What I do?

Service brands don’t sell products. You sell expertise, trust, and relationships.

That makes your messaging challenges very different from consumer brands or startups.

You’re not competing on features or price. You’re competing on credibility, depth of knowledge, and the subtle signals that reassure clients they’re in the right hands.

That’s why you need more than polished copy. You need messaging systems that:

  • Communicate expertise without jargon

  • Highlight differentiation without overselling

  • Build trust signals that feel authentic and reassuring

Why the process matters

Most messaging problems can’t be solved in a one-off workshop or quick homepage rewrite. If your brand feels improvised or borrowed, prospects won’t see your value—and you’ll end up competing on price.

Here’s the process I use to build differentiated messaging:

1.

Listen & audit

I uncover what your clients think, how you’re perceived and how you can improve.

2.

Define & position

Together, we define what you stand for, your differentiators and messages.

3.

Bring it to life

with website copy, sales decks, and collateral that carry trust signals.

Messaging packages

Base package

For founders and smaller firms entering the market.
Most early-stage brands launch with vague, improvised messaging. This package prevents that by giving you a strong foundation from the start.

You’ll gain:

  • Positioning statement & value proposition with differentiators that define your role

  • ICP outline with their expectations to focus on the right clients

  • Messaging map to guide early communications

  • Guidelines to communicate with authority and trust

Optimization package

For companies that already have traction but struggle to stand out.
If you’re attracting clients but competing too often on price or similarity, this package helps sharpen your edge.

You’ll gain:

  • Competitive messaging analysis to uncover white space

  • Differentiation framework with proof points

  • Website & sales deck copy recommendations

  • Insight from 3 client or team interviews

  • Trust-signal audit (case studies, testimonials, team expertise)

  • Messaging guidelines for consistency across channels

Full system package

For established agencies scaling teams, products, or markets.
You don’t just need sharper words; you need a repeatable messaging system that keeps everyone aligned.

You’ll gain:

  • Extended competitor and industry analysis (5 peers + conventions)

  • Customer sentiment research: 6 interviews or a survey

  • Comprehensive positioning framework, ICPs, differentiators

  • Hierarchical messaging map spanning all client touchpoints

  • A homepage rewrite that embodies your positioning, advanced trust-signal optimization across your website, and a full collateral review to ensure every touchpoint reinforces credibility and authority.

How to get started?

You are busy. So I keep it easy:

  1. Book a 20-minute intro call

  2. I map where your biggest credibility or differentiation gaps lie

  3. You choose the package that fits your stage