Messaging Framework
Organize everything you say into one core message and a few proof-backed pillars — so the whole team tells the same story, in the buyer's language.
When to use
When messaging is inconsistent across the site, deck, and sales calls; when there's a value prop but no structure beneath it; or when a launch, rebrand, or new segment needs a message map the team can work from.
Before you start
- Read the brand/product context first. Pull the positioning, value proposition, ICP/segments, differentiator, proof, and voice from
.agents/product-marketing.md. If the positioning or value prop is a gap, close it first.
- Gather inputs: the segments that need their own emphasis.
- Confirm the objective: a message map the team works from. (If positioning isn't settled, run
positioning-statement; if the user just needs the hero line, use value-proposition.)
Method
The framework organizes positioning and the value prop into one core message and a few pillars — it doesn't reinvent them. Every pillar carries proof; a pillar without proof is just a claim. Variants keep the same pillars but shift emphasis and language by audience. If there are two "core" messages, you don't have one yet.
Workflow
- Start from positioning and the value prop.
- Write one core message — the single thing every buyer should believe.
- Build 3–4 pillars — the few themes that support it.
- Back each pillar with proof — a metric, an outcome, a mechanism.
- Write the "say this" lines for each pillar, in the brand's voice.
- Create audience variants and define off-message, then present.
Reference
This skill bundles no data files. Pull positioning, value prop, proof, segments, and voice from .agents/product-marketing.md.
Present the result
- Core message — one sentence.
- Pillars (3–4) — each with: the claim, the proof behind it, and 1–2 "say this" lines.
- Audience variants — the emphasis/language shift per segment.
- Off-message — what not to say (claims you can't back, or that blur the positioning).
Guardrails & common mistakes
- Exactly one core message. Two means you haven't chosen; the story won't land.
- Every pillar needs proof. Claims without evidence read as marketing noise.
- Use the buyer's language. Internal jargon in the pillars means the buyer won't recognize themselves.
- Pass the competitor test. If a rival could claim the same set of pillars, sharpen them.
Related AAJ resources
Related skills
positioning-statement · value-proposition · brand-product-context
Credits
Original AAJ skill. The Agent Skills format and the marketing-skills catalog by Corey Haines (coreyhaines31/marketingskills, MIT) were references for structure and coverage; this skill is independently written. See the repository README for the full reference list.
1---2name: messaging-framework3description: Use when the user wants to build a messaging framework or message hierarchy — the organized set of what to say, to whom, and in what order. Also use when the user mentions messaging, message hierarchy, messaging pillars, core message, talking points, message map, value pillars, or "what should our messaging be." Produces a messaging framework — one core message, 3–4 pillars with proof, audience variants, and what to keep off-message.4license: MIT5---67# Messaging Framework89Organize everything you say into one core message and a few proof-backed pillars — so the whole team tells the same story, in the buyer's language.1011## When to use1213When messaging is inconsistent across the site, deck, and sales calls; when there's a value prop but no structure beneath it; or when a launch, rebrand, or new segment needs a message map the team can work from.1415## Before you start16171. **Read the brand/product context first.** Pull the positioning, value proposition, ICP/segments, differentiator, proof, and voice from `.agents/product-marketing.md`. If the positioning or value prop is a gap, close it first.182. **Gather inputs:** the segments that need their own emphasis.193. **Confirm the objective:** a message map the team works from. (If positioning isn't settled, run `positioning-statement`; if the user just needs the hero line, use `value-proposition`.)2021## Method2223The framework organizes positioning and the value prop into one core message and a few pillars — it doesn't reinvent them. Every pillar carries proof; a pillar without proof is just a claim. Variants keep the same pillars but shift emphasis and language by audience. If there are two "core" messages, you don't have one yet.2425## Workflow26271. **Start from positioning and the value prop.**282. **Write one core message** — the single thing every buyer should believe.293. **Build 3–4 pillars** — the few themes that support it.304. **Back each pillar with proof** — a metric, an outcome, a mechanism.315. **Write the "say this" lines** for each pillar, in the brand's voice.326. **Create audience variants** and define off-message, then present.3334## Reference3536This skill bundles no data files. Pull positioning, value prop, proof, segments, and voice from `.agents/product-marketing.md`.3738## Present the result3940- **Core message** — one sentence.41- **Pillars (3–4)** — each with: the claim, the proof behind it, and 1–2 "say this" lines.42- **Audience variants** — the emphasis/language shift per segment.43- **Off-message** — what *not* to say (claims you can't back, or that blur the positioning).4445## Guardrails & common mistakes4647- **Exactly one core message.** Two means you haven't chosen; the story won't land.48- **Every pillar needs proof.** Claims without evidence read as marketing noise.49- **Use the buyer's language.** Internal jargon in the pillars means the buyer won't recognize themselves.50- **Pass the competitor test.** If a rival could claim the same set of pillars, sharpen them.5152## Related AAJ resources5354- AAJ tools — https://aajconsult.com/tools (positioning and messaging work).5556## Related skills5758`positioning-statement` · `value-proposition` · `brand-product-context`5960## Credits6162Original AAJ skill. The Agent Skills format and the marketing-skills catalog by Corey Haines (`coreyhaines31/marketingskills`, MIT) were references for structure and coverage; this skill is independently written. See the repository README for the full reference list.
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