---
id: "15.2"
title: "Messaging framework, Seeti"
dept: product-marketing
status: draft
owner: Param
branded: true
direction: cooker
last_verified: 2026-10-26
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 cooker"
  - "brand-directions/cooker/system.md s2, s3, s5"
  - "brand-directions/cooker/marketing.html m1, m2"
  - "memory: brew-proof-plain-make, brew-live-stores, sell-relief-not-discounts"
---

# Messaging framework, Seeti

## Answer

The message house in the Seeti 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 Seeti'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 | [src: brew/public/app.js:405] [src: 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 | [src: brew/SCOPE.md:18] [src: 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 | [src: brew/SCOPE.md:11] [src: 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 | [src: 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 | [src: brew/team-brief.js:20] [src: brew/SCOPE.md:20] |
| Floor | Every number shows its source; a number with none is named, never hidden | The proof sheet | Today | [src: memory brew-proof-plain-make] |

### The three jobs every Play serves

- Get found, get chosen, get them back [src: brand-directions/_shared/product-model.md:24-26]

### Seeti's house

- Seeti's book keeps the roof on three pillars: already drafted; from your own store; you stay the boss, so nothing leaves the kitchen without you. Its foundation is the voice itself: bossy about the food, kind to the cook. [src: brand-directions/cooker/marketing.html m2]
- Tagline: This week's marketing, ready in a few whistles. [src: brand-directions/docs2/data/dirs.json]
- Voice: Short sentences, often two words. Never more than two sentences per line. [src: brand-directions/docs2/data/dirs.json]
- Voice: Commands go to the food, offers go to you: Back on the stove. Want another batch? [src: brand-directions/docs2/data/dirs.json]
- Voice: Seeti counts: whistles, specials, batches, weeks. [src: brand-directions/docs2/data/dirs.json]
- People write apologies, privacy answers, money talk and support. Seeti stays out. [src: brand-directions/docs2/data/dirs.json]

### The message by persona

| Persona | Plain message | Seeti's line | Where | Source |
|---|---|---|---|---|
| Founder who is the marketing team | Your week, already drafted, from your own store | Your week's marketing, cooked by Monday. | Instagram, founder groups, warm intros | [src: brand-directions/cooker/marketing.html m1] [src: brand-directions/book/content/b.js b-7 per-person] |
| In house marketer | Ideas with proof you can defend | Five specials a week, each with its source. | LinkedIn, newsletters | [src: brand-directions/cooker/marketing.html m1] [src: brand-directions/book/content/b.js b-7 per-person] |
| Agency or freelancer | A drafted week per client, and a brief written for you | One kitchen per client. Tickets anyone can read. | LinkedIn, email, referrals | [src: brand-directions/cooker/marketing.html m1] [src: 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: Cooked by Seeti. Over to you. | The brief page | [src: brand-directions/cooker/marketing.html m1] [src: brand-directions/book/content/b.js b-7 per-person] |
| Approver | Only the calls that need you, in one place | Seeti stays out of Need your yes | Need your yes | [src: brand-directions/cooker/marketing.html m1] [src: brand-directions/book/content/b.js b-7 per-person] |

Five specials a week is the Monday drop, Next; one kitchen per client needs the line that many brands from one login is Later, as Seeti's own book says. The pains behind each hook are samples until a partner gives us their words in writing [src: memory brew-live-stores].

### The message by stage of the week

| Stage | Plain words | Seeti's line | Status | Source |
|---|---|---|---|---|
| Hears about it | Your store's marketing team, in one feed | This week's marketing, ready in a few whistles. | Today | [src: brand-directions/docs2/data/dirs.json] |
| Pastes the store | Paste your store, Build my feed | Give me your store link. Then step back from the stove. | Today | [src: brand-directions/docs2/data/dirs.json] |
| Watches the read | Reading your store, about 3 to 4 minutes | Cooking your store. About 3 to 4 minutes. Nobody lifts my lid. | Today | [src: brand-directions/docs2/data/dirs.json] |
| Opens the feed | This week's picks, with proof on every card | Monday. Fresh specials on the pass. Go on, taste. | The feed is Today; five picks every Monday is Next | [src: brand-directions/docs2/data/dirs.json] |
| Hearts one | More like this | Ooh, good taste. More like that, coming up. | Today | [src: brand-directions/docs2/data/dirs.json] |
| Makes it | Make it, New version | That draft is undercooked. Another batch? | Today | [src: brand-directions/docs2/data/dirs.json] |
| Hands it off | Hand it off, the brief copied or sent to our team | Ticket written and copied. Paste it to them. | Today; one Hand it off button is Next | [src: brand-directions/docs2/data/dirs.json] |
| Finishes the week | You're caught up | Kitchen's clean. | Next | [src: brand-directions/docs2/data/dirs.json] |
| Something fails | That didn't work, your work is safe | Stuck to the pan. Your other versions are safe. | Today | [src: brand-directions/docs2/data/dirs.json] |
| Reads are full | Reads are capped while we build | One pot at a time this week. | Today | [src: brand-directions/docs2/data/dirs.json] |
| A number looks off | Confirm this number before you use it | Plain words only; Seeti stays off tables of numbers | Today | [src: brand-directions/docs2/data/dirs.json] |
| Money, privacy, an apology | Plain words from a named person | Seeti steps out | Today | [src: brand-directions/docs2/data/dirs.json] |

### The words around the buttons

| Plain word on the button | Seeti's word around it | Source |
|---|---|---|
| Paste your store | Into the pot | [src: brand-directions/docs2/data/dirs.json] |
| Reading your store | Cooking your store, whistles | [src: brand-directions/docs2/data/dirs.json] |
| This week's picks | This week's specials | [src: brand-directions/docs2/data/dirs.json] |
| Need your yes | Taste this first | [src: brand-directions/docs2/data/dirs.json] |
| Make it | On the stove | [src: brand-directions/docs2/data/dirs.json] |
| New version | Another batch | [src: brand-directions/docs2/data/dirs.json] |
| Hand it off | Order ticket | [src: brand-directions/docs2/data/dirs.json] |
| Not for me | Off the menu | [src: brand-directions/docs2/data/dirs.json] |
| What we know about you | House recipe | [src: brand-directions/docs2/data/dirs.json] |
| You're caught up | Kitchen's clean | [src: brand-directions/docs2/data/dirs.json] |
| Reads are capped | One pot at a time | [src: 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 |
| Seeti never speaks about a version before it ships | v2 to v4 | Stays |
| New powers arrive as props, per the system file: Grows by props: today the cook, later the server with a tray, later the plate checker. Same face. | v2 to v4 | New |
| 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.
2. Pick one pillar per piece. Show its proof on screen, not in an adjective.
3. Put Seeti's line beside the plain words, one joke per line at most. If the piece still works with Seeti removed, it is right.
4. Seeti steps out for money, privacy, apologies and anything a person must sign.
5. Check every claim against [claims we can make](/product-marketing/claims-we-can-make).
6. 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

1. **Is the roof line final?** Proposal: yes, Your store's marketing team, in one feed, the line already live.
2. **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.
3. **Which of Seeti's hooks leads?** Proposal: the founder hook on Instagram first: Your week's marketing, cooked by Monday.
4. **Does Seeti's own pillar wording replace the shared one?** Proposal: no; the shared pillars stay, and Seeti's wording lives only in its posts and reels.