was swapping “time-poor” for “ambitious” to grab the attention of a different type of client: those who have big goals, want to scale their business, and are prepared to invest in the help of an expert to get there.

THAT’S the difference your messaging will make!

How to fix this messaging problem:

Remember that magnets don’t only attract: they repel, too.

So, make your messaging fully magnetic by building it around your dream clients but don’t be afraid to put off those who’d be a bad fit.

As a service provider, time is your most valuable asset. And so is your energy. You shouldn’t have to waste them talking to so many wrong-fit prospects.

And once you get strategic and hyper-specific with your messaging? You’ll start showing up as THE go-to solution in the eyes of your actual dream clients.

Bye bye, prospects who book a bunch of calls with your competitors, too. Hello, clients who want to work with YOU and you only. 

5. You’re spending a lot of time on your content and marketing but they don’t feel worth the effort

Do you waste hours sitting in front of a Google Doc, forcing yourself to pull new content ideas out of thin air—regularly? Do you feel like you’re starting from scratch every time you want to promote your services?

Then your messaging is clearly sabotaging your business. 

“But how is this related, Giada?”

“Marketing is really about amplifying your core messaging to reach more people and turn them into clients.”

If you don’t know how to do that or you’re not crystal clear on your messaging, then it’s costing you a lot of time, sales, and money.

How to fix this messaging problem:

It shouldn’t feel like you’re always starting from scratch every time. Your brand messaging and story should act as a compass.

So, use your messaging (from your new strategic wording to your messaging pillars) to inform all your marketing and content creation.

Messy messaging = messy marketing (and more difficult sales)

Did many of those signs sound familiar? Then, there you go. 

I bet there’s nothing wrong with your actual services, especially if most of your clients are super satisfied after investing in you.

What’s sabotaging you is your marketing messaging.

Because… the truth? 

“At this stage, it doesn’t matter how good you are at delivering your services.
If you can’t package it in a way that connects with your dream clients? They’ll NEVER find out because… they won’t take action.”

Or they will, but you’ll need to work 10x harder to get there—and waste time and energy on too many wrong-fit prospects along the way.

So, think of your messaging as the foundation of your marketing. Clarify and fine-tune your messaging first and use it to guide everything else.

If you want it to grow your business sustainably and actually enjoy the ride, you must build your marketing on solid pillars—not on pillars of sand.

How I can make your messaging and marketing magnetic🧲

As you know by now, I’m Giada (hi!), the brand messaging strategist and copywriter for women entrepreneurs. 

I can take your from “just another option in your niche” to “THE go-to solution for your ideal clients” in two main ways:

• Magnetic Messaging Compass🧭 Get clarity & your bespoke brand messaging guide in 1 week. Follow it to attract clients who already want to work with YOU and you only

• 🧲Magnetic Message & Web Copy Makeover✨ Brand messaging guide + website copy that actually sells for you

You already have the perfect services for your clients. Now, it’s time to package them in a way that attracts them and makes them think “It’s like she’s read my mind! This is exactly what I need right now.”

More #crafty blog posts on this topic: