Product Positioning & Messaging Context Doc
Builds a reusable positioning doc covering ICP, alternatives, proof-tagged claims, objections, and customer language for all marketing copy.
Before & after
Same prompt, same agent — the only difference is the skill.
You could create a document that outlines your product positioning and messaging. You'd want to define what your product is, who it's for, what problems it solves, and what makes it different from competitors. Then you could use that document as a reference for your marketing team or agencies. It would help to be specific about your target audience and what value proposition resonates with them. You might also want to think about different messaging for different segments or channels. Would you like me to help you draft a positioning statement first, or do you have existing messaging you'd like to refine? It might be useful to know about your competitors and what gaps you can own.
PRODUCT MARKETING CONTEXT DOCUMENT (shared foundation) PRODUCT DEFINITION Name: TaskFlow Category: Productivity software for engineering teams Core capability: Asynchronous task tracking + async code review integration TARGET AUDIENCE (primary) Personas: CTO at 30-200 person engineering org, mission-driven, shipping-focused Pain point: Meeting overhead, context switching, deadline slippage Buying signal: Already using Linear or Jira (looking for replacement) POSITIONING STATEMENT "Shipping speed without the meeting tax. TaskFlow cuts meeting time by 40% while shipping 30% more features." (Proof point: Case study, TechCorp Inc., 60-person eng team, Q2 2025) VALUE PROP (ranked by impact) 1. Async-first design (context, not meetings) 2. Code-review transparency (who's blocked, why) 3. Time-boxed decision windows (unblocks fast) KEY MESSAGING (use in all channels) • Claim: "Shipping speed without the meeting tax." • Proof: Customer metrics (40% less meeting time, 30% faster shipping) • Reason: Async-first design cuts decision latency DIFFERENTIATORS (vs. Linear, Asana, Monday) • They: Task lists optimized for visibility • We: Task list + code integration + async workflows (the bottleneck they miss) MESSAGING BY CHANNEL LinkedIn: Value prop angle (exec results) HN: Technical architecture + open-source angle Demo days: Speed metric (time-to-shipped vs. competitors) Sales collateral: Case study proof TONE + VOICE • Technical credibility (for eng buyers) • Metric-driven (numbers greater than adjectives) • Directness (no "revolutionary" hype) This doc is input to every other marketing skill in your suite. Update quarterly.
About this skill
Every landing page, email, and AI draft describes your product a little differently, and none of them sound like anyone but a generic SaaS. Usually the cause is that nobody wrote down the positioning, the proof behind it, and the words customers actually use. This skill builds that one document, works out positioning from the alternatives your buyers really have, and tags every claim so your copy only says what you can back up.
What it does
- Works out positioning from what buyers actually do today (spreadsheets, agencies, doing nothing) instead of from a feature list
- Defines your best-fit customer by situation and trigger, and lists who is not a fit
- Tags every claim as VERIFIED, CLAIMED, or ASSUMED, and marks missing proof as a gap instead of inventing it
- Builds 3-4 messaging pillars, each tied to proof and to the objection it answers
- Pulls verbatim customer phrases out of reviews, calls, and tickets so copy reuses their words
- Handles repositioning as a dated diff with a changelog and a list of assets that are now out of date
What you get
A 600-1,200 word markdown context doc. It covers the positioning statement, ICP, alternatives table, value and proof, pillars, objections, customer language, voice rules, and open gaps, in a form that can be reused for every future marketing task.
Best for
Founders, product marketers, and small marketing teams who write a lot of copy (often with AI) and want it consistent, specific, and defensible.
SKILL.md preview
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name: product-positioning-messaging-context-doc
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