You shadow five sales calls and hear five completely different explanations of what your product does.
Your CEO describes you as "AI-powered workflow automation." Product says "collaborative project management." Sales says "the tool that helps teams ship faster." Marketing says "end-to-end productivity platform."
Every function has invented its own messaging. Prospects are confused. Internal teams can't align. And you're the founding PMM expected to fix it.
You need a messaging hierarchy—a structured framework that defines what you say, to whom, in what context.
Here's how to build one from scratch when everyone's already saying whatever they want.
What a Messaging Hierarchy Actually Is
A messaging hierarchy isn't a tagline or a positioning statement. It's a structured system that answers:
What do we say first? (High-level positioning)
What do we say to different audiences? (Persona-specific messages)
What proof do we provide? (Evidence and validation)
How do we handle details? (Feature-level messaging)
Think of it like a pyramid:
Top (Positioning): One sentence. What you are and who you're for.
Layer 2 (Value propositions): 3-4 key benefits. Why customers care.
Layer 3 (Proof points): Evidence. How you deliver those benefits.
Layer 4 (Features): Specific capabilities. What you actually do.
Everyone uses the same top two layers. Layer 3-4 flex based on audience and context.
Start With Customer Language
Don't build messaging in a conference room. Build it from how customers actually talk about you.
Pull quotes from:
- Recent win/loss interviews
- Customer testimonials
- Support tickets where customers explain what they use you for
- Sales calls where prospects say "oh, so you're the [description]"
Look for patterns in how customers describe:
The problem you solve: What pain did they have before you?
How they explain you to others: When they recommend you, what do they say?
The outcome they get: What changed after using you?
After reviewing 15-20 customer quotes, common phrases emerge. These become your messaging building blocks.
You're not inventing messaging. You're codifying what already resonates with real customers.
Define Your Core Positioning
Core positioning is one sentence answering: For [who], we are [what], that [value].
For: Your primary target customer (ICP).
We are: Category or functional description.
That: The distinctive value or outcome you deliver.
Example: "For product teams at scaling startups, we're the collaboration platform that helps ship features 40% faster without adding headcount."
Test this positioning:
Clarity test: Can a stranger understand what you do from this sentence?
Differentiation test: Could a competitor say the exact same thing?
Relevance test: Does your target customer immediately think "that's for me"?
If it fails any of these tests, keep refining.
This single sentence becomes the foundation for everything else.
Build 3-4 Value Propositions
Value propositions sit one layer below positioning. They explain why customers care.
Each value prop should be:
- Outcome-focused (what customers achieve)
- Specific (avoid vague benefits like "increased productivity")
- Provable (you can demonstrate this with data or examples)
Format: [Specific outcome] by [how you enable it]
Examples:
- "Ship features 40% faster by eliminating context-switching between tools"
- "Reduce project delays 30% by making blockers visible in real-time"
- "Onboard new team members in days instead of weeks with built-in documentation"
Aim for 3-4 value props. More than four dilutes focus. Fewer than three feels incomplete.
Order them by customer priority based on win/loss research: Lead with the value that closes deals most often.
Create Persona-Specific Messaging
Your core positioning stays the same across audiences. Value prop emphasis changes.
For each key persona, document:
Primary pain point: What keeps them up at night?
Leading value prop: Which of your 3-4 value props matters most to them?
Proof points they need: What evidence convinces them?
Language they use: How do they describe problems and solutions?
Example:
Persona: Engineering Manager
- Pain: Team missing deadlines, can't see what's blocking progress
- Leading value prop: Reduce project delays through visible blockers
- Proof: Dashboard showing bottlenecks in real-time
- Language: "Velocity," "blockers," "sprint planning," "capacity"
Persona: Product Manager
- Pain: Features ship late, stakeholders complain about lack of visibility
- Leading value prop: Ship features faster through better collaboration
- Proof: Average time-to-ship reduced 40%
- Language: "Roadmap," "stakeholder alignment," "feature velocity"
Same product. Same positioning. Different emphasis based on who's listening.
Build Your Proof Point Library
Value propositions need evidence. Create a library of proof points organized by value prop.
For each value prop, collect:
Customer quotes: "Using [product], we shipped our Q4 roadmap in 2 months instead of 4."
Metrics: "Average time-to-ship reduced 40% in first 90 days."
Case examples: "[Company] launched 3 major features in Q1 versus 1 in Q4."
Competitive proof: "Unlike [alternative], we integrate with your existing tools so teams don't context-switch."
Organize these in a simple document or Notion database. Sales can grab relevant proof based on what prospect cares about.
Update monthly as you gather more customer evidence.
Create Feature Messaging
At the bottom of your hierarchy are features—specific capabilities.
For each major feature, document:
What it is: One sentence functional description.
What problem it solves: The pain point this addresses.
What outcome it enables: The business result.
Which value prop it supports: Connection to higher-level messaging.
Example:
Feature: Real-time status dashboard
Problem: Teams don't know what's blocked until standups, wasting days
Outcome: Identify and resolve blockers same-day instead of next standup
Value prop: Supports "reduce project delays through visible blockers"
This structure prevents feature-dump presentations. Every feature connects to value.
Build the One-Page Messaging Framework
Consolidate everything into one page:
Positioning: [One sentence]
Value Propositions: [3-4 bullets]
Proof Points: [Key metrics and customer quotes]
Personas: [2-3 primary personas with leading value prop for each]
Feature Messaging: [Table with feature, problem, outcome]
Share this with product, sales, marketing, and customer success.
This becomes the source of truth. Everyone messages from the same foundation but customizes for their audience.
Create Usage Guidelines
A messaging hierarchy only works if people use it. Create simple guidelines:
Homepage: Lead with positioning + top 2 value props
Sales deck: Positioning + persona-specific value prop + proof points + relevant features
Demo: Start with value prop, show features that deliver it, prove with examples
Case studies: Lead with customer outcome, explain which value props delivered it
Email campaigns: Pick one value prop, prove it, call-to-action
Sales conversations: Ask which problem matters most, emphasize that value prop
Guidelines make the hierarchy practical, not theoretical.
Roll It Out Gradually
Don't send an email saying "here's our new messaging, everyone use it immediately."
Launch incrementally:
Week 1: Share with leadership. Get buy-in and feedback.
Week 2: Train sales team. Role-play using new messaging in calls.
Week 3: Update sales deck and battlecards.
Week 4: Update website homepage.
Week 5: Update email templates and campaigns.
Week 6: Audit all customer-facing materials for consistency.
Gradual rollout gives you time to refine based on feedback and ensures adoption.
Handle Resistance
Some stakeholders will resist standardized messaging.
"Our messaging works fine": Show them win/loss data where prospects misunderstood what you do.
"This is too restrictive": Clarify they can customize layer 3-4, but layer 1-2 stays consistent.
"This doesn't fit my audience": Ask them to test it on 5 calls and report back with data.
"I don't have time to learn new messaging": Point out time wasted when prospects are confused by inconsistent messaging.
Most resistance fades after people see messaging clarity improves close rates.
Maintain the Hierarchy
Messaging hierarchies need regular updates or they become stale.
Quarterly review:
- Are value props still true based on customer feedback?
- Do we need new proof points?
- Has our ICP shifted?
- Are competitors claiming similar positioning?
Update triggers:
- Major product launches
- ICP changes
- Competitive landscape shifts
- Persistent customer confusion
Assign one person (usually founding PMM) to own the messaging framework. Everyone uses it, but one person maintains it.
Test Messaging Effectiveness
Track whether your hierarchy is working:
Sales feedback: Ask reps monthly: "Is messaging resonating with prospects?"
Win/loss insights: Are prospects accurately describing what you do?
Sales cycle length: Are deals moving faster with clearer messaging?
Demo completion: Are more demos converting to next steps?
Support questions: Are fewer customers confused about what you do?
If these metrics don't improve, your messaging hierarchy has a problem. Revise it.
Common Mistakes to Avoid
Too complex: Eight value props and six personas is too much. Simplify.
Feature-focused: Leading with features instead of outcomes confuses buyers.
No proof: Claims without evidence aren't credible.
Set and forget: Messaging hierarchies need regular updates.
Top-down mandate: "Use this or else" creates resistance. "Here's what resonates with customers" creates adoption.
The Real Goal
A messaging hierarchy succeeds when:
- Sales uses it consistently in customer conversations
- Prospects accurately describe what you do
- Internal teams stop debating basic positioning
- New hires can explain your value prop on day one
- Marketing campaigns and sales conversations feel aligned
That's not about perfection. It's about consistency that reduces confusion and speeds up buying decisions.
Build from customer language. Keep it simple. Make it practical. Update regularly.
That's how messaging hierarchies work for early-stage companies.