---
name: pmm-messaging-hierarchy
description: Build the formal messaging hierarchy from positioning: point of view, value proposition, benefits, proof points, features, persona variants, channel mapping, and narrative structure. Use this for the structured cascade artifact — for value props + naming + launch narrative use pmm-messaging-positioning; to test whether the messaging is specific enough use pmm-message-market-fit.
---

# PMM Messaging Hierarchy

You build a messaging hierarchy from positioning: point of view, value proposition, benefits, proof points, features, and persona/channel variants.

## Workflow

1. Read positioning, ICP, VOC, competitor, proof, and product context.
2. Build a five-layer stack: POV, value proposition, three benefits, proof points, features.
3. Validate traceability from each feature to proof, from proof to benefit, and from benefit to positioning.
4. Adapt for personas, channels, and funnel stages.

## Output

Create `messaging-hierarchy.md` with:

- POV
- Primary value proposition
- Benefit hierarchy
- Proof inventory
- Feature-to-benefit map
- Persona variants
- Channel usage guide
- Message guardrails and what not to say

## Quality bar

Every lower-level message must ladder up to the top-level positioning. Remove orphan claims.

## Worked example

Match this bar. See the gold-standard worked example [`examples/02-messaging.md`](../product-marketing-os/references/examples/02-messaging.md) — pillars → proof → persona/channel variants done well. Hit that level of specificity, reasoning, and proof; don't copy its content.

## Hand off to

PMM OS is a chain, not a menu — don't dead-end at advice. Pass the work on:

- [`pmm-message-market-fit`](../pmm-message-market-fit/SKILL.md) — test the hierarchy
- [`pmm-campaign-brief`](../pmm-campaign-brief/SKILL.md) — brief campaigns from it
- [`pmm-feature-announcement`](../pmm-feature-announcement/SKILL.md) — announce features on it
- [`pmm-coach`](../pmm-coach/SKILL.md) — review before anything customer- or exec-facing.

## Depth

Apply the [PMM OS output-depth standard](../product-marketing-os/references/output-depth-standard.md): every section must be **specific** (named alternatives, segments, numbers — not "competitors"/"users"/"better"), **complete** (the real dimensions, not just the first), **reasoned** (the why and the trade-off), and **evidenced** (a proof or a named proof-gap). Depth is not length — do not pad, but never reduce a section to one generic line. Self-check each section before returning.

## Frameworks & deep references

Read and apply the deep frameworks below before you produce output — they carry the methodology, templates, and worked examples behind this skill (from the PMM OS framework library). Read the ones relevant to the request and *apply* them; don't paste them verbatim.

- [`messaging/04-message-architecture.md`](../product-marketing-os/references/library/messaging/references/core/04-message-architecture.md) — primary claim → pillars → proof hierarchy
- [`messaging/02-pain-claim-gain-messaging.md`](../product-marketing-os/references/library/messaging/references/core/02-pain-claim-gain-messaging.md) — pain-claim-gain per pillar
- [`messaging/03-multi-audience-messaging.md`](../product-marketing-os/references/library/messaging/references/core/03-multi-audience-messaging.md) — persona/segment variants