Your Brand Story Messaging Framework
A foundation for everything you say, everywhere you say it, so that your ideal customers come to you.
Hello, I’m Leesa, your refreshingly human brand copywriter.
Your business is growing.
You know your product inside out. You can’t wait to build your customer base and make people’s lives better.
But there’s this thing stealing your focus.
A voice whispering in your ear, telling you that your messaging isn’t quite right. It’s patchy, it’s vague. And if we’re honest? It’s all about you.
The reality is, people don’t care. They only care about their own lives and their own stories. We’ve got to tell a story that’s all about them, and plant you squarely in the middle of it.
I’m a brand copywriter with a background in social sciences, comms, and leading large teams. I know words, and I know people.
We’ll spend a day together getting under the skin of your business. Then I’ll create a story-based framework that outlines what you do, who you do it for, and why you’re the one to work with.
This isn’t a copy-and-paste job. It’s not a story you use once. It’s a narrative foundation that underpins everything you say, everywhere you need to say it.
You have a logo and brand
colours, right?
This is the same, but for your messaging.
First off, we’ll create an emotionally driven tale that shows your unique
value proposition in action. Nailing down:
● The Hero of your story – this is your customer.
● The Goal – the thing they want and the primal human need behind it.
● The Bad Guy – the thing that’s getting in their way.
● The Stakes – why it matters, what happens if they don’t defeat the bad guy?
● The Enabler – how you, and specifically you, help them win the day.
● The Happy Ending – with feeling.
You’ll use this as a foundation every time you create a marketing asset.
Then we add the personality and voice
We’ll draw out the personality, values, and voice of your business. So you don’t just know what to say, you also know exactly how to say it.
The heart
Every brand story has an unwavering value at its core.
We’ll weave this into your story, making it clear who you are and what you stand for. Because people connect with businesses that share their values. Simple as.
And finally, the scaffold
Your Messaging Hierarchy gives you your primary message, your key supporting points, and the order you need to say them in.
It focuses attention, keeps things coherent, and makes copy skimmable.
Here’s how it works
● We’ll get together for a one-day workshop to get into the weeds of your business. Bring your co-founders, and bring your team!
I may be the brand copywriter, but you know your business.
● We’ll get under the bonnet of your brand personality and voice. Then we’ll dig into your origin story, your USP, and the values that drive you.
● We’ll talk about your customers, what they need, and what's getting in their way. Then we’ll nail down exactly how you help.
● After the workshop, I’ll pull all the raw thoughts and words together into a narrative framework for all your messaging and communication.
● And you can go off and do…well, whatever you want, because I’m on the case.
● Within a few weeks, I’ll hand you back something cohesive, empathic, and uniquely you. In your voice, not mine.
● It also comes with a How-To guide, so that you can use it to brief copywriters, designers, and team members. So that your marketing and comms are consistent forever after.
You’ll walk away with:
● Your Hero’s Tale
This is your brand story. A story all about your ideal customer, showing how brilliant you are, in action, with feeling.
We’ll make it clear who you are, who you help, the problem you solve, and how you do it.
And every great story has a battle between good and evil at its core. This is where we shout about what you stand for.
● Story Script
Your cheat sheet for repeatable messaging, giving you the exact points you need to hit in your marketing.
This is the distilled version of your Hero’s Tale, broken down into repeatable steps. The story helps your team to understand. The script helps them to remember.
● Messaging Hierarchy
This is your messaging structure, telling you what to say and in which order.
Things like:
Your core value proposition
Emotional hook
The key things you’re known for
How you deliver on your promises
And the reasons your customers should believe you
● Brand Personality, Values & Voice Guide- how your business shows up, behaves, and sounds.
● Positioning Statement and Boilerplate Copy - concise statements outlining what you do and who you do it for, for both internal and external audiences.
● Your Origin Story - this bit really is all about you. But it’s told in a way that tells your ideal customers why they should work with you.
● Your How-To Guide - outlining how to use the messaging framework in different contexts, e.g. social media, website, email marketing. So that you can keep creating with consistency forever after, without me.
Put all this together…
…and you have the foundation for all your marketing messaging going forward. In a digital handbook to get everyone in your team on the same page.
From here on in, every time you need to create any marketing copy, you’ll have a blueprint that tells you all the points you need to hit. No more bland. No more, what the hell are we saying?? And no more nightmares about missed opportunities.
You wouldn’t build a house without foundations, would you? It’s the same with your words. A brand copywriter will give you something rock solid to build on.
Create your framework from £2,225.
People buy from people. Let’s tell your story.
The results have been almost immediate, with a significantly increased volume of leads coming through my website, which was the intended goal. I highly recommend working with Leesa on anything copy-related, she will go well out of her way to ensure that you get the results you are looking for.
Conrad Mepham-Stone
Consoul NLP
Leesa is absolutely fantastic with words! If you can think or feel it, then Leesa is the person to articulate it best! She was able to capture and condense the essence of what I wanted to convey brilliantly! I couldn’t recommend Leesa highly enough. Thank you so much, Leesa.
Soumya Dinesh
Atula Technologies
If you want crystal clear communication and actual results, then look no further. From start to finish, Leesa took the time to really understand my world and what I was trying to achieve, and the outcome was exactly what I needed.
Ben Hill
Ask More Coaching
Things people sometimes ask…
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First off, I’ll need to spend a few hours with you getting into the bones of your brand.
Once this is done, I’ll need one to two weeks to pull together a first draft.
We’ll go through the first draft together. This is to make sure you’re happy with the direction it’s heading, how it sounds, and to clarify any messy bits.
Then I’ll need another week to produce the second draft. We’ll do another round of feedback and amendments after that, and a final polish.
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I get you. There are a lot of copywriters out there. They all come with things they’re good at, and things they’re not so good at. You need to find the one that’s going to bring the stuff you need.
Here are a few things I like to shout about:
I’ve got a degree in English, a masters in social sciences, and a diploma in social work. So, I know words and I know people.
I’ve worked in comms, and I’ve led large teams. I’ve studied communication and relationships, and I know what it’s like to juggle.
Then there’s the marketing psychology stuff. I’m a published author, and I’ve studied storytelling for over two decades. So, I know of what I speak.
And I’m nice. I hope you are too.
I love building long-term relationships with my clients. I know my business, but you know yours. When we bring the two together, that’s where the magic happens.
If you want to know a bit more about my story, go here.
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That’s why we collaborate every step of the way.
It’s important that you tell me how it’s landing in the first draft.
This is also a good opportunity to nail down the finer detail and hammer out any kinks.
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Sorry, but no. I’m really good at what I do, but you know your business better than anyone. I’ll need to spend a bit of time finding out what makes your brand tick.
If it makes you feel any better, think of all the time and focus you’ll save once the work is done.
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A brand copywriter specialises in brand narratives and messaging hierarchy. I’ll give you a repeatable, scalable framework to use for all your marketing copy going forward. It’s the foundation for everything you say.
A generalist copywriter would use that foundation to write the rest of your copy.
Lucky for you, I do both.
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Honestly? I’m a delight.
No, really.
I love people and I love what I do. Nothing lights me up more than hearing people’s stories, so I’m really good at listening.
I’m Welsh though, so I can be quite candid. If I think something isn’t going to work, I’ll tell you (nicely, of course). And I’ll listen when you do the same.
I think communication is essential in all relationships. So, I’ll always keep the comms going between us. You’ll always know where we are, with clear timescales.
Oh, and I’ve never missed a deadline in my life.
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I ask for a 50% deposit up front, with the remaining 50% due within 7 days of completion.
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That’s perfect. Because we are going to create them together.
This is where my social sciences expertise comes in. I have a very special set of skills and a very powerful set of prompts…brace yourself, this bit is fun.
