What’s the Difference Between Messaging and Copywriting (And Why Does It Matter)?
If you feel like your marketing isn’t convincing clients to say “YES!” — despite investing time (or money) into copywriting — you’re not alone. A lot of coaches assume they just need "better copy" to attract their ideal clients.
But the truth is, great copy doesn’t start with words. It starts with strategy. And if your messaging strategy isn’t dialed in, no amount of clever copywriting will fix it.
Messaging Strategy vs. Copywriting: Let’s Get Our Priorities Straight
Messaging strategy is the foundation of your entire brand communication. It’s the blueprint that informs every marketing decision, from your website to your emails to your social media. Your messaging defines:
Your brand identity – Who you are, what you stand for, and what makes you different.
Your ideal audience – Who you serve and how you solve their problems.
Your brand pillars – The key themes and values that drive your business.
Your positioning – How you stand out in a crowded market.
Your marketing funnel – How you guide potential clients from awareness to commitment.
Copywriting, on the other hand, is how you put that strategy into words. It’s the final step — the execution of a thoughtful messaging plan.
Without strategy, copywriting is a guessing game of throwing spaghetti at the wall, which gives you inconsistent messaging, a confused audience, and disappointing results.
Why Copy Without Strategy Falls Flat
Think of messaging strategy as the recipe for a gourmet dish and copywriting as the final plating and garnish. You wouldn’t start tossing ingredients together without a solid recipe, yeah? (or at least, game plan!)
The same applies to your marketing. Without a well-crafted strategy, your copy is just a random mix of words that don’t quite come together.
When you skip messaging strategy and jump straight to copywriting, you risk:
Inconsistent messaging – Your website, social media, and emails all sound different.
Weak positioning – Your audience doesn’t understand why they should choose you.
Low conversion rates – Your words don’t connect or move people to action.
What Strong Messaging Strategy Does For Your Business
When you start with a solid messaging strategy, everything falls into place and it actually becomes easier to write great copy (and iterate it for multiple channels). Your content becomes more powerful, your marketing is more effective, and your brand is more memorable — all fantastic things we want to see!
With a clear strategy, your copywriting:
Speaks directly to the right audience
Stands out from the noise in your industry
Builds trust and authority by demonstrating you’re an expert
Guides potential clients toward working with you
Where to Start: Messaging Before Copy
Before you write one more word (or have someone do it for you), get your strong messaging foundation in place:
Clarify your core message: What do you want your audience to know, feel, and do?
Define your brand positioning: What sets you apart from other coaches?
Understand your audience: What are their pain points, goals, and desires?
Outline your marketing funnel: How do you move someone from follower to client?
Once these elements are clear, your copywriting becomes simple — and so much more effective!
You don’t need more copy, you need a strategy. There’s a lot of noise out there, and more words won’t help if they’re not backed by a strong strategy. The key to cutting through the clutter isn’t just hiring a copywriter. It’s ensuring you have a messaging strategy that drives every marketing decision — from copy to content to campaigns.
Start with strategy. Empower yourself to do the rest.
Want personalized advice on building your messaging to convert more clients? Set up a call and let’s talk strategy!
