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messaging-hierarchy

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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.

skills/messaging-hierarchy/SKILL.md

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Oct 13, 2026
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# 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 [[launch-plan-sequencer]] and the source the [[sales-enablement-kit]],
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