Messaging Hierarchy Builder

LEVEL 1: CORE COMPANY NARRATIVE

The 100-Word Version:

[Write a 100-word version of your company story that answers: Who are you, what do you do, for whom, and why does it matter?]

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The 250-Word Version:

[Expand to include how you do it differently and proof points]

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The 500-Word Version:

[Full narrative including origin story, mission, vision, and future]

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LEVEL 2: VALUE PROPOSITION HIERARCHY

Primary Value Proposition:

"We help [TARGET] achieve [OUTCOME] by [MECHANISM]."

Your Version: _______________________________________________________________

Supporting Value Propositions:

Priority	Value Proposition	Proof Point
1
2
3

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LEVEL 3: PILLAR MESSAGES

Define 3-5 key themes that support your value proposition

PILLAR 1: _______________

Core Message:

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Supporting Points:

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Proof Points:

Type	Proof Point
Stat/Data
Customer Quote
Case Study

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PILLAR 2: _______________

Core Message:

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Supporting Points:

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Proof Points:

Type	Proof Point
Stat/Data
Customer Quote
Case Study

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PILLAR 3: _______________

Core Message:

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Supporting Points:

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Proof Points:

Type	Proof Point
Stat/Data
Customer Quote
Case Study

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LEVEL 4: PERSONA-SPECIFIC MESSAGING

PERSONA: _______________

Element	Messaging
Primary pain point
How we solve it
Primary benefit
Secondary benefit
Key proof point
Call to action

Messaging Angle:

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PERSONA: _______________

Element	Messaging
Primary pain point
How we solve it
Primary benefit
Secondary benefit
Key proof point
Call to action

Messaging Angle:

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LEVEL 5: MESSAGING MATRIX

Cross-reference messaging by persona and buying stage:

	Awareness	Consideration	Decision
Persona A	Message focus:	Message focus:	Message focus:
	Proof points:	Proof points:	Proof points:
Persona B	Message focus:	Message focus:	Message focus:
	Proof points:	Proof points:	Proof points:
Persona C	Message focus:	Message focus:	Message focus:
	Proof points:	Proof points:	Proof points:

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LEVEL 6: PRODUCT/FEATURE MESSAGING

PRODUCT: _______________

Element	Message
One-liner
Value proposition
Key benefit 1
Key benefit 2
Key benefit 3
Differentiator vs. alternatives

Feature Messages:

Feature	Benefit-Focused Message	Proof Point

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LEVEL 7: OBJECTION HANDLING MESSAGES

Objection	Response Message	Supporting Proof
"Too expensive"
"Too complex"
"We're not ready"
"Already have a solution"
"Need to see ROI"

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MESSAGING GOVERNANCE

Update Frequency:

• Core narrative: Annual review
• Value propositions: Bi-annual review
• Pillar messages: Quarterly review
• Product messages: As needed
• Proof points: Monthly update

Approval Authority:

Message Level	Owner	Approver
Core narrative	CMO	CEO
Value propositions	CMO	Leadership
Pillar messages	Brand Lead	CMO
Product messages	PMM	Brand Lead
Proof points	Content Team	PMM

Distribution:

• Single source of truth location: _______________
• Access granted to: _______________
• Update notification process: _______________

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