Messaging Strategy 101
- 1. UN-BLAND YOUR BRAND! Messaging Strategy 101 Amy Chick Brand Strategist & Copywriter @heyamychick
- 2. Messaging Strategy IS NOT: • A social media plan • A list of blog post <tles • A media strategy • A mission statement @heyamychick
- 3. Messaging Strategy IS: • The framework for every word you write or say about your business • Based on the cross-‐sec<on between what you stand for and what your clients believe • WriBen in language that speaks TO your client @heyamychick
- 4. Why can’t I just write fun stuff? ! • Messaging, without a strategy, is just a meaningless string of verbs and nouns. • Target your copy, content, and conversa<ons so you aBract the people you’re looking for — and so they s<ck around when they find you. • Messaging that clicks = yes, please! @heyamychick
- 5. 3-Step Messaging 1. Define the core of your brand: • What do you stand for? • What do you believe? • What drives you? • How do you want to change your clients’ lives? 2. Figure out your clients’ beliefs and hesita<ons: • Interviews • Copy swipes • Online reviews & blog comments 3. Connect the dots: • Find common ground • Pivot their beliefs @heyamychick
- 6. Case Study: Law Firm • Started her firm as an answer to the stuffy suits and confusing legal speak • Very ac<ve in the community • Works hard to be a resource 1. You shouldn’t leave a mee<ng with more ques<ons than answers; you should feel confident in the decisions you make about your life or business. 2. Law doesn’t have to be boring. 3. We’re more than just a law firm — we’re your future neighbors. @heyamychick
- 7. Case Study: Pilates Studio • Launched online classes aer years of teaching in a studio • Believes in making fitness more accessible and less judgmental • Wants to help women feel comfortable and confident in their bodies 1. Pilates isn’t just for fitness queens and soccer moms. Your body is beau<ful the way it is – now you can make it strong. 2. You don’t have to give up your vibrant, social lifestyle to make fitness a priority. Wine, chocolate, and pilates can co-‐ exist! 3. You can fit a workout into your day without adding to the pressure of your busy schedule. @heyamychick