Persuasive Messaging

Six steps from your customers’ own words to a messaging framework on one page, then six pieces of copy you’ll reuse, from a one-liner to a media bio.

Buy the workbook $65

If it doesn’t help, email us and we’ll refund you.

Three pages from the Persuasive Messaging

Say one thing, the same way, everywhere.

Most companies make their messaging up as they go. Every page, post and pitch gets a fresh idea, so customers never hear the same thing twice. The few with a messaging document usually wrote fifty pages nobody opens. This workbook builds one page that holds together, then turns it into copy you’ll use this week.

How messaging works

Four layers, each holding up the one above it. Write it bottom up, read it top down.

01

Big idea The theme everything ladders up to, in under seven words. Customers remember this.

02

Positioning statement Who it’s for, what it is, and why it beats the alternative. Your team remembers this.

03

Three benefits The results customers get, ranked. Each one is a talking point.

04

Proof Numbers, names, stories and demonstrations that make each benefit believable.

You can’t compress what you haven’t written, so you start with positioning and finish with the big idea.

What you get

  1. Your message on one page.

    A positioning statement, three benefits ranked by how often customers mention them, proof for each, and a big idea in under seven words.

  2. Six pieces of copy you’ll reuse.

    A one-liner, an audience line, a social bio, a media bio, a meta description and your answer to “So what do you do?”

  3. An AI that writes from it.

    Four prompts run the steps with ChatGPT or Claude, and a brief makes every first draft start from your framework instead of a blank prompt.

Here’s the first of the six steps.

Two worked answers sit beside yours on every step. This one is the sentence the rest of the framework stands on.

Your positioning statement

Who it’s for, what it is, and why it beats the alternative, in two sentences your whole team can repeat.

For blank who blank,

blank is the blank that blank.

Unlike blank, we blank.

Test itCould a competitor sign it? Then it isn’t finished.

Buy the workbook $65

Look inside

A few pages as you’ll get them. Open any of them to read it full size.

What it covers

  1. 03 How messaging works Four layers, written bottom up and read top down.
  2. 04 Positioning statement Who it’s for, what it is, and why it beats the alternative.
  3. 05 Your customers’ words Ten real phrases, sorted into problem, result and reason.
  4. 06 Benefits Features, asked “so what?” until a customer would pay for them.
  5. 07 Proof Numbers, names and stories a skeptic could check.
  6. 08 Big idea The theme everything ladders up to, in under seven words.
  7. 09 Your framework on one page The page every writer, designer and AI works from.
  8. 10 Put it into words A one-liner, an audience line and a social bio.
  9. 11 Put it into words, continued A media bio, a meta description and what you say out loud.
  10. 12 Run each step with AI Four prompts for ChatGPT or Claude.
  11. 13 Make your AI write from it A brief that starts every first draft from your framework.

Is it for you?

Get it if
You know who you’re for and what makes you different, but your homepage, your bio and your pitch each say it differently. You’re about to rewrite the site, brief a copywriter or set up an AI tool to write for you.
Skip it if
You haven’t settled your customer and your difference yet. Start with the Brand Strategy Workbook; this one builds on it.

Who made this

Jon Persson

Jon Persson Founder, Cultmethod

Jon has spent ten years building brands for founders, more than 100 of them start to finish, and co-owns Greco Gum.

More about Jon
“Figured out precisely what I need to communicate, and built the mechanism that does it for me. Thanks to them, I have consulting requests and advisory board member offers.”
Benoît Clément Management Consultant, on working with Jon
A tin of Greco Gum on a table with raw mastic resin Greco Gum Case study The mastic gum company Jon has co-owned since its 2021 launch, now with more than 70,000 customers. Read the case study

Questions

Do I need the Brand Strategy Workbook first?
It helps. This workbook starts from your customer and your difference. If you’ve written those down, in the workbook or anywhere else, start here. If not, start with the Brand Strategy Workbook.
How long does it take?
About two hours. Steps 1 to 4 take most of it. Step 2 works from ten real reviews, testimonials or customer messages, so collect those before you start.
Whose examples are these?
Ours. Greco Gum is the mastic gum company we run, and Cultmethod is this studio. One sells a product and the other a service, so one of them will be close to your business.
Can I do it with AI instead?
Partly. Page 12 has four prompts that run each step with ChatGPT or Claude, and page 13 has the brief that makes them write from your framework. The customer phrases still have to come from real customers.
Is it a pitch for your Brand Sprint?
The last page describes the Brand Sprint, for anyone who’d rather we did the work. Everything before it stands on its own.
What format is it?
A PDF. Print it and work on paper, or write on it in any PDF app.
How do I get it?
You check out on Kit, the email platform we use, and Kit emails you the download link as soon as you pay.
What if it doesn’t help?
Email us at jon@cultmethod.com and we’ll refund you.
Can I share it with my team?
Yes, with anyone in your business. Please don’t pass it on outside the business or resell it.
The cover of the Persuasive Messaging

Get the Persuasive Messaging workbook

  • Six steps, each with two worked examples
  • A table for your customers’ own words
  • Your messaging framework on one page
  • Six pieces of copy, from a one-liner to a media bio
  • Four prompts for ChatGPT or Claude
  • A brief that makes your AI write from the framework

One-time payment

$65

Buy the workbook

If it doesn’t help, email us and we’ll refund you.

Or get all four for $75 as The DIY Brand Kit.

More resources

All resources
Brand Audit Checklist $25 Thirty tests that show whether your brand sells as well as you do, with a score out of 60 and a fix plan. Brand Strategy Workbook $37 Seven exercises that get your strategy out of your head and onto one page. Pre-Hire Checklist Free Eight questions to ask before you hire a brand agency or freelancer, and how to read the answers.