| name | creating-messaging-hierarchy |
| description | Structures marketing and product messaging from high-level positioning to feature-specific claims. Use when launching products, aligning teams on messaging, or creating content briefs. |
Creating Messaging Hierarchy
Quick start
Collect or infer:
- Product positioning and differentiation
- Target audience segments and their priorities
- Competitive landscape
- Key features and their benefits
- Business objectives for the messaging
Then produce output using TEMPLATES.md. Validate with RUBRIC.md.
Workflow
- Define the single core value proposition (10 words or less)
- Create 3-4 supporting pillars that prove the value prop
- For each pillar, develop proof points and feature-level messages
- Map messages to audience segments (what resonates with whom)
- Create message variations for different channels/contexts
- Test against competitive messaging for differentiation
- Run the rubric check. Revise until it passes.
Degrees of freedom
Freedom level: Medium
- Default: follow templates exactly
- Allowed variation: number of pillars (3-4), depth of feature messages, audience segment count—as long as rubric passes
State awareness
- New product launch: Build full hierarchy from scratch; focus on differentiation
- Feature release: Fit new messaging into existing hierarchy; maintain consistency
- Repositioning: Audit existing messaging first; document what's changing and why
- Competitive response: Start from competitor analysis; find defensible gaps
References
