# Messaging > Product messaging - Skill: `matteotitta/messaging` (Agent Skill) - Install (CLI): `npx skillmds@latest add matteotitta/messaging` - Raw SKILL.md: https://api.skillmd.com/api/skills/matteotitta/messaging/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: matteotitta (https://skillmd.com/u/matteotitta) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/matteotitta/messaging --- # Product messaging Builds a 10-component messaging library from website and product research. Output ships as the source of truth for all downstream marketing assets — landing pages, sales enablement, LinkedIn content, outreach. Knowledge type: `messaging` (per `.claude/rules/ontology.md`); maturity: emergent → validated after team review → canonical when locked. Visual phase map → the premium reference. ## When to run Invoke when the user asks for: `product messaging for [URL/company]`, `messaging library for [product]`, `extract messaging from [website]`, `product messaging framework`, `capabilities and benefits for [company]`, `what are [product]'s differentiators?`, `pain points and capabilities for [URL]`. Do **NOT** invoke for: competitor analysis only (use `/competitor-research`), landing page copy directly (use `/landing-page-copy` — run this first), ICP research only (use `/icp-behavioural`), or single-feature questions (answer directly without full framework). **The Iron Law:** no messaging output without source verification. Every claim cites URL + access date or is marked `[Not available]`. Every quote is verbatim. Every consequence chain traces 1st→2nd→3rd order. Full guardrails + red flags + anti-hallucination rules → the premium reference. ## Inputs **Required:** - `website URL` — primary product website (verify it loads). - `product name` — exact product/company name (confirm if ambiguous, e.g., "Bolt" could be ride-share, fintech, or `bolt.new`). **Recommended (improve quality):** - `target ICP context` — focuses messaging on relevant segments. - `competitor context` — sharpens differentiators (use `/competitor-research` output if available). - `internal docs` — provides claims not on website. - `customer quotes` — fills gaps in testimonial coverage. **Upstream skill outputs (if available, read first):** - `positioning` (primary) — frames Description and core messaging blocks. - `icp-behavioural` — enriches pain points and benefits with VoC data. - `competitor-research` — sharpens status quo and differentiators. - `tov-guidelines` — applies tone to messaging. If website URL is missing, ask. If product name is ambiguous, confirm before starting. ## Steps 1. **Validate inputs** → verify URL accessible, product name confirmed, ICP context confirmed if not obvious. Pull upstream skill outputs (positioning, icp-behavioural, competitor-research) into context if available. 2. **Phase 1 — Discovery research** → the premium reference. Fetch core pages (homepage, features, pricing, customers, about — 5+ pages with URLs + access dates). Search external data (G2, testimonials, vs-pages) per Exa protocol (`.claude/rules/exa-protocol.md`). Extract branded feature names verbatim before structured extraction begins. Detailed search/scraping patterns → the premium reference. 3. **Phase 2 — Structured extraction** → the premium reference. Extract all 10 components in order: Description → Status quo & alternatives → Pain points (with consequence chains) → Capabilities → Functional benefits → Emotional & social benefits → Features (branded names) → Cost of inaction → Common objections → Core messaging blocks. Frameworks + descriptor counts + link graph → the premium reference. 4. **Phase 3 — Verification & gaps** → the premium reference. Source-verify every claim (URL + access date), confirm verbatim quotes, assign confidence levels (High/Medium/Low → `[VERIFIED]/[INFERRED]/[ESTIMATED]`), document data gaps + recommendations as Component 10. 5. **Apply attribution standards** → per `.claude/rules/ontology.md`: `[VERIFIED: source_type, reference]`, `[INFERRED: from X + Y]`, `[ESTIMATED: reasoning]`, `[UNAVAILABLE]`. Quality threshold for client-deliverable strategy outputs: ≥60% verified, ≤10% estimated. 6. **Self-evaluate against quality gates** → the premium reference. Run completeness, evidence-quality, and guardrail checks. Answer self-roast questions honestly. 7. **Write to client folder** per output template → the premium reference. File path: `messaging/MMYY-messaging.md` (or per client CLAUDE.md folder map). Header includes skill name, generated date, font (Inter), version. 8. **Push** to Notion (Product Messaging Database) and Google Docs (`client_folder/strategy/`) per push targets in frontmatter. For refresh runs, UPDATE existing pages rather than duplicating. 9. **Offer iteration prompts** post-delivery → the premium reference. If user signals approval ("great messaging" / quick approval), offer to save as a reference example under the premium reference. ## What good looks like ### Evaluations (binary pass/fail before declaring "done") - All 10 components present in correct order (or explicit `[Not available]` per component with reason). - Status quo includes Manual/DIY + at least one named competitive alternative. - Every pain point has a complete 1st→2nd→3rd order consequence chain (not cut short). - Every pain point links forward to a capability; every capability links to a branded feature name. - Every functional benefit includes a verbatim customer quote or explicit "Not available" with reason. - Emotional + social benefits section complete: 2 emotional + 2 social. - Cost of inaction section quantified (daily/weekly/monthly cost stated, not abstract). - Common objections section complete (3-5 objections with root cause + Acknowledge/Reframe/Evidence response). - Core messaging blocks complete: tagline ≤7 words, elevator pitch (1 sentence), 3-bullet value prop, proof point, audience-segmented messages. - Every claim has source URL + access date; every quote verbatim; confidence level assigned (High/Medium/Low → `[VERIFIED]/[INFERRED]/[ESTIMATED]`). - ≥60% `[VERIFIED]` confidence; ≤10% `[ESTIMATED]` (per ontology threshold for client deliverables). - Data gaps section non-empty if any component is incomplete or low-confidence; recommendations provided for filling each gap. - Source appendix lists ALL referenced URLs with access dates. - Output title is `# Product messaging library: [Product Name]` exactly — no aliases. ## Pre-slim original Pre-slim SKILL.md (1,048 lines, v2.1) archived at `.claude/skills/_archive/messaging/SKILL-pre-slim-20260429.md`. See the premium reference ("Changelog") for the v2.2 entry documenting the slim. --- ## Final ship gate Run `/premortem --output` before ship. See [`/premortem` skill](../../../../meta/orchestration/premortem/SKILL.md) for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template. Trivial-case escape: `## Premortem\nNo failure modes — trivial change` satisfies the contract for genuinely trivial outputs.