Gain marketing clarity, confidence and alignment with a set of clear, compelling & unique key messages.
Develop messaging that attracts your ideal clients like a magnet – in just 6 weeks.
Clearly articulate the value you provide and grow your business without competing on price.
“Jamie helped us find our voice across web, social media and thought leadership content.”
“It was very reassuring to know that our messaging was having an impact. His work helped nurture long-lasting relationships with some of our most important clients.”
Jim Bowes, digital agency founder & CEO
You’re a growing professional services firm. You know you do great work but you’ve exhausted your network for referrals and you can’t get your marketing to stick…
Take six weeks to dial in your messaging so you can…
Messaging is the missing link between the value your firm delivers to clients every day and demonstrating that value to people who aren’t clients yet.
So why haven’t most professional services firms created a client-centric messaging framework?
Messaging is simple, but it’s not easy
Coming up with standout messaging as a firm is a tricky task. There are so many things that can get in the way:
- Fear of alienating existing clients;
- Uncertainty about who your ideal customer is;
- Fear of making your marketing focus too narrow;
- Overuse of technical language when speaking to an external audience;
- Too focused on the solutions you deliver and not enough on the client’s problems;
- Too distracted by what your competitors are doing to focus on your firm;
- Differences of opinion between different departments and functions;
- Reactive rather than strategic marketing habits;
- Too attached to legacy messaging;
- Not enough marketing expertise.
That’s why it makes sense to bring in an outside expert to facilitate the process.
Someone with plenty of battle scars from B2B marketing.
Someone who can turn research and insight into powerful and compelling language.
Someone who can guide your team through the process of investigation, imagination and reflection that’s needed, pulling them out of the technical details so they can see your firm through the eyes of a prospective customer.
Someone like…
My name is Jamie Griffiths and I’ve been in B2B marketing for over 16 years
During that time I’ve learned this:
Consistent, client-centric messaging is the single most important part of marketing.
But most growing firms don’t put much thought into their messaging.
Instead, their messaging gravitates towards a kind of group consensus over time. One that isn’t strategic, isn’t consistent and which doesn’t put the client at the centre of the story.
And when they get to the point that they want to grow their firm beyond word-of-mouth, they find that their marketing gets poor ROI and can’t be scaled.
This is a messaging problem.
And it’s a problem that can be fixed…
Put your marketing on solid foundations
in just 6 weeks
with a Magnetic Messaging Upgrade
We’ll work together over six weeks to produce a messaging framework that attracts your ideal clients like a magnet and makes your competitors look like off-brand cola.
I’ll help you find a truthful and engaging way of talking about the value you create that everybody in your business can get behind.
I’ll help you road test your new messaging with your prospective customers so you know that it gets results in the real world.
And I’ll package it up as a marketing-ready toolkit that makes it easy for you and your team to produce marketing content at scale.
You’ll get clarity on…
- Who your ideal clients are, what they want to achieve, how they refer to themselves and where to find them;
- The burning problems you solve for your clients, why it hurts them so much, what they’ve tried to fix it in the past, and the mistakes they’re making that keep them stuck;
- The outcomes that you make possible for your clients, what it helps them to achieve and what that feels like for them;
- The obstacles that prevent them from taking action and the enemies that are giving them bad advice;
- What your value proposition is, how you create value for the client, how you deliver that value and who carries the risk when things go wrong;
- Your story, your purpose and your vision;
- Your values;
- Your tone of voice;
- The new idea that you bring to the marketplace;
- The difference that sets you apart from all of your competitors;
- The most important thing your clients need to know before they can solve their problem;
- The next steps for your clients after they’ve solved their problem, the next problem they’ll encounter and what you can offer them to help solve it;
- How to challenge existing beliefs of your ideal clients to immediately win trust and establish credibility.
Imagine how much more effective your marketing will be when everyone in your business is on the same page when it comes to your key messages.
Imagine how much more consistent and scalable your marketing will be when these concepts are used as the basis for every piece of content.
Imagine how much more credible, authoritative and trustworthy you will appear to your ideal clients when these key messages are reinforced by every interaction with your brand.
Instead of ad hoc and haphazard marketing campaigns which only bring poor returns, you’ll have a proven system for winning ideal clients who are pre-sold on the idea of working with you.
Ready to upgrade your marketing to make it more unique, more memorable and more effective?
The Magnetic Messaging Upgrade is a six week process that aligns your whole firm behind a set of simple, clear, compelling marketing messages.
You’ll also get a toolbox of ready-to-go resources that you can use to immediately improve your marketing output.
But just in case you need extra help with implementation, I offer two additional levels of service…
Standard Package
Magnetic Messaging Upgrade
This six-week process will install a powerful messaging framework in your business.
It gets everyone on the same page when it comes to communicating with your ideal clients and makes the production of client-attracting content easy.
£4,995
Gold Package
Magnetic Messaging Upgrade + Electric Website Copy
You get everything in the standard package plus brand new website copy. This is derived from your new messaging, and is optimised to attract and convert your ideal clients.
Includes home page copy + up to 12 other pages + 2 rounds of revisions.
£7,495
Platinum Package
Magnetic Messaging Upgrade + Electric Website Copy + Captivating Content Strategy
Everything in the Gold Package plus a new content strategy that lays out exactly what you should be making content about, where you should be posting it, in what format, when and how often.
Delivered as a content strategy document + sample 1-month content calendar (with templates) + 2 rounds of revisions.
£9,995
Let’s find out if we’re a good fit to work together…
Request a FREE 30-minute consultation today to find out if the Magnetic Messaging Upgrade can help you solve your marketing and growth problems.
“Always takes the brand to the next level.”
“Jamie gets under the skin of the business and teases out messaging that resonates deeply. His approach to research is thorough and he takes the time to gather input from multiple stakeholders and perspectives before delivering winning messaging that always takes the brand to the next level.”
Owain Wood, recruitment agency marketing manager
Trusted by expert service providers…
We’ll be a good fit to work together when…
- You’re an agency, advisory, consultancy or learning & development provider;
- You have some kind of dedicated marketing function (even if that’s just one part-timer);
- You’re looking for the best results from marketing, not to follow marketing best practices;
- You spend at least £50k pa on marketing (including salaries);
- You have a proven business model with a turnover of at least £250,000 pa;
- The average lifetime value of one of your clients is at least £5k;
- You’re open to new approaches to marketing your business.
You’re probably in the wrong place if…
- You’re a startup with no clients;
- You’re a SaaS company, ecom company or you trade in physical goods;
- You’re looking for someone to fix your marketing problems without a deep examination of what your business is, how you deliver value and how you communicate it to the world;
- Your idea of thought leadership is agreeing with other people’s LinkedIn posts;
- You’re terrified of causing even the mildest controversy;
- You can’t spare around 10 hours to engage with this process over 6 weeks.
Frequently Asked Questions
Do you only work with professional services firms?
Yes. Providers of expert services to other businesses are most likely to benefit from the Magnetic Messaging Upgrade.
I will consider working with businesses who provide expert services to individual professionals or high-net worth individuals (e.g. high-ticket coaching or ) but you’d need to have a proven offer with a price of £5k or more.
How much time/resource will we need to invest in this process?
The messaging upgrade includes two 2-hour workshops, and one 2-hour playback and Q&A session. All your directors should attend, plus your most experienced customer-facing people.
I’ll also need to conduct 30-minute one-on-one interviews with these people.
You’ll also need someone in the business who can take on arranging the meetings at your end, and who can manage the process of reviewing and feeding back on the outputs.
We already have all of that Mission, Values, USP stuff written down somewhere. Why do we need this?
The result of this process won’t be another doc that sits in your shared drive unopened and unused.
I’m going to help you produce a messaging framework that will underpin all of your marketing communications for the next five years or more.
It will make sure everything you put out reinforces the clear, compelling and unique reasons that clients should choose you.
It will be referenced every time you publish an article, a social media post, write an email or update one of your Director’s LinkedIn bios.
Except that it’ll be so memorable to everyone in your company that they won’t need to look at any document – it’ll be on the tip of their tongues every time they talk about your company.
Because great messaging sticks.
How do we know we’ll get a return on investment?
For the kinds of firms I work with, the acquisition of a single new client will usually cover the costs of the messaging upgrade.
But we’re going to work together to craft messaging that doesn’t just win you one extra client, but that will make your position in the marketplace so clear and compelling that you’ll be attracting more clients than you can handle.
It will be based on real market research with real potential clients.
It will place you in stark contrast to your competitors.
And it will articulate your value proposition in a clear, compelling, unique way which makes you the obvious choice for your ideal clients.
Nevertheless, until you feel like you’ve seen results from the messaging upgrade, you’ll be covered by my
Move-The-Needle Guarantee
I’ll keep working with your firm on your messaging until you’re sure you’re seeing a message-market fit, at no extra charge, for up to a year.
What if we need longer than six weeks to finish the process?
No problem. I understand that sometimes things get busy and key people aren’t available to contribute to the process.
My fee isn’t based on an hourly rate so you’ll never have anything extra to pay if the project gets delayed.
What if we have many different offers that all require different messaging?
I’ve designed the Messaging Upgrade for providers of expert services who have a single core service offering (e.g. recruitment, advisory, design, training, legal services, consultancy).
If you have various offers within a single category (e.g. executive search + contingent recruitment, web development + seo, training + coaching), that’s fine. But if you have offers in different categories, then I can put together a bespoke proposal.
“My go-to copywriter for messaging, website and tone-of-voice work.”
“Jamie is my go-to copywriter for messaging, website and tone-of-voice work because his output is always of the highest quality. He really listens out for the brand personality and then captures it in messaging which speaks directly to the needs and concerns of our audiences.”
Yonca Ibrahim, recruitment agency marketing director
“His work is always concise, elegant and effective.”
“We knew we could count on him to listen carefully to a wide range of people in the business and then quickly articulate the brand story, values and mission. His work is always concise, elegant and effective.”
Rebecca Hull, digital agency managing director
“Working with him is a dream.”
“Jamie’s a very talented copywriter. He helped us produce a lot of digital thought leadership content in a short space of time. Working with him is a dream because he’s able to tease out the most resonant concepts and ideas from a barrage of information and then turn it into fluid, readable prose which sparks engagement.”
Simon Wakeman, digital agency managing director
“High quality work.”
“I’d trust Jamie to deliver high quality work on any project. He’s able to empathise with both clients and audiences, and then bring the two together with his writing in a way that seems effortless and obvious.”
Joe Lovelock, strategic branding consultancy founder
“We could ramp up content production.”
“Jamie’s expertise was really helpful to us as a young agency. He was able to write great copy for the website, boost our rankings in organic search and even coach our team members on writing so we could ramp up content production.”
Chris Sainsbury, UX design agency founder
Strategic messaging is the difference between marketing that flops and marketing that flies
Before messaging upgrade…
- Marketing campaigns don’t provide ROI;
- Website doesn’t generate enquiries;
- Ads don’t generate clicks or don’t generate conversions;
- Confusion over what content to create;
- Prospective clients aren’t sure what you do;
- Employees don’t know how to talk about your business;
- Pipeline is inconsistent;
- Growth is sluggish.
After messaging upgrade…
- Marketing feels easy and gets results;
- Regular enquiries through website;
- Ads get both clicks and conversions and return on ad spend turns positive;
- Content has clarity and urgency;
- Your ideal clients don’t just understand your offer but come to you pre-sold on it;
- Employees can confidently tell people what you do (and for who, and why);
- Pipeline is consistently full;
- Growth is ignited.
Ready to start building a client-attraction system with magnetic messaging?
Let’s discuss how I can help your firm of experts create and execute a messaging strategy that puts clear air between you and your competition. Book a free 30-minute consultation today.