Messaging Skill

Messaging Skill

=== PURPOSE ===

Procedures for creating messaging frameworks and key messages.

=== USED BY ===

=== PROCEDURE: Messaging Hierarchy ===

Structure:

Brand Promise
    └── Value Proposition
        └── Key Messages (3-5)
            └── Supporting Points
                └── Proof Points

Definitions:

• Brand Promise: The overarching commitment (emotional)
• Value Proposition: What you offer (rational)
• Key Messages: Main themes/pillars
• Supporting Points: Evidence for each pillar
• Proof Points: Specific data, testimonials, examples

=== PROCEDURE: Value Proposition ===

Template:

## Value Proposition

### Headline
[One sentence that captures the core benefit]

### Subheadline
[2-3 sentences expanding on the headline]

### Key Benefits
1. [Benefit 1] - [Brief explanation]
2. [Benefit 2] - [Brief explanation]
3. [Benefit 3] - [Brief explanation]

### Proof
[Evidence that supports the claim]

Example:

### Headline
Ship faster without the coordination tax.

### Subheadline
Codebook uses AI agents to handle routine decisions,
reducing context switching and keeping your team focused
on what matters: building great software.

### Key Benefits
1. 50% less coordination overhead
2. Consistent code quality without constant review
3. Documentation that stays current automatically

=== PROCEDURE: Key Messages ===

Message Pillar Template:

## Key Message: [Pillar Name]

### The Message
[One sentence statement]

### Why It Matters
[Why this resonates with target audience]

### Supporting Points
1. [Evidence/example 1]
2. [Evidence/example 2]
3. [Evidence/example 3]

### Proof Points
- [Statistic]
- [Customer quote]
- [Third-party validation]

### Usage
- Website: [where to use]
- Sales: [when to emphasize]
- Content: [topic areas]

=== PROCEDURE: Messaging Matrix ===

By Audience:

| Audience | Pain Point | Key Message | Proof |
|----------|------------|-------------|-------|
| Developer | Context switching | Focus on code, not process | 50% fewer interruptions |
| Manager | Team velocity | Ship 2x faster | Case study: Acme Corp |
| Executive | Cost/efficiency | Reduce coordination cost | ROI calculator |

By Funnel Stage:

| Stage | Objective | Message Focus |
|-------|-----------|---------------|
| Awareness | Get attention | Problem agitation |
| Consideration | Build interest | Solution overview |
| Decision | Drive action | Differentiation, proof |
| Retention | Build loyalty | Advanced value, community |

=== PROCEDURE: Messaging Document ===

Location: devdocs/marketing/messaging.md

Structure:

# Messaging Framework

## Brand Promise
[Overarching commitment]

## Value Proposition
[Core value statement]

## Key Messages

### Pillar 1: [Name]
[Full pillar details]

### Pillar 2: [Name]
[Full pillar details]

### Pillar 3: [Name]
[Full pillar details]

## Messaging by Audience
[Audience matrix]

## Messaging by Stage
[Funnel matrix]

## Boilerplate
### Short (25 words)
[Brief description]

### Medium (50 words)
[Standard description]

### Long (100 words)
[Full description]

## Version History

=== PROCEDURE: Message Testing ===

Validation Questions:

• Is it clear? (Can someone understand in 5 seconds?)
• Is it credible? (Do we have proof?)
• Is it compelling? (Does it motivate action?)
• Is it differentiated? (Could a competitor say this?)
• Is it memorable? (Can someone repeat it?)

=== RELATED SKILLS ===