Positioning and messaging

Messaging is where everyone has an opinion. Give them a thread.

Sales, the founder, and content comment on the message house. Agent connect adds the objection they hear every week.

Set it up for your agentHow agent connect works
livemessaging/decaf-tier.md

Decaf tier message house

Owner: Theo Marsh. Brand: Brambleway Coffee.

Message house for the decaf tier, against supermarket decaf. The bag is roasted on Tuesday, like the caffeinated bag. It is a different bean. It is not a lesser product, and the copy should sound like something we would say on a call.

Headline

Headline: undifferentiated decaf is over.

Nadia will not say that sentence out loud. Calls are plainer. People say the decaf they buy elsewhere tastes stale. They do not say undifferentiated. Keep the headline until Yusuf's objection is in the doc, then replace it.

Line we can say

  • Same roast date as the caffeinated bag. Different bean, roasted on the same machine.
  • Shipped by Thursday for the Tuesday subscription, same as the other bags.
  • We do not claim freshest in the country. We have never measured that, and we will not start in a headline.

From calls

Objections: none captured from calls.Objection: decaf means stale. Answer: we roast it Tuesday, like the rest.

Use that pair on the site and in the subscriber email. Do not invent a second objection until someone hears it twice.

Where it ships

  • Subscriber email and the bag card. The same pair, not a third version for social.
  • Wholesale calls use the objection and the Tuesday answer, in that order, with no extra line.

undifferentiated decaf is over

Nadia Sorensen

I would not say this headline out loud. It sounds like an ad.

Yusuf Kaya

Calls are plainer. People say stale, not undifferentiated.

Objections

Yusuf Kaya

@agent add the objection we hear most and our answer.

agent

Added the stale-decaf objection and the Tuesday roast answer. Leaving the thread open for the wording.

Start with @agent to ask the agent
ResolveReply
Fictional example: a Brambleway Coffee decaf message house in Gander, with a founder thread and a scripted agent connect reply.

How messaging gets reviewed today

A workshop is a good way to hear the objections once. The notes leave the room, and the agent that drafted the message house does not.

Comments in a slide or a chat thread work for a single pass. They fork as soon as the agent revises the file. Sales then quotes a line that is no longer the line.

The objection, written down

Theo Marsh asks his agent for a message house for Brambleway Coffee's decaf tier, against supermarket decaf. The agent writes messaging/decaf-tier.md. Theo runs gander watch and sends the link to Yusuf Kaya and Nadia Sorensen.

Nadia highlights the headline and says it sounds like a slogan they would not say out loud. Yusuf replies that the calls are plainer than the headline. The agent is not in that thread.

Yusuf starts a new comment: "@agent add the objection we hear most and our answer." Theo's agent adds the stale-decaf objection and a plain answer, replies, and leaves the thread open. Nadia reads it that evening on the same link. The message house goes into the site copy when they agree.

Who's in the doc

WriterSalesFounderThe author's agent

Writer Positioning owner. Sends the link.

Sales Checks the line against the objection on real calls.

Founder Checks that they would actually say it.

The author's agent Has the brief. Adds the objection when sales uses agent connect.

Reviewers only need a browser. Talk to each other in normal threads. Use agent connect when you want the draft changed.

Agents that fit positioning and messaging

Grok BotMessaging drafts are prose. Connected MCP lets agent connect land back in the session.
Claude CodeWhen the message house lives in the repo, MCP carries agent connect.

Let the objection show up as a thread on the message house, while the agent that drafted it can still edit.

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