POSITIONING-MESSAGING5 MIN READ
Message Hierarchy Builder Deck
Use a quick-reference deck to build or audit a message hierarchy.
Layer check CLAP What does CLAP check in a hierarchy? Claim, layers, action, proof. Top vs proof Should SOC 2 be a headline or proof? Security can be crucial without being the top message. Stakeholder line But this feature is our differentiator. It has to be in the hero. Product wants capability visibility. Your line Let us make the buyer value the hero and make this feature the support that proves why only we can deliver it. Do not bury the feature; give it a visible job in the hierarchy. It respects capability truth and preserves buyer-led order. Proof fit…
Read the full lesson
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in