Creating Marketing Messages with Purpose
Have one product/service in mind.
Tools needed: notepad or Word doc, access to ChatGPT/Claude or Hemingway Editor.
What Does Purpose Mean in Marketing?
Purposeful messages:
Solve a real customer problem.
Reflect brand values and tone.
Inspire action or connection.
Reflection:
Why does your brand exist beyond making profit?
What difference do you want your message to make?
Framework: Simon Sinek’s Golden Circle – Start with Why → How → What.
Part 1 Core Message Foundations
The Four Qualities of a Strong Message
Clarity – plain English, no jargon.
Relevance – matches audience need.
Emotion – triggers empathy or curiosity.
Action – directs the next step.
Reference: Nielsen Norman Group, UX Writing for Marketing Content (2023).
Workshop Exercise – Simplify the Message
Task:
Choose a current marketing line (e.g. “Innovative digital solutions for modern business”).
Rewrite it to be:
Clearer (avoid vague adjectives)
Benefit-led (what does it do for the customer?)
Conversational (use second person “you”)
Example Revision:
Before: “We deliver innovative software for dynamic enterprises.”
After: “We help your team work smarter with software that fits the way you already work.”
Tool: Hemingway Editor – test readability and tone.
Part 2: Message Frameworks
AIDA Model (Classic Copy Framework)
Attention – headline or hook
Interest – relatable benefit or insight
Desire – emotional or rational reason to care
Action – clear next step
Exercise: Draft one AIDA message for your chosen product.
Reference: Strong, The Psychology of Selling and Advertising (1925) – still foundational.
PAS Model (Problem–Agitate–Solve)
Identify a pain point
Agitate or describe the consequence
Offer your solution
Template:
Problem: “You waste hours chasing invoices.”
Agitate: “Late payments hold back your cash flow.”
Solve: “Our platform automates reminders and gets you paid faster.”
Task: Write your PAS message.
The “So What?” Test
After each message, ask “So what?” until the benefit is clear.
Example: “Fast service.” → So what? → “Saves you time.” → So what? → “Gives you more time for clients.”
Reference: Ogilvy, On Advertising (1983).
Part 3: Writing for Channels
Headlines and Hooks
Formula:
Use numbers (“3 ways to…”), questions (“Are you ready to…?”), or contrasts (“Stop wasting, start growing”).
Tool: CoSchedule Headline Analyzer (free).
Tip: Promise one benefit and deliver it.
Social Media Posts
Structure:
First line: hook or question
Second line: relatable scenario
Third line: offer or CTA
Exercise: Write one 3-line post using your AIDA or PAS message.
Tool: Flick AI or Lately.ai to generate variations for testing.
Reference: Social Media Examiner, 2024 Content Trends Report.
Email Subject Lines
Techniques:
Personalisation (“[Name], ready to save time?”)
Curiosity (“You’ve been doing this wrong all year…”)
Urgency (without pressure): “Only 2 days left to register.”
Tool: Phrasee or Seventh Sense – AI predicts open rates.
Exercise: Draft 3 subject lines, test with tool or peer feedback.
Refining and Testing
Editing with AI Support
Tools:
ChatGPT: “Rewrite this message to be more benefit-led and concise.”
Grammarly: Tone and clarity check.
Writer.com: Brand voice consistency.
Action: Paste your top message into ChatGPT and test 3 rewrites. Choose best phrasing.
Quick Testing Techniques
A/B test on email or social platforms.
Use Google Ads Preview Tool to simulate search visibility.
Track engagement per version (CTR, dwell time, comments).
Reference: HubSpot Academy, A/B Testing Course (2024).
Part 4: Bringing It Together
Build Your Message Toolkit
Your final toolkit should include:
One short tagline (under 10 words)
One expanded product message (50–75 words)
One social post variation
One email subject line
Save as “Core Messaging Bank” in a shared document.
Quality Checklist
Use this before publishing any message:
Check – Can a 10 year old understand it?
Tone – Does it sound like your brand, not AI?
Value – Is the customer’s benefit obvious?
Action – Is there a clear next step?
Reference: CIM, Copywriting Best Practice Guide (2024).
Part 5: Wrap-Up and Next Steps
Key Takeaways
Start with purpose – the “why.”
Use proven structures (AIDA, PAS).
Adapt for channel and audience.
Refine with AI, but review with human judgment.
Build a living “Message Bank” for consistency.
Recommended Tools and Resources
Hemingway Editor – readability
ChatGPT / Claude – brainstorming
CoSchedule Headline Analyzer – headline scoring
Phrasee / Seventh Sense – subject line testing
Grammarly / Writer.com – tone and grammar
Suggested Reading and References
Heath & Heath, Made to Stick (Random House, 2007)
Ogilvy, On Advertising (Vintage, 1983)
Duarte, Resonate (Wiley, 2010)
Kahneman, Thinking, Fast and Slow (Penguin, 2011)
CIM, Sustainability and Purpose in Marketing Toolkit (2024)
Final Reflection
A simple 3-circle diagram:
Purpose → Clarity → Action
Everything you write should sit at the intersection of those three.
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