# Pmm Messaging Positioning

> PMM Messaging and Positioning

- Skill: `buildingwithai/pmm-messaging-positioning` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add buildingwithai/pmm-messaging-positioning`
- Raw SKILL.md: https://api.skillmd.com/api/skills/buildingwithai/pmm-messaging-positioning/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: buildingwithai (https://skillmd.com/u/buildingwithai)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/buildingwithai/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`](../product-marketing-os/references/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`](../pmm-messaging-hierarchy/SKILL.md) — cascade into a full hierarchy
- [`pmm-message-market-fit`](../pmm-message-market-fit/SKILL.md) — test specificity and resonance
- [`pmm-sales-narrative`](../pmm-sales-narrative/SKILL.md) — turn the message house into a sales story
- [`pmm-content-writer`](../pmm-content-writer/SKILL.md) — write long-form on this messaging
- [`pmm-coach`](../pmm-coach/SKILL.md) — 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`](../product-marketing-os/references/library/positioning/references/core/01-positioning-foundation.md) — positioning before messaging
- [`positioning/05-positioning-statement-development.md`](../product-marketing-os/references/library/positioning/references/core/05-positioning-statement-development.md) — the statement that anchors the message house
- [`messaging/02-pain-claim-gain-messaging.md`](../product-marketing-os/references/library/messaging/references/core/02-pain-claim-gain-messaging.md) — pain-claim-gain message structure
- [`messaging/04-message-architecture.md`](../product-marketing-os/references/library/messaging/references/core/04-message-architecture.md) — the message house architecture