🚀 Module 13: Brand Story & Messaging Guide
Turn your expertise into a clear, memorable story that attracts the right clients and proves your value.
2. Why It Matters
Your story is the shortcut to trust. When potential clients instantly “get” what you do, who you help, and the results you deliver, they lean in. Clear messaging reduces sales friction, increases conversions, and keeps your brand consistent across your funnel.
For health pros, clarity equals credibility. A simple, repeatable narrative turns consults into clients and makes every touchpoint — site, DMs, workshops, referrals — work together.
3. Step-by-Step Guide
Pinpoint Your Who + Problem
Define your ideal client in one line: “I help [specific person] who struggle with [specific problem].” List 3 top symptoms they feel in daily life and at work.
Write Your One-Liner
Use this template: “I help [who] overcome [problem] so they can [desired outcome] using [method] — backed by [proof].” Keep it under 25 words.
Craft the Short Brand Story (B→B→A)
Write 3 short sentences: Before (life with the problem), Bridge (your plan/method), After (life with results). This is your About, hero video script, and consult opener.
Define 3–5 Messaging Pillars
Choose themes you’ll repeat everywhere (e.g., “science-backed,” “simple habits,” “accountability,” “energy first,” “stress-smart”). Add 1–2 proof points under each.
Assemble Your Proof Library
Collect 5–10 client quotes, brief case snapshots, credentials, and numbers (e.g., “down 15 A1c points”). Tag each to a pillar.
Set Your Voice & Tone Guardrails
Pick 3 adjectives (e.g., “calm, practical, encouraging”). Make a Do/Don’t list (Do: plain English. Don’t: medical jargon). Share with anyone who writes for you.
4. Examples & Options
Example One-Liner
“I help women 45+ calm hormones and regain steady energy with simple, food-first routines — proven by 100+ client wins.”
Example Brand Story (B→B→A)
Before: “By 2pm you’re drained, sleep is erratic, and workouts backfire.”
Bridge: “We reset nutrition, stress, and movement with a 12-week, step-by-step plan.”
After: “You wake clear-headed, feel steady energy, and finally see progress that sticks.”
Consult Opener Script
“In 20 seconds: I help [who] solve [problem] so they can [outcome] using [method]. If that’s you, I’ll show you a 3-step plan and what results to expect in 90 days.”
DIY (Free/Low-Cost)
Use Google Docs/Notion to draft your one-liner, B→B→A story, pillars, and proof. Ask 3 past clients for feedback via email.
Mid-Level (Affordable Tools)
Create a simple brand hub in Notion with a “voice & tone” page and a testimonial tracker. Use Canva to lay out a 1-page messaging sheet.
Advanced (Premium/Outsource)
Hire a copy editor for a 2-hour polish session; build a Brand Kit in Canva Pro; set up a testimonial capture flow (form + automation).
5. Common Mistakes to Avoid
- Being vague. Instead of “I do wellness,” say “I help new moms fix energy crashes with food-first routines.”
- Listing services, not outcomes. Instead of “nutrition plans,” say “steady energy all day without 3pm crashes.”
- Too much jargon. Instead of “metabolic flexibility,” say “your body learns to use food for lasting energy.”
- No proof. Instead of “clients love it,” add a measurable: “92% report better sleep in 4 weeks.”
- Inconsistent voice. Instead of shifting tone each post, create 3 voice adjectives and a Do/Don’t list.
6. Quick Win Highlight
💡 Quick Win: Draft your one-liner in 10 minutes using this fill-in:
“I help [who] overcome [problem] so they can [outcome] using [method] — backed by [proof].”
Paste it at the top of your website hero, Calendly description, and Instagram bio.
7. Mini-Implementation Exercise
Brand Message Sheet (copy/paste):
| One-Liner I help … |
| Brand Story (B→B→A) Before: … Bridge: … After: … |
| Messaging Pillars (3–5) 1) … (proof:) … 2) … (proof:) … 3) … (proof:) … |
| Voice & Tone Adjectives: …, …, … Do: … | Don’t: … |
8. Tools & Resources
Notion (Brand Hub)
Centralize your one-liner, story, pillars, and proof so every asset stays consistent.
Canva (Brand Kit)
Turn your message into a one-page sheet and social graphics for instant reuse.
Grammarly / Hemingway
Keep copy simple and readable (aim for Grade 6–8 for consumer audiences).
Testimonial.to (or Google Forms)
Collect and tag testimonials to pillars; export snippets for your site and sales deck.
Loom
Record a 60-second “About” intro using your B→B→A story for your homepage and emails.
Typeform
Quick survey to validate your messaging with past clients before publishing.
9. Checkpoint / Success Criteria
10. Summary & Next Step
- Clarity beats clever: lead with outcomes, not services.
- Tell a simple story (Before → Bridge → After) everywhere you show up.
- Repeat 3–5 messaging pillars to build memory and trust.
- Back claims with proof: quotes, snaps, and numbers.