Ever experienced that
first draft dread? 💀

Where you fiiiinally hit send on that copy doc you’ve spent hours (days… weeks… an eternity!) toiling over, only to suddenly start questioning yourself…

Will the client even *like* it?

Have I hit that vague, elusive mark??

Or is there a mountain of extensive revision requests headed my way?

(Meanwhile your client has spent that time wondering wtf they’re gonna get back, if it’ll be any good and if they made the right choice…)

Then at some point they mercifully pop up with feedback for you. Sweet relief! Except not really…

Because there’s nothing quite like the dread slash nervous excitement of seeing that email (or those Google doc comment notifications) arrive — and then timing when you’ll actually open it, for fear of the confidence nose dive it might cause (been there!)

But what if you could get their buy in before writing a word of copy?

What if you could confidently send that first draft, with both of you already knowing what it’s gonna say (and more importantly, why it’s gonna say those things)?

💡 That’s what a Messaging Guide does💡

It gets everyone (you, your client, their best friend from school who they’ll inevitably ask to give feedback…) on the same page from the get-go — which means happier clients, less revisions and no rude surprises for either of you.

But crafting their messaging strategy upfront doesn’t just get that sweet, sweet client buy-in, it also…

• Makes writing that copy waaaaaay easier! (because you already know (and agree on!) what to say)

• Lets you show off your skills in a way that has clients asking “when can I book you again?” (repeat business and word of mouth referrals anyone?)

• And helps you stand out from the constantly-growing crowd of copywriters offering the same services, in the same niche (oh heyyy point of difference!)

Sounds gooooood, right?

The only problem is there’s no clear process to creating these mythical magical messaging documents *booooo!*

I know, because I spent what felt like 10 lifetimes looking for The One True Source I could turn to for all things messaging strategy…

But all I ever found were other copywriters cobbling it together, asking everyone else how to create one and, tbh, making it up as they go.

Which is a few scoops of chunky monkey level of bananas!

Because I’m all for cobbling and asking and figuring it out as you go… (and devouring an entire tub of chunky monkey ice cream)

But I’m also all for taking the damn shortcut and pinching other copywriters proven processes.

Which is why I want you to pinch my tested, repeatable messaging strategy process (and my messaging guide template… and the questions I ask clients to get the right intel to create it…) and use it to streamline the shit outta your copy projects.

Peep that squeaky clean process 👀

This is the same process and guide I’ve spent years, salty tears and so manyyyy client projects perfecting 🥲

The same one that helps set me apart from the overflowing pacific ocean of ecommerce copywriters.

The same one I’ve been invited (and paid) to teach other copywriters and business owners.

And now it’s yours for the pinching — along with access to my big juicy brain and my feedback on the next messaging guide you put together.

You can even use what you learn to offer messaging guides as a standalone service.

Go on… I double dare ya!

…BUT whYYy would you wanna PINCH my messaging process?

Well, because I might be a teensy bit evil.

(But not that murdering psycho kind of evil. More of a calculating and *totally* misunderstood Disney villain.) 

Also because I’ve been creating (useful, valuable) messaging guides for clients longer than TikTok has been A Thing.

I’m Ami BTW, and I love nothing more than digging into the deeply held beliefs behind why people do what they do, and then tapping into that to motivate action.

Using words to get customers clicking is what I do. Research, brand messaging strategy and damn good copy is my raspberry jam.

I'm powered by black coffee and writing the kinda copy that elicits a “you just get me!” response from clients — it's almost certainly not healthy. But DAMN, it feels good! 

And I’m big on sharing what I know and what I’ve learned along the way.

Which is why I’ve created the Messaging Lab — the actionable resource I wish had existed when I got started with Messaging Guides.

Sound like just the kinda weirdo you wanna learn from?

Rub brains with me in the beta round of Messaging Lab

(aka your shortcut to creating the kinda messaging guides your clients will swoon over 😍)

Messaging Lab is a 9-week program where you and a teensy handful of other awesome copywriters will download my best intel straight into your brain, improve your project process and get confident creating messaging strategy for your clients.

And by the time we’re done, you’ll be able to:

⚡️ Create the kinda in-demand messaging guides clients swoon over — as a value add, part of your process or a standalone service

⚡️ Get clear on your client’s messaging points and reflect them back in a way that helps the client feel seen, understood and like they’re in the best of hands — because they are!

⚡️ Fly through first drafts with the confidence of Olivia Pope swigging red wine while wearing white — because you already know what you need to say and that it’ll get the job done.

Plus, you’ll be able to enjoy the kinda client feedback that’ll have you high-fiving your cat:

👆🏼 These clients include ecommerce brands, SaaS apps, coaching services, CPG packaging copy and online courses — proof that messaging strategy isn’t just for one very particular copy niche.

• 4 modules filled with fluff-free video lessons — designed to binge so you get the most value in the least amount of time + broken up into easy to reference parts

• Step-by-step exercises you can use with your clients (or do on your own) — so it feels less like pulling teeth without anaesthetic and more like being taken care of by a copywriter who knows what they’re doing (that’s you!)

• My messaging guide template to swipe and make yours — because why reinvent the ferris wheel?

• Slack community — so you can rub brains with your fellow Lab Rats 🐀

• Q&A calls — where we can dive deeper into a module or topic, go over your homework and/or chat other copywriting or business things (this is beta — so you get a say in what goes on in the Lab!)

• Access to any future updates + extras — because beta price doesn’t mean beta access.

• My feedback on the first messaging guide you put together — simply submit it within 3 months of Messaging Lab finishing up, and you’ll get my eyeballs on it (and any suggestions for improving it)

• And a bonus workshop on how to sell messaging guides to clients

And here are all the bits we’ll be covering:

👀 Module 1: The People

• Get inside the heads of the people buying from your clients and pinpoint what they need to feel (without having to pry open their skulls)

• Get a feel for the world they exist, and make decisions, in (and help your client position themselves within it)

• Learn how to collect and sort VOC data in a way that makes it easy to find and use (thanks to my handy filterable VOC database)
  
  

🫀 Module 2: The Brand

• Dig deep into the what, the why and the how behind the brand (in a way that’s actually useful and usable)

• Define the brand personality and figure out how it translates into their tone of voice (because one you’ve got the what down, the how is the next most important bit)

• Get their brand story straight, once and for all (which helps inform about pages, social bios and emails)
  
  

🧠 Module 3: The Messaging STRATEGY

• Get clear on the key messaging points that your copy needs to touch on (aka wtf your copy even needs to say)

• Spot potential roadblocks and the detours to avoid them

• Find those elusive Big Ideas (they do exist!)
  

🔑 Module 4: The KEY MESSAGES

• Learn how to entice creativity to strike (it’s more predictable than you think)

• Play messaging mad libs and bring it aaaalllll together into a handful of key messages clients (and you) can run with

And we’ll cover all of the above in a way that’s simple to understand and easy to implement.

But wait up, what’s the deal with this beta round thing?

Although this isn’t my first time teaching messaging strategy to copywriters, it’s the first time in this format. Which means I need a little room to test, tweak and experiment…

That also means you get:

⚡️ An absolute bloody bargain on the price

This is the lowest price Messaging Lab will be offered at, ever. Because once I have more proof how valuable this is and that it can help copywriters better serve their clients, the price will go up.

⚡️ Access to the juicy brain of a messaging nerd (ripe for the picking!)

The beta round is limited to 12 people, because I wanna make sure you walk away with a valuable service you can confidently offer and deliver to your clients. You’ll still have to put in the work, but you’ll have this nerd right by your side!

⚡️ Bragging rights on being one of the first Lab Rats!

Because who doesn’t wanna be a Lab Rat, right? 🐀 #oneofus

⚡️ And a no questions asked, money back guarantee.

This isn’t one of those pesky “get your money back if you’ve done this, this and this” guarantees. If you decide within the first 14 days that Messaging Lab isn’t the place for you, I’ll refund you. No hoop jumping, mandatory tasks or hard feelings.

GRAB 1 of the 12 MESSAGING LAB beta spots ⚡️

And start creating the kinda messaging guides that’ll
make clients swoon (and make your job way easier!)

When will I get access to the course?
Messaging Lab kicks off on Monday July 18th (Australian time), when the first module drops.

After that Modules will drop every 2 weeks (Aug 1st, 15th & 29th), and we’ll meet for a casual Q&A call on the Thursday of the the in between weeks (Jul 28th, Aug 11th + 25th & Sept 8th) — to give you plenty of time to consume the content, tackle the tasks and ask all the Qs.

How can I access the course?
It’s all hosted on Podia, so that you can easily make your way through the lessons and access the content when you want.

What’s included in the course?
There are 4 modules, made up of bite-sized video lessons. You’ll also get access to worksheets and my messaging guide template — everything you need to create yours.

Plus there’s Q&A calls and a Slack group where you can ask for help or just come hangout.

What’s the dealio with the beta round thing?
You get the content (and access to my brain!) for less, because this is the first iteration of Messaging Lab. Look at it as an experiment where I’m super invested in getting you the outcome you want.

And what about the lifetime access to upgrades?
Simple: You get access to any future updates or extras added to the course.

Where will we hang out and ask questions?
The Lab community will be hosted on Slack. It’ll open up on July 11th and remain open for a week or so after we finish up… so you can get any last minute questions answered.

I’m a launch/email/SaaS/ecommerce/some-new-sparkly-unicorn-niche copywriter. Is this a good fit for me?
If you’re writing copy, yes. I’m yet to find a copywriting niche that won’t benefit from tackling messaging strategy before jumping into the wordy bits.

What if I’m not a copywriter?
Whaddya doing here then?? No but really, this course is designed to help copywriters create messaging guides for their clients. So unless you’re in a similar field (marketing, comms, etc) and could see this being helpful, this isn’t for you.

How much copywriting experience do I need to have?
You should be confident with the fundamentals of copywriting, and have ideally written for clients before.

Do I need to have a client project to work through the course with?
Nope! If you do have a client who wants a messaging guide, that’s fantastic… but it’s hard to sell something you don’t know the ins and outs of yet.

A great way to put what you learn into practice is by creating a messaging guide for your own business, for a past client or for a brand you love. You just wanna get some practice implementing what you learn.

Can I really pinch your process to use with clients?
I insist you do! Grab my template, learn how to use it and make it part of your process. Before you know it, you’ll be getting emails from clients saying how much they love having it, how many people they’ve shared it with (graphic designers, social media managers, team members) and how often it gets referred to.


How much can I charge for creating a messaging guide?

Given the time, effort and value a messaging guide contains, I’d recommend starting out around $1k-1500. This is a very rough guide, and you’ll need to adapt it to fit with your current services and your client’s budgets.

Is this the same as a voice guide?
Nope! While a voice guide focuses on how to say something, a messaging guide covers what to say — which is why they can actually work reeeeeally well together!

I can’t figure out if I actually need this or its just FOMO?

Been there! And I can confirm that FOMO is a terrible reason to sign up for things.

Instead, consider if and how Messaging Lab will help you reach your business goals? Is messaging strategy something you need or want to work on? Or is this just a big ol’ bunch of super annoying FOMO?

I still have questions!

And I’ve probably got answers! (even if that answer is “this isn’t right for you”)

Email me at ami@damnwrite.com.au or send me a DM on Insta.