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.”
- “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.
- 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):
- Context snapshot (decision, ICP, use case, surfaces, constraints)
- Positioning brief (category + “against” alternative + differentiation + proof + tradeoffs)
- Messaging hierarchy (core message + 3 pillars + proof points + objections)
- Copy set (one-liner, elevator pitch, tagline options, homepage hero headline/subhead, CTA suggestions)
- Consistency enablement (“say this / not that”, internal script, sales talk track)
- Validation plan (how to test for understanding + recall; next iteration loop)
- Risks / Open questions / Next steps (always included)
Templates: references/TEMPLATES.md
Workflow (8 steps)
1) Intake + success definition
- Inputs: User context; 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 (“ for ”).
- 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 and score with 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 and 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.