your 30-day mid-year messaging reset: because good messaging is a daily practice — not a one-and-done project

We’re halfway through the year—and for most brands, that means it’s time for a gut check. Your team’s growing, your goals have shifted, and the world around you hasn’t exactly slowed down. But while everything is moving fast, your messaging might be stuck.

That homepage headline you wrote last spring? Feels a little off. The elevator pitch that sounded sharp in Q1? Now it rambles. And your bio? Let’s just say it’s working harder than it needs to.

Messaging gets messy. But it doesn’t have to stay that way.

This 30-day messaging reset is designed to help you clean it up, sharpen what matters, and get your message moving at the speed of your business. No overhauls.  Just 5 minutes a day of realignment—and a reminder that good messaging isn’t a one-time project. It’s a habit.

WEEK ONE: find your voice again

Day 1: Write your “why” in one sentence.

Why do you exist—and why should anyone care? If the answer takes more than one line, keep going.

Day 2: Ask a colleague what your business does—word for word.

Reality check: what they say is probably what your clients hear.

Day 3: Rewrite your homepage headline.

Make it punchier. Clearer. Less about you, more about them.

Day 4: Identify one overused word and ban it.

If you wouldn’t say it at dinner, don’t put it on your site.

Day 5: Describe your ideal customer like a real human.

Not a persona. A person. What do they need on a hard Tuesday afternoon?

Day 6: Finish this sentence: “We’re not for you if…”

Good messaging isn’t for everyone. It’s for the right people.

Day 7: Take a look at your own bio.

Cut the fluff. Start with a line that makes you want to work with you.

WEEK TWO: say what you really mean

Day 8: Write a handwritten thank you note to your favorite client.

Be specific. Gratitude sharpens clarity.

Day 9: Read your last newsletter out loud.

If you cringe or stumble, your audience probably did too.

Day 10: List three things only your company does.

Customer service doesn’t count. Go deeper.

Day 11: Say your elevator pitch to your phone camera.

Watch it back. Would you buy from you?

Day 12: Rewrite one LinkedIn headline or bio.

Less résumé. More humanity.

Day 13: List five words your customers have actually used to describe you.

Then start using their words instead of your board-approved ones.

Day 14: Rewrite your email signature.

Keep it short. Useful. And please—retire that motivational quote.

WEEK THREE: clarify what makes you different

Day 15: Do a 5-word brand gut check.

Write down 5 words your brand should feel like. See if your copy lives up to it.

Day 16: Turn a testimonial into a headline.

If they said it, it’s real. Lead with that.

Day 17: Write one line in your “About” page only you can say.

If it fits on your competitor’s site too, cut it.

Day 18: Describe your product like you would to your mom.

No jargon. No buzzwords. Just the truth.

Day 19: Cut your mission statement in half.

Then again. Until what’s left feels like something you’d say out loud.

Day 20: Screenshot a great ad or line that made you feel something.

Study the rhythm—not the words—and see what you can borrow.

Day 21: Rewrite one button on your site.

“Learn more” doesn’t mean anything. Say what happens next.

WEEK FOUR: be honest (and a little creative)

Day 22: Draft a sticky one-liner.

Something your team could say at a party—and people would actually remember.

Day 23: Find one place on your site where you’re trying too hard.

Simplify it. Trust the reader to get it.

Day 24: Explain what you do without using industry buzzwords.

Words like “solution,” “integrated,” and “next-gen” have stopped meaning anything. Be real.

Day 25: Choose a feeling you want your brand to leave behind.

Now go check if your copy delivers that feeling—or just says it.

Day 26: Rename one of your services like it’s a dish or a cocktail.

A little fun goes a long way in clarity.

Day 27: Rewrite one social post to sound like your best self.

Less marketing voice. More human voice.

Day 28: Ask a non-work friend to describe what you do.

See what landed—and what didn’t.

WEEK FIVE: make It stick

Day 29: Turn a client’s question into a headline.

If they’re asking, someone else is too. Name it.

Day 30: Pick your favorite line from this reset—and use it.

You’ve done the work. Let it show.

beyond day 30: this isn’t just about messaging — it’s about momentum

toth shop truth: You don’t need a brand rewrite. You need a rhythm.

Because when messaging becomes a regular practice—not just a panicked sprint before launch—you start showing up more clearly everywhere: in sales calls, on social, on your website, and in rooms where people are deciding whether or not to trust you.

So keep going. Choose the three changes that made the biggest difference this month, and make them your new baseline. Revisit this reset the next time your copy starts to feel stale. Share it with your team. Build the habit of showing up in words that are honest, sharp, and specific.

Because the most powerful brands don’t just sound good.

They sound like themselves.

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