Answer
The message house in the Fetch direction: one roof line, four pillars and a floor of true numbers, then the message for each persona and each stage of a founder's week, with Fetch's words beside the plain words and never in place of them.
Today
The house
| Level | Message | Proof we can show | Status | Source |
|---|---|---|---|---|
| Roof | Your store's marketing team, in one feed. Paste your store link. Get this week's marketing ideas, already drafted. Pick the good ones and hand them off | The live landing line | Today | brew/public/app.js:405 brand-directions/book/content/h.js h-2 house |
| Already drafted | Most picks come with a first draft: an image, a carousel, a six second video, text | The jam's drafts | Today | brew/SCOPE.md:18 brew/drafts.js:47 |
| From your own store | Ideas come from your store, catalog, reviews, ads, search, AI answers, socials and rivals | Why this, and the proof, on every card | Today | brew/SCOPE.md:11 brew/SCOPE.md:13 |
| You decide | Nothing goes out on its own. Need your yes holds the calls only you can make | No writes to any account in v1 | Today | brew/SCOPE.md:36-38 |
| Easy to hand off | A brief written for whoever ships: your team, your agency, a designer, a media buyer, a creator, a video editor or our team | The brief's Send to list | Today; one button is Next | brew/team-brief.js:20 brew/SCOPE.md:20 |
| Floor | Every number shows its source; a number with none is named, never hidden | The proof sheet | Today | memory brew-proof-plain-make |
The three jobs every Play serves
- Get found, get chosen, get them back brand-directions/_shared/product-model.md:24-26
Fetch's house
- Fetch's book keeps the roof line and stacks the house on the three jobs: get found, get chosen, get them back. Its foundation is the proof: every pick has a source, most come with a first draft, real people ship it. brand-directions/dog/marketing.html m2
- Tagline: This week's ideas, fetched. brand-directions/docs2/data/dirs.json
- Voice: Fact first, joke second. One joke per line at most. brand-directions/docs2/data/dirs.json
- Voice: Short sentences, present tense, glad to see you. Excited and plain at the same time. brand-directions/docs2/data/dirs.json
- Voice: First person about itself, second person to you. brand-directions/docs2/data/dirs.json
- Dial down to off for errors on our side, money, privacy, apologies and anything a person must sign. brand-directions/docs2/data/dirs.json
The message by persona
| Persona | Plain message | Fetch's line | Where | Source |
|---|---|---|---|---|
| Founder who is the marketing team | Your week, already drafted, from your own store | You throw the link. It brings back the week. | Instagram, founder groups, warm intros | brand-directions/dog/marketing.html m1 brand-directions/book/content/b.js b-7 per-person |
| In house marketer | Ideas with proof you can defend | Five picks, each with where it came from. | LinkedIn, newsletters | brand-directions/dog/marketing.html m1 brand-directions/book/content/b.js b-7 per-person |
| Agency or freelancer | A drafted week per client, and a brief written for you | Each client's Monday, fetched, briefs ready. | LinkedIn, email, referrals | brand-directions/dog/marketing.html m1 brand-directions/book/content/b.js b-7 per-person |
| Person who opens a brief | Everything to ship it, on one page, no login | Sign off only: Fetched for you. Over to you now. | The brief page | brand-directions/dog/marketing.html m1 brand-directions/book/content/b.js b-7 per-person |
| Approver | Only the calls that need you, in one place | Only you can answer these. I will sit here. | Need your yes | brand-directions/dog/marketing.html m1 brand-directions/book/content/b.js b-7 per-person |
The marketer hook names five picks a week, which is the Monday drop, Next; say it as the plan until it ships. The pains behind each hook are samples until a partner gives us their words in writing memory brew-live-stores.
The message by stage of the week
| Stage | Plain words | Fetch's line | Status | Source |
|---|---|---|---|---|
| Hears about it | Your store's marketing team, in one feed | This week's ideas, fetched. | Today | brand-directions/docs2/data/dirs.json |
| Pastes the store | Paste your store, Build my feed | Throw it. | Today | brand-directions/docs2/data/dirs.json |
| Watches the read | Reading your store, about 3 to 4 minutes | Sniffing round your store. About 3 to 4 minutes. | Today | brand-directions/docs2/data/dirs.json |
| Opens the feed | This week's picks, with proof on every card | Monday. Five picks, dropped at your feet. | The feed is Today; five picks every Monday is Next | brand-directions/docs2/data/dirs.json |
| Hearts one | More like this | Good pick. Fetching more like it. | Today | brand-directions/docs2/data/dirs.json |
| Makes it | Make it, New version | Another throw. The first one stays in the pile. | Today | brand-directions/docs2/data/dirs.json |
| Hands it off | Hand it off, the brief copied or sent to our team | Brief copied. Paste it to them, nothing was sent. | Today; one Hand it off button is Next | brand-directions/docs2/data/dirs.json |
| Finishes the week | You're caught up | That is the week. Every pick seen. | Next | brand-directions/docs2/data/dirs.json |
| Something fails | That didn't work, your work is safe | Dropped that one. Your other versions are safe. Try again. | Today | brand-directions/docs2/data/dirs.json |
| Reads are full | Reads are capped while we build | Out of throws for now. Reads are capped while we build v0. Ask us for one. | Today | brand-directions/docs2/data/dirs.json |
| A number looks off | Confirm this number before you use it | I am not sure of this number. Confirm it before you use it. | Today | brand-directions/docs2/data/dirs.json |
| Money, privacy, an apology | Plain words from a named person | Fetch steps out | Today | brand-directions/docs2/data/dirs.json |
The words around the buttons
| Plain word on the button | Fetch's word around it | Source |
|---|---|---|
| Paste your store | Throw it | brand-directions/docs2/data/dirs.json |
| Reading your store | Sniffing round | brand-directions/docs2/data/dirs.json |
| This week's picks | The drop | brand-directions/docs2/data/dirs.json |
| Need your yes | Paws up | brand-directions/docs2/data/dirs.json |
| Make it | Chew on it | brand-directions/docs2/data/dirs.json |
| New version | Another throw | brand-directions/docs2/data/dirs.json |
| Hand it off | Drop it | brand-directions/docs2/data/dirs.json |
| Brief | The fetch note | brand-directions/docs2/data/dirs.json |
| Not for me | Leave it | brand-directions/docs2/data/dirs.json |
| What we know about you | The scent | brand-directions/docs2/data/dirs.json |
| You're caught up | Nap time | brand-directions/docs2/data/dirs.json |
| Reads are capped | Out of throws for now | brand-directions/docs2/data/dirs.json |
Tomorrow
| Item | Version | Tag |
|---|---|---|
| The roof, the four pillars and the floor, said the same everywhere | v1 | Stays |
| The three jobs, get found, get chosen, get them back, as the way every pick is grouped | v1 | New |
| Real partner words replace every sample pain, with written permission | v1 | Changes |
| A fifth pillar: your picks go out on your accounts, only after your yes | v2 | New |
| A sixth pillar: every pick that went live comes back with how it went | v3 | New |
| A seventh pillar: ads run inside the rules and budget you set | v4 | New |
| Fetch never speaks about a version before it ships | v2 to v4 | Stays |
| New powers arrive as props, per the system file: New abilities arrive as new things Fetch carries: finished work to a place you chose for doing, a paw at a chart for reporting. Both Later. | v2 to v4 | New |
| Upsell lines sell relief, never a percent off | v1 to v4 | Stays memory sell-relief-not-discounts |
How we do it
- Every page, post, pitch and email opens with the roof line, word for word.
- Pick one pillar per piece. Show its proof on screen, not in an adjective.
- Put Fetch's line beside the plain words, one joke per line at most. If the piece still works with Fetch removed, it is right.
- Fetch steps out for money, privacy, apologies and anything a person must sign.
- Check every claim against claims we can make.
- Run the writing checker on anything a customer reads:
cd /Users/param/Documents/ChatGPT/brand-directions && node _tools/check.mjs
Numbers
| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Read requests per hook | Asks for a read that name the post or page | Pipeline | Proposed |
| Pillar say back | Which pillar a founder repeats after the demo | Interview and call library | Proposed |
| Hook retired | A hook with two quiet weeks and no ask | Campaign log | Proposed |
Open
- Is the roof line final? Proposal: yes, Your store's marketing team, in one feed, the line already live.
- Do the three jobs become public words? Proposal: yes in the product and the docs as how picks are grouped; keep the four pillars as the message.
- Which of Fetch's hooks leads? Proposal: the founder hook on Instagram first: You throw the link. It brings back the week.
- Does Fetch's own pillar wording replace the shared one? Proposal: no; the shared pillars stay, and Fetch's wording lives only in its posts and reels.