The strategic messaging layer every piece of your copy should inherit from.
A 3 to 4 week consulting engagement that produces a 40-page messaging document for B2B SaaS founders, agency owners, and consulting firm partners. Built from real customer research, written to be executed from, delivered once, used everywhere.
Most B2B messaging is improvised, not documented.
Your website says one thing. The sales team pitches another. The investor deck repositions a third way. Every new piece of marketing copy is interpreted fresh because no shared document exists. Six failure modes this engagement fixes:
One document. Eight sections. Forty pages.
Every section is built from real buyer research. Every section produces sentences a copywriter, a sales rep, or an AI tool can use without translating you twice.
What lives inside the 40 pages.
Every section is usable on its own. Together, they form a single coherent system any writer, sales rep, or AI tool can execute from.
ICP definition
Three to five real buyer types documented by title, firmographic, buying trigger, evaluation criteria, typical objections, and the exact phrasing they use.
Positioning statement
One paragraph naming the category, the specific buyer, the alternative they consider, and the differentiator. Stress-tested against two to three competitors.
Value proposition hierarchy
The primary value prop plus three supporting value props, each one backed by a specific proof point drawn from real customer wins.
Objection-handling matrix
Twelve to twenty objections documented verbatim from the research, with the response your team should give and the proof that backs the response.
Proof inventory
Every proof element the company owns catalogued: named customers, outcome metrics, case studies, quotes, awards, press, proprietary data. Organized by value prop.
Brand voice guide
Tone dimensions on sliding scales, 20+ on-voice examples, 20+ off-voice examples, and a written voice test a new writer can apply to any draft.
Message templates
50+ ready-to-use copy fragments. Headline variants, subhead patterns, opening hooks, bridge phrases, CTA language, subject line patterns, LinkedIn opener templates.
Channel adaptation notes
How the core messaging flexes for each primary channel: website, sales pitch, email, LinkedIn, demo call, investor deck. Same substance, channel-appropriate delivery.
Four weeks, one document.
No open-ended strategy engagement where the scope balloons. A fixed delivery date and a fixed deliverable.
Discovery
90-minute kickoff call. Two founder interviews. Customer interview scheduling. Competitor research underway. Existing materials reviewed.
Research
Three to five customer interviews conducted and transcribed. Positioning hypotheses drafted. Objection and proof inventories catalogued.
Draft
First full 40-page document delivered on day 15. Third founder interview to stress-test the positioning. Revision round opens.
Handoff
Final document delivered. 30-minute playback call walks you through every section. Optional handoff call with any writer who will execute from the document.
One flat price. No hourly scope creep.
A complete engagement with a fixed deliverable, a fixed turnaround, and a fixed price. Optional quarterly retainer to keep the document current as the business evolves.
Complete 3 to 4 week engagement. 40-page document. One revision round. Paid 50% on signing, 50% on final delivery.
Optional after the core engagement. Keeps the messaging document current as the business evolves. Month-to-month, cancel anytime.
Exactly what you get. Exactly what you do not.
Tight scope keeps the engagement on schedule and on budget. Everything included, everything excluded, named up front.
Included
Every deliverable, every call, every review cycle.
- 90-minute kickoff call covering business goals, current state, and research scope
- Three 60-minute founder interviews spaced across the engagement
- Three to five customer interviews (scheduling, conduct, and transcription)
- Two to three competitor positioning teardowns
- Full 40-page messaging document across all eight sections
- One full revision round on the complete deliverable
- 30-minute playback call walking through the final document
- Optional 30-minute handoff call with any external writer executing from the document
Excluded
Named up front to prevent scope creep.
- Logo, visual identity, or brand book design (hire a branding agency)
- Execution copy of any kind (sold separately through my other service pages)
- PR strategy or media relations work
- Ongoing messaging maintenance (available as separate $1,500/mo retainer)
- Customer research interviews beyond five (additional billed at $350 each)
- Investor deck writing, pitch scripting, or narrative consulting
- Sales training or enablement program development
Recent foundations. Real downstream impact.
Three recent messaging engagements. Full case studies available on request under NDA.
Delivered the full 40-page foundation. Client rolled the new positioning into website, sales deck, and onboarding. Demo-to-close rate tripled inside the first quarter because prospects arrived already understanding what the product was for and who it was for.
Repositioned the firm from generalist B2B marketing to a specialist vertical. Messaging foundation produced the new positioning, ICP, and objection matrix. Within six months, average contract value rose 47% because the firm stopped competing on price and started competing on specialist expertise.
Messaging foundation led directly to a website rewrite, a cold email sequence, and an investor one-pager across the following four months. The $5,500 foundation unlocked $11,000 in downstream execution work because the messaging layer was the missing input every other deliverable needed.
I built this product because every execution engagement I took on was blocked by the same missing piece: nobody had written down what the company actually stands for, who it is actually for, or how it is actually different. So copy started from guesses. That is what this document fixes.
What clients ask first.
Six questions.
Your next piece of copy should come from somewhere.
Tell me the business, the current state of your messaging, and whether you have customers I can interview. You will get a scope confirmation and an engagement start date within two business days.