Develop positioning messaging

Skill alexe-ev/product-plugins/gtm/skills/develop-positioning-messaging

Develop product positioning and messaging that resonates with target segments. Use this skill when a team needs to define how to talk about the product to specific audiences.From its SKILL.md

Install

npx -y skills add alexe-ev/product-plugins --skill develop-positioning-messaging

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SKILL.md

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Develop Positioning & Messaging

Purpose

Help teams create clear, resonant positioning and messaging that communicates product value to specific audiences.

Skill type

Conceptual skill

Use this skill when

A product or feature lacks a clear value narrative
Messaging is too feature-centric rather than outcome-centric
Different teams are saying different things about the product
A launch requires audience-specific messaging

Do not use this skill when

Competitive differentiation hasn't been defined yet (use frame-competitive-differentiation first)
The goal is brand or visual identity (out of scope for this skill)

Required inputs

Product description
Target audience or segment
Key value delivered

Optional inputs

Differentiation analysis
Customer feedback or quotes
Competitor messaging
Sales or CS feedback on what resonates

Upstream context

Works best when:

Target segment is defined
Competitive differentiation is known
Product-market fit signals exist

If upstream context is missing

Produce a provisional messaging framework and flag that it needs validation with real users.

Downstream handoff

Output can feed:

plan-product-launch (messaging for launch channels)
enable-sales-cs (sales messaging and objection handling)

Instructions

Define the target audience for this messaging.
Identify the primary job-to-be-done or pain being addressed.
Write a positioning statement (for-who-who-unlike-our product-because).
Write a value proposition (primary benefit in one sentence).
Write 3 key messages with supporting proof points.
Write a tagline or headline option.
Flag what needs user testing or validation.

Output

Provide:

Positioning statement
Value proposition (1 sentence)
Key messages (3) with proof points
Tagline / headline option
Messaging hierarchy: headline → subheadline → body
What to test with users
Confidence level: provisional / context-informed / validated