# 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.

- Skill: `alexe-ev/develop-positioning-messaging` (Agent Skill, multi-file: 5 files)
- Install (CLI): `npx skillmds@latest add alexe-ev/develop-positioning-messaging`
- Raw SKILL.md: https://api.skillmd.com/api/skills/alexe-ev/develop-positioning-messaging/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: alexe-ev (https://skillmd.com/u/alexe-ev)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/alexe-ev/develop-positioning-messaging

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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
1. Define the target audience for this messaging.
2. Identify the primary job-to-be-done or pain being addressed.
3. Write a positioning statement (for-who-who-unlike-our product-because).
4. Write a value proposition (primary benefit in one sentence).
5. Write 3 key messages with supporting proof points.
6. Write a tagline or headline option.
7. 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

## Risks / caveats
- Positioning for "everyone" positions for no one
- Feature lists are not value propositions
- Messaging must be validated with real users, not just internal reviews