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Untangle and fix your messaging mess

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

WORD SWORDS has fixed the messaging mess of dozens of savvy experts, brands, solos and founders – transforming it from a hairball of ‘nothing sticks’ to ‘thought-IP’ that’s clear, trusted and makes you the go-to choice.

Untangle Me Now

What is it?

A done-for-you (DFY) Golden Thread Framework is created for all your messaging, and done-with-you (DWY) 1:1 coaching teaches you how to use it and improve your writing.

Have a distinctive voice and writing style

Consistently deliver compelling content

Be the obvious choice in your field

You’re brilliant at what you do, but…

“You don’t know where to start to fix your messaging mess (or how to improve it enough to resonate and attract the right people).”
“There’s no signature feel, thoughts or premise that makes your IP distinctive (it could be anyone’s), and you don’t know how to go from generic to identifiable.”
“You’ve been publishing, but you don’t know how to efficiently and consistently turn your thinking into thought-IP and that IP into business.”

“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 ‘messaging hairball’…

You have a big hairy problem. A messaging hairball.

It starts innocently, when other brands, experts + solos who don’t have your smarts and substance, get more attention than you, constant inquiries and revenue growth. You’re smart and expert, but your IP isn’t strong enough to resonate. In desperation, you commit ‘random acts of content’ hustle (with no consistency, no clear voice or point-of-view), that don’t work. Again. And again. And again. Your hairball gets bigger.

You’re still failing to connect and feel the constant pressure of running faster on the hamster wheel to produce more generalised expert-based content, instead of distinctive IP that gains mind share. You’re surviving on breadcrumbs, while others feast on clients, leads and opportunities.

If you’re honest, those random acts had no thought or direction behind them and were out of sync with your true self and voice. They lacked a distinctive point-of-view, didn’t build connection, and little by little they’re eroding your self-belief and reputation… but you’ve got to keep trying. This messy conundrum keeps you up at night and the bank balance isn’t on an upward trajectory.

Triggering isn’t it. I’ve been there.

It’s soul destroying when you feel you’ve tried everything, but nothing works and you have no idea what to try next, or how to fix the problem.

Stop creating commoditised content. Your hairball – that tangled mess of messaging ‘tweaks’ you keep making bigger – is following you. It’s in your conversations, it’s throughout your social posts, it’s obvious on your website, proposals and presentations.

People are confused. They don’t know what you do. They can’t unravel it or join the dots, to understand how you can help them, or why you do what you do. So, they default to “too hard, I’ll skip it”.

But there’s an answer. Start creating thought-IP centred on your signature perspective or point-of-view.

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

A little thing called a Golden Thread Framework can untangle your messaging hairball and banish it forever.

3 reasons you’re creating a big hairball…

“You don’t know how to clearly explain what you do or why people should care, so you keep changing your mind about what to say.”
“You’re creating generic, commoditised 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 generate the quantity you think you needed.”

Together, we untangle the mess and find your Golden Thread.

What’s that mean? You get a complete Golden Thread Framework and 1:1 coaching on how to use it to improve your communication, content (and your writing).

The Golden Thread Framework and Coaching Program includes:

Your true voice defined (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.

Clear tones to 'flex' 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.

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.

Your distinctive perspective (or POV) codified (to carry through your content)

Your point-of-view (what triggers you, breaks your heart or makes it sing), big idea or premise, methodologies or products (what and why they’re distinctive) for your right-people (who and why).

Co-creation of your signature Golden Thread (to prevent more hairballs happening)

Your golden thread recombines the ‘right’ things we’ve pulled out of your hairball, and combines them into one cohesive storyline – so everything is consistent, clear and distinctive.

Assistance to write/edit your new content (so you understand how to use the framework)

You start writing and we discuss edits and ways to improve your drafts, float new ideas and topics, and I’ll help when you get stuck.

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 thought-IP that forms a defensible moat – by turning your expertise into distinctive reputation-based, authority or thought leadership content.

All work is done live via Zoom, Google Docs, Email, Notion or Slack.

(PS: What’s a Golden Thread?)

A ‘Golden Thread’ is a unifying theme or idea that runs throughout something – be that a brand, a story, project, messages (or even a person’s life). It connects different aspects of the overarching premise or theme and provides a sense of coherence and meaning.

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

Untangle Me Now

“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, as a co-creation engagement

Untangle + Plan

Dive in deep

Day 1-30

What We Do: First, we identify your ‘right-people’, why you’re brilliant at helping them, and what you’ve been saying to attract them. We talk about their pains, desires and your unique value, plus do a quick competitor messaging audit. I learn about what pisses you off, breaks your heart or makes it sing, plus your methodologies.

The Goal: I turn all that into a Golden Thread Framework for you and/or your brand. brand. Over the following 60 days, I’ll help you master the use of it, so you can consistently stitch the thread through messages and thought-IP content, that carries your signature tone-of-voice (TOV), point-of-view (POV) and hit the buttons of your right-people.

Stitch + Write

Start doing stuff

Day 31-60

What We Do: You start writing – using the threads I’ve extracted from your messy hairball. Using the Golden Thread Framework as guardrails, and some suggested topics and opinions, you start writing ‘golden thread’ content to spark conversations, challenge the status quo, or make people pause, reflect, and reach out. Whatever it is you need. We do live Zoom reviews and discuss edits and ways to improve your writing, float new ideas and topics, and I’ll help when you get stuck.

The Goal: For you to understand and feel comfortable using the framework in your content, conversations and marketing – so people know it’s you – with the Golden Thread stitched through everything.

Implement + Tune

Adjust and scale

Day 61-90

What We Do: We regularly discuss and do live Zoom reviews of the content you’ve created. In the background, you’re constantly testing, iterating, and fine tuning your content and adjusting the framework, if/where needed. Based on how you’re tracking with the writing and publishing, we build a low-lift plan or calendar of content and an ongoing production process for you to streamline your work.

The Goal: To transform you from unseen to seen, build influence, authority and respect for you and your specialty. This turns your content into clients. That’s achieved by giving value, challenging norms, and leaving people (or your industry) better than before.

The Golden Thread Coaching Program

Over 90-days: Untangle your messaging hairball

Engagement is in 90-day (3mth) 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 here to help, over a longer period, if  you’d like me to.

I’ve created messaging for…

Smart brands and experts need distinctive messaging.

Get 1:1 Support

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 untangle your messaging mess, like Deb and Aiver did?

Untangle Me Now
xyz

Hi!

I’m Di,

A messaging strategist, voice framer and copywriter 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 messaging from a tangled hairball of ‘nothing sticks’, to ‘thought-IP’ that’s clear, trusted and makes you the go-to choice.

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 person.

More About Me

Frequently asked questions

Who gets the most out of this program?
Savvy and smart brands, experts, solopreneurs, start-ups, founders, coaches, consultants, and people who want to build their own portfolio of thought-IP. As long as you have content you’re producing for yourself, we can work together.
How much does it cost and how long is it?
Engagement is in 90-day (3-mth) blocks, with a monthly retainer fee of AU$2,500 +GST p/mth (where applicable).
How often do we meet?
Weekly sessions, for 60 minutes.

Month 1: Messaging Framework research and development

Month 2: You write and publish content, with 1:1 coaching support

Month 3: Based on signals and responses, content production continues and builds momentum, with 1:1 coaching support

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

Additional asynchronous support is priced based on scope.

What are my takeaways from the program?
  • A detailed Golden Thread Messaging Framework
  • Tools and skills to maintain the momentum of your content engine
  • 1:1 coaching support that’s developed and improved your writing and content skills

You write and publish all the content – sparking conversations, challenging the status quo, or making people pause, reflect, and reach out. Along the way, I’m here to help you edit, discuss and improve your writing.

Will you write the content for me?

Yes. Let’s have a chat. Hit me up via one of the ‘Untangle’ buttons, on LinkedIn or email me at di.mace (at) wordswords.com.au

Pricing is advised after a scope is defined (either by you or via the work we’ve already done together on your Golden Thread).

I also offer 1:1 consultations, advice and implementation, as well as ongoing fractional support/contracts.

Untangle Me Now

“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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