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skills/message-architecture/SKILL.md

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+---
+name: message-architecture
+description: Use when structuring messaging hierarchy, hook banks, and CTA playbooks.
+---
+
+# Message Architecture Systems Skill
+
+## When to Use
+- Creating new messaging for campaigns, features, or personas.
+- Auditing messaging consistency across channels.
+- Onboarding new writers or agencies.
+
+## Framework
+1. **Audience & Insight** – persona, pain, desired outcome.
+2. **Promise** – primary value proposition + emotional appeal.
+3. **Proof** – metrics, customer quotes, product differentiators.
+4. **Hooks** – formulas mapped to channels.
+5. **CTAs** – stage-specific calls to action + urgency modifiers.
+
+## Templates
+- Message house diagram.
+- Hook bank sheet with formulas/examples.
+- CTA matrix (persona x funnel stage x CTA).
+
+## Tips
+- Document banned phrases and compliance notes.
+- Keep proof points fresh; retire outdated metrics.
+- Pair with `voice-guidelines` skill to maintain tone consistency.
+
+---