Welcome to the very first Brand Shft email, Reader!

My goal here is to help you stand out, attract your ideal customers, and generate revenue with your brand.

One of the best ways to do that:

Nail your messaging.

Statistically, you have 3-7 seconds to communicate:

• the unique value you provide
• to whom
• how

Before prospects tune you out, bounce from your site, or scroll past your LinkedIn profile.

Meaning: your message better be on point.

• Clear - so prospects understand what you actually do
• Compelling - so prospects remember and are motivated to buy
• Unique - so prospects don't confuse you with the competition

It's rare to find a B2B company that hits all three.

Mostly because they don't give any thought to their message.

They let a website development company write it, hand it off to a junior copywriter, or (worse yet) the college intern they hired.

Seriously. I had a client who had let their intern write their brand message, and then wondered why their marketing wasn't converting.

🤦🏻‍♂️

Thankfully, we fixed it for them.

(And told them to never let an intern work on their brand again)

Brand Messaging that Converts

So, what makes a brand message actually work?

Here are a few guidelines I follow when writing brand messages:

• Start with the transformation. Your message is not about you, but about the transformation your clients go through.
• Write from a "you" perspective. Your message should never start with "We...". That's focusing on your business, not your clients.
• Be clear. Drop the jargon, brand labels, and industry speak.
• Be compelling. Focus on the overall benefit clients get.
• Be memorable. Use writing tactics like alliteration, repetition, and the principle of threes to get your message to stick.
• Read it out loud. If it doesn't sound good, it's not good.
• Be unique. Review your competitors' messages to know what not to say.

Above all, your message needs to be believable.

I've seen far too many B2B websites make claims that are too extreme.

It's like their marketing team is trying to create an irresistable offer that doesn't align with what they actually do.

• 10x revenue in 1 month — if that were possible, you would have already done it
• 1000 new leads in a day — sh*tty leads, you mean
• A single source of truth — we all know it doesn't work that way
• 1 month of content in 20 minutes — you mean AI-generated drivel

Focus on what really matters to your ideal customers.

That's the message that will convert.

Evaluate Your Message

Does your message measure up?

I created my first SassyJason GPT — the One-Liner Roaster.

Simply input your brand one-liner and competitor's websites and the GPT will roast your message...

...and give you suggestions to improve it.

👉🏼 You can get access to it for free here.

Just remember: it is AI.

As great as it is, don't take its suggestion for new one-liners without a bit of skepticism.

I embued it with as much SassyJason knowledge as I could, but ChatGPT (or AI period) isn't the greatest at crafting unique messages.

Roasting? You bet!

(Grab a box of tissues and get ready to feel like you suck at writing)

If you aren't making sure your message is clear, compelling, and unique, it probably isn't.

Which means, prospects don't know why they should buy from you.

And when they don't know why they should buy from you...they don't.

That, my friend, would be a damn shame.

Use the GPT to roast your one-liner.

And if you don't have one, grab my One-Liner Templates.

Both will help you craft a message that actually converts.

Until next week,

#SassyJason out.

✌🏼

PS. Access the One-Liner Roaster and start improving your message.