Message house template
A message house puts your core message on the roof, supporting pillars underneath and proof points as the foundation. Fill it from your positioning: the roof states your main value for your best-fit customer, each pillar is a value theme, and each proof point is evidence a buyer can check. Every line should be reusable.
The template
| Part | What goes in it | Illustrative example |
|---|---|---|
| Roof | One core message | Acme closes your books every month, so you always know your runway. |
| Pillar 1 | Value theme | Every account reconciled monthly. |
| Pillar 2 | Value theme | Investor-ready reports with no extra work. |
| Pillar 3 | Value theme | A named accountant, not a ticket queue. |
| Foundation | Proof points | Customer quotes, case studies, data and certifications you can show. |
How to fill it
Start from positioning
Alternatives, unique attributes, value, customer and category.
Pick your value themes
Usually two to four. Each becomes a pillar.
Attach proof to each pillar
Only evidence you can show a buyer.
Write the roof
One sentence the pillars support.
Use it on a real page
Rebuild the homepage from it and see what is missing.
Message house vs messaging document
A message house is a one page layout. A messaging document goes further, with descriptions of different lengths, messages by audience and approved boilerplate. Many teams start with the house and grow it into the document. Dunford keeps both downstream of positioning.
FAQs
Why three pillars?
Three is common, not required. Use as many value themes as you can prove.
Is the roof a tagline?
No. It is an internal statement of your main value. Customer-facing copy is written from it.
Can I build one online?
Yes. The Boundset messaging hierarchy builder lays out a core message, three pillars and proof points.