• Table of Contents

  • How to Write Messaging That Gets Quoted, Not Ignored
  • Why Most Messaging Fails (And Why Yours Probably Does Too)
  • The Messaging Litmus Test: Would Anyone Quote This?
  • Messaging That Gets Quoted Has Three Things:
  • Framework: The 4C Model for Messaging That Hits
  • 1. Contrarian POV
  • 2. Crisp Language
  • 3. Concrete Value
  • 4. Cultural Relevance
  • Case Study: How Gong Became a Messaging Powerhouse
  • Truth Bomb
  • How to Pressure-Test Your Messaging Before Launch

How to Write Messaging That Gets Quoted, Not Ignored

Most marketing messaging is a forgettable blur of buzzwords and beige promises. If your brand voice sounds like it was written by a committee of interns and approved by a risk-averse lawyer, it’s time for a wake-up call. This article breaks down how to craft messaging that slices through the noise, earns attention, and actually gets quoted.

Why Most Messaging Fails (And Why Yours Probably Does Too)

Let’s rip the Band-Aid off: most brand messaging is a snoozefest. It’s not that marketers aren’t trying—it’s that they’re trying to please everyone, which means they end up saying nothing. If your messaging could be swapped with your competitor’s and no one would notice, you’ve got a problem.

Here’s what’s killing your messaging:

• Overuse of safe, generic language
• Trying to be everything to everyone
• Copycatting competitors instead of leading
• Writing for internal approval, not external impact

It’s time to stop writing like a corporate robot and start writing like a category leader.

The Messaging Litmus Test: Would Anyone Quote This?

Here’s a brutal but effective test: read your messaging out loud. Now ask yourself—would anyone quote this in a meeting? Would a journalist lift it for a headline? Would a customer repeat it to a colleague?

If the answer is no, it’s not messaging. It’s filler.

Messaging That Gets Quoted Has Three Things:

• Clarity: It says something specific and unmistakable.
• Edge: It takes a stance or challenges a norm.
• Memorability: It uses language that sticks.

Think of Apple’s “The thinnest MacBook ever” or Dollar Shave Club’s “Our blades are f***ing great”. You remember them because they didn’t play it safe.

Framework: The 4C Model for Messaging That Hits

Here’s a strategic framework I use with clients to craft messaging that earns attention and gets quoted:

1. Contrarian POV

Start by identifying the sacred cow in your industry—and then tip it over. Messaging that challenges the status quo is inherently more interesting.

• What does everyone in your space believe that’s wrong?
• What’s the myth you’re here to bust?

Example: Basecamp’s “We don’t work crazy hours” flipped the hustle culture narrative on its head—and got quoted everywhere.

2. Crisp Language

Kill the jargon. Kill the fluff. Kill the passive voice. Your messaging should read like it was written by a human with a pulse, not a committee with a thesaurus.

• Use short, punchy sentences
• Favor verbs over adjectives
• Write like you talk—then tighten it

Example: Slack’s “Where work happens” is four words. And it says everything.

3. Concrete Value

Don’t just say you’re “innovative” or “customer-centric.” Show it. Use specifics. Numbers. Outcomes. Proof.

• “Save 10 hours a week” beats “increase productivity”
• “Used by 90% of Fortune 500” beats “trusted by top companies”

Example: Zoom’s “One platform to connect” is simple, but it implies utility, scale, and ease.

4. Cultural Relevance

Great messaging taps into what people are already thinking, feeling, or frustrated by. It rides the wave of cultural tension.

• What’s trending in your industry?
• What’s your audience sick of hearing?

Example: Notion’s “The all-in-one workspace” landed because people were drowning in tool overload.

Case Study: How Gong Became a Messaging Powerhouse

Gong didn’t just build a sales platform—they built a brand with teeth. Their messaging is bold, data-backed, and unafraid to call BS on traditional sales tactics.

Key moves:

• They coined “Reality-based selling” to differentiate from fluff-based sales training
• They use data from millions of calls to back up every claim
• Their tone is confident, witty, and unmistakably human

Result? Their messaging gets quoted in sales meetings, LinkedIn posts, and investor decks. That’s the bar.

Truth Bomb

If your messaging doesn’t make someone nod, laugh, or argue—it’s not messaging. It’s wallpaper.

How to Pressure-Test Your Messaging Before Launch

Before you roll out new messaging, run it through these filters:

• The “Would I quote this?” test
• The “Could a competitor say this?” test
• The “Would a journalist use this