1.6 KiB
1.6 KiB
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.