Turns a positioning statement into a one-page messaging house – one value proposition, three pillars with checkable proof points, and per-channel copy – so the website, ads and sales deck say the same thing.
Turns a positioning statement into a one-page messaging house - one value proposition, three pillars with checkable proof points, and per-channel copy - so the website, ads and sales deck say the same thing. Use when turning a positioning statement into actual copy - building the value proposition, message pillars, proof points, and per-channel messaging that keep the website, ads, and sales deck all saying the same thing. Triggers on "write our value proposition", "message pillars", "messaging framework", "messaging house", "key messages", "proof points", "our website and sales say different things", "per-channel messaging", "on-message copy", "get everyone on the same message". Takes the positioning-statement as input and feeds landing-page-copy. Do NOT use when you have not yet fixed positioning (audience, category, differentiator) - use positioning-statement first. Do NOT use when you need the actual hero/landing page words - use landing-page-copy with this framework as the brief. Do NOT use to schedule or sequence the launch phases (pre-launch, launch, post-launch) - use launch-plan-sequencer. Do NOT use to plan the hour-by-hour go-live - use launch-day-runbook. Do NOT use to build the sales deck, one-pager, or talk track - use sales-enablement-kit (it consumes this house). Do NOT use to design the in-product / free-trial activation flow - use plg-motion-designer (it pulls its language from this house).This is the skill's description: the text your AI reads to decide when the skill applies.
messaging-hierarchy/SKILL.md
---
name: Messaging Hierarchy
description: Turns a positioning statement into a one-page messaging house - one value proposition, three pillars with checkable proof points, and per-channel copy - so the website, ads and sales deck say the same thing. Use when turning a positioning statement into actual copy - building the value proposition, message pillars, proof points, and per-channel messaging that keep the website, ads, and sales deck all saying the same thing. Triggers on "write our value proposition", "message pillars", "messaging framework", "messaging house", "key messages", "proof points", "our website and sales say different things", "per-channel messaging", "on-message copy". Takes the positioning-statement as input and feeds landing-page-copy. Do NOT use when you have not yet fixed positioning - use positioning-statement first. Do NOT use when you need the actual hero/landing page words - use landing-page-copy. Do NOT use to sequence launch phases - use launch-plan-sequencer; for the hour-by-hour go-live - use launch-day-runbook; for the sales deck/talk track - use sales-enablement-kit; for the in-product activation flow - use plg-motion-designer.
---
# Messaging Hierarchy
Positioning is the strategy; messaging is the words. Most teams skip the layer in
between and let every surface invent its own - so the website promises one thing,
the ads a second, and the sales deck a third, and the buyer never hears the same
story twice. This skill builds the **messaging hierarchy** (the "messaging
house"): one value proposition on top, three message pillars holding it up, proof
points under each pillar, and per-channel copy derived from - never inventing
beyond - that structure. Build it once, and every channel says the same thing in
its own register.
This skill takes the output of [[positioning-statement]] as its input and produces
the brief that [[landing-page-copy]] turns into hero and page copy. It is the
spine of the and the source the ,
, and pull their language from - so
the same promise survives from the strategy doc to the go-live announcement.
## When to use this skill
Reach for it the moment positioning is fixed and you need words, and wheneverClick to play with sound.