When to Use
Before writing copy, designing a landing, or launching anything. This skill produces the STRATEGY that the production skills (brand-voice, frontend-design, web-assets, hyperframes) then execute. No positioning = pretty assets that don't sell.
The Order (never skip or reverse)
- Positioning — what it is, for whom, vs what alternative, why it wins.
- ICP — the ONE segment that feels the pain most. Narrow beats broad.
- Offer — the value stack + risk reversal that makes "yes" easy.
- Message — one core promise → 3 proof pillars.
- Funnel — awareness → consideration → conversion → retention; pick the asset per stage.
- Channel — where the ICP ALREADY is. Pick 1–2 and go deep, not all.
- Metric — the ONE number per stage that proves it works.
See references/frameworks.md for the canvases (Dunford positioning, JTBD, offer stack, PAS/AIDA, funnel→asset map, channel fit, launch sequence).
Decision Gates
| Situation |
Do |
| No brand brief yet |
STOP. Get the brief first (see brand-voice). You can't position what you can't describe. |
| "Target everyone" |
Reject. Force ONE ICP. Broad = invisible. |
| Tool/channel asked before positioning |
Reject the order. Strategy → production → distribution, always. |
| Claim without proof |
Cut it or find the proof. Inflated marketing = churn later. |
Hard Rules
- Distribution tools (postiz, resend, ads, posthog, n8n) EXECUTE a strategy — they don't create one. NEVER automate before positioning exists.
- One ICP, one core message, 1–2 channels. Focus IS the strategy.
- Every claim maps to a proof the user supplied. NEVER fabricate stats or testimonials.
- Vanity metrics (likes, impressions) are not success. Tie each stage to a real action.
Output Contract
Return: positioning statement, ICP, offer, core message + 3 pillars, the funnel→asset map, chosen channel(s), and the one metric per stage. Flag every gap that still needs a real input from the user.
1---2name: marketing-strategy3description: Trigger: marketing, positioning, go-to-market, GTM, campaign, launch, sell or position a product, ICP, audience, offer, funnel, channel strategy, posicionamiento, campaña, lanzamiento, vender. Build the strategy BEFORE producing assets — what to say, to whom, where, and why it converts.4license: Apache-2.05---67## When to Use89Before writing copy, designing a landing, or launching anything. This skill produces the STRATEGY that the production skills (`brand-voice`, `frontend-design`, `web-assets`, `hyperframes`) then execute. No positioning = pretty assets that don't sell.1011## The Order (never skip or reverse)12131. **Positioning** — what it is, for whom, vs what alternative, why it wins.142. **ICP** — the ONE segment that feels the pain most. Narrow beats broad.153. **Offer** — the value stack + risk reversal that makes "yes" easy.164. **Message** — one core promise → 3 proof pillars.175. **Funnel** — awareness → consideration → conversion → retention; pick the asset per stage.186. **Channel** — where the ICP ALREADY is. Pick 1–2 and go deep, not all.197. **Metric** — the ONE number per stage that proves it works.2021See `references/frameworks.md` for the canvases (Dunford positioning, JTBD, offer stack, PAS/AIDA, funnel→asset map, channel fit, launch sequence).2223## Decision Gates2425| Situation | Do |26|---|---|27| No brand brief yet | STOP. Get the brief first (see `brand-voice`). You can't position what you can't describe. |28| "Target everyone" | Reject. Force ONE ICP. Broad = invisible. |29| Tool/channel asked before positioning | Reject the order. Strategy → production → distribution, always. |30| Claim without proof | Cut it or find the proof. Inflated marketing = churn later. |3132## Hard Rules3334- Distribution tools (postiz, resend, ads, posthog, n8n) EXECUTE a strategy — they don't create one. NEVER automate before positioning exists.35- One ICP, one core message, 1–2 channels. Focus IS the strategy.36- Every claim maps to a proof the user supplied. NEVER fabricate stats or testimonials.37- Vanity metrics (likes, impressions) are not success. Tie each stage to a real action.3839## Output Contract4041Return: positioning statement, ICP, offer, core message + 3 pillars, the funnel→asset map, chosen channel(s), and the one metric per stage. Flag every gap that still needs a real input from the user.
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