Here’s a hot take for you:
I won’t write copy for clients unless they have a messaging guide.
It’s not because I’m trying to gatekeep great copywriting or upsell a deliverable you don’t need. It’s because a solid messaging guide is that important. Whether you’re DIYing your website or hiring a professional copywriter, your messaging guide is the foundation that makes everything smoother, faster, and more effective.
Let’s talk about what a messaging guide actually is, what it needs to include, and why it’s the one piece of your brand messaging and content framework I believe every business owner should have in place before building out marketing campaigns or hiring support.
Wait—What Is a Messaging Guide?
A messaging guide is an internal document that captures your brand messaging, voice, core values, and strategic positioning. It acts as a central framework to ensure your messaging stays aligned across platforms, whether you’re speaking to potential customers, your team, or the general public.
It’s not just for your copywriter—it’s for your entire marketing team. A strong guide becomes a cheat sheet for writing website copy, email sequences, social media captions, sales pages, and more.
It’s your brand’s North Star.
What Are Messaging Guidelines?
Messaging guidelines are the detailed elements within a messaging guide that ensure consistency and clarity across all customer touchpoints. They include your voice, tone, word choices, and even visual elements like formatting preferences or emoji usage.
Think of them as your internal style guide—but for your messaging instead of just design. These guidelines help you stay consistent whether you’re communicating on your website, on social media, in ads, or in email newsletters.
Why Messaging Guides Matter (Especially If You’re Hiring a Copywriter)
Let’s say you want someone to write a sales page or audit your homepage. You don’t want a full rebrand or a months-long project. You just need a second set of eyes.
Without a messaging guide, your copywriter has to go digging for voice, tone, and positioning—and that takes time (read: $$$). But with a messaging guide?
They can jump right in. Everything’s laid out clearly.
✨ One client used the messaging guide we created together to write their own entire website. When they sent it to me for feedback? I had almost no edits.
It’s not about copying and pasting—it’s about alignment. When your messaging framework is clear, your copy writes itself.
What Is Effective Messaging?
Effective messaging connects your brand to your customers in a way that is clear, memorable, and aligned with your mission. It reflects your values and resonates with the people you want to reach—whether they’re engaging with you on social media, reading your website, or participating in your marketing campaigns.
When you invest in effective messaging upfront, every piece of content becomes easier to write, more aligned with your goals, and more impactful for your audience.
What Goes in a Messaging Guide?
Here’s a quick breakdown of the sections I include in every guide I build for clients (and yes, you can steal my format using this free template):
1. Brand Basics
- Brand name
- Tagline
- Sub-brand (if applicable)
- Signature tagline(s)
📌 This section grounds your brand messaging from the start. It’s the quick-reference info every marketer, writer, or designer needs to understand your brand at a glance.
2. Mission Statement
Your mission = what you do + who you do it for + why it matters.
Simple prompt:
“To [verb] [ideal audience] so they can [goal or outcome].”
Even a fill-in-the-blank version will guide your marketing campaigns and messaging decisions more than you think.
3. Vision Statement
Your vision is the big-picture “why.”
What would the world look like if you fulfilled your mission?
Whether your work is rooted in public health, sustainability, education, or creative entrepreneurship, this section helps center your purpose beyond profit.
4. Brand Values (with Definitions + Meaning)
Lots of businesses list values. Few explain them. That’s where this guide shines.
For each value, include:
- The word itself (e.g. Honesty)
- The definition (clarity matters!)
- The company meaning—how this value shows up in your client work, hiring practices, and decision-making
This is one of the most copy-rich sections. You’ll get soundbites, content pillars, and internal clarity all in one place.
5. Value Proposition + Positioning Statement
These two are different—but related:
- Value Proposition explains what you do, who you serve, and what results you help them achieve
- Positioning Statement explains why you’re the one to do it
Yes, they’re a little Mad Libs-y. No, you don’t need to publish them anywhere. But they help your copywriter (or team) cut through the fluff – helping you attract the right customers and set yourself apart.
6. Brand Voice + Tone
- Voice = What you say (the words and ideas)
- Tone = How you say it (the delivery and vibe)
Examples:
A confident, compassionate voice with a tone that’s warm and lightly irreverent.
An academic voice with a formal tone that’s grounded and precise.
This section helps define things like sentence structure, emoji usage, and whether “let’s freaking go” belongs in your subject lines.
7. Key Phrases, Formatting, and Content Notes
Here’s where you document:
- Words or phrases you always use
- Words you avoid
- Taglines by offer or brand
- Formatting rules (especially if you’re in a health-adjacent or regulated industry)
- Style notes for different types of content
This section acts as your brand’s style guide—but built for messaging.
Want to Build One Yourself?
🎁 Download my free Messaging Guide Template.
It’s the same structure I use with clients—just simplified into a Google Doc you can start filling out today.
And if you want a second set of eyes (or someone to take it off your plate), you can hire me. I’d love to help.
TL;DR – Why You Need a Messaging Guide
A good messaging guide:
✅ Keeps your voice consistent
✅ Makes hiring easier
✅ Speeds up the writing process
✅ Helps you make aligned marketing decisions
✅ Saves you time, energy, and revisions
Whether you’re DIYing your copy or outsourcing, this one document can help you connect with potential customers more effectively—with way less stress.
So before you start writing (or hiring), build your foundation
Want to work together on your guide?
Reach out here, or start with the free template right here.
Your future self—and your future copywriter—will thank you.
