diff --git a/spec/lint-plugin.spec.ts b/spec/lint-plugin.spec.ts
index 6e2b450..b5ee757 100644
--- a/spec/lint-plugin.spec.ts
+++ b/spec/lint-plugin.spec.ts
@@ -4,12 +4,25 @@ import { tmpdir } from "node:os";
 import { join } from "node:path";
 import { promisify } from "node:util";
 import { test, expect } from "@playwright/test";
+import lintPlugin from "../src/lint/plugin.js";
 
 const execFileAsync = promisify(execFile);
 const preferLocatorWaitsRules = { "middlewright/prefer-locator-waits": "error" };
 const preferPositiveWaitsRules = { "middlewright/prefer-positive-waits": "error" };
 const requireTimeoutCommentRules = { "middlewright/require-timeout-comment": "error" };
 
+test("formats multiline lint guidance without outer indentation", () => {
+  const messages = [
+    lintPlugin.rules["prefer-positive-waits"].meta.messages.detached,
+    lintPlugin.rules["require-timeout-comment"].meta.messages.unexplained,
+  ];
+
+  for (const message of messages) {
+    expect(message).toBe(message.trim());
+    expect(message).not.toMatch(/(^|\n)[ \t]+\S/);
+  }
+});
+
 test("fixes visible locator assertions to locator waits", async () => {
   await using fixture = await lintFixture(
     `await expect(page.getByText("Ready")).toBeVisible();\n`,
diff --git a/src/lint/plugin.ts b/src/lint/plugin.ts
index 6b2a13f..7f8f862 100644
--- a/src/lint/plugin.ts
+++ b/src/lint/plugin.ts
@@ -1,3 +1,5 @@
+import dedent from "dedent";
+
 const requiredPatternsSchema = [
   {
     type: "object",
@@ -21,8 +23,8 @@ const preferLocatorWaits = {
     fixable: "code",
     schema: [],
     messages: {
-      visible: "Use locator.waitFor() instead of expect(locator).toBeVisible().",
-      text: "Use locator.filter({ hasText }).waitFor() instead of expect(locator).toContainText().",
+      visible: "Use locator.waitFor() instead of expect(locator).toBeVisible(). That way you'll benefit from spinnerWaiter's automatic loading UI detection.",
+      text: "Use locator.filter({ hasText }).waitFor() instead of expect(locator).toContainText(). That way you'll benefit from spinnerWaiter's automatic loading UI detection.",
     },
   },
   create(context: any) {
@@ -72,8 +74,17 @@ const requireTimeoutComment = {
     },
     schema: requiredPatternsSchema,
     messages: {
-      unexplained:
-        "Usually remove the timeout and add loading UI for spinnerWaiter. If a product or Middlewright limit prevents that, add a nearby // comment matching every required pattern: {{patterns}}. See https://github.com/iterate/middlewright#dont-fix-slow-tests-with-longer-timeouts",
+      unexplained: dedent`
+        Avoid locator timeouts by using spinnerWaiter. Best ways to resolve:
+        - If there's already loading UI, just remove the timeout and rely on spinnerWaiter to wait for the loading UI.
+        - If there's no loading UI, remove the timeout and add loading UI for spinnerWaiter.
+        - If there's a loading UI but it takes even longer than the spinnerWaiter spinner timeout, use \`await spinnerWaiter.settings.run({ spinnerTimeout: 123_456 }, async () => ...)\` or similar to wait even longer for the spinner to complete.
+        - If there's loading UI from a part of the code that we don't control (e.g. a library) and it isn't matched by the default spinner selectors, use \`await spinnerWaiter.settings.run({ spinnerSelectors: ["myCustomSpinnerClass"] }, async () => ...)\`.
+        - If it is truly impossible for there to be loading UI, add a nearby // comment matching every required pattern: {{patterns}}.
+        - If you're in a block which has done \`await spinnerWaiter.settings.run({ disabled: true }, async () => ...)\`, you should probably *un-disable* for that block and apply the above suggestions to the inner code.
+
+        See https://github.com/iterate/middlewright#dont-fix-slow-tests-with-longer-timeouts for more details.
+      `,
     },
   },
   create(context: any) {
@@ -120,8 +131,15 @@ const preferPositiveWaits = {
     },
     schema: requiredPatternsSchema,
     messages: {
-      detached:
-        "Wait for positive UI instead of element detachment, or explain an exceptional detached wait in a nearby // comment matching every required pattern: {{patterns}}. See https://github.com/iterate/middlewright#prefer-positive-waits-over-absence",
+      detached: dedent`
+        Wait for positive UI instead of element detachment.
+        If there's no positive UI to wait for your first port of call should be to *add* the positive UI to the product.
+        If it is truly impossible for there to be a positive UI, then that is quite surprising and you should question that.
+        If you have questioned it and it is still impossible, then you should make sure you've first validated that the UI that's becoming detached previously was visible.
+        Then explain why it's impossible, and why it's safe to wait for detachment in a nearby // comment matching every required pattern: {{patterns}}.
+
+        See https://github.com/iterate/middlewright#prefer-positive-waits-over-absence for more details.
+      `,
     },
   },
   create(context: any) {