Messaging, Copy, and Hawaiian Pizza

Here is the difference between “messaging” and “copy” – pizza style. 🍕

Let’s say you are craving Hawaiian Pizza for dinner.

Depending on where you order it, your Hawaiian pizza will look (and taste) different:

🍍 15 years ago, I ordered Hawaiian pizza while in Hawaii (I had too!) and it was covered in pulled pork, fresh pineapple, and a sprinkling of chives… served on a mini surfboard with a view of the Pacific.

🍍 A few weeks ago, I ordered Hawaiian pizza from my local, cheap pizza place. It was topped with Canadian bacon, canned pineapple, and topped with a shake of cinnamon…served with a stack of flimsy paper plates.

In this example, the MESSAGE  – the core concept/idea of what I want to convey – is the same: Hawaiian Pizza.

But the COPY – the execution, the details, the craft – is wildly different.

In Hawaii: The main idea was elevated through its execution: premium ingredients, a unique presentation, and an island experience. The chef delivered high quality, captivating “copy” that served the “message” well.

At my local pizza joint: The “message” was interpreted through “copy” that communicated speed and affordability. They did the bare minimum to execute the “message”.

Bottom line: Your messaging is the main idea you want to convey. Your copy is how you bring that idea to life.

(Yes, this is a photo of my 22-year-old self in Hawaii on my honeymoon! You’re welcome.)

I love seeing joy spring from my clients when we work together and get them both right.

Strong messaging + compelling copy =  your audience hangs on your every word.

I’d love to know: which do you think is more challenging to write: messaging or copy?

And because I know it’s an inevitable debate: pineapple on pizza… yay or nay?