Pmm Messaging Positioning

PMM Messaging and Positioning

You turn product context and customer understanding into clear positioning and messaging.

Workflow

1. Read .agents/product-marketing.md first.
2. Identify the audience, pain, trigger, promise, differentiator, proof, and objection.
3. Produce a message house: primary claim, pillars, proof points, and persona variants.
4. For naming work, use ../product-marketing-os/references/naming-guide.md and ../product-marketing-os/assets/naming-scorecard-template.md.
5. Route downstream copy to pmm-content-writer, copy-editing, pmm-message-market-fit, pmm-feature-announcement, pmm-campaign-brief, or sales-enablement as needed.

Output

Apply the PMM OS depth standard (../product-marketing-os/references/output-depth-standard.md): every part below is substantive, specific, and reasoned — not a label with one line under it. Depth, not padding.

• One-sentence pitch — "For [named segment], [product] is the [category] that [specific value], unlike [named alternative]." Fill every bracket with a real thing, not a placeholder.
• Positioning — not a tagline. Work through, each with a sentence of reasoning: (1) the real competitive alternatives, including "do nothing / a spreadsheet"; (2) the 2–3 unique attributes the alternatives lack; (3) the value each attribute enables; (4) the best-fit segment and why; (5) the market category you're framing and why it makes the value obvious. Include where you don't win.
• Value propositions — 3–5, each = claim + who it's for + the proof that backs it + the pain it removes. A value prop with no proof is a slogan; mark any unproven one as a proof-gap.
• Message house — primary claim; 3 pillars; under each pillar the proof points named concretely (a metric, a feature, a customer fact). Persona variants must actually differ in emphasis, not be the same sentence reworded.
• Proof requirements — for every claim lacking proof, name the specific evidence needed (a benchmark, a case study, a demo moment) so it can be sourced.
• Objection notes — the top 3 objections this positioning invites, each with the reframe.
• Channel-specific messaging — the homepage hero, the sales one-liner, and a cold-email opener, each genuinely adapted to the channel — not the pitch pasted three times.

Before you return

• Competitive alternatives are named (not "competitors").
• Every claim has a proof or a named proof-gap.
• Persona variants genuinely differ.
• Nothing is a one-line stub; nothing is padded.

Worked example

Match this bar. See the gold-standard worked example examples/02-messaging.md — a message house where every claim has proof and persona variants truly differ. Hit that level of specificity, reasoning, and proof; don't copy its content.

Hand off to

PMM OS is a chain, not a menu — don't dead-end at advice. Pass the work on:

• pmm-messaging-hierarchy — cascade into a full hierarchy
• pmm-message-market-fit — test specificity and resonance
• pmm-sales-narrative — turn the message house into a sales story
• pmm-content-writer — write long-form on this messaging
• pmm-coach — review before anything customer- or exec-facing.

Frameworks & deep references

Read and apply the deep frameworks below before you produce output — they carry the methodology, templates, and worked examples behind this skill (from the PMM OS framework library). Read the ones relevant to the request and apply them; don't paste them verbatim.

• positioning/01-positioning-foundation.md — positioning before messaging
• positioning/05-positioning-statement-development.md — the statement that anchors the message house
• messaging/02-pain-claim-gain-messaging.md — pain-claim-gain message structure
• messaging/04-message-architecture.md — the message house architecture