Messaging Hierarchy
Forces one primary claim supported by proofs, instead of five coequal claims that communicate none of them.
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Running it, start to finish
- Gather what customers actually say, not just what you say.
- Pick one claim and demote the rest explicitly.
- Read it aloud to someone outside the company and see if it survives.
What you get back
The output this produces, every time.
- Forces a single primary claim and names which existing claims get demoted.
- Requires each proof to be evidence rather than another claim.
- Produces a do-not-say list, which stops dropped claims returning in the next campaign.
Getting better results
Where this usually goes wrong, and how to avoid it.
- Test the claim against a competitor. If they could put their name on it unchanged, it describes the category rather than you.
- Same claim, different emphasis per audience. Different claims per segment is how a company becomes unrecognisable across its own channels.
- Act on the unevidenced proofs. A proof you cannot support is a task, not a message. Section 2 turns it into one.
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Written for The AI University. Every prompt in this library is original work — authored, tested and revised here, not collected from elsewhere. 365 of them, free with an account.