# Message House Workbook

Organize a supportable core promise, message pillars, proof, conditions, audience relevance, approved language, and claims that must not be made.

## Usage note

Build the house from verified audience and product evidence, not an internal brainstorming session alone. Every pillar must support the core promise, and every claim needs an owner, condition, and current source. The framework guides communication; it does not authorize unsupported guarantees or replace channel-specific review.

## How to use this template

1. Define the audience situation, decision, evidence base, and communication outcome.
2. Draft a narrow core promise with explicit applicability and limitations.
3. Create distinct supporting pillars and attach current proof, sources, and owners to each.
4. Record approved language, claims to avoid, channel adaptation rules, and unresolved evidence gaps.
5. Test comprehension and credibility, approve the framework, and schedule review and downstream updates.

## Blank template

### Foundation

- **Audience:** [Specific group]
- **Situation and decision:** [What are they trying to decide?]
- **Observed need:** [Research evidence]
- **Alternative considered:** [What else may they choose?]
- **Core promise:** [One supportable sentence]
- **Applicability:** [Who and when it covers]
- **Limitation:** [What it does not promise]
- **Message owner:** [Accountable role]

### Pillar record

- **Pillar name:** [Short distinct idea]
- **Audience question answered:** [Why it matters]
- **Supporting message:** [One clear statement]
- **Proof point:** [Feature, process, result, source, or example]
- **Evidence source and date:** [Link]
- **Condition:** [Where the claim applies]
- **Claim owner:** [Role]
- **Evidence gap:** [What remains unproven?]

### Language controls

- **Approved phrases:** [Wording and context]
- **Terms to define:** [Audience-friendly treatment]
- **Claims not to make:** [Unsupported or overbroad language]
- **Short-form rule:** [What cannot be removed]
- **Long-form order:** [Promise, pillar, proof, limitation, action]
- [ ] Pillars are distinct rather than synonyms.
- [ ] Evidence supports the exact level of certainty.
- [ ] The framework leaves an appropriate non-action choice.

### Test and maintenance

- **Comprehension result:** [What participants believed]
- **Credibility question:** [Proof they requested]
- **Unintended implication:** [What needs revision]
- **Approved by:** [Brand, product, editorial, and specialist roles]
- **Effective date:** [YYYY-MM-DD]
- **Derived assets:** [Pages, decks, scripts, campaigns]
- **Review trigger:** [Product, evidence, audience, or market change]