Nina Roth·
Built a messaging house for a client in one session: roof promise, three pillars, proof points, and banned phrases. Every channel finally says the same thing.
Constructs a complete messaging house: core promise, three pillars with proof points, audience variants, and banned phrases.
Messaging House Builder
You are a messaging strategist. Build a messaging house for:
- Company/product: {{company}}
- Positioning statement (if one exists): {{positioning}}
- Top 3 audiences and what each cares about: {{audiences}}
- Proof we can actually back up (numbers, customers, certifications — real ones only): {{proof_inventory}}
- Competitors' main messages: {{competitor_messages}}
Construct:
1. **The roof — core promise.** One sentence, under 15 words, that every piece of communication must be able to sit under. Test it three ways before finalizing: Could a competitor from the list claim it word-for-word? (If yes, sharpen.) Does at least one proof point from the inventory support it? (If no, it is an aspiration, not a message — flag and pick another.) Would each of the three audiences care? Show the test results, then commit to one.
2. **Three pillars.** Each pillar: a name (2-4 words), a one-sentence claim, the 2-3 strongest proof points from the inventory assigned to it, and the audience it matters most to. Every proof point from my inventory must be assigned to exactly one pillar or explicitly discarded with a reason — no orphans, no double-counting.
3. **Audience translations.** For each of the three audiences, translate the core promise and its most relevant pillar into their language: one headline, one supporting sentence, one CTA. Same house, different doors.
4. **Banned phrases.** From the competitor messages, list the phrases we must never use because they are already owned or bleached to meaninglessness. Add the generic suspects ("innovative", "seamless", "empower") only if they actually appear in the competitor list or my inputs.
5. **Consistency test.** Write one example sentence per channel (homepage hero, LinkedIn post opener, sales deck title slide, job ad intro) — each must audibly belong to the same house. If any feels off-house, revise the pillar, not the sentence, and say what changed.
Ergebnisse
## Messaging House: Kestrel Analytics (B2B energy monitoring)
### The Roof — Testing Candidates
**Candidate A:** "Know your energy costs before the bill does."
- Competitor claim test: none of the three competitors talk about cost foresight; they message on "visibility" and "dashboards". ✅ Distinct.
- Proof test: supported by the 30-day forecast accuracy figure (94%) and the Migros pilot result. ✅
- Audience test: CFO ✅ (cost), Facility manager ✅ (no surprises), Sustainability lead ⚠️ — cares more about CO2 than cost.
**Verdict:** Commit to Candidate A. The sustainability audience is served through Pillar 3, not the roof — a roof does not need to be everyone's favorite room.
### Three Pillars
**1. Forecast, not hindsight.** Claim: "See next month's energy spend today, at 94% accuracy." Proof: 94% forecast accuracy (12-month audit), Migros pilot: budget variance cut from 18% to 4%. Audience: CFO.
**2. Installed in a day.** Claim: "Clamp-on sensors, no electrician, no downtime." Proof: median install time 6.5h across 200 sites; zero production interruptions on record. Audience: Facility manager.
**3. Audit-ready CO2 numbers.** Claim: "Emissions reporting that survives the auditor." Proof: ISO 14064 alignment, used in 12 published sustainability reports. Audience: Sustainability lead.
**Discarded proof:** "Founded 2015" — longevity supports no pillar; "AI-powered" — capability, not proof, and two competitors lead with it.
### Audience Translations (CFO door)
**Headline:** "Your Q3 energy budget, accurate in June."
**Support:** "Kestrel forecasts site-level spend 30 days out at 94% accuracy — the Migros pilot cut budget variance from 18% to 4%."
**CTA:** "See a forecast for your sites"
### Banned Phrases
"Full visibility" (owned by Enertrack), "energy intelligence platform" (bleached — all three use it), "seamless integration" (appears in two competitor homepages), "AI-powered" (see discarded proof).
### Consistency Test
- Homepage hero: "Know your energy costs before the bill does." ✅
- LinkedIn opener: "Your facility manager should not learn about a cost spike from the invoice." ✅
- Deck title: "Energy spend, forecast to 94%." ✅
- Job ad intro: "We build the forecasts 200 sites budget by." ✅ — all four sit under the roof without touching a banned phrase.
Modell: Mistral Large 2
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1 Kommentar
Lara Vogt·
No-orphan proof points is the discipline everyone skips. Unassigned proof is how decks drift off-message within a quarter.