Five Messages Every Brand Needs
A simple framework for standing out, sounding confident, and customers saying “yes.”
If you’ve ever stared at a blank page trying to write your website copy, social posts, or sales emails, please know this: you’re not alone. Most business owners don’t struggle with writing (what to say), they struggle with clarity (how to say it).
Good messaging isn’t about clever taglines or fancy words.
It’s about giving people the information they need — clear, concise, confident communication — so they can decide if you’re the right fit.
This doesn’t need to be generated and communicated internally with 20 pages of brand guidelines and SOPs.
Here’s five essential messages.
1. Who You Help
This is where clarity starts. When people can instantly recognize themselves (or their needs) in your marketing, everything becomes easier: sales, content, referrals, even pricing conversations.
Ask yourself:
Who do we best serve?
What are their needs?
What are their struggles?
What are their goals?
Keep it simple:
“We deliver clear, confident marketing for small businesses that drive results.”
You don’t need to name every audience, only the one(s) you’re best aligned with.
Pro Tip:
Add a single line on your homepage identifying your ideal customer.
2. The Problem You Solve
People don’t buy products or services; people buy solutions to problems they’re tired of dealing with.
When you state the problem clearly, your audience feels understood. Understanding yields trust.
Examples:
“Your marketing feels scattered.”
“You’re growing, but your message hasn’t caught up.”
“You don’t have time to manage your marketing consistently.”
Pro Tip:
Replace any vague language (“We help businesses thrive!”) with a real problem people actually experience.
***Second Pro Tip and Unpopular Opinion***
Stop using the word “help”! What do you do, say that. “Businesses thrive with our marketing strategic plans.” Period.
3. Your Unique Solution (and Why It Works)
This isn’t about bragging (okay, maybe a little). It’s about providing information as to why your approach, style, or process creates better outcomes.
This can be:
your methodology
your personality or values
your turnaround speed
your collaborative style
your clarity-focused process
how simple and accessible you make things
You don’t need to claim you’re the best.
You just need to confidently explain how you help.
Example:
“I make marketing simple. I cut out the jargon, build clear systems, and you can focus on the work that reliably drives revenue.”
Pro Tip:
Add a short “How we work” section to your website or proposals.
4. Your Proof
This is where trust happens.
You can humble-brag all day long, but the proof is in the putting.
Proof can be:
testimonials
screenshots of happy emails
case studies
before/after examples
logos of brands you’ve worked with
data points
customer reviews
results from your NPS or CSAT work
Even one screenshot or quote can make a huge difference.
Pro Tip:
Display at least one piece of proof near your main call-to-action.
5. The Clear Next Step
Keep * clap * it * clap * simple * clap * (She says as she makes her reader clap along with her writing.)
Make it easy to do business with you.
You want your next step to feel:
simple
approachable
low-pressure
obvious
Examples:
“Book a free consultation call.”
“Schedule a quick audit.”
“Start with a one-hour strategy session.”
“Get your free checklist.”
Make it easy. Make it friendly. Make it feel safe to say yes.
Pro Tip:
Ensure your primary CTA appears in multiple locations on your website (header, hero section, footer).
All Together Now
All of the above form the foundation of almost every successful marketing system. They deliver confidence, consistency, and a clear way to talk about what you do.
And once these messages are dialed in, everything else becomes simpler:
Your website.
Your emails.
Your social posts.
Your sales conversations.
Your offers.
Your content strategy.
A clear message makes your marketing feel lighter and more aligned for you and your customers.
If You Want Help
Creating or refining these messages is one of my favorite things to do with clients. Simply put: it’s good strategy. If you'd like support building your brand message or turning it into strong marketing content, submit a contact form.