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Workbook

Messaging Workbook

Nine decisions that turn a settled position into the words your customers meet: one core message, three pillars, and the pages that carry them.

Positioning decides what you mean. Messaging decides how you say it, to whom and on which page. This workbook follows the Positioning Workbook and uses the same method.

Price£75The total payable. We are not VAT registered, so we add no VAT.Buy the download, £75
Format
Fillable PDF, licensed for one business
Length
32 pages
Time needed
Three to four hours, across two or three sittings.
Inside
9 decisions in four parts
See what is inside Preview three pages
Cover and an inside page of the Messaging Workbook | Brand Strategy UK

Who it is for

Make every page say the same thing, in your customers’ words.

The workbook is for businesses that have a settled position but whose website, proposals and profiles each say something different.

Use it when…

  • You know your position, but your pages and proposals describe it in different ways.
  • You are rewriting your homepage, about page or proposal opener.
  • You want one message sheet that anyone writing for the business can follow.

Choose a service when…

  • You do not have a settled position yet. Brand Positioning creates the position and the messaging pillars with you.
  • You want to know where your current messaging fails to persuade. The Brand Clarity Audit diagnoses it in writing.
  • You want one positioning statement scored and refined. The Positioning Statement Review covers that.

What is inside

How this workbook works: four moves, nine decisions.

01

Foundations

Chapters 01 and 02: the position you are wording, and the vocabulary your buyers already use. About 45 minutes.

02

Words

Chapters 03 to 05: one core message, three pillars, and the objections answered on the page. About 90 minutes.

03

Surfaces

Chapters 06 to 08: the homepage hero, the about page, the proposal opener and the spoken line. About 60 minutes.

04

Discipline

Chapters 09 to 11: test, edit, and assemble the message sheet the whole business writes from. About 45 minutes.

Contents

A 32-page fillable PDF with 25 text fields and 61 tick boxes.

Every box is a live field. Open the file in Adobe Acrobat Reader, which is free, and save as you go. Some browser and phone viewers lose typed answers when the file closes.

  1. 00How to use this workbook
  2. 01The position you are wording
  3. 02Your buyer’s vocabulary
  4. 03One core message
  5. 04Three message pillars
  6. 05Objections, answered on the page
  7. 06The homepage hero
  8. 07The about page
  9. 08The proposal opener and the spoken line
  10. 09Pressure-test and refine
  11. 10The message sheet
  12. 11Where this goes next
  13. AWorking sheets

Preview

Look inside before you buy.

Three pages from the Messaging Workbook, exactly as they appear in the PDF.

Page 2 of the Messaging Workbook. The contents page and the four moves of the method | Brand Strategy UK
Page 2. The contents page and the four moves of the method.
Page 19 of the Messaging Workbook. Chapter 06: drafting the homepage hero three times | Brand Strategy UK
Page 19. Chapter 06: drafting the homepage hero three times.
Page 31 of the Messaging Workbook. The final message sheet and the last check | Brand Strategy UK
Page 31. The final message sheet and the last check.

What you get

One PDF, yours to keep, delivered by email.

What you get

  • The Messaging Workbook as a 32-page fillable PDF, yours to keep.
  • A licence to use it in one business, your own. Please do not share, resell or publish it outside your business.

How it is delivered

  • We email your download link straight after payment.
  • The link works for 72 hours and up to five downloads. If it expires before you save your copy, you can ask for a fresh link.
  • At checkout, you ask us to supply the download straight away. You agree that your 14-day right to cancel ends once it is supplied.
  • Your rights if the file is faulty or not as described are not affected.
  • The price is the total payable. We are not VAT registered, so we add no VAT.

The fuller option

Want our independent judgement and a finished written document?

The Messaging Workbook sets out the steps to work through on your own. These services do the work with you, in writing, and end in a document you can act on.

Brand PositioningFrom £2,500 for founders, from £3,500 for SMEsA defensible market position, value proposition and messaging pillars.View Brand Positioning Brand Clarity AuditFrom £750A written diagnosis of your positioning, messaging and proof against your market, with prioritised recommendations.View Brand Clarity Audit Positioning Statement Review£200One existing positioning statement, scored and refined, with a shorter alternative.View Positioning Statement Review

Common questions

Find answers about the Messaging Workbook.

Do I need the Positioning Workbook first?

Only if your position is not settled. Chapter 01 asks for your position before anything is drafted. If you cannot write it down yet, start with the Positioning Workbook. Wording a choice you have not made produces polish, not clarity.

How is the Messaging Workbook delivered?

By email, straight after payment. Save your copy within 72 hours: the link allows up to five downloads, and you can ask for a fresh one if it expires. The file is yours to keep.

Can I use it in more than one business?

No. Each copy is licensed for use in one business, your own. You can print it and use it as often as you like for that business. For another business, please buy another copy.

Ready to start?

Work through the Messaging Workbook at your own pace.

A 32-page fillable PDF: 9 decisions in four parts.

Price£75The total payable. We are not VAT registered, so we add no VAT.Buy the download, £75