Message Architecture Systems Skill

When to Use

• Creating new messaging for campaigns, features, or personas.
• Auditing messaging consistency across channels.
• Onboarding new writers or agencies.

Framework

1. Audience & Insight – persona, pain, desired outcome.
2. Promise – primary value proposition + emotional appeal.
3. Proof – metrics, customer quotes, product differentiators.
4. Hooks – formulas mapped to channels.
5. CTAs – stage-specific calls to action + urgency modifiers.

Templates

• Message house diagram.
• Hook bank sheet with formulas/examples.
• CTA matrix (persona x funnel stage x CTA).