tomevault-io 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
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