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Untangle your content message mess

Get it clear. Say it clear. Write it clear.

WORD SWORDS has helped dozens of savvy solos, experts, speakers and founders untangle their content message mess and transform it from a tangled web of ‘nothing sticks’, to clear, trusted and go-to.

Have a distinctive voice and writing style

Be the obvious choice in your field

Grow clients and reputation

You’re brilliant at what you do, but…

“You don’t know where to start to create content for yourself (or whether you’re good enough to do it well).”

“There’s no signature feel to your content (it could  be anyone’s), and you don’t know how to go from generic to distinctive.”

“You’ve been publishing things but you don’t know how to efficiently and consistently turn that content into clients.”

“As a solopreneur and founder, the great thing about working with Di is that she helps you think through a structured framework of what your key messages should be. When you start a business, there's a natural process of brainstorming as you try to figure out how you can be lots of things to lots of people and in that process, it can be hard to find messaging clarity. Di can help you face your market with consistency and a strong and clear message. ”

Deb Achhorner
Co-founder at Two Design Lovers

Past Projects: Brand Messaging Framework, Website

“I worked with Di on my start-up, before we launched. The results were nothing short of jaw-dropping. In our first 7 days, we signed on almost 2000 new customers, using only one image and the words she so effortlessly put together in our social media campaigns - a testament to her undeniable talent. Imagine that: just a couple of sentences can deliver such big results. Amazing.”.”

Aiver Ilaya, Founder – Doctrail

Past projects: Launch Messaging, Brand Copy, Social Media

“Di is a powerful writer who helped KENNARDS articulate its brand story and brand culture in a single tone-of-voice. She also helped us bring to life our values with powerful storytelling. The effect has been tremendous across the organisation, with our people now connected with our brand and our values. ”

Manelle Merhi – Head of Marketing, Kennards Hire

Past Projects: Managing Editor and Brand Journalist for quarterly culture magazine, Award Winning Proposal/Submission, Blog posts, Copy Editor, Proofreader

 

Hi

It’s not your fault. You’ve simply got a ‘hairball of messy messages’…

You know how some experts and solopreneurs have a “Je ne sais quoi” feel to their content and messages? And their things just ‘stick’?

They’re constantly publishing content (which in itself is a mind-boggling feat), being seen everywhere and asked to collaborate on cool projects and speak at events. 

Triggering isn’t it.

Yet when you look at your own content, there’s a tangled mess of messages, with no consistency or signature feel (it could be anyone’s), and meanwhile you’re surviving on breadcrumbs, and less-than-equal competitors feast on clients, leads and surprising opportunities.

So, you hit the wall and commit “random acts of content”.

Those random acts have no thought behind them and seem out of sync with your true voice. They lack a distinctive point-of-view and don’t build connection, so little by little they degrade your reputation… consigning you to continue being invisible to the people who need you most.

But there is an answer.

You don’t have to struggle to unravel the tangle yourself, explain your expertise clearly, keep up with with the rest, or hustle to be noticed and attract new clients.

A little thing called a golden thread can untangle your hairball of messages.

3 reasons you’re creating a big hairball…

“You don’t know how to clearly/simply explain what you do or why people should care, so you keep changing your mind about what to say.”

“You’re creating generic content that bears no hallmark ideas, opinions or a signature thread that says it’s yours.”

“You’ve wasting hours reinventing content that has no unified or consistent message/thread or processes, to keep up the quantity needed.”

Together, we untangle the mess and find your golden thread.

What’s that mean? You get a complete strategy for your brand’s verbal identity (voice, tone, POV) and the messages you need to send and say to people.

The verbal identity strategy includes:

Define your true voice (so people know it's you)

Tone-of-voice paints your content with your personality. It’s your brand in verbal form. People read it or hear it, and know it’s you.

Add clear tones to your voice (to suit different uses)

If your tone-of-voice is your personality, tone is your mood. Tone can flex according to the situation, but voice remains consistent.

Create key messages (to layer + stitch through your content)

The messages your send, say and write need to be consistent. Without being same-same, they should reflect your positioning and value.

Codify your distinctive point-of-view (things that piss you off + break your heart)

Your point-of-view (what pisses you off and breaks your heart),  methodologies (what and why it’s distinctive) and audience (who and where).

Co-create your signature golden thread (made from the 4 things I just said)

Your golden thread combines all 4 aspects, and stitches it through your content, so everything is consistent, clear and distinctive.

Create a content plan + publishing calendar (so random acts stop happening)

A low-lift calendar, plan and topic library allows you to efficiently write, publish and scale content.

Cumulatively build a library-like ecosystem of expert content (that's distinctively yours)

This is your content engine. Over time you’ll build  a library of expert content that forms a defensible moat – by turning your expertise into distinctive reputation-based, authority or thought leadership content.

(PS: What’s a golden thread?)

A “golden thread” refers to a central, unifying theme or idea that runs through something – like a brand, a story, project, messages or even a person’s life) connecting different aspects and providing a sense of coherence and meaning.

It’s essentially the core concept that holds everything together.

“Di has a knack for helping your brand take a strategic approach to its stories. Our personality and brand tone-of-voice needed to be completely true to who we are as people and how we wanted to present ourselves, and Di absolutely nailed it. She's a rare gem, who's able to think strategically about a brand and its business requirements and deliver what you need at an exceptionally high standard - on brief, on time, every time.”

Najah Ayoub – Marketing Manager, Tecala

Past projects: Brand Messaging, Narrative & Tone-of-Voice Creation, Heritage Story Creation, Brand Book

“I worked with Di on my start-up, before we launched. The results were nothing short of jaw-dropping. In our first 7 days, we signed on almost 2000 new customers, using only one image and the words she so effortlessly put together in our social media campaigns - a testament to her undeniable talent. Imagine that: just a couple of sentences can deliver such big results. Amazing.”.”

Aiver Ilaya, Founder – Doctrail

Past projects: Launch Messaging, Brand Copy, Social Media

“I've worked on a wide variety of projects with Di over the past five years and she's never failed to impress me with her influential copywriting and understanding of how to persuade customers. Di is phenomenal at creating a background story behind products to personalise them beyond anything we've been able to do ourselves. She gets right into the products "soul" and makes our customers FEEL passionate about our products. This has been a major component of many of the successful projects we've worked on together. ”

Adam Benson – Founder & Director, Arcanum Logic 

 

This is how it’ll roll out between us

Learn. Untangle. Strategise.

PLAN: We dive in the deep end

We start by identifying your right-fit people, what you’ve been saying, and why you’re brilliant at helping them. I learn about what pisses you off and breaks your heart, your methodologies, and your peoples’ pain points (keeping them up, bleeding them dry).

Your hairball of messages is slowly untangling.

Stitch. Things. Together.

IMPLEMENT: We start doing stuff

I turn your thoughts and methodology into a complete verbal identity strategy for your brand. It includes a golden thread framework, to help you consistently stitch the thread through messages and content that carry your tone-of-voice (TOV), signature point-of-view (POV) and hits the buttons of your right-people.

We chat, pull it apart and reassemble it. Then you start writing, using the threads I’ve extracted from your messy hairball.

Fine. Tune. Stuff.

OPTIMISE: We finesse things

Using the framework and suggested topics and opinions, you start writing ‘golden thread’ content and making it happen. You begin publishing to spark conversations, challenge the status quo, or make people pause, reflect, and reach out. Whatever you need. In the background (with my help), you’re testing, iterating, and fine tuning the content and framework.

Based on how you’re tracking, we build a low-lift plan of content and an ongoing production process for you to drive.

4. Crank. It. Up.

MAXIMISE: We track, adjust and scale

We do regular reviews of the content created. Edits and improvements are discussed, new ideas and topics are floated, and help given when you get stuck. The aim is to transform you from unseen to seen, build influence, authority and respect for you and your specialty.

That’s achieved by giving value, challenging norms, and leaving people (or your industry) better than before.

Untangle Your Message Mess

Engagement is in 3-month blocks. From experience, it takes 3-6mths for initial indicators to surface so that on an ongoing basis you can adjust, continue or double-down on what you’ve been doing.

If you’re keen to reach deeper into your hairball, or build thought leadership (sans hairball) I’m in!

I’m here to help as long as you’d like it.

Smart experts need distinctive content.

Client Results

+9% YOY

Lead Conversions

+15% YOY

Blog Dwell Time

+27% YOY

Blog Page Views

“Doubled our team content output, with further YoY scaling”

“Multiple Page 1 SERPs on articles and reworks”

“Increased new blog users +19% YoY”

“As a business Founder, the great thing about working with Di is that she helps you think through a structured framework of what your key messages should be.”

Deb Achhorner
Co-founder at Two Design Lovers

Past Projects: Brand Messaging Framework, Website

 

“...this has to be the first time I have ever read anything from an agency or copywriter that made so much sense! Well done! I love it.”

Najah Ayoub – Marketing Manager, Tecala

Past projects: Brand Messaging, Narrative & Tone-of-Voice Creation, Heritage Story Creation, Brand Book

 

“As a Founder, I couldn’t be happier with her work. She gets it. She responds quickly to emails. And she delivers on time and within budget. Pricey? Not to me. Worth it? Totally.”

Aiver Ilaya – Founder – Doctrail

Past Projects: Launch Messaging, Brand Copy, Social Media 

 

“Di goes beyond content. She gets you to really think about your brand, which in turn makes you delve deeply into what you’re about, your values, and the problems you’re trying to solve.”

Aiver Ilaya – Founder – Doctrail

Past Projects: Launch Messaging, Brand Copy, Social Media 

 

Ready to start untangling your message mess, like Deb and Aiver?

Hi!

I’m Di,

A content strategist-writer based in Sydney, Australia. While I work with clients of all shapes + sizes, I’m ideal for experts who are brilliant, but struggle to articulate their value. You likely want to transform your content from a tangled mess of ‘nothing sticks’, to clear, trusted and go-to.

Want me to be more specific? If you’re a clever coach, consultant, advisor, founder and subject matter expert or a business/brand getting beaten up by competitors (who are less-than-equal to you), or are looking to open new opportunities… then I’m your gal.

What are some frequently asked questions?

Who's a good fit for this program?

Savvy and smart solopreneurs, subject experts, advisors, coaches, consultants, speakers and thought leaders. I’m also partial to working with brands and marketing teams who want someone to work as an extension of them, or act as a sounding board.

How much time should I dedicate to this?

The more time you spend on asking, learning, applying and refining your POV, voice, message and content angles, the greater impact you’ll build and accumulate more space in people’s minds.

How long will it take to see results?

The minimum enagement is in 3-months blocks. From experience, it takes at least 3-6mths for initial indicators to surface so that you can then start adjusting, continuing or doubling-down on what you’ve been doing. I’m here to help as long as you’d like it.

How much does it cost and how long is it?

This is a new offering that’s currently in beta-BIP (ie. build-in-public) phase, so pricing is pegged at a foundation rate. Engagement is in 3-month blocks, with a monthly retainer of AU$2.5K p/mth. From experience, it takes 3-6mths for initial indicators to surface so that on an ongoing basis you can adjust, continue or double-down on what you’ve been doing.

If you’re keen to reach deeper into your hairball, or build thought leadership (sans hairball) I’m in!

I’m here to help as long as you’d like it.

What do I get at the end of the program?

You have a clear strategy for your brand content.

There’s a signature golden thread framework, that combines your key messages, voice, tone and point-of-view, ideas for content topics and opinions you can cover, plus (if needed) a low-lift plan/calendar of content and production process for you to make it happen.

You write and publish the content – to spark conversations, challenge the status quo, or make people pause, reflect, and reach out.

All work is done via Zoom, Google Docs, Notion and Slack.

Will you write the content for me?

Yes I’d love to, if you ask me nicely :). Let’s have a chat. Hit me up via one of the ‘Untangle’ buttons or on LinkedIn. Pricing is advised after a written scope is defined.

Do you also offer 1:1 consulting?

I absolutely do! 1:1 consultations, advice and implementations are available, as well as ongoing fractional support/contracts.

Can start-ups, brands and marketers do it?

Absolutely. We can have a Zoom party! The golden thread framework created is suitable for all growing brands who value quality content, or who’s style is a more thoughtful and strategic approach. It’s also highly applicable to thought leadership content, and its implementation helps to grow mind share as well as reputation and inbound leads.

 

“When we rebranded to create Tandem, we wanted a voice that demonstrated our culture of having fun and breaking the mould. Di created this for us. She helped draw out our unique personality and in collaboration with our strategy and design partners, delivered a fresh new identity through our website, executive profiles as well as other collateral. Di has a way of listening to a brief and translating it into a story that’s engaging and resonates.””

Karen Eldridge General Manager, Strategic Communications, Tandem Corp

Past projects: Brand Messaging, Narrative, Core Brand Story, Tone-of-Voice, Pitch, Website, Brand Book, Capability Statement, About Copy, Employee Onboarding & Subcontractor Handbook, Tandem Board & Executive Team Bios x 25

“Di 's ability to understand our business and the human values of the brand, and to then be able to package that up into compelling brand narrative is second-to-none. She's a gifted wordsmith that always surprises me with her clever turn of phrase.”

Matt Forman Entrepreneur. Leader. Advisor. Founder, Maverick Group of Companies

Past projects: Brand Messaging, Narrative & Tone-of-Voice Creation, Brand Story Creation, Website, Credentials Doc, Case Studies, Executive Bios

“I loved working with Di. She's organised, efficient and was instrumental in helping us tell the new Enabld brand and product story, in a way that truly set us apart. The business had embarked on a complete brand refresh with new content, brochures, website and presentations for a variety of audiences. Everything Di created was delivered to a very high quality, first time, every-time. I'm really looking forward to working with Di, on our next project.”.”

Anthony Mordech – Chief Marketing Officer, Enabld

Past projects: Brand Messaging, Narrative & Tone-of-Voice Creation, Brand Story Creation, Website, Executive Bios

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