Foundations
The position you are wording, and the vocabulary your buyers already use.
Self-guided digital product
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. The sequel to the Positioning Workbook, and the same discipline.
The decision
Messaging is the position, worded. Word an unmade choice and you get polish.
A settled position is not yet a sentence anybody can use. The workbook takes nine decisions in order and ends with a message sheet the whole business writes from: one core message, three pillars, the objections answered on the page, and the wording for the surfaces that carry them.
Every chapter produces one numbered output, and every later chapter calls the earlier ones back by number. That is what stops the homepage, the about page and the proposal opener drifting into three different promises.
Chapter 01 asks for your position before anything is drafted. If the position is not settled, start with the Positioning Workbook — wording an unmade choice produces polish, not clarity.
The position is settled but the words keep changing.Each page says something slightly different.You rewrite the homepage and it never lands.Nobody else in the business describes it your way.
What you receive
Four moves, nine decisions, one message sheet.
Each chapter resolves one decision and produces a numbered output the later chapters build on.
Words
One core message, three pillars, and the objections answered on the page.
Surfaces
The homepage hero, the about page, the proposal opener and the spoken line.
Discipline
Test, edit, and assemble the message sheet the whole business writes from.
Scope
A structured workbook you complete independently.
The workbook supplies the sequence and the tests. It assumes the strategic position is already decided.
Included
- Downloadable PDF workbook
- Nine chapters, each with a numbered output
- Working sheets to complete on screen or in print
- A finished message sheet to write from
Outside this scope
- Personal review or feedback
- Positioning work, if the position is unsettled
- Customer or competitor research
- Copywriting or implementation
Process
Work through it in the order the decisions need to be made.
- 01
Word the position
Start from the position you have settled, and the vocabulary your buyers already use.
- 02
Decide the message
One core message, three pillars, and the objections answered on the page.
- 03
Carry it to the surfaces
The homepage hero, the about page, the proposal opener and the spoken line.
A fourth move, discipline, tests and refines the wording and assembles the message sheet. Three to four hours across two or three sittings. Delivery is by PDF once payment is confirmed.
Best fit
Best for founders whose position is settled and whose words are not.
If the underlying position is still uncertain, start with the Positioning Workbook; this workbook is its sequel and assumes that work is done.
This is likely right when…
- You know what you stand for and cannot say it consistently.
- You want one message sheet everyone writes from.
- You can set aside three to four hours.
- You want to do the wording yourself with a clear sequence.
Choose broader support when…
- The position itself is still being decided.
- You want the copy written for you.
- The message needs testing with real customers first.
- A strategist is needed to arbitrate between stakeholders.
Why it matters
Three pages, three different promises.One numbered message sheet is what stops the homepage, the about page and the proposal drifting apart.
Other routes
Add expert judgement when the draft is ready.
- Positioning WorkbookSettle the position first if it is not yet decided. This workbook is its sequel.View the workbook ↗
- Brand PositioningHave the position and messaging pillars built for you.View Brand Positioning ↗
- Focus ConsultationBring one wording decision for a written recommendation.View Focus Consultation ↗
- All digital productsSee every self-guided product in one place, with the fee for each.View the list ↗
Common questions
The Messaging Workbook, answered.
What is the Messaging Workbook?
The Messaging Workbook is a self-paced, downloadable workbook that turns a settled position into the words customers meet: one core message, three pillars, the objections answered on the page, and the wording for the key surfaces. It takes nine decisions and ends with a message sheet. It is a one-off £30.
Do I need the Positioning Workbook first?
Only if your position is not yet settled. The Messaging Workbook words a position you have already decided, and its first chapter asks for it. Wording an unmade choice produces polish rather than clarity.
Continue with the right level of support
Turn a settled position into words the whole business can use.
Nine decisions, in order, ending with one message sheet everyone writes from.
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