Tips for Crafting Unique Brand Messaging

I used to think "write like you talk" was the holy grail of copywriting. The result? Boring copy that sounded just like everybody else. ❌ Copy that was "professional, but relatable." ❌ Copy that I thought sounded good. ❌ Copy that felt natural – to me. Then I realized: My audience isn't me. They're: 👉 CFOs in growing financial firms 👉 IT leaders in healthcare organizations 👉 COOs at logistics and transportation companies 👉 CMOs at eCommerce companies with $50M+ revenue 👉 Information security officers at growing tech companies They don't talk the way I do. And they respond to copy that sounds like them. (Not like a snarky college professor.) So how do you create messaging that actually stands out? Capture how your audience actually talks. And reflect it right back to them. Here's how I do it: ✅️ Talk to your customers Nothing can touch live conversations for getting insight into your buyers' needs, challenges and goals. They're the best way to learn how your audience is talking about your product. ✅️ Creep on their online convos There are so many places you can go message mining: G2 reviews, podcasts, Slack communities, subreddits. Go find out how your audience communicates when no one's watching. ✅️ Define your brand messaging guidelines Distill your findings into a clear brand messaging strategy – so every piece of copy sounds like you're one of them. Make it easy for everyone on your team to get on the same page. With data-driven brand messaging, you're not just writing like you anymore. You're writing like them. And that's how you get readers thinking, "this is exactly what I've been looking for." So don't write like you talk – write like they talk.

Your USP isn't just a feature. ...it's the foundation of your story. Most people get this completely wrong. I've seen countless businesses struggle to connect with their audience because they treat their USP like a bullet point list instead of a compelling narrative. Here's what truly matters when turning your USP into a story hook: ✅ Emotional Connection Transform features into experiences that resonate with your audience's desires and challenges. ✅ Personal Journey Show the evolution and purpose behind your unique solution, not just what makes it different. ✅ Clear Value Translation Bridge the gap between what you offer and how it changes your customer's life. ✅ Authentic Voice Let your brand personality shine through instead of using corporate jargon. ✅ Problem-Solution Framework Structure your story around the specific problem you solve and why your approach matters. ✅ Memorable Elements Include distinctive details that make your story stick in people's minds. The most successful brands don't just list what makes them unique - they weave it into a narrative that captures attention and builds trust. Your USP becomes powerful when it's not just about what you do differently, but why it matters to your audience and how it transforms their world. Stop treating your USP like a feature list. Start using it as the foundation for stories that connect, engage, and convert. 🔔 Follow Mike Hays for more content strategy insights ♻️ Share to help others transform their messaging

Even after almost 60 years, David Ogilvy's copywriting principles are as relevant as ever. When it comes to persuasive writing, these are non-negotiable: 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘆𝗼𝘂𝗿 𝗥𝗲𝗮𝗱𝗲𝗿 - Research your reader down to every minute detail. Pains, problems, desires, what they worry about, what they talk to their friends about, what books they read, podcasts they listen to - literally everything. 𝗖𝗹𝗮𝗿𝗶𝘁𝘆 𝗢𝘃𝗲𝗿 𝗖𝗹𝗲𝘃𝗲𝗿 - Trying to be cute or clever in your writing generally doesn't play out like it does in your head. Don't risk an opportunity to transmit a clear message to your reader with stupid jargon and unclear writing. 𝗣𝗲𝗿𝘀𝘂𝗮𝗱𝗲 𝗪𝗶𝘁𝗵 𝗦𝘁𝗼𝗿𝗶𝗲𝘀 - Aside from clarity, weaving an interesting story to emphasize your point is essential for great writing. A well-crafted story connects to your reader emotionally, making your message unforgettable. 𝗠𝗮𝘀𝘁𝗲𝗿 𝗖𝗿𝗮𝗳𝘁𝗶𝗻𝗴 𝗛𝗲𝗮𝗱𝗹𝗶𝗻𝗲𝘀 - 5x times as many people read the headline as the body. A compelling headline can make or break your content. If your reader isn't hooked on a strong headline, nothing else matters. 𝗕𝗲𝗻𝗲𝗳𝗶𝘁𝘀 𝗢𝘃𝗲𝗿 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝘀 - The reader could care less about features. Instead of just listing the features of a product or service, talk about benefits. It's the difference between "33 mpg fuel efficiency" vs. "Road trips with fewer pit stops." 𝗛𝗼𝘄 𝘁𝗼 𝗔𝗽𝗽𝗹𝘆 𝗜𝘁: 1. Practice, Practice, Practice. 2. Read great writing (read beyond your skill level) 3. Find great ads and hand-copy them for 20-30 minutes every day. 4. Find the best copywriting books and read them (The Boron Letters, The Copywriting Handbook (Bly), etc...) 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: If you want to amplify your personal brand or become a thought leader through your writing, Ogilvy's principles can help you communicate to your target audience much more effectively. Writing on LinkedIn is more copywriting than traditional essay or blog writing, so next time you're ready to publish, remember Ogilvy's tips and try to hit all five! What's your best copywriting tip? ------------------------ 𝗽.𝘀. If you found this helpful, consider reposting ♻️ 𝗽.𝘀.𝘀 For more content like, follow me: Tom Schaeffer 👉 {{🔔}}

Want to market to stop their scroll? You have one millisecond to make an impression. The blink test is inspired by the concept of the “blink” or “thin-slicing” phenomenon, where individuals make quick judgments or decisions based on limited information. It’s science. The best example I’ve seen of this lately is on the Liquid Death water cans. Cans of water are starting to replace plastic bottles, so that grabs attention. Additionally, the labels have a skull, and different names like Mountain Water and Berry it Alive for the flavored waters. No other water is marketed like this. Why you need to make a radical change to your marketing: To serve, you have to sell. To be profitable, you have to sell. To sell, you need to stand out – and I mean out. I’m not discounting that you may be the best in your industry. But, you must pass the blink test with flying colors. You can make a transformative change in your marketing with small steps. Here are a few strategies I’ve found to be particularly effective: Keep it simple: Your message should be clear, concise, and easy to understand at a glance. Avoid jargon and complex language that might confuse or turn off your audience. Be distinct: Stand out from the crowd with eye-catching visuals, catchy slogans, or unique branding elements. You want your business to be the one that sticks in people’s minds long after they’ve scrolled past. Know your audience: Tailor your marketing efforts to resonate with your target audience’s needs, interests, and preferences. The more you understand your audience, the better equipped you’ll be to grab their attention and hold onto it. Be authentic: People crave authenticity in today’s digital age. Be genuine, transparent, and true to your brand values in all of your marketing communications. Authenticity breeds trust, and trust leads to loyal customers. Test and iterate: Don’t be afraid to experiment with different marketing strategies and messages. Do some A/B testing to see what works and what doesn’t, and use that feedback to refine your approach over time. Remember, the blink test isn’t just about getting people to stop and notice your business – it’s about making a meaningful connection that leads to long-term loyal relationships. So the next time you’re crafting a marketing message, ask yourself, “Would it pass the blink test? Would I buy from me?”. If not, it might be time to go back to the drawing board. Keep evolving. You’ve got this!

It's critical to know how value ripples out from your positioning. At the center you need to have value that's both: 1️⃣ Strong: you deliver this value at a high level to customers 2️⃣ Differentiated: you have clear separation on this point from the competition This is where your brand lands in the water of the overall landscape. That point of impact represents the specific combination of value that you can own and that customers will remember. Coming out from that are 2nd and 3rd tier ripples of value. These are points where your value isn't as strong... -or- They overlap significantly with competitors... As those ripples get further and further away from that center point, they get weaker and they blend together. The problem is that in an effort to encapsulate all of the value within your brand's position it's easy to end up in those weaker, overlapping spaces. This is how your messaging ends up focused on vague, table stakes type value. Which leads to positioning-blur. It wipes away the specific things that can help you tell a compelling, memorable story to customers. And as your audience bounces around looking at lots of competitor sites back-to-back nothing stands out. This is why it's so important to map out all the value you provide and think about it in terms of your center point + ripples. ✅ What are the 2-3 points within that inner-most circle? ✅ What exists on that next ripple of strong supporting value? ✅ What are those broad, table stakes points that customers still want but aren't specific to you? Once you've established that hierarchy of ripples you can use that to inform what you talk about 1st, 2nd, 3rd. Pro tip: Don't lead with the 3rd level ripples that sound just like everyone else. 😀 #positioning #messaging #brandstrategy #branddevelopment

A compelling brand story can turn customers into loyal advocates - here's why it works 👇 Imagine a small coffee shop in a bustling city, run by a family passionate about sourcing the finest beans from sustainable farms. Every cup of coffee tells the story of the farmers who grew the beans, the journey across continents, and the meticulous roasting process that brings out unique flavors. Customers don't just come for the coffee; they come for the story behind it. This is the essence of brand storytelling - creating a narrative that resonates with your customers on an emotional level. Many brands struggle to connect with their audiences because they focus solely on product features and benefits. However, storytelling allows brands to communicate their values, mission and the human element behind their business. It transforms a simple transaction into a meaningful experience. HOW ITS DONE 1) Authenticity: Share real stories that reflect your brand's values and mission. → Patagonia's commitment to environmental sustainability is evident in their storytelling. They share stories about their efforts to protect natural habitats and support conservation projects that resonate with their environmentally conscious customers. 2) Relatability: Create stories your audience can relate to and see themselves in. → Dove's "Real Beauty" campaign features real women and their stories, challenging beauty stereotypes and making their brand more relatable and inclusive. 3) Emotion: Tap into emotions to create lasting impact. → TOMS Shoes shares stories of how its "One for One" model provides shoes, water and other necessities to people in need. These emotional stories highlight the positive impact of each purchase and foster a deeper connection to the brand. 4) Consistency: Maintain a consistent narrative across all channels. → Apple consistently tells the story of innovation and creativity, from their product launches to their marketing campaigns, reinforcing their brand identity and fostering loyalty among their customer base. 👊 Share your brand story by commenting below.

3 messaging tips I wish I knew 20 years ago. (My fave is number 3.) 1. Authenticity Wins It's not just a buzzword... It's your superpower in messaging. • Be real: Show MESSY vulnerabilities • Share stories: REAL experiences resonate • Stay consistent: Authenticity creates real TRUST Expect deeper connections with your audience. 2. Value Over Volume Quality messaging beats quantity every time. • Solve problems: Address pain points directly • Educate: Give away some knowledge for free • Engage: Ask questions, encourage responses Expect higher audience retention and loyalty. 3. Clarity Beats Cleverness Clear messaging trumps clever wordplay. • Simplify: Avoid jargon and complexity • Be direct: Say what you mean plainly • Repeat: Reinforce key messages Expect quicker audience understanding and action. Let's summarize: 1. Be real, connect deeply 2. Quality attracts loyalty 3. Simplicity drives action Takeaway: Clear, real messaging that provides value... ...will always win in connecting with your audience - and driving action! Struggling with your messaging? Let's refine it together.

You know when you visit a company website for the first time and think, "What the hell do they do?" Data-driven something, something? Bounce. Poor messaging. And a lot of startups struggle with it. Explaining what you do and why it would matter to anyone requires you to acknowledge that tension exists between what you want buyers to believe and their actual beliefs and biases. 🔧 The work of messaging is to bridge this gap. Start with a 360-degree review: 1️⃣ Are we communicating our differences from competing solutions? Not all your points of differentiation should be packed into a paragraph, but instead, near the product, platform, or “why you” sections. 2️⃣ Are we demonstrating social proof? (G2 reviews, customer testimonials, stats) 3️⃣ Have we matched our claims with assumptions, said or unsaid, that our buyers are bringing to the table? Your sales team, analysts, customers, partners, etc., should provide real-world feedback to proactively update or address your messaging. 4️⃣ What is it about what you do and the problem you solve that makes it crystal clear to the audience that they’ve landed in the right place? Make sure your messaging is consistent and comprehensible. 5️⃣ Is our problem upstream of messaging? Often, messaging problems are a symptom of poor or unclear positioning. If you haven’t created the specific content around what you do and who you do it for, the buyer will fill in that context for you. Your prospects get confused, sales slow down, and your deals take longer to close.  Have you named the problem you’re solving? Do you know what corner of the room you own? h/t Firebrick, Inc. If not, start with your positioning first.

How do you know if your messaging is on point? Sometimes I think we overcomplicate messaging, or we invite too many authors and editors into the room, watering down, or complicating what we originally intended to say.  To me good messaging is: 1) simple 🌱 If you can’t say it in 1 (max 2) sentences go back to the drawing board.  Technical product marketing does eventually get to feature-specific features, but your high level messaging should have one clear message you are trying to communicate.  Even better if it’s written so that it makes sense to a high school audience (ie. relatively jargon free). 2)Accurate 🎯 Are you being true to the product functionality/user experience? One of the hardest things for smaller startups to do is to anchor their value proposition in what customers can use their products for today, rather than leaning into vision.  Investors want to know where the product is going, but prospects want to know what they can do if they buy today. Don’t set them up for disappointment by overstating what your product can do.   3) Descriptive 🕵♀️ Similarly, does your messaging effectively communicate what you do?  In conversations with PMMs and marketing leaders the last few weeks, I’ve spoken to a few and candidly said “I’ve taken a look at your website and I’m still not entirely sure what you do”.  When they respond “Well, you have to really know the product to get what we are saying” usually that raises red flags.  If your website hero and product page copy doesn’t make sense to a first-time visitor, chances are they are going to close your tab and follow up with companies whose websites are clear.  When you write messaging you aren’t writing it for your internal teams who already “get it”, you’re writing to someone who's unfamiliar with your product or offering- especially if you are in category creation! 3) Unique 💅 Maybe it’s your brand tone, a specific point of view, or a unique feature or functionality.  Whatever it is, make your messaging unique to your brand in a way that’s harder for competitors to rip off.  Some of my favorite examples of strong messaging right now are: UserEvidence Lavender 💜 What are some of yours?

Most B2B marketing messaging is boring. It’s the same old stuff repeated over and over again across millions of websites and social media accounts. “𝘞𝘦’𝘭𝘭 𝘩𝘦𝘭𝘱 𝘺𝘰𝘶 𝘴𝘢𝘷𝘦/𝘮𝘢𝘬𝘦 𝘮𝘰𝘯𝘦𝘺.” “𝘞𝘦’𝘭𝘭 𝘩𝘦𝘭𝘱 𝘺𝘰𝘶 𝘴𝘢𝘷𝘦 𝘵𝘪𝘮𝘦.” 𝘞𝘦’𝘭𝘭 𝘩𝘦𝘭𝘱 𝘺𝘰𝘶 𝘣𝘦 𝘮𝘰𝘳𝘦 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘪𝘷𝘦.” It’s no wonder consumers seem to tune out and ignore most of it. But every once in a while, there is a brand that cuts through the monotony with a message that resonates. Why is that? Why are some businesses able to craft messaging that stands out while most others tend just to blend in? 𝗧𝗵𝗲 𝘀𝗲𝗰𝗿𝗲𝘁 𝘁𝗼 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝘀𝘁𝗮𝗻𝗱𝘀 𝗼𝘂𝘁 𝗶𝘀 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗶𝗻𝗴 𝗮 𝗽𝗿𝗼𝘃𝗼𝗰𝗮𝘁𝗶𝘃𝗲 𝗽𝗼𝗶𝗻𝘁 𝗼𝗳 𝘃𝗶𝗲𝘄. Here are 3 questions that can help you develop your own POV to strengthen your messaging: 1. 𝘐𝘯 𝘵𝘩𝘦 𝘭𝘢𝘴𝘵 𝘧𝘦𝘸 𝘺𝘦𝘢𝘳𝘴, 𝘩𝘢𝘷𝘦 𝘵𝘩𝘦𝘳𝘦 𝘣𝘦𝘦𝘯 𝘢𝘯𝘺 𝘣𝘪𝘨, 𝘳𝘦𝘭𝘦𝘷𝘢𝘯𝘵 𝘤𝘩𝘢𝘯𝘨𝘦𝘴 𝘪𝘯 𝘵𝘩𝘦 𝘸𝘰𝘳𝘭𝘥 𝘰𝘧 𝘰𝘶𝘳 𝘣𝘶𝘺𝘦𝘳𝘴 𝘵𝘩𝘢𝘵 𝘩𝘢𝘷𝘦 𝘮𝘢𝘥𝘦 “𝘵𝘩𝘦 𝘰𝘭𝘥 𝘸𝘢𝘺” 𝘰𝘧 𝘥𝘰𝘪𝘯𝘨 𝘵𝘩𝘪𝘯𝘨𝘴 𝘭𝘦𝘴𝘴 𝘦𝘧𝘧𝘦𝘤𝘵𝘪𝘷𝘦? 2. 𝘞𝘩𝘢𝘵 𝘤𝘰𝘮𝘮𝘰𝘯𝘭𝘺 𝘩𝘦𝘭𝘥 𝘣𝘦𝘭𝘪𝘦𝘧𝘴 𝘪𝘯 𝘰𝘶𝘳 𝘪𝘯𝘥𝘶𝘴𝘵𝘳𝘺 𝘥𝘰 𝘸𝘦 𝘱𝘢𝘴𝘴𝘪𝘰𝘯𝘢𝘵𝘦𝘭𝘺 𝘥𝘪𝘴𝘢𝘨𝘳𝘦𝘦 𝘸𝘪𝘵𝘩? (𝘖𝘧𝘵𝘦𝘯, 𝘵𝘩𝘦𝘴𝘦 𝘢𝘳𝘦 𝘮𝘢𝘳𝘬𝘦𝘵 𝘧𝘰𝘳𝘤𝘦𝘴 𝘵𝘩𝘢𝘵 𝘩𝘢𝘷𝘦 𝘮𝘢𝘥𝘦 “𝘵𝘩𝘦 𝘰𝘭𝘥 𝘸𝘢𝘺” 𝘭𝘦𝘴𝘴 𝘦𝘧𝘧𝘦𝘤𝘵𝘪𝘷𝘦.) 3. 𝘈𝘳𝘦 𝘵𝘩𝘦𝘴𝘦 𝘪𝘥𝘦𝘢𝘴 𝘳𝘦𝘭𝘢𝘵𝘦𝘥 𝘵𝘰 𝘰𝘶𝘳 𝘤𝘰𝘮𝘱𝘢𝘯𝘺’𝘴 𝘱𝘳𝘪𝘮𝘢𝘳𝘺 𝘷𝘢𝘭𝘶𝘦 𝘱𝘳𝘰𝘱𝘰𝘴𝘪𝘵𝘪𝘰𝘯 𝘰𝘳 𝘥𝘪𝘧𝘧𝘦𝘳𝘦𝘯𝘵𝘪𝘢𝘵𝘰𝘳? (𝘐𝘧 𝘯𝘰𝘵, 𝘪𝘨𝘯𝘰𝘳𝘦 𝘵𝘩𝘦𝘮.) What is your company's provocative point of view? #messaging #b2bmarketing #garrettsposts