positioning-messaging_skill

Overview

This skill helps craft clear, differentiated product positioning and messaging that resonates with target customers. It guides you through audience definition, competitive framing, and articulating unique value so marketing, sales, and product teams can communicate consistently. Use it to turn product features into customer-focused value propositions and memorable taglines.

How this skill works

I ask targeted questions to identify who you serve, what alternatives customers use today, and the struggling moments that create demand. Then I help you choose a competitive frame, sharpen your differentiated value, and convert that into succinct positioning statements, value props, and headline copy. I also flag common messaging mistakes and test phrasing to increase resonance with real users.

When to use it

• Launching a new product or feature and you need a clear go-to-market story
• Differentiating your product from competitors or category incumbents
• Writing homepage headlines, email copy, or sales one-pagers
• Explaining the product to non-technical stakeholders or new hires
• Reworking value propositions after low conversion or confused prospects

Best practices

• Start by defining the specific customer and the exact struggling moment they face
• Position against a clear alternative—state what customers are switching FROM
• Lead with customer outcomes, not features or internal tech
• Be specific about who you are not for; sacrifice enables differentiation
• Use straightforward, pattern-matching language for press and top-of-funnel copy
• Test phrasing with real customers and iterate based on what they say

Example use cases

• Turn a feature list into a one-sentence positioning statement for your homepage
• Create 3 differentiated value propositions for A/B testing on landing pages
• Develop a tagline and 2 supporting bullets for investor or sales decks
• Audit existing messaging and identify where it’s feature-first or too broad
• Prepare a short script that sales reps can use to avoid the ‘back up and start over’ moment