How to write sales and marketing text messages that stay on brand

by | Jan 21, 2020

Whether you’re texting leads for the first time or reaching out to long-time customers, all your messages need to reflect and promote the same brand. We’ve already talked about the WHY. So now let’s talk about the how.

Here are 5 practical tips for how to write sales and marketing messages that will always embody your company’s voice and vision.

Create and use a brand style guide

This marketing initiative takes more than a little effort upfront, but a brand style guide helps every department. Implementing this guide increases unification in all communication and helps ensure a more consistent reputation. If your company doesn’t already have one, get started now!

Brand style guides cover a lot of different areas, but because we’re specifically talking about sales and marketing messages in this post, we’ll only focus on a couple aspects pertinent to business texting.


With texting it can be easier for people forget that they’re representing a brand as a whole. To help with this messaging strategy, the guide should include information like:

  • The overall tone of the brand and what sort of tone is acceptable for texting
  • Company-specific terms or names for products or services that should be used
  • Descriptions or phrases that shouldn’t be used, such as those used by competitors or that evoke the wrong emotions

Images and video

Both sales and marketing teams should use MMS for delivering a better experience. When it comes to photos or videos, the guide should cover topics like:

  • Situations in which it’s acceptable (if ever) for someone to create their own graphics or images that use the company logo or colors
  • Size guidelines for sharing images via text to ensure they’ll always get delivered
  • Video quality standards dependent on how content will be shared

By including information related specifically to outreach via text, you avoid situations in which employees or coworkers are saying things in their messages that don’t reflect the business. That can really make closing sales or keeping customers around a lot harder.

Plus, when you have new hires that need to get up to speed quickly, giving them the established guide will make their training process even faster and easier, no matter their team.

Do company and team trainings

It’s dangerous to assume that employees know what the “brand” represents and what the company’s voice is. After creating the brand guide is a perfect time to address these topics, and it should be re-addressed as needed.

If new products or services are introduced, make sure each team understands how those fit in with the company’s brand and overall mission. Give everyone the guidance and information they need to talk confidently to leads and customers about those options.

When everyone is given the proper training to talk about the business, the brand appears more unified and consistent. Plus, team members will be more prepared to have productive conversations and are more likely to get invested in business goals.

Work with an editor

Obviously not every message anyone ever sends can be read by an editor. That would be impossible. But before someone sends out a message to a large group of people, have a brand style guide expert look it over, for example. This person should know the voice of the company and be ready to spot any typos or other errors.

Don’t rely on a single person for this editing and oversight. When everyone is trained on the company brand and voice, you all have opportunities to act as editors for each other. Working together, you avoid information mix-ups or confusing language that could confuse customers and ultimately damage the brand.

Also, everybody needs an editor. Don’t let anyone tell you they don’t, no matter how good of a writer they are (or claim to be).

Audit previous messages

Don’t just forget old messages – read over texts you’ve previously sent. This is all about quality control and providing the best experience for leads and customers. It also helps with brand alignment as team members can share what works for them and what doesn’t.

For instance, a regular sales training could include a rep sitting down with their manager to go over texts that were sent. Together they can identify specific wordings or cadences that resulted in better conversations or increased conversions.

By auditing old messages and looking at patterns in conversations, every team can find ways to improve the brand and fine tune the overall voice. If certain types of messages really resonate with recipient, you now potentially have new insight into what the brand really represents.

Create a message library

Give yourself and others the tools needed to succeed. Write messages that people can either use verbatim (great for commonly asked questions) or that they can use as a template for messages of their own.

This helps teams maximize their time and effort as well. This is also an easily scalable strategy. No matter how large a team is, it’s easy to write and share messages for everyone to use and customize.

Skipio’s Message Library is a huge time-saver for so many businesses because they can quickly locate and customize old messages that successfully communicate information.

Each of these 5 steps requires conscious effort at first, but it’s well worth it. With some trial and error and by working with others, you’ll all be able to write sales and marketing messages that stay on brand, lead to better conversations, and drive revenue. To start now, sign up for just $19 a month.

Text your prospects with Skipio