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Messaging Workbook Exercises for Your Brand
Free Workbook for Founders Who Want Clearer Messaging
This is the exact workbook I use to help founders get out of the “clogged messaging” spiral.
It’s designed to take 20–30 minutes.
By the end, you’ll know:
✅ What your primary selling points are (what gets the click)
✅ What your secondary selling points are (what justifies the purchase)
✅ Where to use each one across your brand, website, Amazon, and ads
Let’s get into it.
✏️ Section 1: What Exactly Is a “Best Customer”?
Before you write a single word of copy, you need to define who you're writing for.
Your best customer is the overlap of:
🧨 Problem Intensity → They feel the problem badly
✅ Product Satisfaction → Your product solved it for them
💸 Lifetime Value → They bought again, reviewed, or told someone
These are the customers you want to build your message around.
Create this as a table:
Trait | Description |
---|---|
Needs it badly | They’re actively trying to solve the problem your product addresses |
Gets great results | When they use your product, it actually works |
Has high value | They reorder, refer, or leave a glowing review |
Is reachable | You can email, DM, or talk to them again |
Says things like… | “Finally! Something that actually works.” |
✏️ Section 2: Meet Your Customer
🎯 Use this Mad Lib to build your primary message:
When [context/pain point],
I want [solution],
so that [result].
Example:
When my turf smells like dog pee every day,
I want something I’ll actually use to clean it,
so that I can enjoy my backyard again.
📞 Bonus: Use These 3 Interview Questions
Ask these to real customers (or scan reviews for answers):
What was happening in your life when you bought this?
What were you hoping life would be like after you had it?
Who did you tell—and what did you say, word-for-word?
✏️ Section 3: Map Your Selling Points
You’re about to sort everything you want to say into what you should lead with.
Create this as a table:
Selling Point | Primary ✅ | Secondary ✅ | Why It Matters |
---|---|---|---|
[Insert yours] | [✅ or ❌] | [✅ or ❌] | [Functional? Emotional?] |
Use these gut checks:
✅ Would someone leave their current solution for this?
✅ Is this about solving a pain fast?
❌ Is this more about feeling good or trusting the product?
❌ Is this something you care about—but your customer rarely mentions?
✏️ Section 4: Founder Reflection
Let’s separate your passion from their reason for buying.
Create a 2-column table or journal prompt:
I built this product because…
What I’m most proud of is…
What inspires me most is…
What I wish more customers noticed is…
Then ask yourself:
Do any of these show up in customer reviews?
If not—don’t lead with them.
✏️ Section 5: The Messaging Filter
Use this to figure out where your messages go:
Asset / Channel | Lead with Primary? | Layer in Secondary? |
---|---|---|
Homepage Hero | ✅ Yes | ❌ No |
Paid Ads | ✅ Yes | ✅ Yes |
Amazon Titles & Bullets | ✅ Yes | ✅ Yes |
Packaging Front | ✅ Yes | ✅ Yes |
Packaging Back | ❌ No | ✅ Yes |
Product Video | ✅ Yes | ✅ Yes |
Social Bio | ✅ Yes | ❌ No |
FAQ / About Page | ❌ No | ✅ Yes |
UGC & Reviews | ❌ No | ✅ Yes |
Final filter:
If you only had 3 seconds of attention, would this message earn it?
If yes → ✅ Primary
If no, but builds trust → ✅ Secondary
🧠 Use This Workbook to Clean Up Every Page, Ad, and Package
This framework will help you:
Simplify your landing page
Tighten your ad hook
Know exactly what goes on the front of your box vs. the back
Align your team and freelancers on what matters most
You’re not trying to say everything.
You’re trying to say the right thing first.
Cheers,
Nick & Mozzarella
Founders of DozzlePets