Behind the Message

Eight messaging case studies revealing how message strategy works across different industries and timeframes

Over the past decade, I've helped businesses clarify their core message. These messaging case studies, ranging from beer recipe courses to copywriting programs and Excel training, illustrate what I've learned about what makes messaging effective.

Today, I organize this thinking through the Five Lightbulbs framework. Looking back at these eight projects through that lens reveals patterns I couldn't see at the time, and insights that apply to any business working on their message.

You'll see companies discover their unique positioning, find language that converts, and build arguments that differentiate them in crowded markets.

Whether you're working on your own message or curious how this expertise developed over time, these stories will show you what's possible when businesses get their core argument right.

The Messaging Case Studies

Part 1 - How I stumbled onto better promises
My beer recipe course from 2010 and the origin story of my messaging career. How "brew a recipe you can truly call your own" became the foundation for everything that followed.

Part 2 - The headline that broke every rule
Matt Frazier's Marathon Roadmap and the headline that launched a movement. How focusing on the transformation rather than the training changed everything for No Meat Athlete.

Part 3 - How Doubling Down Beat Starting Fresh
How a seasonal variation of Kimberly Snyder’s green smoothie turned into a high-converting lead magnet and long-lasting sales driver.

Part 4 - The Post that Turned Vampires into Leads
Learn how one Halloween-themed Facebook post helped Clever Programmer generate hundreds of leads for his online course and break through a revenue ceiling.

Part 5 - 494 Students. 11 Launches. One Messaging Idea That Changed Everything
When a top Udemy instructor needed to go independent, she didn’t just clone her course, she found her unique angle. This is the story of "Proof Sells."

Part 6 - How a Bedroom Rule Became a Lightbulb 3
Discover how a simple phrase — “No Naked Meetings” — became a shareable marketing hook that transformed a relationship coach’s business. A good lesson in Lightbulb 3 messaging for coaches and consultants.

Part 7 - The Manifesto People Can't Stop Sharing
How a coaching business manifesto helped grow a 12,000-person global email list, and gave two founders a crystal-clear marketing message their clients repeat back.

Part 8 - One Message, Everywhere
How one teaching principle became the backbone of six sales pages, and helped Leila Gharani grow her online course business fast.

Want to learn the framework behind these strategies?

These case studies show my messaging strategy in action. If you want to understand the thinking behind them, check out my book: Get Simple Marketing for Smart People.