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

# Messaging framework, Fetch

## 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 | [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]

### 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. [src: brand-directions/dog/marketing.html m2]
- Tagline: This week's ideas, fetched. [src: brand-directions/docs2/data/dirs.json]
- Voice: Fact first, joke second. One joke per line at most. [src: brand-directions/docs2/data/dirs.json]
- Voice: Short sentences, present tense, glad to see you. Excited and plain at the same time. [src: brand-directions/docs2/data/dirs.json]
- Voice: First person about itself, second person to you. [src: brand-directions/docs2/data/dirs.json]
- Dial down to off for errors on our side, money, privacy, apologies and anything a person must sign. [src: 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 | [src: brand-directions/dog/marketing.html m1] [src: 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 | [src: brand-directions/dog/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 | Each client's Monday, fetched, briefs ready. | LinkedIn, email, referrals | [src: brand-directions/dog/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: Fetched for you. Over to you now. | The brief page | [src: brand-directions/dog/marketing.html m1] [src: 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 | [src: brand-directions/dog/marketing.html m1] [src: 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 [src: 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 | [src: brand-directions/docs2/data/dirs.json] |
| Pastes the store | Paste your store, Build my feed | Throw it. | Today | [src: 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 | [src: 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 | [src: brand-directions/docs2/data/dirs.json] |
| Hearts one | More like this | Good pick. Fetching more like it. | Today | [src: brand-directions/docs2/data/dirs.json] |
| Makes it | Make it, New version | Another throw. The first one stays in the pile. | Today | [src: 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 | [src: brand-directions/docs2/data/dirs.json] |
| Finishes the week | You're caught up | That is the week. Every pick seen. | Next | [src: 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 | [src: 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 | [src: 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 | [src: brand-directions/docs2/data/dirs.json] |
| Money, privacy, an apology | Plain words from a named person | Fetch steps out | Today | [src: 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 | [src: brand-directions/docs2/data/dirs.json] |
| Reading your store | Sniffing round | [src: brand-directions/docs2/data/dirs.json] |
| This week's picks | The drop | [src: brand-directions/docs2/data/dirs.json] |
| Need your yes | Paws up | [src: brand-directions/docs2/data/dirs.json] |
| Make it | Chew on it | [src: brand-directions/docs2/data/dirs.json] |
| New version | Another throw | [src: brand-directions/docs2/data/dirs.json] |
| Hand it off | Drop it | [src: brand-directions/docs2/data/dirs.json] |
| Brief | The fetch note | [src: brand-directions/docs2/data/dirs.json] |
| Not for me | Leave it | [src: brand-directions/docs2/data/dirs.json] |
| What we know about you | The scent | [src: brand-directions/docs2/data/dirs.json] |
| You're caught up | Nap time | [src: brand-directions/docs2/data/dirs.json] |
| Reads are capped | Out of throws for now | [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 |
| 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 [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 Fetch's line beside the plain words, one joke per line at most. If the piece still works with Fetch removed, it is right.
4. Fetch 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 Fetch's hooks leads?** Proposal: the founder hook on Instagram first: You throw the link. It brings back the week.
4. **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.