{
 "id": "15.2",
 "title": "Messaging framework",
 "department": "Product marketing",
 "department_slug": "product-marketing",
 "direction": {
  "id": "raccoon",
  "name": "Scoop"
 },
 "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/raccoon",
  "markdown": "https://handbook.joinsquareup.com/product-marketing/messaging-framework/raccoon.md",
  "json": "https://handbook.joinsquareup.com/product-marketing/messaging-framework/raccoon.json"
 },
 "other_directions": [
  {
   "id": "dog",
   "name": "Fetch",
   "json": "https://handbook.joinsquareup.com/product-marketing/messaging-framework/dog.json"
  },
  {
   "id": "bee",
   "name": "Buzz",
   "json": "https://handbook.joinsquareup.com/product-marketing/messaging-framework/bee.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, a floor of proof, and Scoop dishing the week",
  "points": [
   {
    "icon": "book",
    "text": "Scoop's house: it reads what you have no time to, drafts, and you decide."
   },
   {
    "icon": "eye",
    "text": "Scoop says what the read looks at: public pages, plus read only connections."
   },
   {
    "icon": "heart",
    "text": "Founder hook for Instagram: You do not have time to read every review. Scoop does."
   },
   {
    "icon": "lock",
    "text": "Scoop never names a rival, and a person handles money, privacy and apologies."
   },
   {
    "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 raccoon",
  "brand-directions/raccoon/system.md s2, s3, s5",
  "brand-directions/raccoon/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 Scoop's hooks leads?** Proposal: the founder hook on Instagram first: You do not have time to read every review. Scoop does.",
  "**Does Scoop's own pillar wording replace the shared one?** Proposal: no; the shared pillars stay, and Scoop's wording lives only in its posts and reels."
 ],
 "parts": {
  "Answer": "The message house in the Scoop 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 Scoop'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### Scoop's house\n\n- Scoop's book widens the roof to: everything everyone says about your store, turned into this week's marketing. Its three pillars: it reads what you do not have time to; it comes back with drafts; you decide, and someone you trust ships. Its foundation ends: a raccoon that never names a rival. [src: brand-directions/raccoon/marketing.html m2]\n- Tagline: Everything everyone says about your store. [src: brand-directions/docs2/data/dirs.json]\n- Voice: Talk to you about your store. Scoop talks about itself for four words at most. [src: brand-directions/docs2/data/dirs.json]\n- Voice: One idea per line, two sentences at most. Shorter as the relationship grows. [src: brand-directions/docs2/data/dirs.json]\n- Voice: Say what the read looks at whenever reading happens: public pages, and read only connections if any. [src: brand-directions/docs2/data/dirs.json]\n- A person, never Scoop, handles money, privacy, apologies and anyone upset. [src: brand-directions/docs2/data/dirs.json]\n\n### The message by persona\n\n| Persona | Plain message | Scoop's line | Where | Source |\n|---|---|---|---|---|\n| Founder who is the marketing team | Your week, already drafted, from your own store | You do not have time to read every review. Scoop does. | Instagram, founder groups, warm intros | [src: brand-directions/raccoon/marketing.html m1] [src: brand-directions/book/content/b.js b-7 per-person] |\n| In house marketer | Ideas with proof you can defend | Your Monday planning, already drafted, with sources. | LinkedIn, newsletters | [src: brand-directions/raccoon/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 | A drafted Monday list for every client. | LinkedIn, email, referrals | [src: brand-directions/raccoon/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: Read by Scoop. Shipped by you. | The brief page | [src: brand-directions/raccoon/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, the word around the button | Need your yes | [src: brand-directions/raccoon/marketing.html m1] [src: brand-directions/book/content/b.js b-7 per-person] |\n\nThe agency hook needs the line that many brands in one login is Later, as Scoop'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].\n\n### The message by stage of the week\n\n| Stage | Plain words | Scoop's line | Status | Source |\n|---|---|---|---|---|\n| Hears about it | Your store's marketing team, in one feed | Everything everyone says about your store. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Pastes the store | Paste your store, Build my feed | Pop your store link in. For your read, I only look at what's public. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Watches the read | Reading your store, about 3 to 4 minutes | Reading your public pages. 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 | Morning. Fresh week, fresh pages. Here is what people said. | The feed is Today; five picks every Monday is Next | [src: brand-directions/docs2/data/dirs.json] |\n| Hearts one | More like this | Keep digging, noted. More like it are coming. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Makes it | Make it, New version | Scribble again. I kept every page. | 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. Slip it to whoever ships it. | Today; one Hand it off button is Next | [src: brand-directions/docs2/data/dirs.json] |\n| Finishes the week | You're caught up | All dished out. | Next | [src: brand-directions/docs2/data/dirs.json] |\n| Something fails | That didn't work, your work is safe | Tripped over my tail. Try that again. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Reads are full | Reads are capped while we build | Notepad full for now. Each read costs real time, so we keep a cap while we build. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| A number looks off | Confirm this number before you use it | This number is from your store page. If it looks off, confirm it first. | Today | [src: brand-directions/docs2/data/dirs.json] |\n| Money, privacy, an apology | Plain words from a named person | Scoop steps out | Today | [src: brand-directions/docs2/data/dirs.json] |\n\n### The words around the buttons\n\n| Plain word on the button | Scoop's word around it | Source |\n|---|---|---|\n| Paste your store | The tip | [src: brand-directions/docs2/data/dirs.json] |\n| Reading your store | The rummage | [src: brand-directions/docs2/data/dirs.json] |\n| This week's picks | This week's scoop | [src: brand-directions/docs2/data/dirs.json] |\n| Need your yes | Your nod | [src: brand-directions/docs2/data/dirs.json] |\n| Make it | The scribble | [src: brand-directions/docs2/data/dirs.json] |\n| New version | Scribble again | [src: brand-directions/docs2/data/dirs.json] |\n| Hand it off | Pass the note | [src: brand-directions/docs2/data/dirs.json] |\n| Not for me | Old news | [src: brand-directions/docs2/data/dirs.json] |\n| What we know about you | My notes on you | [src: brand-directions/docs2/data/dirs.json] |\n| You're caught up | All dished out | [src: brand-directions/docs2/data/dirs.json] |\n| Reads are capped | Notepad full | [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| Scoop never speaks about a version before it ships | v2 to v4 | Stays |\n| The props for later versions, not yet set in Scoop's system file | v2 to v4 | New, needs Param |\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 Scoop's line beside the plain words, one joke per line at most. If the piece still works with Scoop removed, it is right.\n4. Scoop 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 Scoop's hooks leads?** Proposal: the founder hook on Instagram first: You do not have time to read every review. Scoop does.\n4. **Does Scoop's own pillar wording replace the shared one?** Proposal: no; the shared pillars stay, and Scoop's wording lives only in its posts and reels."
 }
}