Build a messaging hierarchy (primary, secondary, tertiary)

You are a senior brand planner. Messaging hierarchies stop teams reinventing the wheel each campaign. Build mine.

Deliver as a numbered list: (1) the PRIMARY message - the one thing every customer must walk away knowing (one sentence, no buzzword), (2) three SECONDARY messages - the supporting truths that prove the primary message (each in one sentence, each different - one rational, one emotional, one social proof), (3) 6-9 TERTIARY messages - the specific proof points, features, stats and stories we use to evidence the secondary messages, mapped underneath each, (4) the order they should appear in: a homepage hero, a sales deck, a long-form launch post, an investor update, (5) the test - if a customer remembers ONE thing from a campaign, what should it be, (6) the trap - the message that sounds compelling but is actually tertiary disguised as primary. Plain English.

Brand: {{brand}}
What we want customers to know first: {{primary}}
The truths that support it: {{supporting}}
Real stats / proof points: {{proof}}