Messaging

Messaging

The canonical format and evidence discipline for audience-facing messaging documents. Where strategy/messaging-architecture builds the message house (top-level narrative → pillars → proof points), this skill governs how an actual messaging doc is written per audience: the section schema every target gets, and the verified evidence banks the claims draw from.

It is the operational layer between architecture and copy. The architecture says what the brand's message hierarchy is; this schema says how each audience section is structured, evidenced, and closed, so a downstream craft/copywriting pass has real material to cascade.

When to invoke

• When writing or reviewing an audience-facing messaging document (per-persona, per-segment, or per-launch)
• When a messaging doc needs a consistent per-target section structure
• When placing or re-verifying a product's evidence bank before it goes into buyer-facing copy
• When cascading a message house into audience sections that carry proof, competition, and sample lines
• When auditing a draft against the four-bucket verification protocol before delivery

System

Messaging is composed of reference files:

references/audience-section-schema.md

The canonical per-target section format for messaging docs — WHO · PAIN · MOTIVATION · HOW WE SOLVE IT · THE COMPETITION · WHY US · WHERE — plus the macro-backdrop opening and the per-section evidence ledger that closes each section.

references/evidence-bank-template.md

The standard structure for a project evidence bank: verified claims, source details, verification depth, expiry or re-check date, clearance status, and rejected claims.

Reference routing

Dependencies

• foundation/marketing-os
• strategy/messaging-architecture (cross-referenced: the message house / audience-proposition matrix upstream — the section schema operationalizes it, does not duplicate it)
• marketing-science/research (competitive audits, synthesis methodology, and the evidence the banks are built from)

Quick checklist

• Every audience section follows the schema in order: WHO · PAIN · MOTIVATION · HOW WE SOLVE IT · THE COMPETITION · WHY US · WHERE
• The doc opens with the cited macro backdrop framing why the timing works
• Every PAIN and market claim carries its named study inline (report, year, sample)
• MOTIVATION claims are tagged [H] with the validation step named
• THE COMPETITION carries dated verbatims per named competitor; absence claims dated with a re-check flag
• Each section closes with a one-line evidence ledger: verified / hypothesis / pending re-check
• Claims pulled only from the current project evidence bank; rejected claims do not ship