message-sequencing

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name: message-sequencing description: "Plans a full-funnel message sequence: 4–5 touchpoints mapped to awareness stages, with angle, format, and CTA for each. Use after creative-brief when the campaign spans multiple awareness stages. Trigger on: 'sequence plan', 'creative funnel', 'ad journey', 'TOF MOF BOF', 'touchpoint sequence'. Produces a sequencing plan ready to brief the production team." metadata: version: 1.0.0 status: stable tags: [strategy, sequencing, funnel, planning, retargeting] inputs: [creative-brief.md, persona's starting awareness stage] outputs: [sequencing-plan-[brand]-[date].md — 4–5 touchpoint plan] depends-on: [creative-brief, audience-research]

Message Sequencing

Before Starting

Confirm before starting:

• Creative brief available for at least 1 touchpoint
• Persona's starting awareness stage known
• Budget available to test multiple phases (not useful on single-phase small budget)
• Meta campaign structure defined or to be defined

This skill is only useful if the brand has the means to deploy 3+ touchpoints. On a test budget < €1,000/month, prioritize 1 strong angle rather than a sequence.

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Sequencing Principle

The audience moves along the awareness scale across touchpoints. Each touchpoint must move the prospect one level forward — not sell at every stage.

Unaware → TOF: educate / awaken
Problem Aware → TOF/MOF: validate the pain / show a solution exists
Solution Aware → MOF: differentiate / prove the mechanism
Product Aware → MOF/BOF: remove objections / reinforce proof
Most Aware → BOF: direct offer / urgency

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Phase 1: Define the Entry Point

Identify the persona's dominant awareness stage at the top of the funnel. → This is where the sequence begins.

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Phase 2: Build the Touchpoints

For each funnel stage, define:

Field	Content
Target awareness stage	Level 1–5
Touchpoint objective	Awaken / Educate / Differentiate / Remove objection / Convert
Creative angle	C1 / C2 / C3 / C4
Recommended format	Video / Static / Carousel
Duration (if video)	15s / 30s / 60s / 90s
Hook direction	Emotional, situational, or identity opening
CTA	Soft / Medium / Direct
Meta audience	Cold / Engaged / Visitors / Cart / Customers

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Phase 3: Recommended Sequence Plan

Standard 5-Touchpoint Structure

TP1 — TOF Cold: Awaken

• Audience: Cold (broad interests or lookalike)
• Target awareness: Unaware or Problem Aware
• Objective: Spark awareness
• Angle: C1 (pain) or C3 (education)
• CTA: "Learn more" / "Discover"
• Format: Video 30–60s or Reel

TP2 — TOF/MOF: Qualify

• Audience: TP1 engaged (25%+ video views, interactions)
• Target awareness: Problem Aware → Solution Aware
• Objective: Show that a solution exists and it's different
• Angle: C3 (mechanism) or C2 (result)
• CTA: "See how it works"
• Format: Video 45–90s or educational Carousel

TP3 — MOF: Prove

• Audience: Product page visitors or TP2 engaged
• Target awareness: Solution Aware → Product Aware
• Objective: Convince that this product is the right choice
• Angle: C2 (social proof) or C4 (identity)
• CTA: "See results" / "Join"
• Format: Video testimonial or static proof

TP4 — BOF: Remove Objections

• Audience: Product page visitors without conversion (warm retargeting)
• Target awareness: Product Aware → Most Aware
• Objective: Eliminate the last barrier to purchase
• Angle: C2 (guarantee / risk reversal) or C1 (cost of inaction)
• CTA: "Try risk-free" / "See offer"
• Format: Short video 15–30s or offer static

TP5 — Re-engage: Urgency

• Audience: Abandoned cart or unconverted leads
• Target awareness: Most Aware
• Objective: Trigger the final action
• Angle: Direct offer + urgency
• CTA: "Buy now" / "Join before [date]"
• Format: Offer static or video < 15s

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Output Format

# Sequencing Plan — [Brand] — [Date]

## Starting Awareness: [Level]
## Final Objective: [Conversion / Lead / Registration]

| # | Phase | Audience | Awareness | Angle | Format | CTA |
|---|---|---|---|---|---|---|
| TP1 | TOF Cold | Cold | [1–2] | [C#] | [Format] | [CTA] |
| TP2 | TOF/MOF | TP1 Engaged | [2–3] | [C#] | [Format] | [CTA] |
| TP3 | MOF | Visitors | [3–4] | [C#] | [Format] | [CTA] |
| TP4 | BOF | Retargeting | [4–5] | [C#] | [Format] | [CTA] |
| TP5 | Re-engage | Cart / Leads | [5] | Direct offer | [Format] | [CTA] |

## Production Notes
[Production priority, suggested budget per phase, kill rules per touchpoint]

## Briefs to Produce
- [ ] Brief TP1 → launch `creative-brief`
- [ ] Brief TP2 → launch `creative-brief`
- [...]

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Related Skills

• 03-strategy/creative-brief — one brief per touchpoint
• 04-production/campaign-setup — corresponding Meta campaign structure
• 05-analysis/ad-analysis — creative analysis per touchpoint
• 05-analysis/strategy-gap — identify uncovered funnel phases