Messaging 101

Get customers ecstatic about your business

Read time: 3 min, 24 secs
Listen to audio version

Hey there - it's Brian 👋

An incredible business is useless if no one hears about it.

So we turn strangers into superfans through messaging.

That’s content. Emails. Posts. Ads. etc

Any words you share online that explain how awesome you are.

Today we’ll cover:
What words should you use to get customers raving about your business?
When do you send it to them?
How do you send them messages (ads, socials, email, SEO)?

And we’ll find the right words that make your business irresistible.

Let’s make your business an outlier: 👇

Quick poll: Are you enjoying the audio version?

So past few weeks I’ve included an audio version of this newsletter.

Would love feedback.

Keep going? Don’t bother? Too many nerdy side rants?

Let me know!

Do you want more audio versions of this newsletter?

Login or Subscribe to participate in polls.

How do you explain what makes you special?

Messaging is just explaining to the customer why your business is the best solution for their problem.

Said another way:
“Why you’re the best solution for their problem” = “positioning”

Positioning is just finding the combination of Customer + Pain + Solution that makes people quickly and obviously obsessed with your business.

Find your positioning. Explain it to potential customers.

That’s all messaging is.

Simple (but HARD)…

Nail the right messaging and customers QUICKLY understand why you’re so valuable to them.

• They accept your pricing
• They buy immediately
• Refer their friends
• They stay longer

So when positioning works. It WORKS.

Last week we covered how to find your positioning. So I won’t repeat myself.

This week we’re focused on finding the right words that get customers to understand your positioning.

There’s 3 phases to your messaging:

  1. Positioning

  2. Messaging

  3. Track & Iterate

These 3 are critical for getting customers to QUICKLY realize what makes you so awesome (and buy).

Let’s dive into each one.

The 3 stages of messaging

1) Positioning

Positioning is just what makes your business special (to a specific person).

  • Who’s your customer?

  • What’s their pain?

  • How do you solve that pain better than anyone?

3 parts to positioning

We won’t go into this much since we did a deep dive last week. Missed it? Click here for Positioning 101.

So this next section we’ll get in to the actual words we say to customers. 👇

2) Messaging

Now we need to make sure customers understand why you’re the best solution for their pain!

The three big questions for this messaging section are:

  • How will you reach the customer (ads, socials, email, SEO)?

  • What will you say?

  • When will you say it?

a) How will your messages reach your customer (ads, socials, email, SEO)?

Your message will change depending on which channel you’re on.

For example:
• LinkedIn: more motivational
• Twitter: more tactical
• Email: more in depth

If you’re sharing your message to multiple channels we’ll slightly adjust it to fit the platform.

🧔🏻‍♂️ Brian’s nerdy side rant:

A few weeks ago I walked you through how to choose.

Missed it? Here’s a guide on how you choose which channels to focus on.

b) What will you say?

The words need to get your positioning into your customer’s head.

Remember positioning is just 3 things: customer + pain + solution.

So we’ll need to create messages to share with customers that:

Show empathy: Let them feel you understand the customer’s pain
• Frustrations
• Desires
• Dreams

Get these from conversations with your customers (ask them these 5 questions).

Show solutions: Let them feel your solution is the best for the customer
• Case Studies
• Frameworks
• Stories
• Guides

Show your methodology, why it works, and proof that it works.

Not sure what to say? Stay to the end for a bonus section (nerdy side rant) so you never run out of things to say.

Types of customer messaging

🧔🏻‍♂️ Brian’s nerdy side rant:

For social channels specifically there’s a 3rd bucket:

Reach messaging.

This is broader content that people related to your customer will be interested in (and share).

It tends to go more viral and increases the chances that a NEW target customer will see your work.

That new customer then gets into your more niche content.

Be careful not to do too much reach content. Those followers are not very engaged.

Meaning they don’t buy.

c) When will you say it?

On most channels more is better.

But you’ll need to find the ideal fit for your business while maintaining quality.

Here’s an ideal cadence.

  • Email: Weekly (or bi-weekly)

  • Socials: Daily

  • Ads: Ongoing (new messages testing once a month)

  • Blog: Weekly

Start with one channel. Not all.

Re-purpose content every 4 months.

I use a content calendar in Notion and track my messaging. That way I can re-purpose across platforms.

Now for the most important step. We actually share the message, watch how people react, and adjust.

My content calendar (in Notion)

3) Track results. Adjust.

Each message you send is a test to see how people receive it.

Your goal is to get customers to understand how valuable you are (to solving their problem).

Here’s how you tell if it worked.

After you send the message (post, email, ads, etc) watch for patterns in engagement metrics.

Post - likes, comments
Email - click rates, open rates
Ads - click rates, conversions

You won’t know what patterns look like until you’ve posted for a few weeks.

You need to get a baseline.

Once you have a rough baseline of what engagement looks like (expected clicks, open, likes, comments etc), then you compare to see which messages resonate more than others.

Bonus section: Unlimited messaging

A bit of a nerdy side rant.

But a lot of people complain they don’t know what to say.

So if you’re struggling to come up with messages?

Run your topics through these 12 messaging formats.

Imagine you have 10 topics. That’s 120 messages!

Ready to share your message with your customers?

When you get the positioning + message right, customers line up to work with you.

Want help working through your own positioning + messaging?

If you liked this post, and don’t want to miss future issues, sign up for free:

If you found this helpful, please forward this email to 1 friend or colleague. They'll appreciate you and you'll help grow the community.

See you next Thursday 👋

P.S. Whenever you’re ready, I can help you position your business.

Over $3M revenue? I’ll guide you through the process to positioning and messaging.

🙋 Vote: Next Week’s Topic

Choose the topic that 13,753 readers receive next week (vote below):

What do you want to learn next Thurs?

Login or Subscribe to participate in polls.

What did you think of today's edition?

Login or Subscribe to participate in polls.