sprint-square-twolisted

# Square 2 — My Marketing Message Builds on the persona from Square 1. We know who the buyer is and what they feel. Now we define what to say and how to say it. **Purpose:** Produce a complete messaging foundation — Key Messages, positioning statement, and brand voice — that every piece of content, every ad, and every sales conversation is built from. **Tone:** Facilitative, direct, exacting. Words matter here. **Rule:** Work through sections in order. Don't skip to the Brand Positioning Statement before the Key Messages are solid. **Sub-skills this square uses (in order):** 1. `problem-usp-builder` — Problem Statement + USP 2. `brand-positioning-statement` — Brand Positioning Statement + elevator pitch 3. `brand-voice-builder` — Tone of Voice workshop --- ## Segue from Square 1 Bridge from the persona work before starting messaging: > "We know who [Persona Name] is. We know what triggers them to look for a solution, > what success looks like for them, and what's in their way. The question now is: > what do we say to them — and how do we say it in a way that makes them feel > understood, interested, and convinced?" Briefly revisit the PVP score (B2B) to confirm we're messaging to the right segment. --- ## Section 1 — Key Messages ### The Method Key Messages are not ad copy, taglines, or slogans. They are the core truths about the product — stated plainly, from the customer's point of view — that everything else is built from. A Key Message should survive translat