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skills/marketing/messaging-positioning.md

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+# Messaging and Positioning
+
+## Purpose
+
+Clarify who the product or feature is for, what value it provides, why it matters now, and how it differs from alternatives.
+
+## When to use
+
+- Defining or refining product narrative
+- Preparing launches, landing pages, or feature announcements
+- Choosing how to frame a new capability for a target audience
+- Aligning product, UX, and marketing language around one story
+
+## Inputs to gather
+
+- Target audience and their pain points
+- Product capability, strengths, and evidence
+- Competitive or alternative solutions
+- Business goal of the messaging effort
+
+## How to work
+
+- Start with audience pain or desired outcome, then connect the product to that need.
+- Distinguish core value, supporting proof, and differentiators.
+- Avoid vague slogans unless they are backed by a concrete explanation.
+- Stress-test the message against realistic alternatives and skeptical readers.
+- Produce a tight core narrative that other copy can inherit.
+
+## Output expectations
+
+- Clear positioning statement or message framework
+- Defined audience, value proposition, and differentiators
+- Candidate headlines, pillars, or narrative directions when useful
+
+## Quality checklist
+
+- The message is specific about audience and value.
+- Differentiation is real, not generic category language.
+- Claims are supportable by the product.
+- The narrative can guide product copy and campaign content consistently.
+
+## Handoff notes
+
+- Note open questions about audience, market, or product maturity if they limit confidence.
+- Pair with product copy or marketing content to turn the narrative into shipped assets.