{
 "id": "15.2",
 "title": "Messaging framework",
 "department": "Product marketing",
 "department_slug": "product-marketing",
 "direction": {
  "id": "bee",
  "name": "Buzz"
 },
 "branded": true,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "The message house, then the message for each persona and each stage",
 "urls": {
  "html": "https://handbook.joinsquareup.com/product-marketing/messaging-framework/bee",
  "markdown": "https://handbook.joinsquareup.com/product-marketing/messaging-framework/bee.md",
  "json": "https://handbook.joinsquareup.com/product-marketing/messaging-framework/bee.json"
 },
 "other_directions": [
  {
   "id": "dog",
   "name": "Fetch",
   "json": "https://handbook.joinsquareup.com/product-marketing/messaging-framework/dog.json"
  },
  {
   "id": "raccoon",
   "name": "Scoop",
   "json": "https://handbook.joinsquareup.com/product-marketing/messaging-framework/raccoon.json"
  },
  {
   "id": "octopus",
   "name": "Ocho",
   "json": "https://handbook.joinsquareup.com/product-marketing/messaging-framework/octopus.json"
  },
  {
   "id": "cooker",
   "name": "Seeti",
   "json": "https://handbook.joinsquareup.com/product-marketing/messaging-framework/cooker.json"
  }
 ],
 "tldr": {
  "headline": "One roof line, four pillars, and Buzz buzzing round the week",
  "points": [
   {
    "icon": "book",
    "text": "The roof line is the live landing line; pillars: drafted, own store, you decide, hand off."
   },
   {
    "icon": "chat",
    "text": "Buzz's line sits beside the plain words: Show me your garden, Best blooms, Pass the pollen."
   },
   {
    "icon": "heart",
    "text": "Founder hook for Instagram: You have two hands. Borrow a hive."
   },
   {
    "icon": "lock",
    "text": "Buzz steps out for money, privacy, apologies and anything a person signs."
   },
   {
    "icon": "flag",
    "text": "Later powers are never spoken about before they ship."
   }
  ],
  "stat": {
   "value": "3 to 4",
   "label": "minutes for a read"
  },
  "decide": "Is the roof line final: your store's marketing team, in one feed?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/book/content/h.js h-2 house, proof; h-3 hooks; b.js b-7 promise, per-person",
  "brand-directions/_shared/product-model.md:24-26",
  "brew origin/main a559de6: public/app.js:405; SCOPE.md:11-20, 36-38; drafts.js:47; team-brief.js:20",
  "brand-directions/docs2/data/dirs.json bee",
  "brand-directions/bee/system.md s2, s3, s5",
  "brand-directions/bee/marketing.html m1, m2",
  "memory: brew-proof-plain-make, brew-live-stores, sell-relief-not-discounts"
 ],
 "open_questions": [
  "**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 Buzz's hooks leads?** Proposal: the founder hook on Instagram first: You have two hands. Borrow a hive.",
  "**Does Buzz's own pillar wording replace the shared one?** Proposal: no; the shared pillars stay, and Buzz's wording lives only in its posts and reels."
 ],
 "parts": {
  "Answer": "The message house in the Buzz 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 Buzz's words beside the plain words and never in place of them.",
  "Today": "### The house\n\n| Level | Message | Proof we can show | Status | Source |\n|---|---|---|---|---|\n| 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 | [src: brew/public/app.js:405] [src: brand-directions/book/content/h.js h-2 house] |\n| Already drafted | Most picks come with a first draft: an image, a carousel, a six second video, text | The jam's drafts | Today | [src: brew/SCOPE.md:18] [src: brew/drafts.js:47] |\n| 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 | [src: brew/SCOPE.md:11] [src: brew/SCOPE.md:13] |\n| 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 | [src: brew/SCOPE.md:36-38] |\n| 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 | [src: brew/team-brief.js:20] [src: brew/SCOPE.md:20] |\n| Floor | Every number shows its source; a number with none is named, never hidden | The proof sheet | Today | [src: memory brew-proof-plain-make] |\n\n### The three jobs every Play serves\n\n- Get found, get chosen, get them back [src: brand-directions/_shared/product-model.md:24-26]\n\n### Buzz's house\n\n- Buzz's book keeps the shared roof and the four pillars: already drafted; from your own store; you decide; easy to hand off. Its foundation closes with its own line: I only dance at things that are really there. [src: brand-directions/bee/marketing.html m2]\n- Tagline: The whole hive, one bee. [src: brand-directions/docs2/data/dirs.json]\n- Voice: Fact first, buzz second. One joke per line at most. [src: brand-directions/docs2/data/dirs.json]\n- Voice: Quick, bright and warm. Short words, short clauses. It talks like someone mid flight who still lands on the right word. [src: brand-directions/docs2/data/dirs.json]\n- Voice: Buzz speaks in the first person about itself and the second person to you. [src: brand-directions/docs2/data/dirs.json]\n- Bee puns at most once per screen, and never in errors about money, privacy or data. [src: brand-directions/docs2/data/dirs.json]\n\n### The message by persona\n\n| Persona | Plain message | Buzz's line | Where | Source |\n|---|---|---|---|---|\n| Founder who is the marketing team | Your week, already drafted, from your own store | You have two hands. Borrow a hive. | Instagram, founder groups, warm intros | [src: brand-directions/bee/marketing.html m1] [src: brand-directions/book/content/b.js b-7 per-person] |\n| In house marketer | Ideas with proof you can defend | Ideas with a source, drafted before standup. | LinkedIn, newsletters | [src: brand-directions/bee/marketing.html m1] [src: brand-directions/book/content/b.js b-7 per-person] |\n| Agency or freelancer | A drafted week per client, and a brief written for you | Every client's Monday, one bee. | LinkedIn, email, referrals | [src: brand-directions/bee/marketing.html m1] [src: brand-directions/book/content/b.js b-7 per-person] |\n| Person who opens a brief | Everything to ship it, on one page, no login | Sign off only: Drafted by Buzz. Over to you. | The brief page | [src: brand-directions/bee/marketing.html m1] [src: brand-directions/book/content/b.js b-7 per-person] |\n| Approver | Only the calls that need you, in one place | Your nod. This one needs your yes. | Need your yes | [src: brand-directions/bee/marketing.html m1] [src: brand-directions/book/content/b.js b-7 per-person] |\n\nNone of the three hooks names a feature that is not built. The pains behind each hook are samples until a partner gives us their words in writing [src: memory brew-live-stores].\n\n### The message by stage of the week\n\n| Stage | Plain words | Buzz's line | Status | Source |\n|---|---|---|---|---|\n| Hears about it | Your store's marketing team, in one feed | The whole hive, one bee. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Pastes the store | Paste your store, Build my feed | Show me your garden. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Watches the read | Reading your store, about 3 to 4 minutes | Buzzing round your store. About 3 to 4 minutes. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Opens the feed | This week's picks, with proof on every card | Monday. Five best blooms for your store, drafted. | The feed is Today; five picks every Monday is Next | [src: brand-directions/docs2/data/dirs.json] |\n| Hearts one | More like this | You danced for that one. More like it, coming up. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Makes it | Make it, New version | Fresh batch. The old one is still in the jar. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Hands it off | Hand it off, the brief copied or sent to our team | Brief copied. Paste it to them. Pollen passed. | Today; one Hand it off button is Next | [src: brand-directions/docs2/data/dirs.json] |\n| Finishes the week | You're caught up | The hive is humming. That is the week. | Next | [src: brand-directions/docs2/data/dirs.json] |\n| Something fails | That didn't work, your work is safe | Bumped the window. Earlier versions are safe. Try again. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Reads are full | Reads are capped while we build | The hive is full this week. Reads are capped while we build v0. Ask us for one. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| A number looks off | Confirm this number before you use it | I'm not sure of this number. Confirm it before you use it. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Money, privacy, an apology | Plain words from a named person | Buzz steps out | Today | [src: brand-directions/docs2/data/dirs.json] |\n\n### The words around the buttons\n\n| Plain word on the button | Buzz's word around it | Source |\n|---|---|---|\n| Paste your store | Show me your garden | [src: brand-directions/docs2/data/dirs.json] |\n| Reading your store | Buzzing round your store | [src: brand-directions/docs2/data/dirs.json] |\n| This week's picks | Best blooms | [src: brand-directions/docs2/data/dirs.json] |\n| Need your yes | Your nod | [src: brand-directions/docs2/data/dirs.json] |\n| Make it | Make honey | [src: brand-directions/docs2/data/dirs.json] |\n| New version | Fresh batch | [src: brand-directions/docs2/data/dirs.json] |\n| Hand it off | Pass the pollen | [src: brand-directions/docs2/data/dirs.json] |\n| Brief | The flight plan | [src: brand-directions/docs2/data/dirs.json] |\n| Not for me | Fly past | [src: brand-directions/docs2/data/dirs.json] |\n| What we know about you | What sticks | [src: brand-directions/docs2/data/dirs.json] |\n| You're caught up | The hive is humming | [src: brand-directions/docs2/data/dirs.json] |\n| Reads are capped | The hive is full this week | [src: brand-directions/docs2/data/dirs.json] |",
  "Tomorrow": "| Item | Version | Tag |\n|---|---|---|\n| The roof, the four pillars and the floor, said the same everywhere | v1 | Stays |\n| The three jobs, get found, get chosen, get them back, as the way every pick is grouped | v1 | New |\n| Real partner words replace every sample pain, with written permission | v1 | Changes |\n| A fifth pillar: your picks go out on your accounts, only after your yes | v2 | New |\n| A sixth pillar: every pick that went live comes back with how it went | v3 | New |\n| A seventh pillar: ads run inside the rules and budget you set | v4 | New |\n| Buzz never speaks about a version before it ships | v2 to v4 | Stays |\n| New powers arrive as props, per the system file: New abilities arrive as new props: a stamp and a clock for doing, and a scorecard for reporting. Both are Later. | v2 to v4 | New |\n| Upsell lines sell relief, never a percent off | v1 to v4 | Stays [src: memory sell-relief-not-discounts] |",
  "How we do it": "1. Every page, post, pitch and email opens with the roof line, word for word.\n2. Pick one pillar per piece. Show its proof on screen, not in an adjective.\n3. Put Buzz's line beside the plain words, one joke per line at most. If the piece still works with Buzz removed, it is right.\n4. Buzz steps out for money, privacy, apologies and anything a person must sign.\n5. Check every claim against [claims we can make](/product-marketing/claims-we-can-make).\n6. Run the writing checker on anything a customer reads:\n\n```\ncd /Users/param/Documents/ChatGPT/brand-directions && node _tools/check.mjs\n```",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Read requests per hook | Asks for a read that name the post or page | Pipeline | Proposed |\n| Pillar say back | Which pillar a founder repeats after the demo | Interview and call library | Proposed |\n| Hook retired | A hook with two quiet weeks and no ask | Campaign log | Proposed |",
  "Open": "1. **Is the roof line final?** Proposal: yes, Your store's marketing team, in one feed, the line already live.\n2. **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.\n3. **Which of Buzz's hooks leads?** Proposal: the founder hook on Instagram first: You have two hands. Borrow a hive.\n4. **Does Buzz's own pillar wording replace the shared one?** Proposal: no; the shared pillars stay, and Buzz's wording lives only in its posts and reels."
 }
}