How to put your messaging to work
You have your brand story, your elevator pitch and your core messaging framework. This guide shows you where to use them, how to build a sales funnel around them, and what to do first.
01
Where to use your elevator pitch
Your elevator pitch is a concise statement that clearly explains what you offer. Use it consistently across every touchpoint so your brand message compounds over time.
Email signatures
Social media bios
Website hero section
Networking conversations
Video introductions
Blog and content
02
How to use your brandscript
Your brandscript is the narrative engine behind every piece of communication. The structure is always: problem → solution → authority → plan → success. Here’s where to deploy it.
Lead nurture emails and sales letters
Use your brandscript to craft a lead nurture journey that guides potential customers through their decision. Each email should address one element: the problem they face, the solution you offer, your authority to deliver it, and the clear next step. Structure the sequence as problem → solution → success.
Social media content
Pull individual elements from your brandscript for social posts. One post might address the external problem. Another might paint the success picture. Another might establish authority. This keeps your messaging consistent without being repetitive, and ensures every post is doing strategic work.
Website structure
Lay out your website content following your brandscript flow: hero section (identity statement) → problem → solution → authority proof points → three-step plan → call to action. This structure is proven to convert because it mirrors the way people make decisions.
Advertising copy
Apply your brandscript to ad copy by leading with the problem or the aspirational outcome. The constraint of ad formats forces you to distil your message, which is a good discipline. Test problem-led headlines against aspiration-led headlines to see what resonates with your audience.
Presentations and keynotes
Present a unified and persuasive message that resonates with potential clients and partners. Your brandscript gives you the narrative arc for any presentation: establish the problem, introduce your solution, prove your authority, and invite action.
Remember: Use your brand archetype to guide tone. If your primary archetype is the Magician, lead with transformation and vision. If it’s the Ruler, lead with authority and structure. Your archetype blend ensures your messaging is consistent, focused and resonates with the right audience.
03
Build your sales funnel
Your messaging playbook is the engine. Your sales funnel is the vehicle. Here’s the proven sequence to turn attention into action.
01 Create a lead generator
02 Write a 5-email sales sequence
03 Nurture with ongoing content
The full marketing sequence
Phase 1 Build your funnel
Phase 2 Drive traffic
Phase 3 Outbound
Phase 4 Nurture leads
Phase 5 Deliver
Phase 6 Referrals
04
How the email funnel works
A visual map of the opt-in to conversion journey. What your subscriber sees, and what happens behind the scenes.
Opt-in
Lead enters their email on your website, landing page or pop-up in exchange for the lead generator.
Email #1: Deliver
Automated email delivers the PDF with a download link and a brief welcome message using your one-liner.
Emails #2–6: Sell
Sales sequence auto-sends every 2–3 days. Each email addresses a different brandscript element to build trust and invite action.
Ongoing: Nurture
Move to nurture list. Regular emails with free content keep you top of mind. Measure opens, views and clicks per email.
You’ll need: An email service provider to collect addresses, deliver your lead generator and automate the sales sequence. We recommend ActiveCampaign or Campaign Monitor.
05
Implementation checklist
Tick these off as you go. Start with Phase 1 and build from there. You don’t need everything at once — you need the foundations first.
Phase 1 — Foundations
- Update website to reflect new brand message
- Create lead generating asset (brochure, guide, etc.)
- Write 5-email sales sequence
- Write email nurture sequence
- Update all online profiles with one-liner
- Set up email service provider and automations
Phase 2 — Drive Traffic
- Launch search engine marketing (SEM)
- Set up social media profiles and content calendar
- Publish regular content on website (articles, video)
- Link lead generator in all social profiles
Phase 3 — Outbound
- Launch digital ad campaigns
- Place ads in relevant publications
- Write articles for local publications
- Secure speaking engagements or podcast appearances
06
Website pages you need
Not every page is equal. Your sales-style pages do the heavy lifting. Your landing page captures leads. Your interior pages build trust.
Sales pages
Landing page
Interior pages
07
Recommended resources
These are the books, courses and tools we recommend to help you implement your brand message effectively.
Marketing Made Simple
Business Made Simple University
Email service providers
Ready to implement?
If you need help putting your messaging to work, we’re here.