Brand Tone

Empowering, Accessible, and Modern

Brand Values

• •Empowerment
• •Simplicity & Clarity
• •Creative Liberation
• •Accessibility
• •Quality & Expertise

Best Practices

• •Lead with the Feeling, Not Just the Feature: Instead of just saying 'Learn a 9-step method,' start with the emotional benefit: 'Overcome your creative paralysis with a simple 9-step method.' Always connect the course features back to feelings of empowerment, confidence, and liberation.
• •Use "Modern" and "Non-Traditional" as a Compass: Frame the brand in opposition to old, rigid, and intimidating art instruction. Use words like fresh, simple, intuitive, expressive, and repeatable to reinforce this modern positioning.
• •Speak from the Artist's "I": Incorporate Matt's personal philosophy. Use direct, first-person language in emails and social media ('I'll show you,' 'My method') to maintain the 'chill' and approachable teaching persona that students praise.
• •Amplify the Student's Voice: Consistently leverage the powerful testimonials from students. Phrases like 'no longer paralysed by doubt' are your most potent marketing assets. Build entire campaigns around these real-world success stories.
• •Maintain Clarity and Simplicity: The copy should mirror the product's core value of simplicity. Avoid overly technical jargon. Use bullet points (like on the website), clear headlines, and straightforward language to make the benefits immediately understandable. The copy itself should feel as uncluttered and easy to follow as the course promises to be.

Social Perception

The public perception of Matt Murphy Art is highly positive, particularly among those who have purchased his courses. Students see the brand as highly effective and transformative, praising the clear, easy-to-follow process and the 'chill' instructor. Among the broader audience, it's viewed as a premium offering, distinguished by its unique style and expert-led instruction, despite a higher price point compared to mass-market alternatives.

Copy Examples

• •Headline: Stop Doubting. Start Painting. Body: Feeling paralyzed by the blank canvas? My 9-step method for expressive oil portraits is designed to give you confidence from the very first brushstroke. Learn a modern, non-traditional technique that breaks all the old rules. Tap the link to finally feel empowered in your art. #MattMurphyArt #ExpressivePortraits #OilPaintingCourse
• •Subject: Your first expressive portrait, finished by this weekend. Body Preview: Ready for a simple process that actually works? I'll show you how to create vibrant portraits in a single sitting...
• •Headline: The Modern Path to Expressive Portraits. Sub-headline: Learn my 9-step, non-traditional method for watercolors and oils. Perfect for beginners and artists feeling stuck.
• •Headline: Still thinking about it? See what you can create. Body: You don’t need a huge studio or years of training. Just a willingness to try something new. Students call this course "empowering" and "easy to follow". Join us and discover the artist you're meant to be. [Link to course reviews page]
• •Text: Forget everything you think you know about watercolor. This isn't about tight, restrictive layers. This is about modern, vibrant glazing and finding an intuitive flow. I'll guide you through a simple, 9-step process to create portraits filled with life and expression, using minimal tools for maximum impact.