Messaging hierarchy
Definition
A structured set of messages from the main promise down to proof and features.
Advanced
Maps promise to pillars and proof points across funnel stages and channels. Keeps copy aligned across web, ads, sales materials, and PR.
Why it matters
Prevents copy drift and speeds asset production.
Use cases
- Website rewrite
- Campaign framework
- Sales deck refresh
Metrics
- Content reuse rate
- Asset production time
Issues
- Too many pillars
- Missing proofs
Example
Promise with three pillars, such as speed, reliability, and compliance, each supported by case studies and certifications.