Messaging that Moves People by Chris Rubin

Messaging that Moves People by Chris RubinMessaging that Moves People by Chris Rubin

Messaging that Moves PeopleChris Rubin

Brand Resonance —Move people

Your challenge: You want your primary marketing material—like your website and landing pages, the face and flavor of your brand—to reflect your truest identity, and clearly outline the benefits delivered, thus driving maximum conversions.

Our solution: This is where the magic happens. We’ll craft compelling, powerful messaging that is clear, authentic, and well-aligned with your unique brand identity—thus converting browsers into buyers (the power of convertive copy!).

Our skill lies in creating a branded experience—a story that transports your defined target audience and gives them the feels, lighting up their hearts and minds, motivating them to take action (read: sales).

The process: Our writing builds upon the sturdy foundation laid by our FMB, competitor research, and the TAP study.

We write, revise, and ferociously edit (applying the theory of omission wherever possible—like dropping the ‘e’ from ‘Creative’ in our name). First in the series of deliverables is a detailed Content Outline (CO)—helpful for key stakeholders (and your design team) to get a clear understanding of the content structure and flow. The CO also allows for feedback before the Main Narrative is written, streamlining the process. Once the CO is approved, we dive into the Main Narrative. Throughout, the FMB and TAP study serve as reliable guardrails, ensuring your narrative stays on track, in terms of consistency and effective messaging.

The outcome: Main Narrative messaging: This serves as home page content, and can be repurposed into different communication pieces across all touchpoints. Supplementary branding support, if required: e.g., Brand Naming & Taglines.

The value-add: The Main Narrative deck is your North Star—a true reference point for all future messaging, guiding and supporting anyone on your team who needs to communicate effectively to your defined target audience.

What's included

Brand Identity deck

The outcome: - Brand Strategy Consulting - Competitive Marketplace Assessment deck - Foundational Messaging Brief (FMB): Your Brand ID deck—in other words, a consensus agreement on who you are, why you exist, and what you aim to provide. Think of this as your rallying cry. >> The value-add: Align and solidify your culture. With the documents you receive at this stage, you can get your whole team up-to-speed on your brand’s authentic identity, including your strengths and differentiators.Foundational Messaging Brief (FMB): Your Brand ID deck—in other words, a consensus agreement on who you are, why you exist, and what you aim to provide. Think of this as your rallying cry.

Target Audience Persona study (TAP)

Detailed TAP study—a composite persona—outlining your ideal target customer’s pain points, desires, goals, motivations (btw this is not a ‘sketch’; our footnotes alone typically span 2 pages). >> The value-add: By offering a crystal-clear, in-depth picture of your ideal customer, the TAP study helps sharpen your brand positioning strategy, while serving as a handy touchstone for all sales & marketing initiatives moving forward.

Content Outline

Next in the series of deliverables is a detailed Content Outline (CO)—helpful for key stakeholders (and your design team) to get a clear understanding of the content structure and flow. The CO also allows for feedback before the Main Narrative is written, streamlining the process. Once the CO is approved, we dive into the Main Narrative. Throughout, the FMB and TAP study serve as reliable guardrails, ensuring your narrative stays on track, in terms of consistency and effective messaging.

Primary Brand Narrative

Main Narrative messaging: This serves as home page content, and can be repurposed into different communication pieces across all touchpoints. + Supplementary branding support, if required: e.g., Brand Naming & Taglines.

Example work