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Messaging Workbook Exercises for Your Brand

Free Workbook for Founders Who Want Clearer Messaging

Author

Nick Purchio
June 18, 2025 • Estimated Reading Time: 4 minutes

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):

  1. What was happening in your life when you bought this?

  2. What were you hoping life would be like after you had it?

  3. 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