It doesn't matter what you look like on the outside. It's what's on the inside that counts.

It's great to have a beautiful look and feel.

One that will help you stand out from the crowd. Or make a good first impression.

But what matters is what's on the inside. The content. The copy.

The key messages!

Behind every beautiful logo and color palate needs to be strong brand messages.

It's what will tell people why you matter, what you stand for and why your brand is the one that can solve their problems.

Developing your key messages is fundamental to creating the rest of your copy and content. Everything flows from your key messages.

Your brand's key messages should:

Target your key audience

Who's reading your key messages? Whom do you hope to persuade with your copy? Your messaging should reflect the audience you want to work with.

Explain how you help

What is it that you or your brand do? How do you help solve your target audience's pain points? Explain what you do to help your audience reach their goals.

Show what makes your brand unique

What makes you and your business in a unique position to help your audience? What value do you bring to the table? Your messaging should define why you are uniquely suited to do what you do.

Infuse your personality

How are you relatable? What is the brand experience like? Your brand voice, tone and personality are all meant to make it easier for your ideal audience to connect with you.

The types of key messages that brands need may vary from business to business. One may need messages for each product line, where another needs a strong mission statement that their audience can find.

All key messages, however, are built from the same questions and core brand statement.

The core brand statement is the one-liner that gives a person everything they need to know about your brand and what you have to offer them.⁠

It's your Instagram bio. Your elevator pitch. The first words you speak on a podcast. ⁠

It's the one key message you build all your other messaging around.⁠

And it's made up of the key questions that will funnel into all of your messaging.

WHO⁠

Who is your target audience? What types of people or companies do you serve? Try to get as specific as possible here. ⁠

WHAT⁠

What makes how you help your audience unique? What services do you offer?⁠

HOW

How do you want to help your audience? What tangible results have you or your clients seen tha you can boast about?

WHY⁠

How are you changing people's lives? What's the benefit of working with you? What change do you want to see in the world through your work?⁠

When you have these answers nailed down, the rest just flows.

Let's use the core statement as an example:

⁠

I [help] [who] do [what] so that [why].⁠

⁠

Simply replace the W words with shorter versions of the questions you just answered.

As for "help", consider replacing that verb with a power word instead that gives a clue into how you work with clients? ⁠

Here are some power verbs to consider: support, coach, engage, create, advance, elevate, offer⁠

Now put it all together and you have your core statement!⁠

The same goes for the rest of your messaging. With your answers to the questions above, you can easily craft your about statement, your brand story, your value statement... and the list goes on!

It will also help you to write your bio!

For entrepreneurs, your bio is so important. It's what will persuade people to work for you.

And lucky for you, I have the template for the perfect bio.

Download the Guide below to get the template for crafting your bio, brand's core statement, and killer key messages!