Your messaging system is the clear, reusable way to talk about your business. It explains what you do, who it’s for, and why it helps—using simple words that anyone can understand. It also gives you ready-to-use lines for your website, product, emails, and ads so you don’t have to rewrite the same ideas every week.
This is for teams who struggle to explain their product in a sentence, who rewrite their homepage every few months, or who get “sounds cool, but I don’t get it” on sales calls. It’s also for growing companies with many hands writing copy who need one simple guide so everything sounds like the same brand.
You leave with a one-line intro, three key points people should remember, short proof statements, a headline bank you can reuse, simple FAQ answers, and a small voice-and-tone guide with examples. We organize everything so it’s easy to copy and paste into your site, product screens, emails, and ads.
It’s a handful of decisions and ready-to-use lines. The decisions: what you say first, which three points matter most, and what proof you can stand behind. The ready-to-use lines: headlines, subheads, short sentences for product screens, and everyday phrases for buttons and links. The goal is not cleverness. The goal is clarity that helps people take the next step.
We move through four simple phases. First, we listen and gather the words your customers already use. Second, we decide your one-line intro and three key points in plain language. Third, we write a headline bank and short copy you can reuse. Fourth, we drop the lines into real pages and screens and adjust anything that doesn’t read easily. You end with a small, honest toolkit that fits your brand and your audience.
We start with a short call and a few links. We read your current site, look at your product, and scan any support chats, reviews, or sales notes you can share. We pull out the words people use to describe their problem and the outcome they want. We also note the questions they ask before they sign up and the reasons they hesitate.
The result is a short “language map” with your customer’s phrases, common questions, and a few suggested ways to answer them in plain English.
We write a one-line intro that explains your value without buzzwords. Then we pick three key points people should remember. Each point comes with a short proof line—something real like a number, a specific feature, a quick example, or a quote. If we can’t prove it, we rewrite it until we can.
We test the one-liner on people who don’t know your product and ask them to explain it back. If they can do that in their own words, we’re on track. If not, we make it simpler.
We create a small “bank” of lines you can use across your site and product. That bank includes:
Homepage headlines in a few lengths. Subheads that say who it’s for. Short benefit lines that start with a strong verb. A simple “how it works” in three steps. Honest FAQ answers to your most common objections. Button labels that say the action clearly (“Start free,” “Book a demo,” “Get a quote”).
We keep the language straightforward, with one idea per sentence and examples wherever possible.
We place the new lines into your real pages and screens: the homepage hero, a short “why us” section, a features block, and key product moments like the welcome screen or an empty state. We check how the lines look in context and fix anything that feels heavy or vague. We also suggest which lines to test first so you can see quick wins.
We define three traits for your voice (for example: clear, friendly, direct). Then we show a few do/don’t examples. “Do: Use short, everyday words.” “Don’t: Stack three adjectives when one example will do.”
We include tone tips for common moments: normal (homepage), excited (launch email), and stressful (error messages). This helps your brand feel consistent without sounding robotic.
If you serve more than one type of customer, we write versions of your key lines for each group. Example: one headline for founders, one for operations leads. The promise stays the same, but the examples and nouns change to fit how each group talks. We keep these versions short so they are easy to manage.
Too many ideas in the first line. We keep the intro to one clear promise. Jargon and inside terms. We swap them for words people actually type and say. Claims without proof. We add a number, a demo-able feature, or a short example. Inconsistent button labels. We choose one label for the main action and use it everywhere.
Quick reads: we show the hero to a few people for 5–10 seconds, then ask what they think you do. If the answer is close, we’re good. If not, we rewrite. A/B tests: we try two headlines or button labels and measure clicks. Support and sales: we listen for fewer “What do you do?” questions and shorter explanations on calls.
We need a single decision-maker, a few real customer quotes if you have them, and access to your current site or product so we can write in context. If you have analytics or ad results, even basic numbers help us prioritize which lines to test first.
Most messaging systems take about two weeks from kickoff to handoff. If you can review drafts within a day, we can sometimes move faster. The only thing that slows us down is slow decisions. We’ll keep choices simple so momentum stays high.
One-line intro. Three key points with proof. A headline and subhead bank. Short benefit lines. A simple “how it works.” FAQ answers to common objections. Button and link phrases. A short voice-and-tone guide with examples. Placement suggestions for your homepage and key product screens. A list of three test ideas for your first month.
Long-form case studies, complex sales decks, or a full website rewrite. We can help with those after the core system is set. We start small so you can use the system everywhere quickly.
Before: clever headlines that make people think hard, mixed terms for the same idea, and three different labels for the same button. After: a plain one-liner that lands, three short points with proof, and one clear label for the main action that repeats. The page feels calmer, and more people move forward.
We look for faster understanding on quick tests, more clicks on the main button, and better quality leads or sign-ups because expectations are clear. We also watch support and sales notes for fewer basic questions and shorter explanations.
We give you everything in a simple document with copy blocks you can paste into your CMS, design file, or product. We label each line by use (“Homepage headline,” “Features subhead,” “Button label”) so it’s easy to find the right phrase later.
Bring three questions your customers ask most, three reasons people hesitate, and one short win you’re proud of. If you have a quote or a small number that proves your value, even better. If not, we’ll write honest proof using a quick example or comparison.
We price by scope. A basic messaging system (core lines, headline bank, FAQs, tone guide) is at the simpler end. Adding extra audiences, deeper product copy, or launch emails increases scope. We’ll give you a clear number before we start and stick to it.
Most teams use the new lines on their homepage and product screens first. Then they update onboarding emails and a few key ads. Some teams follow with an Identity System to match the look to the words. Others roll straight into Web and Landing Pages to rebuild their site with the new message. If you want steady improvements, see Creative Retainers.
If you want words that land in seconds and lines you can reuse everywhere, we can help. Tell us what you want to make happen in the next 90 days. If we’re not the right fit, we’ll say so and recommend someone who is. Start a project.
Clear words, a simple look, and a page that guides the next step. That’s how we turn quick attention into real action.
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