# Positioning And Messaging

> Craft clear positioning and messaging that define who the product is for, why it wins, and how to talk about it consistently. Use when launching, repositioning, aligning GTM teams, or fixing inconsistent market communication.

- Skill: `itsual/positioning-and-messaging` (Agent Skill)
- Install (CLI): `npx skillmds@latest add itsual/positioning-and-messaging`
- Raw SKILL.md: https://api.skillmd.com/api/skills/itsual/positioning-and-messaging/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: itsual (https://skillmd.com/u/itsual)
- Updated: 2026-09-21
- Page: https://skillmd.com/skills/itsual/positioning-and-messaging

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# Positioning and Messaging

## Overview

Positioning defines how you want to be perceived relative to alternatives. Messaging expresses that position in language customers understand and remember.

## When to Use

- New product or category entry
- Repositioning after market shifts
- Aligning product, marketing, and sales language
- Creating homepage, pitch, and campaign foundations

## Core Elements

- Target audience and primary use case
- Competitive alternatives (including status quo)
- Unique value / differentiation
- Proof points and reasons to believe
- Message hierarchy (headline → support → proof)
- Tone and vocabulary guidelines

## Principles

- Specificity beats vague superlatives
- Position against real alternatives customers consider
- Make the “why us” answerable in one breath
- Test messaging with customers and sales conversations
- Keep internal and external language aligned

## Verification

- [ ] A salesperson can explain the value in under a minute
- [ ] Differentiation is credible and relevant
- [ ] Messaging is consistent across key surfaces