The bit before you put pen to paper…

In addition to being a B2B copywriter and executive ghostwriter, I also work as a messaging strategist, helping to plan, enhance, and elevate messaging for brands or campaigns, to engage your audience and optimise your conversion rates.

I’m a big fan of tangible outcomes and fixed pricing because it means both you and I know exactly what will be delivered, by when, and at a pre-agreed cost. Consultancy in particular is a field notorious for creep (and that’s the last thing you or I want!).

Therefore, choose one of the following:

Package A:
Content Strategy
Package K:
Sales Cycle Mapping
Package H:
Messaging Strategy
Package A - articlesPackage K - case studiesPackage H - white papers
This 10-page template is designed to be purposefully simple so you will refer to often – as well as share with external agencies, contractors, freelancers – to align your team on what you’re planning to do and why.Content is most effective when it’s mapped to the sales cycle because you can better understand your customer’s frame of mind. This template helps you identify the right tactics to use at the right time to engage your audience.When you’re so close to your product/service, you suffer ‘the curse of knowledge’ and your content becomes focused on you – not your audience. This framework – with supporting research – will help you to better engage your audience.
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(cost: £1,600)

What the Messaging Strategy includes…

During this call, we will discuss:

🧁Your intentions for your content - for example, are you looking to push a specific product, target a specific sector, or engage a specific audience?

🧁The ‘golden circle’:

  • What: your products/services
  • How: credentials and competitive differentiators
  • Why: the reason you exist and why you’re passionate

🧁Your target audience, their pains, and the reason(s) they give for needing your help.

🧁Your wider marketing plans that your messaging will feed into.

🧁Anything you do/don’t like about your current content.

🧁Examples of other content you like, and the reason(s) why.

In addition, I will ask you to share any documentation you may have, which will help me to better understand your company, its products/services, customers, and overall ambition. The following are some examples that would be helpful (I’m more than happy to review and sign an NDA before you share anything):

🧁Branding guidelines

🧁Sales presentations

🧁Proposal templates

🧁Marketing communications strategy

In addition to the information you provide on our call, I will also perform my own external research. For example:

🧁What the analysts and media are saying in this space to establish context.

🧁The business impact caused by the target audience’s ‘pain’ to establish how big the problem is.

🧁The anticipated business impact of the proposed solution – ideally client case studies, if not, industry case studies or general statistics.

In addition, I will perform a content audit to identify the assets you already possess, map them to the sales funnel (top/middle/bottom of funnel), and share any recommendations on new content to create.

With a clear understanding of your offering and how it fits within the current market context, I will start to craft your story narrative to engage your audience. This includes:

🧁Using the core structure that exists within all content (context-problem-opportunity-anticipated outcome-solution overview with evidence) to write 3 narratives that align to 3 customer pain points.

🧁Links to supporting research to add credibility.

Your final document will cover all of the above, as well as include:

🧁A value proposition.

🧁Guidance on tone of voice and how it manifests itself with an emotion, including specific language to use and examples of how that emotion would come through in the final copy.

🧁A house writing style at-a-glance.

Finally, we can arrange a catch-up call to go through your feedback, which I can incorporate through amends.

“Alice. Alice. Alice. I am a little in love with you for this. It. Is. Awesome!”

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