Messaging Creation

Develop comprehensive messaging framework with value propositions, proof points, and channel-specific messaging.

Purpose

Messaging translates positioning into customer-facing communication:

• Value propositions explain why customers should care
• Proof points make claims credible
• Messaging framework ensures consistency across all touchpoints

HARD GATE: Positioning MUST be completed before messaging creation.

Process

Phase 1: Messaging Foundation

Build from positioning:

## Messaging Foundation

### Positioning Recap
**Positioning Statement:** [From positioning-development]
**Primary Differentiation:** [From positioning-development]
**Target Segment:** [From market-analysis]

### Messaging Pillars
| Pillar | Positioning Basis | Messaging Theme |
|--------|------------------|-----------------|
| [Pillar 1] | [From positioning] | [Messaging angle] |
| [Pillar 2] | [From positioning] | [Messaging angle] |
| [Pillar 3] | [From positioning] | [Messaging angle] |

### Voice and Tone
**Brand Voice:** [Authoritative/Friendly/Technical/etc.]
**Tone Attributes:**
- [Attribute 1]: [How to express]
- [Attribute 2]: [How to express]
- [Attribute 3]: [How to express]

**Words to Use:** [List]
**Words to Avoid:** [List]

Phase 2: Value Propositions

Create layered value propositions:

## Value Propositions

### Primary Value Proposition
**One Sentence:** [Headline-level statement]
**One Paragraph:** [Expanded explanation]

### Supporting Value Propositions
| Value Prop | Claim | Benefit | Evidence |
|------------|-------|---------|----------|
| [VP 1] | [What we claim] | [Why customer cares] | [Proof] |
| [VP 2] | [What we claim] | [Why customer cares] | [Proof] |
| [VP 3] | [What we claim] | [Why customer cares] | [Proof] |

### Value Proposition by Persona
**[Primary Buyer Title]:**
- Pain point: [Their pain]
- Value prop: [How we address]
- Key message: [What to say]

**[Economic Buyer Title]:**
- Pain point: [Their pain]
- Value prop: [How we address]
- Key message: [What to say]

**[Technical Evaluator Title]:**
- Pain point: [Their pain]
- Value prop: [How we address]
- Key message: [What to say]

Phase 3: Proof Points

Build credibility:

## Proof Points

### Types of Proof
| Type | Example | Status |
|------|---------|--------|
| Customer Results | [X% improvement in Y] | AVAILABLE/NEEDED |
| Third-Party Validation | [Analyst report, award] | AVAILABLE/NEEDED |
| Technical Proof | [Benchmark, certification] | AVAILABLE/NEEDED |
| Social Proof | [Logos, testimonials] | AVAILABLE/NEEDED |

### Proof Point Matrix
| Claim | Proof Type | Proof Statement | Source |
|-------|-----------|-----------------|--------|
| [Claim 1] | Customer Result | [Specific proof] | [Source] |
| [Claim 2] | Technical | [Specific proof] | [Source] |
| [Claim 3] | Third-Party | [Specific proof] | [Source] |

### Proof Gaps
| Claim | Missing Proof | Plan to Obtain |
|-------|---------------|----------------|
| [Claim 1] | [What's missing] | [How to get it] |

Phase 4: Messaging Framework

Create complete framework:

## Messaging Framework

### Elevator Pitch (30 seconds)
[Complete pitch]

### Boilerplate (Company Description)
**Short (25 words):**
[Description]

**Medium (50 words):**
[Description]

**Long (100 words):**
[Description]

### Key Messages
| Message | When to Use | Supporting Points |
|---------|-------------|-------------------|
| [Message 1] | [Context] | [3 supporting points] |
| [Message 2] | [Context] | [3 supporting points] |
| [Message 3] | [Context] | [3 supporting points] |

### Objection Handling
| Objection | Response | Proof |
|-----------|----------|-------|
| "[Common objection 1]" | [How to address] | [Supporting evidence] |
| "[Common objection 2]" | [How to address] | [Supporting evidence] |
| "[Common objection 3]" | [How to address] | [Supporting evidence] |

### Competitive Responses
| Competitor | Their Claim | Our Response |
|------------|-------------|--------------|
| [Competitor 1] | [What they say] | [How we counter] |
| [Competitor 2] | [What they say] | [How we counter] |

Phase 5: Channel Adaptation

Adapt messaging by channel:

## Channel-Specific Messaging

### Website
**Homepage Headline:** [Headline]
**Homepage Subhead:** [Subhead]
**Product Page Headline:** [Headline]
**CTA:** [Primary call to action]

### Email
**Subject Line Templates:**
- [Template 1]
- [Template 2]
**Email Body Opening:** [Opening line]

### Social Media
**LinkedIn:** [Tone and sample post]
**Twitter/X:** [Tone and sample post]

### Sales Materials
**One-Liner:** [Sales opener]
**Discovery Questions:**
1. [Question 1]
2. [Question 2]
3. [Question 3]

### Advertising
**Headline Options:**
- [Option 1]
- [Option 2]
- [Option 3]
**Body Copy Direction:** [Guidance]

Output Format

# Messaging Framework: [Product/Feature]

## Executive Summary
- **Primary Value Prop:** [One sentence]
- **Messaging Pillars:** [3 pillars]
- **Target Personas:** [From positioning]
- **Messaging Status:** DRAFT/FINAL

## Messaging Foundation
[Phase 1 output]

## Value Propositions
[Phase 2 output]

## Proof Points
[Phase 3 output]

## Messaging Framework
[Phase 4 output]

## Channel Adaptation
[Phase 5 output]

## Next Steps
1. **Stakeholder Review:** [Who needs to approve]
2. **Proof Point Collection:** [What's needed]
3. **Message Testing:** [Recommended validation]

## Dependencies
- Positioning: [Link to positioning.md]
- Market Analysis: [Link to market-analysis.md]

Blocker Criteria

Blocker	Action
No positioning	STOP. Complete positioning-development first.
No proof points available	STOP. Document proof gaps. Cannot make claims without evidence.
Conflicting brand guidelines	STOP. Align on voice/tone before messaging.
Unclear personas	STOP. Cannot tailor messaging without persona clarity.

Anti-Rationalization Table

See shared-patterns/anti-rationalization.md for universal anti-rationalizations.

Gate-Specific Anti-Rationalizations

Rationalization	Why It's WRONG	Required Action
"Messaging is just copywriting"	Messaging is strategy, copywriting is execution	Build strategic framework first
"We'll find proof points later"	Claims without proof damage credibility	Document proof gaps, don't make unfounded claims
"One message works for everyone"	Different personas have different pain points	Tailor messaging by persona
"Voice/tone is subjective"	Inconsistent voice confuses market	Define and document voice guidelines

Pressure Resistance

See shared-patterns/pressure-resistance.md for universal pressure scenarios.

Gate-Specific Pressures

Pressure Type	Request	Agent Response
"Just write the copy"	"Skip the framework, write website copy"	"Copy without framework creates inconsistency. Building framework first."
"Make bigger claims"	"Competitors say X, we should say X+1"	"Unsubstantiated claims damage credibility. Claims must have proof."
"Everyone does feature messaging"	"List features like competitors"	"Benefit messaging outperforms feature messaging. Leading with benefits."

Execution Report

Base metrics per shared-patterns/execution-report.md:

Metric	Value
Duration	Xm Ys
Iterations	N
Result	PASS/FAIL/PARTIAL

Gate-Specific Details

• value_props_created: N
• personas_covered: N
• proof_points_documented: N
• proof_gaps_identified: N
• channels_adapted: N
• tone_consistency: PASS/FAIL