messaging-hierarchylisted

# Messaging Hierarchy Positioning is the strategy; messaging is the words. Most teams skip the layer in between and let every surface invent its own - so the website promises one thing, the ads a second, and the sales deck a third, and the buyer never hears the same story twice. This skill builds the **messaging hierarchy** (the "messaging house"): one value proposition on top, three message pillars holding it up, proof points under each pillar, and per-channel copy derived from - never inventing beyond - that structure. Build it once, and every channel says the same thing in its own register. This skill takes the output of [[positioning-statement]] as its input and produces the brief that [[landing-page-copy]] turns into hero and page copy. It is the spine of the [[launch-plan-sequencer]] and the source the [[sales-enablement-kit]], [[plg-motion-designer]], and [[launch-day-runbook]] pull their language from - so the same promise survives from the strategy doc to the go-live announcement. ## When to use this skill Reach for it the moment positioning is fixed and you need words, and whenever someone notices the website, ads, and sales aren't saying the same thing. If positioning itself is still wobbly (you can't name the audience, the alternative, or the one differentiator), stop and run [[positioning-statement]] first - a messaging house on a cracked foundation just scales the confusion. ## The hierarchy, top to bottom Everything below the value prop must *ladder up* t