positioning-and-messaging
Craft clear positioning and messaging that define who the product is for, why it wins, and how to talk about it consistently. Use when launching, repositioning, aligning GTM teams, or fixing inconsistent market communication.
- License 许可
- MIT
- 最近更新
- 2026-07-22
- Stars
- ★ 7
- Forks
- 1
01 前言 Front Matter
- name
- positioning-and-messaging
- description
- Craft clear positioning and messaging that define who the product is for, why it wins, and how to talk about it consistently. Use when launching, repositioning, aligning GTM teams, or fixing inconsistent market communication.
03 SKILL.md 正文
Positioning and Messaging
Overview
Positioning defines how you want to be perceived relative to alternatives. Messaging expresses that position in language customers understand and remember.
When to Use
- New product or category entry
- Repositioning after market shifts
- Aligning product, marketing, and sales language
- Creating homepage, pitch, and campaign foundations
Core Elements
- Target audience and primary use case
- Competitive alternatives (including status quo)
- Unique value / differentiation
- Proof points and reasons to believe
- Message hierarchy (headline → support → proof)
- Tone and vocabulary guidelines
Principles
- Specificity beats vague superlatives
- Position against real alternatives customers consider
- Make the “why us” answerable in one breath
- Test messaging with customers and sales conversations
- Keep internal and external language aligned
Verification
- [ ] A salesperson can explain the value in under a minute
- [ ] Differentiation is credible and relevant
- [ ] Messaging is consistent across key surfaces
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