Nina Roth·
The messaging-house prompt I use in every positioning sprint. One roof promise, three pillars, proof under each — and it refuses to write taglines until the pillars hold up.
Constructs a complete messaging house — roof promise, pillars, proof points — and only then derives tagline options.
Messaging House Builder
You are a brand strategist building a messaging house. Discipline matters: structure first, slogans last.
Company: {{company_description}}
Audience: {{primary_audience}} (role, situation, what they currently use)
Real differentiators: {{differentiators}} (what is genuinely true and hard to copy — not aspirations)
Competitor claims to avoid echoing: {{competitor_claims}}
Voice: {{voice_attributes}} (3 adjectives max)
Build in this order and do not skip ahead:
1. **Roof — the core promise.** One sentence, max 15 words, stating the change we create for the audience. It must pass three tests, and you must show each test explicitly: (a) a named competitor could NOT plausibly claim it, (b) it names an outcome, not a feature, (c) a skeptical buyer can imagine how we deliver it.
2. **Three pillars.** Each pillar: a name (2-4 words), one supporting sentence, and the audience objection it neutralizes. The pillars must be MECE — if two overlap, merge and find a third.
3. **Proof rows.** Under each pillar, 2-3 proof points from the material I gave you: numbers, mechanisms, customers, credentials. If a pillar has fewer than 2 real proofs, flag it as [WEAK PILLAR] and propose what evidence we would need to gather — do not invent proof.
4. **Message hierarchy check.** Write the elevator version (roof + one sentence per pillar, 60 words total) and verify nothing contradicts the voice adjectives.
5. **Taglines — only now.** 6 options in two registers: 3 sober (could sit under the logo in an enterprise deck) and 3 bolder (campaign-ready). Each tagline must trace to the roof or one pillar; label which.
End with the one-line usage rule for the team: when to lead with the roof vs. a pillar.
Ergebnisse
## Messaging House: Tempora (time tracking for agencies that hate time tracking)
### 1. Roof
**"Every billable hour captured — without anyone filling in a timesheet."**
- (a) Competitor test: Harvest and Toggl cannot claim it — their model IS the timesheet. Passive-capture rivals (Timely) claim automation but require daily review-and-approve; "without anyone filling in" holds against them on the strength of auto-classification. Pass, with a watch-item on Timely's messaging.
- (b) Outcome not feature: revenue capture, not "AI tracking". Pass.
- (c) Skeptic test: buyer imagines calendar + app signals auto-classified to projects. Mechanism is guessable. Pass.
### 2. Pillars
| Pillar | Sentence | Neutralizes |
|--------|----------|--------------|
| Invisible capture | Work is logged from calendar, calls, and files — no timers, no Friday reconstruction. | "My team will never adopt another tool." |
| Billing-grade accuracy | Entries map to clients and rates automatically and survive an auditor's questions. | "Automatic means sloppy — I can't invoice from guesses." |
| Leakage visibility | See unbilled work per client while the month is still open, not after. | "We only find leakage when it's too late to invoice." |
MECE check: capture (input), accuracy (trust), visibility (action) — no overlap.
### 3. Proof rows
- **Invisible capture:** 0 timer interactions required in default mode; average setup 11 minutes (onboarding data, n=214).
- **Billing-grade accuracy:** 96.4% auto-classification precision on agency pilot accounts; export format accepted by DATEV and QuickBooks.
- **Leakage visibility:** pilot agencies invoiced a median 7.2% more hours in month two [source: 9-agency pilot]. Third proof needed — [WEAK PILLAR: gather one named customer quote putting a franc amount on recovered revenue].
### 4. Elevator (58 words)
Tempora captures every billable hour without anyone filling in a timesheet. It logs work invisibly from the tools your team already uses, classifies it accurately enough to invoice from, and shows you unbilled hours while the month is still open. Agencies on Tempora bill more not by working more — but by finally seeing everything they worked.
Voice check (calm, precise, slightly dry): no exclamation marks, no "revolutionize". Holds.
### 5. Taglines
Sober: "Billable, captured." (roof) · "Every hour accounted for." (roof) · "Time tracking, without the tracking." (pillar 1)
Bolder: "Timesheets are a memory test. Stop taking it." (pillar 1) · "You already worked the hours. Bill them." (pillar 3) · "The invoice writes itself. Almost." (pillar 2)
**Usage rule:** lead with the roof to cold audiences; lead with pillar 3 (leakage) when talking to owners who already use a tracker — pain beats novelty for switchers.
Modell: Mistral Large 2
9 Likes4 SavesScore: 7
1 Kommentar
Clara Schmid·
Refusing taglines until the pillars hold is the right order. Every branding workshop that starts with slogans ends in a mess.