Messaging
Your team describes the company in the same words, and every claim comes with proof a buyer can check.
Positioning decides what you claim; messaging decides the words each person uses to say it. We start from your sales calls, deck and site, list every claim you make today, keep the ones a buyer can check and cut the rest. Your sales team tries the new pitch and objection answers on live calls, and we rewrite what doesn’t hold up before it reaches the site.
For Founders, heads of marketing and sales leaders at B2B companies where more than one person sells, or where several people on the buyer’s side sign off.
You need this when
- 01
Every salesperson explains what you do differently.
- 02
Your homepage lists features, and buyers still ask what you do.
- 03
Sales answers the same objections from scratch on every call.
What’s included.
Value proposition
What you do, for whom and what changes for the buyer, in one sentence that still makes sense read aloud on a call.
Pitch in three lengths
One line for the site and email signature, one paragraph for decks and directories, two minutes for the first call.
Message by role
On the buyer’s side, what the founder, the finance lead and the day-to-day user each need to hear, and which proof answers each of them.
Proof points
Short lines a rep can say or paste, each pointing to something a buyer can check: a feature, a client, a process or a figure with a source.
Objection answers
Written replies to the ten objections sales hears most, agreed with your sales lead.
Glossary
Product names, category terms and claims, with the words to use and the words to drop, so everyone writes them the same way.
How it runs.
First draft in week 2, alongside the positioning. On its own, it runs as a Sprint of 1–4 weeks.
- 01 · Collect
We gather your call recordings, deck, site and reviews, plus the signed-off positioning document.
- 02 · Draft
We write the value proposition, pitch, role messages and proof points, with the source for every claim.
- 03 · Try in place
We write the new lines into your homepage hero, a deck opener and an outbound email, and you review them there, not in a document.
- 04 · Hand to sales
We walk your sales team through the document and the objection answers, and adjust what doesn’t hold up on their first calls.
Deliverables
- Messaging document
- Pitch in one line, one paragraph and two minutes
- Message map by buyer role
- Proof point list, each with its source
- Objection answers for sales
- Glossary of words to use and avoid
- Homepage hero, deck opener and outbound email drafted in the new words
What buyers ask.
Isn’t this just copywriting?
It comes before copywriting. The messaging document decides what you claim and how you prove it. Site copy, ads and decks are then written from it, by us or by your team.
How do we get sales to use it?
We write it with your sales lead, cover the objections they raised and put the pitch into the deck they already open.
Several people sign off on a purchase. Do we need a message for each?
One position, adjusted by role. The message map shows what each person needs to hear and which proof answers them, without changing what you claim.
Pairs well with
Names for a company, product or feature, screened for domains and conflicts.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.