Messaging vs. Copywriting (and Why You Need Both)

Hey there,

If you’ve ever built a website, written your own copy, or tried to explain what you do without spiraling, you know how hard it is to market yourself.

People still don't “get" it.” Even when you think what you do is obvious.

That’s because we’re too close to our own work to see what’s unclear (yep, me too).

To get a glimpse at those blind spots, I’ve been talking with other folks who build brands, from strategy to messaging to execution. Some of them are even (gasp!) competitors. But I believe branding is a team sport, and multiple perspectives make great work even better.

This week, I’m sharing a conversation with Courtney Fanning of Big Picture Copywriting. I met Courtney through The Co-Promotion Club. She’s a messaging strategist and copywriter for founders and growing businesses. During our conversation, we got into the differences between messaging and copy, why research matters more than writing, and a really bold karaoke choice.

Enjoy!

First, a hard-hitting question! If your brand were an animal, what would it be?

If my brand were an animal, it would be a Border Collie. They’re sharp, reliable, loyal, energetic, and always thinking three steps ahead. Border Collies are known for their work ethic and ability to herd sheep, which is how I feel when I have to herd scattered ideas and streamline them into cohesive, compelling copy.

I’m also tempted to throw in that I’m a brand voice chameleon, and chameleons really are just the silliest creatures, and I have a very silly side as well.

Great choices—and both are adorable.

Your work centers primarily around website copywriting. What are some of the myths you’d like to debunk around being a copywriter?

[::steps onto soapbox:]]

Ahem. Writing is maybe 5% of the job. The other 95% is dedicated to research and the development of messaging strategies. I don’t just sit down and start writing. I spend hoursssssss figuring out what to write and how that shapes and supports the overall brand and communications strategy.

Also, we’re copywriters with a ‘W’, and all one word, which has absolutely nothing to do with copyright law, with an ‘R’. Thank you for asking.

[::steps off soapbox::]

I love that you brought up messaging, because I know that’s a huge part of your work! How do copywriting and messaging overlap for you? How are they different?

Most people think copywriting and messaging are the same, but one is strategy and the other is implementation.

Messaging is the foundational, big-picture stuff. It's your brand's core beliefs, values, 5Ps (Purpose, Perception, Personality, Promotion, and Position), and the overarching narrative that connects with your audience on an emotional level. It’s the ideas and associations you want people to link to your brand.

Copywriting is how you bring that messaging to life in specific contexts. It's taking those strategic messaging pillars and translating them into headlines, product descriptions, website copy, email subject lines, and calls-to-action that get people to…take an action.

Messaging says "we stand for this thing," and copywriting turns that into palatable “sound bites” your specific audience will love.

You can't write compelling copy without a solid messaging strategy, and messaging without good copywriting is a bunch of really good ideas trapped in Google Doc purgatory.

Google Doc purgatory is its own special hell—and one I’ve found myself in a few times. Likely because when it comes to translating messaging into copy, I’m out!

But I love that you live in both worlds. Tell me about how you bridge the gap between the two.

Honestly…I don’t know! My brain pays way too much attention to how people act and talk. You’ll find me in the corner of a crowded room, perfectly content to just observe people.

I'm a really good mimic—but not in a Talented Mr. Ripley kind of way. I’ve never murdered anyone and assumed their identity. But I do read fiction, almost exclusively, which is kind of like assuming a bunch of people’s identities and acting out their conversations in your head. I also went to grad school and got a Master’s degree in Selling Stories (not the actual degree name, but close enough). And I have an ear for music. A lot of "sticky" writing is rhythmic.

Maybe it’s that one of my biggest pet peeves in life is poor communication. It drives me craaaazzzzzzy when there's a disconnect between what someone's trying to say and how they’re saying it.

So when I get a solid brand messaging strategy to play with, I'm constantly asking myself: "Okay, but how would a real human actually say this? What would make them stop and pay attention or give a damn?”

I suppose I am a little bit obsessed with bridging the gap between strategic intent and realistic implementation.

This was a very therapeutic question. I’ll leave my co-pay details at the front desk. ;)

Unfortunately, I don’t take insurance. Cash only, please. 💸

A lot of the strategy work I do (and I hope it’s some of the “solid” stuff you mentioned above!) turns into a website. The designers and copywriters I work with all have different takes on this, so let’s put an end to it.

Which comes first: Design or copywriting?

Brand Strategy → Messaging Strategy → Copywriting → Design → Development.

I will die on this hill.

Also, designers and copywriters should be in communication with each other throughout the project because things will need to be tweaked in the design stage.

That’s just the reality of building a website.

But please don’t ever come to me with a website wireframe and tell me you “just need the copy”. It does not work that way. And that design template you bought? It was not designed with copy in mind, and will need some customizations to fit content sections and the copy I write for you.

I could not agree more! I’ve sat in a lot of seats—designer, copywriter, strategist—and think the formula you broke down here is the best approach. And oof to the templates. Make it stop! Nothing makes my job harder than trying to fit a brand into a box that wasn’t built to hold it.

Earlier, you mentioned that research plays a big part in your work. What are some of the things folks should have in place to make that work most impactful?

You need to know who your audience is, what your offers are, and have an underlying reason for existing beyond “make a buck”. I love money, but I can’t design a messaging strategy around “we exist to make money for ourselves.”

Ha! If only it were that easy.

AI seems to have completely disrupted the copywriting industry. Anything folks should know as we move forward?

Remember how I said writing is only 5% of the copywriting process? There are so many ways to use AI to help you organize and recall information, or audit your copy for common issues (long sentences, passive voice, unconnected ideas, ignoring a buyer persona), but the writing process needs the human touch.

Copywriting is SO mentally taxing and labor-intensive, so I’m all for using AI tools to make it easier, but AI-generated copy is polished within an inch of its life. I’m even starting to hate Grammarly’s AI editing suggestions because it makes everything I write follow the same patterns. And while I imagine this homogenization will all get worked out by our tech overlords, it’s still kind of dead behind the eyes.

I just listened to an episode of the Las Culturistas podcast where they discussed the idea that something needs to feel a bit serrated (like a knife) and unpolished to feel genuine. You once said that polished isn’t always what a brand should go for, and I couldn’t agree more.

Also, the environmental impact of AI is horrendous, so maybe we…just…don’t? I’m not even going to pretend I have solid footing on this one yet. To be continued... 🫠 

I love the idea of having that serrated edge to your copy. Such a great framing. But for now, I’ll steer us away from the AI conversation and leave the LinkedIn bros to debate this one for us.

You’ve worked with some big names—The New Yorker and Simon & Schuster, to name a few. But I know you love working with smaller businesses. What do you think those two groups could learn from one another?

Oh, my god, if “corporate” could pick up the pace and do as much in a year as small business owners do in a week…my point is, founders and small businesses get 👏 sh*t 👏done! 👏

Also, marketing is all about experimentation because that’s the only way to learn what works and what doesn’t. But mistakes cost money, so everyone’s afraid to fail, and no one tries anything that isn’t analyzed to death. I used to say that “copy by committee is where copy goes to die”. The best thing about smaller businesses is that there is often one decision maker, and they are willing to be creative, take risks, and try new things.

On the flip side, small businesses (and founder-led businesses in particular) tend to fall prey to “tactic traps” and online business bullsh*t. Stepping away from that world and focusing on building core business foundations would help many business owners last beyond the five-year mark.

Tactic traps are something I see so many of my clients fall prey to! I’d love to hear what’s working for you right now when it comes to marketing your business.

My family moved to the UK this year so my husband could complete his sabbatical research. Entering this new season of life, I knew I wanted to change how I marketed Big Picture. I pulled back from Instagram (it was making me feel 15 years old), stopped blogging (I don’t have that kind of time right now), and put my Copywriting Cohort on the back burner. Instead, I focused on nurturing the relationships I already had and intentionally building new ones.

The result? The activities I started in June resulted in being booked solid for 5 months by October, plus the addition of two new retainer clients. All credit goes to Jessica Lackey, who has streamlined this approach in her Relationship Rhythms program and completely rewired my brain and business.

I adore Jessica and her straightforward approach! I’ve told you before, but every time I meet someone who’s worked with her, I think, “This person is the real deal!”—you included!

You mentioned you’ve got an ear for music. I used to be a spin instructor, so my brain thinks in soundtracks. I’m curious—if your business had a karaoke song, what would it be?

Can we please pretend we know all the words to Bamboleo by Gypsy Kings and absolutely BELT out the chorus together???? That song has healing powers after a long day of writing client copy.

BOLD CHOICE! And I’m totally here for it!

Before we go, how can folks connect with you and soak in some of your knowledge?

My snazzy website is where you can suss out my vibe and peek at my portfolio if you’re interested in 1:1 services.

I write a bi-weekly newsletter called “Letters From Your Editor” that is personal meets business musings.

A bibliophile at heart, I also have The BP Library, which is full of free resources and guides to help you research, strategize, and write your copy when hiring a professional copywriter isn’t in the budget. The BP Shop also has loads of templates to make the writing process a heck of a lot easier.

I’m also on LinkedIn and very proudly not writing broetry, but using it as a space to connect with others and keep tabs on my high school boyfriend’s professional achievements, like the good Lord intended.

Thanks, Courtney!

And thank you for following along! Let me know what stands out—and if you want more convos like this in your inbox.

Thanks for reading,

P.S. Courtney also interviewed me about brand strategy. Check it out here.