More than "Just Words": Crafting a Message that Goes Deeper Artwork

Small Business Casual

Where small business meets your favorite pair of slippers.

A little quirky, not too buttoned up, one less accessory, ahhh… just right.

Welcome to Small Business Casual, where we focus on designing sustainable, cozy, and thriving businesses tailored to your LIFE. Not the other way around!

From general business and marketing to making sense of the behind-the-scenes chaos, I’m Emily Aborn, your host and Small Business Copywriter!

I’m here to walk alongside you as we make running our businesses less of a roller coaster and more like a scenic train ride (don't forget the snacks!).

All Episodes

Small Business Casual

More than "Just Words": Crafting a Message that Goes Deeper

January 13, 2026 • Emily Aborn

Text Emily!

Stop trying to find just the right hook, quippy headline, or witty tagline, and start HERE first! Your Brand Messaging goes a lot deeper than just clever copy and a heaping serving of your personality; it needs to come from the inside out.

In this episode, I share some of the elements of Brand Messaging so you can start gaining clarity on yours.

Inside this episode on Brand Messaging:

Why we fall into the Tagline Trap
What actually is Brand Messaging and why does it matter?
How to have more fun with your mission, vision, and values
The components of brand voice
Messaging pillars that are rinse and repeat for content creation ease
What's a brand positioning statement
And more!

Links & Resources Mentioned

👉🏻 EXTENDED SHOW NOTES with Questions & Prompts

Recommended Website Designer Page (NEW)

Brand Messaging Guide: Service

About Me & Contact Info

I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. I help small businesses grow with marketing that makes a distinct imprint. I take a big picture approach and genuine connection as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence.

Email: emily@emilyaborn.com