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Product messaging

Skill matteotitta/claude-code-marketing-quickstart/.claude/skills/product-messaging

Claude Code for GTM — quickstart for GTM operators

Install
npx -y skills add matteotitta/claude-code-marketing-quickstart --skill product-messaging

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What its author says it does

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Build a 10-component messaging library from your positioning + ICP + competitor aggregate. Produces positioning statement, value propositions, key differentiators, taglines, CTA variants, proof points, messaging hierarchy, status-quo alternatives. Writes to marketing/messaging/messaging.md as the canonical messaging library every downstream content / paid / outbound / lifecycle skill reads. Triggers - "product messaging", "messaging library", "value props", "messaging framework", "build messaging", "messaging components"

SKILL.md

5.2 KB, as published. Nobody here has run it

product-messaging — Stage 2 synthesis skill (PMM spine)

Reads the canonical positioning + ICP and produces the 10-component messaging library. The single source of truth for every downstream copy decision (landing pages, social, paid, outbound, lifecycle, sales enablement).

When to use

  • After positioning locks
  • Quarterly refresh
  • When positioning refreshes (messaging depends on positioning)
  • When a value prop stops landing in customer conversations

When NOT to use

  • For positioning strategy (use /positioning — messaging depends on positioning, not the reverse)
  • For voice rules (use /tov-guidelines — voice is in marketing/brand/)
  • For audience-specific copy variants (use /landing-page-copy or downstream content skills — they read this library and produce audience-tailored variants)

How it works

  1. Inputs: none required (skill reads canonical files automatically)
  2. Reads: marketing/positioning/positioning.md (anchor + differentiators + value props per priority), marketing/icp/ICP.md (champion persona + JTBD + pain priority order), marketing/competitors/aggregate.md (status quo alternatives synthesized), optionally marketing/brand/brand-voice.md (voice applied to messaging output)
  3. Produces a 10-component messaging library (matches the PulseAnalytics example at marketing/messaging/messaging.md):
    1. Positioning statement (1 sentence, the anchor)
    2. Value propositions (in priority order — outcome-shaped, not feature-shaped)
    3. Key differentiators (what makes you different)
    4. Status-quo alternatives (what the buyer does today)
    5. Taglines (3-5 candidates + working tagline)
    6. CTA variants (primary / secondary / footer)
    7. Proof points (real data only; [UNAVAILABLE] for what isn't measured)
    8. Messaging hierarchy (by audience — champion / economic buyer / sales / end users)
    9. What we are NOT (anti-positioning)
    10. Headlines per channel (homepage / pricing / LinkedIn / cold email)
  4. Marks the file status: locked once approved
  5. Writes to marketing/messaging/messaging.md (overwrites prior canonical; git history preserves prior versions)

Invoke

/product-messaging

Or focused:

/product-messaging refresh — value prop 1 stopped landing, regenerate

Example output

See marketing/messaging/messaging.md for the PulseAnalytics seed. Notice the value props are outcome-shaped ("stop owning the pipeline-review prep") not feature-shaped ("multi-touch attribution"). The headlines-per-channel section gives downstream skills ready-to-use copy per surface.

Dependencies

  • Reads from: marketing/positioning/positioning.md (required, must be locked); marketing/icp/ICP.md (required); marketing/competitors/aggregate.md (recommended); marketing/brand/brand-voice.md (optional)
  • Writes to: marketing/messaging/messaging.md (canonical)
  • Downstream readers: /landing-page-copy, /linkedin-content, /outreach-emails, /ad-creative-brief, /lifecycle-marketing, /sales-enablement, every content / paid / outbound / lifecycle execution skill

Customization

The 10-component default tracks the Genesys ontology (.claude/rules/ontology.md § messaging). Add a component (e.g., "Objection handlers" if the team uses them frequently in sales conversations) by appending to the list.

Value-prop priority order is the most important customization — the order you place value props here is the order downstream content skills will lead with. If pain priority shifts in ICP refreshes, re-prioritize value props.

Where this fits in the Example 1 chain

Week 1: /competitor-aggregate + /icp-research → canonical context
Week 2: /positioning → positioning canonical
Week 2: /product-messaging (THIS SKILL) → messaging canonical
Week 3+: every execution skill reads messaging.md

Refresh cadence

Quarterly, after positioning refreshes. Trigger sooner if value props stop landing in customer conversations.

Keep looking

Skills are one crate of 328,083. Ordering is by how many stacks a row turns up in, so the top of any crate is what has actually been picked rather than what has the most stars.