Don't Shoot the Messenger
- Daniel Love
- Oct 31
- 3 min read
Issue #8
Sometimes it's the message itself that fails to land, rather than the delivery.
When speaking to busy people with ever-fleeting attention spans, it's essential to get your point across succinctly and effectively. Unfortunately, there's little room for nuance or subtlety, unless it's approached with exacting care. When it comes to speaking to potential customers and existing clients, it's crucial to explain your offering — be that a service you provide, a problem you can fix, or something new you've created.
Clarity, Value & Edge
Three core points
1. What You Do (The Clarity Point)
Lead with a crystal-clear statement of what you offer — no jargon, no fluff. Your audience should understand within seconds exactly what problem space you operate in.
Example: “We help businesses navigate complex legal challenges with practical, strategic advice that protects what matters most.”
2. What You Solve (The Value Point)
Define the pain or challenge your customer faces — and show how you make it go away. This turns your offering from a feature list into a solution.
Example: “If your skin’s been through stress, pollution, or too many late nights, our serum restores balance, glow, and confidence — no filters required.”
3. Why You’re Different (The Edge Point)
Highlight your unique advantage — what sets you apart from competitors or the status quo. This could be your process, your perspective, your results, or your personality.
Example: “Unlike generic marketing agencies, we blend creative storytelling with data-backed strategy to make your message not just heard — but remembered.”
Campaign Spotlight
Trust through transparency
The Ordinary strikes again. And this time, they've quietly schooled the entire beauty industry by doing the exact opposite of everyone else.
Simple — No fruits, no honey, no gloss. Clean, clinical, and brilliant. It gets the message across.
Smart — A masterpiece for copy fans. Every line informs and inspires.
Consistent — Just their signature black-and-white confidence that speaks louder than ever.
Impactful — It's not about getting you to buy (in the first place), it gets you to think about everything else.
It's not marketing. It's anti-marketing. And that's what makes it genius.
Explore the brand's beauty and skincare range here.
CTA
Check your call-to-action
Your CTA can make or break an email. It's not just a button, It's a decision maker.
Try some of these subtle swaps that turn forgettable into clickable:
Order Now > Make It Yours
Register Now > Save Your Place
Learn More > See What's Waiting
Shop The Collection > Find Your Favourite
Request Info > Get The Full Picture
Redeem Code > Claim My Reward
Add To Wishlist > Save It For Later
Download > Get Instant Access
Cultural Pick
The trailblazing surrealist photographer Lee Miller
With the most extensive retrospective of her photography yet staged in the UK, Tate Britain celebrates Lee Miller as one of the 20th century's most urgent artistic voices. First exposed to a camera by working in front of it, Miller was one of the most sought-after models of the late 1920s. She quickly stepped behind the lens, becoming a leading figure in the avant-garde scenes in New York, Paris, London and Cairo.
The exhibition showcases Miller’s extraordinary career, from her participation in French surrealism to her fashion and war photography. Exploring her artistic collaborations, the curation sheds light on lesser-known sides of her practice, such as her remarkable images of the Egyptian landscape in the 1930s. With around 250 vintage and modern prints, including those never previously displayed, the exhibition reveals Miller's poetic vision and fearless spirit.
Determined to forge her own path, she later commented, “It was a matter of getting out on a damn limb and sawing it off behind you.”
Showing until 15 February 2026 at Tate Britain
Let’s Connect
Ready to turn your brand messages from scattered to strategic? Daniel Love brings a blend of creative insight and practical experience to help you craft a communication strategy that resonates, inspires, and delivers results. Let’s set up a time to explore your goals, pinpoint the opportunities, and map a clear, actionable approach — so your brand speaks with confidence and impact.
Until next time,
Daniel
Brand Consultant | Content Editor | Digital Developer
© 2025 by Daniel Love Ltd
54 Star Road, Caversham, Reading, Berkshire, United Kingdom, RG4 5BG
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