Hallo again!

ARE YOU READY?

Because we certainly are: to help you fix the content bricks in your marketing foundation.

Let’s get into it (buckle up—this is going to be a long one)!

Steps 1 & 2

Now, the biggest issue we’ve seen is when founders treat writing like a creative art project.

Because it’s not.

It’s an assembly line, where you bring together data from your customer research into the content structure and add your voice to it.

If you’ve built your Messaging Matrix, you’ve already done 80% of the work (Steps 1 and 2). The writing part is just connecting the dots.

We’ll show you how to work on the structure as well as the writing parts.

Step 3a-Planning: The Pre-Writing Content Engineering

Before you open a document or touch a keyboard, you have to stop thinking like an author and start thinking like an engineer.

Instead of clumping together bits of info and hoping to make a point, try creating the structure of your message first and then fill in the gaps.

So let’s discuss content approaches.

Here’s a great technique to filter out fluff and have your ideas structured:

The Single-Tasking Filter

Before you type, answer these four things. If you can’t, you aren't ready to write.

• The Target: Who exactly is this for? Check which awareness stage you want to target. Here’s the guide if you need a refresher (or are new to this!) and here’s the table for reference

  

• The Hook: One central theme that will intrigue and lead them to where you want em.

• The Promise: What does your target get from this content piece?

• The CTA: What is the single & specific next step you want them to take?

Example in action

Let’s say you’re building a CRM for boutique agencies. Your research shows they’re drowning in enterprise bloat and you’re ready to build a landing page that actually converts.

This is what my single-tasking filter would look like:

• The Target: Boutique agency owners who are currently stuck using 5+ complex enterprise tools they only use 10% of.

• The Hook: You’re paying for 400 features you’ll never click just to have a place to store a lead's email. Your CRM should be a tool, not a part-time job.

• The Promise: A No-Tab workflow that handles your leads, pipelines, and invoices in 22 minutes a day—without the 6-week certification nightmare.

• The CTA: Get the 22-Minute Setup Guide

Match Structure to Awareness

Are we writing yet?

No, we’re doing something better.

We’re creating a coherent content messaging structure.

You ever wonder why your readers drop off in the first fold of your page? Your message may not be matching intention.

To stop the bounce, you need to divide your content into two distinct zones:

1. The Mirror (to keep them)

2. The Meat (to give them value and convert)

1. The Mirror

The first few lines of your page have one job: validation.

Think of them as a mirror.

When a reader lands on your page, they are asking, "Am I in the right place?"

You’ve to let them know right away, yes, they are.

Your Goal: Match their exact "Stage of Awareness."

Don't try to be clever; just be a mirror.

How to do it: Exact message matching. For example, if your LinkedIn post promises services for an audience, the landing page liked to that CTA should not be targeting the unaware audiences (this is why we hate those long-winded stories before a recipe in cooking blogs—we searched for a recipe, we were expecting a recipe, so now give us what we came here for!!!).

2. The Meat

Once the reader feels seen, you have permission to lead them.

The remaining piece is where you exceed expectations.

This is where you stop reflecting and start educating, persuading, and solving.

Your Goal: To exceed the promise made in the mirror section. It got them in the door, but the meat is what makes them stay and buy.

How to do it: This is where you empty out your Messaging Matrix. You take those deep research insights, and you stack them to prove why you're the expert.

Let’s take an example to see this in action.

You’re a founder of a CRM for small agencies. Your research shows customers are exhausted by complex enterprise tools. And let’s say this is what your messaging matrix looks like (ideally it should be filled out, but we’re focusing on a limited example here)

1. The Mirror

Headline: "A CRM that doesn't require a 6-week certification just to send an invoice."(This matches the pain points your reader is currently feeling.)

2. The Meat

Now, just populate the page by pulling directly from your matrix, and make tweaks to narrow down to feature-specific content where needed:

• From "Product/Feature Descriptions"

  "Stop paying for 400 features you’ll never click. We stripped the CRM down to the 4 things agencies actually do: Lead tracking, simple pipelines, one-click invoicing, and automated follow-ups".

• From “Stats they need to convert/send up"

  "Last month, 142 agencies switched from [Big Competitor] to us. Their average setup time? 22 minutes. Not 22 days".

• From "Unique words & phrases"

  Refining the copy with the exact, "quirky" language your customers used in interviews to make the benefits feel more "sticky".

• From "CTA"

  Extract a specific 'low-friction' promise. Do not use generic 'Sign Up's. Use something descriptive like:

• 'Claim Your [Specific Benefit],'

• 'Get [Specific Benefit],' or

• 'Start [Specific Benefit]'.

In this case, it can be “Set up your account now,” or, if you want to be more specific, “Set up your account in X clicks”

Ensure it handles the reader's 'What happens next?' anxiety.

Step 3b-Planning: Pick a Framework

There are many, many, many ways to style and structure your content. You can start with a problem your readers may relate to, or you can start with an interesting, unignoreable hook that make the readers keep reading. Or something else entirely!

If you don’t want to do the thinking, don’t stare at a blank page wondering how to order your thoughts.

Pick a framework based on your goal, then bolt your Matrix bricks onto it. Here’s a list of some common ones and where to use them:

Step 4: Start Writing

You’re finally here!

You’ve picked your framework. Now it’s time to bolt the sections together.

We don't "write" from scratch; we use formulas to translate Matrix rows into sentences that stick.

1. Go for the Head

The headline is your mirror. Use these plug-and-play structures to ensure it reflects your research perfectly.

• The Matrix Bridge: "If you’re [Persona] dealing with [Pain Point], here is how to get [Outcome] without [Thing they hate]."

• The "Butler" Formula: [Notable person/Product] shows you how to [do notable thing like they do].

• The "Axiom" Formula: [Brand Category] + [Old Adage/Motto] = Headline.

  • Example: "CRM for agencies who hate the sound of their own voice."

• The "Like a Blank" Formula: [Product] is like an [easy-to-understand object] for your [complex problem].

  • Example: "Our CRM is like a 'Delete' button for your spreadsheet-induced headaches."

2. What is it about the Body…

a. Order your messages by research weight within your framework

Don't just dump features; lead with what the data says matters most.

• The heavy hitters first: Identify the outcome your customers "could not live without" and and make it the primary anchor of your piece.

• List the fascinations second: For minor features, use Fascinations—bullet points designed to tease curiosity.

  • The Formula: Combine a [Curious Name] + [Known/Unknown Fact].

  • The Sandwich Method: Put the most interesting bullet at the top, the boring ones in the middle, and a strong one at the end.

b. Write how you speak

Now that you’re fleshing out all the messages you have in your structure, don’t let the idea of using the perfect, most professional words intimidate you.

The best way to write (and something we always suggest to founders) is to write how they speak.

Pull out a demo call you’ve had with a prospect or a presentation you’ve done, and notice how you explain your product/services.

And just use the same words.

The more you sound like yourself, the more authentic your content will be.

So breathe, take it easy, and write your talk.

And if you still need a direction, try defining your tone by who you refuse to sound like.

E.g. We refuse to sound like a corporate consultant; we refuse to sound like a hype-man.

This will simplify your tone and help you sound more like yourself.

3. When it’s Time to Close it…

You’ve built the tension and provided the meat.

Now, you need to tell them exactly what to do next.

Most founders default to "Submit" or "Sign Up," but those words imply work.

To keep the assembly line moving, you need to choose between a CTA and a CTV.

Know the Difference

• CTA (Call to Action): Used when a transaction is underway—it’s what you want (e.g., "Buy Now," "Checkout").

• CTV (Call to Value): Used everywhere else—it’s what they want. It focuses on the promise they are about to fulfill.

Now, look at your button. If the reader doesn’t know exactly what happens after they click, they will bounce.

Add a reassuring line of micro-copy below the button to reduce anxiety, e.g., “No credit card required” or “Next: we’ll show you the dashboard”.

Step 5: End with Editing

Once your draft is ready, edit out your work.

Do a once-over with the single-tasking filter to make sure your messaging is in line, and it’s taking the reader where you need them to go (instead of running around in circles).

Finally, do a quick grammar check, and you’re done, and your content is ready to be distributed!

Just know that writing isn't focused on finding the "perfect" words for your message. You need to find the right pegs in your Matrix to plug into the holes in your framework.

In short, you’ve gotta:

1. Filter your intent.

2. Mirror your reader.

3. Meat your promises.

4. Polish the fluff.

See you in your inboxes next week!

Cheers!

Aelia ⚡️🧕 & Midhat 📚️👩

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