positioning-messaging

Original source / Raw SKILL.md

---
name: "positioning-messaging"
description: "Create a Positioning & Messaging Pack (positioning statement, messaging hierarchy, value proposition, tagline/headlines, copy set, validation plan). Use for positioning, messaging, value prop, tagline, homepage hero, one-liner, elevator pitch, and press pattern-matching."
---

# Positioning & Messaging

## Scope

**Covers**
- Positioning (category, ICP, differentiation, “against what alternative”)
- Messaging hierarchy (core message + pillars + proof)
- Value proposition + copy primitives (one-liner, tagline, headline/subhead, elevator pitch)
- Channel adaptation (website, sales, press pattern-matching)
- Lightweight message validation plan

**When to use**
- “We need clearer positioning and messaging.”
- “Rewrite our value prop / one-liner / tagline / homepage hero.”
- “People don’t ‘get it’—pipeline is sluggish and sales keeps re-explaining.”
- “Create a messaging hierarchy and proof points for <ICP>.”
- “Give me 5 headline/tagline options that fit our positioning.”

**When NOT to use**
- You need to decide *what to build* (use a problem definition / strategy workflow first)
- You need a full brand identity system (visual identity guidelines, logo, UI kit)
- You need only copyediting/tone-polish of existing copy with no positioning change
- You don’t have (or refuse to assume) an ICP/use case and “alternative” to position against

## Inputs

**Minimum required**
- Product: what it is + what it does (1–3 sentences)
- Target audience (ICP/persona) and primary use case / job-to-be-done
- Primary alternative(s): status quo, competitor, internal build, agency, manual workaround
- Differentiators + proof (features, results, customer quotes, credibility signals)
- Primary surface(s): website hero, sales pitch, deck, ads, press, app onboarding
- Constraints: tone/voice, compliance/claims, taboo words, time box

**Missing-info strategy**
- Ask up to 5 questions from [references/INTAKE.md](references/INTAKE.md).
- If answers aren’t available, proceed with explicit assumptions and label unknowns. Provide 2–3 alternate positioning directions if uncertainty is high.

## Outputs (deliverables)

Produce a **Positioning & Messaging Pack** in Markdown (in-chat; or as files if requested):

1) **Context snapshot** (decision, ICP, use case, surfaces, constraints)
2) **Positioning brief** (category + “against” alternative + differentiation + proof + tradeoffs)
3) **Messaging hierarchy** (core message + 3 pillars + proof points + objections)
4) **Copy set** (one-liner, elevator pitch, tagline options, homepage hero headline/subhead, CTA suggestions)
5) **Consistency enablement** (“say this / not that”, internal script, sales talk track)
6) **Validation plan** (how to test for understanding + recall; next iteration loop)
7) **Risks / Open questions / Next steps** (always included)

Templates: [references/TEMPLATES.md](references/TEMPLATES.md)

## Workflow (8 steps)

### 1) Intake + success definition
- **Inputs:** User context; [references/INTAKE.md](references/INTAKE.md).
- **Actions:** Clarify ICP, use case, primary surface(s), and what “better” means (pipeline response, conversion, comprehension, recall).
- **Outputs:** Context snapshot.
- **Checks:** A stakeholder can answer: “Who is this for, and what will this messaging change?”

### 2) Choose the “against” alternative + category frame
- **Inputs:** Known competitors/status quo; market context.
- **Actions:** Identify the real alternative in the decision (status quo/workaround/competitor). Choose a category frame and a simple pattern match (“<category> for <audience>”).
- **Outputs:** “Against” alternative + category statement options.
- **Checks:** The category is understandable without a glossary; the “against” alternative is explicit.

### 3) Write the positioning brief (specific, with tradeoffs)
- **Inputs:** Differentiators + proof.
- **Actions:** Draft a positioning statement and supporting brief: value, differentiation, proof, and what you *don’t* do (tradeoffs/non-goals).
- **Outputs:** Positioning brief.
- **Checks:** The positioning could not plausibly fit 3 different competitors; proof is concrete or labeled “to validate”.

### 4) Build a messaging hierarchy (listener-first)
- **Inputs:** Positioning brief; audience pains/goals; objections.
- **Actions:** Create: core message → 3 pillars → proof points. Add “what we mean / what we don’t mean” to prevent confusion.
- **Outputs:** Messaging hierarchy + proof bank.
- **Checks:** A first-time reader can restate the value in one sentence; message is memorable (see checklist).

### 5) Generate copy primitives (tight + pattern-matched)
- **Inputs:** Messaging hierarchy; target surfaces.
- **Actions:** Draft one-liner, elevator pitch, tagline options, and hero headline/subhead. Keep it direct; use pattern matching when helpful (especially for press).
- **Outputs:** Copy set (v1).
- **Checks:** Copy is concrete (specific nouns/verbs), avoids vague superlatives, and matches the category frame.

### 6) Create consistency + enablement assets
- **Inputs:** Copy set; internal stakeholders; sales/support needs.
- **Actions:** Produce “say this / not that”, internal description script, and a short sales talk track + “reset” explanation for confused prospects.
- **Outputs:** Consistency enablement section.
- **Checks:** Two different team members would describe the product the same way.

### 7) Draft a validation plan (understanding + recall)
- **Inputs:** Channels + time box; access to customers/prospects.
- **Actions:** Propose a lightweight test plan: comprehension (“what is it?”), relevance (“is this for you?”), and recall (“what do you remember tomorrow?”). Include 5–8 test questions and a decision rule.
- **Outputs:** Validation plan + iteration loop.
- **Checks:** Plan is feasible given constraints; includes a clear “revise/keep” rule.

### 8) Quality gate + finalize
- **Inputs:** Draft pack.
- **Actions:** Run [references/CHECKLISTS.md](references/CHECKLISTS.md) and score with [references/RUBRIC.md](references/RUBRIC.md). Add Risks/Open questions/Next steps.
- **Outputs:** Final Positioning & Messaging Pack.
- **Checks:** The pack is usable as-is by marketing + sales + founders; assumptions are explicit.

## Quality gate (required)
- Use [references/CHECKLISTS.md](references/CHECKLISTS.md) and [references/RUBRIC.md](references/RUBRIC.md).
- Always include: **Risks**, **Open questions**, **Next steps**.

## Examples

**Example 1 (B2B SaaS):** “We’re an AI QA tool for customer support teams. Create positioning + messaging and 5 homepage hero options.”  
Expected: positioning brief (against ‘manual QA + spreadsheets’), messaging pillars with proof, one-liner/taglines, hero headline/subhead set, and validation questions.

**Example 2 (Marketplace):** “We’re moving upmarket. Reposition for IT managers and draft an elevator pitch + sales talk track.”  
Expected: revised category frame and “against” alternative, updated messaging hierarchy for the new buyer, pitch + talk track, and a short enablement section.

**Boundary example:** “Write me a logo and brand identity.”  
Response: decline visual identity work; offer to produce positioning/messaging and a brief for a brand designer.



---

## Referenced Files

> The following files are referenced in this skill and included for context.

### references/INTAKE.md

```markdown
# Intake (Positioning & Messaging)

Ask **up to 5 questions at a time**. If answers aren’t available, proceed with explicit assumptions and label unknowns.

## Minimum intake (pick the best 5)
1) **What is the product in 1–2 sentences?** What does it replace or automate?
2) **Who is the ICP and buyer/user?** Industry, company size, role, sophistication.
3) **What is the primary use case / job-to-be-done?** Desired outcome + current workflow.
4) **What is the “against” alternative in real decisions?** Status quo, competitor, internal build, agency, manual workaround.
5) **What proof do we have?** Metrics, customer quotes, logos, case studies, demos, guarantees, compliance, credibility.

## Audience + channel (as needed)
- Which surface(s) matter most right now? (homepage hero, sales deck, outbound emails, ads, onboarding, press)
- What stage are we at? (pre-launch, early traction, scaling, enterprise)
- Any words to avoid, regulated claims, or legal/compliance constraints?
- Desired tone/voice: crisp/technical/playful/serious; examples you like/hate

## Symptoms (help diagnose weak positioning)
- Where do prospects get confused? (“back up and start over” moments)
- Where is the funnel sluggish? (top-of-funnel response, mid-funnel sales cycle, close rate)
- What do customers say you are today (in their own words)?

## If the user can’t answer
Proceed with:
- A clearly stated ICP + use-case assumption
- 2 category frames + a chosen “pattern match” recommendation
- A positioning statement “against” a likely status quo alternative
- A messaging hierarchy with proof placeholders and a validation plan to fill gaps


```

### references/TEMPLATES.md

```markdown
# Templates (copy/paste)

Use these to produce the Positioning & Messaging Pack.

## 1) Context snapshot (required)

**Product:**  
**ICP (buyer/user):**  
**Primary use case / job:**  
**Primary surface(s):** (homepage hero, ads, outbound, deck, onboarding, press)  
**Decision this should support:** (e.g., rebrand, new segment, improve conversion, sales enablement)  
**Time box + constraints:** (tone, taboo words, compliance/claims)  

## 2) Positioning brief (required)

### Category + “against” alternative
**Category frame (option A):**  
**Category frame (option B):**  
**Chosen frame + why:**  
**Positioning against:** <status quo / competitor / workaround>  

### Positioning statement (fill-in)
For **<ICP>** who **<job/pain>**, **<product>** is a **<category>** that **<primary outcome>**.  
Unlike **<alternative>**, it **<differentiation>** because **<proof>**.  

### Differentiation + proof
**Differentiators (3–5):**
1) …
2) …
3) …

**Proof points (map to differentiators):**
- …

### Tradeoffs / non-goals (required)
- We are not for …
- We do not …
- We choose <X> over <Y> because …

### Objections to anticipate
- “Isn’t this just <competitor/category>?” → …
- “Why now / why switch?” → …

## 3) Messaging hierarchy (required)

### Core message (1 sentence)
…

### Pillars (3 pillars recommended)
| Pillar | Benefit statement | Proof points (2–4) | “What we mean” | “What we don’t mean” |
|---|---|---|---|---|
| 1 |  |  |  |  |
| 2 |  |  |  |  |
| 3 |  |  |  |  |

### Persona variations (optional)
| Persona | What they care about | Message emphasis | Proof emphasis | Primary objection |
|---|---|---|---|---|
| Buyer |  |  |  |  |
| User |  |  |  |  |

## 4) Copy set (required)

### One-liner (2–3 options)
1) …
2) …
3) …

### Elevator pitch (30 seconds)
…

### Taglines (5–10 options)
- …

### Homepage hero options (5 options)
For each option include headline + subhead + CTA.

1) **Headline:** …  
   **Subhead:** …  
   **CTA:** …

2) …

### Press pattern match (optional)
**Pattern match:** “It’s like <known thing> for <audience/use case>.”  
**But unlike:** …  

## 5) Consistency enablement (required)

### “Say this / not that”
| Goal | Say this | Not that | Why |
|---|---|---|---|
| Category |  |  |  |
| Differentiation |  |  |  |
| Outcome |  |  |  |

### Internal description script (15s / 30s / 60s)
- **15s:** …
- **30s:** …
- **60s:** …

### Sales talk track (short)
1) **Problem (1 sentence):** …
2) **What it is (category):** …
3) **Why it’s better vs alternative:** …
4) **Proof:** …
5) **Next step ask:** …

## 6) Validation plan (required)

### Test plan
**Target participants:** (roles, segments)  
**Method:** (calls, in-product, landing page A/B)  
**Stimulus:** (hero copy, one-liner, deck slide)  
**Sample size + timeline:**  

### Questions (5–8)
1) …
2) …

### Decision rule
- Keep if …
- Revise if …

### Next iteration loop
- What to change first (category vs pillar vs proof)
- What new evidence to collect

## 7) Risks / Open questions / Next steps (required)

### Risks
- …

### Open questions
- …

### Next steps
1) …
2) …


```

### references/CHECKLISTS.md

```markdown
# Checklists

Use these to validate the Positioning & Messaging Pack before finalizing.

## A) Scope + audience checklist
- [ ] ICP (buyer/user) and primary use case are explicit
- [ ] The pack names the primary surface(s) (homepage, sales, press, etc.)
- [ ] The pack defines what success looks like (comprehension, conversion, pipeline speed, recall)

## B) Positioning clarity checklist (“against” alternative)
- [ ] The “against” alternative is explicit (status quo/workaround/competitor)
- [ ] Category frame is understandable in one sentence (no jargon dependency)
- [ ] Tradeoffs/non-goals are stated (what you’re not / who you’re not for)

## C) Specificity + proof checklist (no vague claims)
- [ ] Differentiators are concrete (not “best-in-class”, “revolutionary”, “world-class”)
- [ ] Each key claim has proof or is labeled “to validate”
- [ ] Objections are anticipated with short, honest responses

## D) Messaging hierarchy checklist (listener-first)
- [ ] Core message fits in one sentence and is easy to repeat
- [ ] 3 pillars are distinct, parallel, and map to real customer outcomes
- [ ] “What we mean / what we don’t mean” prevents common misinterpretations

## E) Copy quality checklist (direct + memorable)
- [ ] Copy uses concrete nouns/verbs; avoids abstract trend-story throat-clearing
- [ ] Homepage hero options include headline + subhead + CTA (not just slogans)
- [ ] Taglines/headlines reflect the chosen category frame and differentiation

## F) Consistency checklist (internal + external)
- [ ] “Say this / not that” removes ambiguity and aligns teams
- [ ] Internal script can be used by sales/support without edits
- [ ] If sales is involved: includes a short “reset” explanation for confused prospects

## G) Validation checklist (understanding + recall)
- [ ] Validation plan tests comprehension (“what is it?”) and recall (“what do you remember?”)
- [ ] Decision rule is stated (keep vs revise)
- [ ] Next iteration loop is feasible given time/resources

## H) Finalization checklist
- [ ] Includes **Risks**, **Open questions**, **Next steps**
- [ ] Assumptions and unknowns are labeled
- [ ] Output is shareable as-is (minimal editing required)


```

### references/RUBRIC.md

```markdown
# Rubric (1–5)

Score the Positioning & Messaging Pack. A “ship-ready” pack is typically **≥ 22/30** with no category below 3.

## 1) Audience + use-case fit (1–5)
- **1:** ICP/use case are vague; could be for anyone.
- **3:** ICP/use case are stated; some tailoring exists.
- **5:** ICP/use case are specific; language clearly matches the audience’s context and constraints.

## 2) Category frame + “against” alternative (1–5)
- **1:** No clear category; no comparative alternative.
- **3:** Category is stated; alternative is implied.
- **5:** Category is crisp and the “against” alternative is explicit and credible.

## 3) Differentiation + tradeoffs (1–5)
- **1:** Generic claims; no tradeoffs.
- **3:** Some differentiation, but still could apply to many products.
- **5:** Differentiation is specific, includes tradeoffs/non-goals, and is tied to the alternative.

## 4) Proof + credibility (1–5)
- **1:** Claims are unsupported; feels like marketing fluff.
- **3:** Some proof exists but doesn’t map cleanly to key claims.
- **5:** Proof points clearly support differentiators; unknowns are labeled and queued for validation.

## 5) Messaging hierarchy quality (1–5)
- **1:** Pillars overlap; core message is long or unclear.
- **3:** Core message and pillars exist; some redundancy remains.
- **5:** Core message is memorable; pillars are distinct, parallel, and outcome-oriented with clarifiers.

## 6) Copy usability + testability (1–5)
- **1:** Copy is slogans-only; no validation plan.
- **3:** Copy set is usable; validation plan is generic.
- **5:** Copy set is ready for deployment on named surfaces, and validation plan has clear questions + decision rule.


```