Messaging Hierarchy Worksheet

A practical ladder that turns your Purpose → Promise → Pillars into crisp copy from tagline to proof points

Gather inputs: Bring your finished Brand Purpose → Promise → Pillars One‑Pager plus customer insights and competitive messaging.

Work top‑down: Start with the Tagline—the shortest expression—then expand to Value Proposition, Benefits, Features & Proof.

Keep it audience‑aware: If you serve multiple segments, complete a separate hierarchy for each (duplicate this worksheet).

Pressure‑test clarity: Read each layer aloud; if you need to breathe twice, tighten it.

Validate externally: Show draft messages to 3–5 target users; tweak anything unclear or unconvincing.

Publish & police: Add final copy to a shared doc or brand hub; use it to brief writers, sales, and agencies.

💡 Tip: Each level should nest cleanly inside the one above it. If it doesn’t, rewrite—don’t force‑fit.

Part 1 – Anchor Reference (copy from your one‑pager)

Hierarchy Level	What It Is	Draft Your Copy	Notes / Rationale
Tagline (3–5 words)	Catchy, high‑recall hook; often used in logos or ads.
Value Proposition (1 sentence)	Clear statement of unique value for the customer.
Support Benefit #1	First big customer‑centric outcome (ladders to Pillar 1).
Benefit #2	Second outcome (Pillar 2).
Benefit #3	Third outcome (Pillar 3).
Proof / Feature Points	3–5 bullets that prove the benefits (data, features, social proof).
Primary Call‑to‑Action	The action you want the audience to take (verb‑led).

Optional: Add rows for Secondary CTAs or Objection Handlers if your funnel needs them.