Planning resource

Connect your growth direction to the message customers see

Explain your offer clearly, back up your claims and give customers a useful next step.

Start with the business choice

Choose the customers you want to reach and the offer you want to promote. Check how this fits your growth plan. Before writing new copy, make sure you understand who it is for and whether they want what you offer.

Describe value in customer language

Write the outcome the customer wants and what gets in their way. Explain how your offer helps. Separate customer evidence from internal assumptions, and avoid claims you cannot support.

Choose proof and a next step

List the evidence you can show publicly with permission: relevant examples, a clear process or substantiated results. Choose a next step appropriate to the customer's decision, such as viewing an example or discussing fit.

Fictional example: an IT support company

The company prioritises small multi-site retailers. Its message focuses on keeping shop systems usable during trading hours, backed by its documented support process. It invites a discussion about site needs rather than claiming guaranteed uninterrupted trading. Claims still need evidence from the real business.

Check the public story

Compare the draft with your website. Can a visitor identify the audience, offer, credible reason to choose you and next step? InkWell’s website review can help you spot gaps. Ask customers what they understand from your message too.

Continue with InkWell

Explore how InkWell helps develop business strategy and translate it into clear communication. See how InkWell works.