The digital course from
messaging strategist, Alex James

MESSAGE
MATTERS

MOST

Get the step-by-step Messaging Clarity System that:

Positions your business

Uncovers your brand's differentiated message

And gives you the exact words to convey it simply.

Block out your afternoon, complete the exercises, and walk away with the clearest, most compelling messaging you've ever had.

★★★★★

4.93/5 from 210+ entrepreneurs

"I have so much clarity now."

Nafi Dhanani, agency owner

"This has easily saved me months of trial-and-error."

Nathan Murphy, SaaS founder

"Seriously the best course I've ever taken."

Mario Zamora, entrepreneur


Your messaging is your moat.

Some businesses suffer from weak messaging:
"We do SEO for local businesses!"

Most businesses struggle along with same-y messaging:
"SEO is important for local businesses!"

But thriving businesses know they need strong, differentiated messaging:
"You shouldn't have to wait 3 months to know if your local SEO strategy is working."
↓
This is why 'better copywriting' won't solve your marketing problems, but better messaging will. 

Because copywriting only works when you have a message worth writing copy about.

This course gives you the system that generates clear, compelling, credibility-building messaging.
↓
I've helped 200+ companies find and implement messaging that led to serious growth.

But it's not because I'm talented.

It's because I have a Messaging Clarity System.

This system usually costs thousands... 

but now you can access it - with 9 snappy, example-packed video lessons, and the "epiphany-inducing" workbook - for a (very) low price.

If you just follow the steps, you'll have the exact words to use across:
- Sales
- Content
- Marketing
↓
By the end, you'll have clear, differentiated messaging.

With it, you'll notice: 

  • your copy almost writes itself, 
  • content becomes easier to produce, 
  • and sales close sooner.


The reality is, in 2025, if people don't care about what you say, they won't care about what you sell. 

That's why your messaging is the beating heart of your business.

That's why your message matters most.
Note: 
You probably don't need this course if your messaging is locked in and performing well. But if you're looking to launch something new or hone what you have, this will let you skip over months of refining.
"The most value-per-minute of any course I've ever taken."
When it comes to marketing, copywriting, and branding, my entrepreneurial confidence tends to go out the window.

And as a service-based solopreneur, my confidence is everything.

This course helped me in three specific ways:

  • I got to identify the needs of my target clients by clarifying my market.
  • I used this clarity to focus my language and the information I share.
  • I crafted a clever message that’s exactly on-brand for me and my work, and I’ve been having great fun and getting great results with this message already.

All of this adds up to unshakeable confidence and fun, effective marketing. 

I can honestly say that my perspective on marketing will never be the same after this course. 

I feel immeasurably more skilful and I actually look forward to marketing now.

   -     Stephanie Keiko Kong, Founder

"I've finally found my message."

"I finally feel I have a clear way of talking about my products after taking this course.

The whole course is phenomenal."
Karl Davies
Founder
"I’ve finally found my message. I don’t feel like I’m guessing when I write copy anymore!"
Allyson Molloy
Entrepreneur

"I’ve already gone through it 5 times and each time I’ve applied new insights to my business. 

Seriously the best course I’ve ever taken!!!"

Mario Zamora
Entrepreneur & Content Creator

"Eveniet quam natus et commodi minus consequuntur enim iure magnam nam fugit voluptas."

Samantha
CEO / Founder

"I have SO MUCH clarity now.


I literally provide marketing services for a living and this was an absolute game changer!"

Nafi Dhanani
Founder

"The course walks you through building your message and takes all the guesswork out of it.


Alex’s style of laying out information is easy to follow and effective.


We were surprised at how different we are messaging after the course and how much more clear it is now"

Ryan Dunlop
Co-Founder

"I am usually pretty judgmental when it comes to online courses… 


but the standard of this course is absolutely exceptional."

Belinda Benn
Founder

"Eveniet quam natus et commodi minus consequuntur enim iure magnam nam fugit voluptas."

Samantha
CEO / Founder

Watch Lesson 1 for free.

In the first lesson, I share with you the marketing campaign that changed my life. 


It's the story of how a donation campaign I spearheaded made national headlines -
and went from earning $4K the previous year to $100K+ the next...

on a $0 marketing budget.


All thanks to the new messaging.


Watch here

(and feel free to watch it at 2x speed)


"Literally perfect."

"I learnt more in Message Matters Most than in 6 months of mentoring.


I absolutely recommend it to anyone that struggles with brand positioning and finding words to differentiate their business from the competition.


It also helps you understand what your social media content should be about (and no – it’s not about answering you client’s most common questions)."

Valeria Pakk
Ad Agency Owner

"The course is FULL of valuable marketing insight.


It’s extremely to-the-point and easy to follow.


I really appreciate how quickly I could apply Alex’s knowledge.


I’m now crystal clear on who I’m targeting, how I can speak to their needs, and how to position my business.


Plus I have an incredibly good first draft for the copy I can use on my landing page.


I feel like this course let me skip past hours reading marketing books and get straight to a core message.


If you don’t know how to talk about your business to customers, this course will help you do that."

Derek Lieu
Video Game Trailer Editor, Course Creator

"The examples were inspiring. I found myself stopping along the way and instantly tweaking and upgrading my existing website copy – thank you so much!"

Yvette Erasmus
Founder

"Eveniet quam natus et commodi minus consequuntur enim iure magnam nam fugit voluptas."

Samantha
CEO / Founder

"Alex has the rare gift of distilling deep expertise into actionable and clear frameworks, examples, and exercises.


By far, this is the most useful resource on positioning I have ever come across."

Silja Voolma
Founder @ Behavioral Design Global

"If you’re reading this as a service-based business crafting your marketing message, don’t think twice about signing up because it’s critically undervalued!"

CF Lieu
Financial Planner

"This course was outstanding.


Honest, helpful, and loaded with material that I put to use immediately.


Plus I got a seriously powerful messaging strategy!"

Miranda Harple
Founder, Big Hill Cider

"Eveniet quam natus et commodi minus consequuntur enim iure magnam nam fugit voluptas."

Samantha
CEO / Founder
Your message matters most.

You get the main course + a free extra.


The Message Matters Most Messaging Clarity System

Get the exact words you need to convey your value cleanly, clearly, quickly. 



Free Extra:
104 Perspective-Capturing Prompts
104 carefully-constructed questions that pull sharp insights from your brain, so you can turn them into killer thought leadership content. 
(I use this every day)

Straight to the point, lots of 

examples, no faffing about. 

Literally perfect.

Molly Donlan, founder

I've spent hours upon hours talking to marketing firms, reading content, and watching videos. Alex's course was like a breath of fresh air.

Krystina Moustakis, Consultant

This course helped create 

something beautiful.

Yuri Morozov, Head of Product

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    Affiliate:

    Magnetic messaging,
    on tap.

    The Messaging Clarity System will extract all the relevant insights from your brain, and transform them into hard-hitting messaging that educates and captivates.


    This system is the result of years of research, refinement, and rigorous "live rounds" field-testing with 200+ companies from across the globe.


    And now - it just works.


    It turns your best insights into business assets.

    "This course should be a prerequisite for every entrepreneur."
    If you're an entrepreneur and you haven't taken Massage Matters Most, what are you even doing with your life? 

    Alex teaches you how to differentiate and master your messaging so it practically does the selling for you.

    And don’t miss the chance to grab a 1:1 spot with Alex before he’s booked solid. His real-time feedback is absolute gold.

    This course should be a prerequisite for every entrepreneur.

    Before the course, I had a vague idea about my messaging and felt a bit lost talking about what I do. Now I have a clear lens to communicate every single piece of my marketing and sales.

    Alex consistently shows how it should be done on every platform, and his course is no exception.

    I’ve taken a lot of courses over the years (and abandoned my fair share). Alex’s quick, engaging, and example-packed videos make finishing a breeze.

    If you’re posting on LinkedIn as a business owner, this course is a must and will help you nail your POV.

    Sarah Hart, founder

    The course that turns your copywriting from fuzzy to focused.

    When it comes to copywriting, there's a lot you could say, but not much you should say.


    This course eliminates all the fluff from your marketing so it's clean, cohesive, and effective. 

    What you get from Message Matters Most: 

    Impactful content messaging 

    Rise above the "tips & tricks" noise.


    You'll get a ready-to-post Opinion Bank of powerful perspectives that don't just add value, they change your customer's belief systems. 

    Sharp sales messaging

    Never fumble over your words again.


    You'll get your: 

    one-liner

    elevator pitch

    complete sales narrative

    Meaningful marketing
    messaging
    No more guesswork.

    You'll walk away with the exact words that resonate with your customer, across all channels, 

    so they know exactly:

    who you are

    what you do

    why you're different, and; 

    how you'll make their life better.

    "Now I know exactly

    what to lead with."

    "Fast. Insightful. Actionable.


    I’ve attended 5-day marketing conferences and learned less than what Alex covered in 1.5 hours."

    Nathan Murphy
    SaaS Founder

    "I honestly never realised how much a lack of clear message was holding me back.


    I’d always struggled with finding the right words but now I know exactly what to lead with."

    Simon De Smet
    Freelance Graphic Designer

    "This course has been a massive asset to my business.


    It is presented in entertaining, bite-sized video lessons with an actionable workbook that gave me fresh insight into my clients and how to write the 'perfect solution' content to market to them."

    Natarsha March
    Natarsha March Family Photography

    "Eveniet quam natus et commodi minus consequuntur enim iure magnam nam fugit voluptas."

    Samantha
    CEO / Founder

    "I am a lot clearer on how to share my message to my audience on social media.


    I have a better understanding of what separates me from my competitors and how to use that as part of my marketing. Alex really went above and beyond with this course.


    I would recommend it to any business owner who wants to dramatically improve their marketing."

    Katie Tovey-Grindlay
    Founder, Business Wonderland

    "Alex is simply brilliant. There’s no other way to put it.


    I’ve watched the course twice because there’s clearly a mountain of thought behind every insight he gives.


    And he instills in you an approach to thinking about marketing that itself is incredibly valuable: meaning, message, and more.


    This course can benefit anyone from solo practitioners to small startups to multi-national firms."

    Philip Mayim
    Co-founder, Analytics.bet

    "What I learned will be very helpful in growing my business.


    I would recommend this course to anyone who feels a bit daunted by marketing and doesn’t want to feel like a sleazy salesperson.


    Alex will give you confidence to market what you have."

    Ariane Riddell
    Founder, Walk The Walk

    "Eveniet quam natus et commodi minus consequuntur enim iure magnam nam fugit voluptas."

    Samantha
    CEO / Founder

    What's inside...

    Within 84 minutes, this course will: 

    • Show you what does & doesn't work in the context of small businesses
      (because the messaging of Apple, Nike, Amazon isn't relevant!)

    • Extract sharp insights from your mind

    • Give you the templates and structures to turn your insights into magnetic messaging.

    Lesson 1

    • Understand why most marketing feels the same.

    • See the impact a singular, powerful message makes.

      5 minutes 6 seconds

    Lesson 2

    • Get clear on what positioning is & the 2 types of positioning.

    • Dissect THE most effective positioning play of the last 10 years [hint: it didn’t come from Apple or Nike or any ‘brand’]

      7 minutes 13 seconds

    Lesson 3

    • Learn the exact formula to achieve perfect positioning.

      5 minutes 39 seconds

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    Ullamcorper dictum amet, nullam sed pharetra in est. Orci tincidunt turpis dictumst purus morbi consectetur facilisi.

    Lesson 4

    • Get clear on exactly what your customer actually wants from you.

    • Determine what level of education they need before they'll feel comfortable buying.

      13 minutes 18 seconds

    Lesson 5

    • Get clear on the 5 possible stages your category is in today.

    • After this lesson, you’ll know what you should lead with.

      13 minutes 14 seconds

    Lesson 6

    • Discover the 9 core Positioning Narratives. 

    • After this lesson, you'll know exactly what angle to take. 

      7 minutes 24 seconds

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    Ullamcorper dictum amet, nullam sed pharetra in est. Orci tincidunt turpis dictumst purus morbi consectetur facilisi.

    Lesson 7

    • These days, brands need more than products – they need opinions.

    • After this lesson, you’ll have 12 strong opinions that deeply resonate with your customer.

      7 minutes 28 seconds

    Lesson 8

    • Get the precise wording formula to convey your value – fast.

    • After this lesson, you’ll have your 1-liner, elevator pitch, and sales narrative.

      6 minutes 2 seconds

    Lesson 9

    • Extract the one idea your prospect must believe before they’ll buy your product. 

      8 minutes 14 seconds

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    Ullamcorper dictum amet, nullam sed pharetra in est. Orci tincidunt turpis dictumst purus morbi consectetur facilisi.

    "This course gave our team a message to anchor our whole marketing strategy on."
    Since marketing / storytelling can feel ambiguous or overwhelming at times, it can be difficult to get a whole team to align on how to approach and test different methods.

    This course brought order and concrete learnings that were helpful for me personally, and gave me the right language and tools to be able to effectively communicate with the rest of our marketing team on.

    I would recommend this to anyone looking to communicate a message to an audience – the principles shared here apply not only to marketers but really anyone who is looking to share their point of view, or a company’s point of view.

    The course digs into WHY these methods work, which at its core is understanding how humans work.

    Erika Gil, LSF Brand Strategist

    Plus:

    The "epiphany - inducing"

    workbook.


    As well as being packed with examples,     this course comes with a step-by-step workbook that will extract pure gold - just from you filling in the blanks.

    Now you might be thinking...
    • Who is this for?
      This is for entrepreneurs & marketers who want the shortcut to messaging that works consistently.

      It’s best suited for those who are selling a product or service that solves a problem – but those selling luxury goods will get (almost) as much value from it.
    • What will I learn?
      You’ll learn how to find the best angle for your content, your offer, and your brand as a whole, so that your marketing resonates with your customers.
    • Is this advanced or beginner-friendly?
      Both.

      I’ve designed this course to be a launchpad for beginners and a jetpack for the pros.
    • It's only take 84 minutes? That seems too short...
      Version 1 of this course was over 4hrs.

      I hated it.

      So I ruthlessly trimmed the fat to strike the prefect balance of insights, examples, and explanations.

      Now, it's easily the best thing I've ever built.

      So the video content runs for 84 minutes.

      But you should carve out extra time to complete the exercises in the workbook as you go.
    • Most courses are like $1,000 - $5,000 ... why is this so cheap?
      Two reasons:

      1: This isn’t being made on a yacht, or even in a production studio. Just me, in my office, sharing what works. I’m not promising private jets – just a rock solid system that gets results.

      2: (And this is the more selfish reason…) I want to give you 50x the value over what you pay, so that if I create another product in the future, you’ll strongly consider buying it.
    • Will you give me feedback on my work?
      Yes. When you add in The Audit From The Expert, we’ll go over your Message Matters Most Playbook & review 1 marketing asset of your choosing (homepage, landing page, email, social post, etc.)
    • Do I need to be good at copywriting?
      Not at all.

      Inside this course you'll discover that 95% of strong copywriting is just having something worth saying in the first place.

      And this course will give you that something, plus the fill-in-the-blanks templates so you can say it right, every time.
    • But I hate online courses.
      Me too.

      Most online courses are shockingly expensive and needlessly long.

      That’s why I’ve built this course to be what I would want a course to be - quick, affordable, and actionable.

    About Alex James

    "Alex is simply brilliant. There's no other way to put it."
    For the last 12 years I've been in the lab, challenging the "best practices" of marketing, and figuring out what actually works - and what's just fluff. 

    In 2020, I started sharing these insights across TikTok - soon gaining over 100,000 followers (despite posting just 1 - 4 times a month).

    Since then, I've directly helped 200+ businesses - from solo startups to multi-national firms - drive transformational results just by using different words to better describe what they sell.

    Here's what I've discovered:

    The main thing preventing your marketing from working isn't algorithms, or imagery, or even copywriting. 

    It's the lack of a compelling point-of-view. 

    In the era of thought leadership, if no one cares about what you have to say, they won't care about what you have to sell.

    So, your central message is the asset that holds the greatest leverage for cut-through & growth.

    Therefore ... your message matters most. 

    Every business's message is different. 

    This course will uncover yours.