1-Page Messaging House Template:

CLIENT: [Company Name]
TARGET: [Specific B2B audience]

UVP: We help [target customer] achieve [desired outcome] by [unique mechanism], unlike [alternative approach/competitor]

BENEFITS LADDER:
Feature: [What it is] → Benefit: [What it does] → Emotional: [How they feel]

JTBD ALIGNMENT:
Functional Job: [Task they need done]
Emotional Job: [How they want to feel]
Social Job: [How they want to be perceived]

HEADLINE TESTS:
A: [Outcome-focused]
B: [Mechanism-focused] 
C: [Problem-focused]

FAB STRUCTURE:
Feature: [Technical capability]
Advantage: [Why it's better]
Benefit: [Business impact]

SOCIAL PROOF HIERARCHY:
1. Specific metrics: "[X% increase in Y for Z company]"
2. Named testimonials: "John Smith, VP Sales, Acme Corp"
3. Anonymous quotes: "B2B software company"

Phase 1: Research & Foundation

• Identify target customer segment (title, company size, industry)
• Map their primary job-to-be-done (functional + emotional + social)
• Research 3-5 direct alternatives they currently use
• Collect specific success metrics and testimonials

Phase 2: Core Messaging

• Write UVP using formula: We help [target] achieve [outcome] by [mechanism], unlike [alternative]
• Build benefits ladder for top 3 features
• Align messaging to JTBD framework
• Create social proof hierarchy

Phase 3: Testing Preparation

• Generate 3 headline hypotheses (outcome/mechanism/problem focused)
• Structure product page copy using FAB format
• Validate messaging house with stakeholder before design

Example 1: Marketing Automation Platform

Input: SaaS tool that automates email sequences for B2B sales teams

Output:

UVP: We help B2B sales teams achieve 40% higher response rates by automatically personalizing outreach sequences at scale, unlike manual email tools that limit volume and relevance.

BENEFITS LADDER:
AI personalization → Relevant messages → Confidence in outreach quality

JTBD ALIGNMENT:
Functional: Reach more qualified prospects efficiently
Emotional: Feel confident messages will resonate
Social: Be seen as sophisticated, not spammy

HEADLINE TESTS:
A: "Increase response rates 40% with AI-personalized outreach"
B: "Auto-personalize B2B emails at scale with AI sequences" 
C: "Stop sending generic emails that prospects ignore"

SOCIAL PROOF:
"Generated 240 new SQLs in 90 days" - Sarah Chen, Head of Sales, TechFlow

Example 2: Project Management Software

Input: Tool for creative agencies to manage client projects and timelines

Output:

UVP: We help creative agencies achieve on-time project delivery by automatically tracking dependencies and resource conflicts, unlike generic PM tools that ignore creative workflows.

BENEFITS LADDER:
Creative workflow templates → Projects delivered on time → Client retention and referrals

JTBD ALIGNMENT:
Functional: Deliver projects without delays or scope creep
Emotional: Feel in control of complex creative projects
Social: Be recognized as a reliable, professional agency

FAB STRUCTURE:
Feature: Creative-specific project templates
Advantage: Pre-built for design, video, branding workflows
Benefit: Reduce project setup time by 3 hours per client