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