Learn what a messaging strategy is and how to write one. Created for ContentCamp + PodCamp 2015 in Philadelphia. #ccpc15

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