Most consultants start at copywriting and work backward. Erin explains why that makes everything harder.
If you’ve ever struggled to describe what you do, or found yourself rewriting the same bio for the hundredth time, this episode is for you.
Erin Braford starts with a simple question: what do positioning, messaging, and copywriting mean, and how do they connect? She walks through each term and calls out the most common place consultants get stuck: starting with the words before the strategy is solid.
[00:02:58] “Oh, you need a copywriter who understands healthcare? I got a guy.”
Erin uses the “I got a guy” problem to define what positioning is really solving for: becoming the first name someone thinks of when the right problem comes up. Messaging translates your expertise into language your clients use. Copywriting is where all of it becomes words on a page or in a room with a client.
[00:07:38] “Your message is what you’re going to say. Copywriting is how you say it.”

Say It a Thousand Ways: Positioning, Messaging, and Copywriting Defined

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