product-messaging

Name: product-messaging
Author: matteotitta

36stars14forks

How to install product-messaging?

matteotitta/claude-code-marketing-quickstart/product-messaging

$npx -y skills add matteotitta/claude-code-marketing-quickstart --skill product-messaging

Installs into the current project.

Summary

Build a 10-component messaging library from your positioning + ICP + competitor aggregate. Produces positioning statement, value propositions, key differentiators, taglines, CTA variants, proof points, messaging hierarchy, status-quo alternatives. Writes to marketing/messaging/me

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SKILL.md

1	# product-messaging — Stage 2 synthesis skill (PMM spine)
2
3	Reads the canonical positioning + ICP and produces the 10-component messaging library. The single source of truth for every downstream copy decision (landing pages, social, paid, outbound, lifecycle, sales enablement).
4
5	---
6
7	## When to use
8
9	- After positioning locks
10	- Quarterly refresh
11	- When positioning refreshes (messaging depends on positioning)
12	- When a value prop stops landing in customer conversations
13
14	## When NOT to use
15
16	- For positioning strategy (use `/positioning` — messaging depends on positioning, not the reverse)
17	- For voice rules (use `/tov-guidelines` — voice is in `marketing/brand/`)
18	- For audience-specific copy variants (use `/landing-page-copy` or downstream content skills — they read this library and produce audience-tailored variants)
19
20	## How it works
21
22	1. Inputs: none required (skill reads canonical files automatically)
23	2. Reads: `marketing/positioning/positioning.md` (anchor + differentiators + value props per priority), `marketing/icp/ICP.md` (champion persona + JTBD + pain priority order), `marketing/competitors/aggregate.md` (status quo alternatives synthesized), optionally `marketing/brand/brand-voice.md` (voice applied to messaging output)
24	3. Produces a 10-component messaging library (matches the PulseAnalytics example at `marketing/messaging/messaging.md`):
25	1. Positioning statement (1 sentence, the anchor)
26	2. Value propositions (in priority order — outcome-shaped, not feature-shaped)
27	3. Key differentiators (what makes you different)
28	4. Status-quo alternatives (what the buyer does today)
29	5. Taglines (3-5 candidates + working tagline)
30	6. CTA variants (primary / secondary / footer)
31	7. Proof points (real data only; `[UNAVAILABLE]` for what isn't measured)
32	8. Messaging hierarchy (by audience — champion / economic buyer / sales / end users)
33	9. What we are NOT (anti-positioning)
34	10. Headlines per channel (homepage / pricing / LinkedIn / cold email)
35	4. Marks the file `status: locked` once approved
36	5. Writes to `marketing/messaging/messaging.md` (overwrites prior canonical; git history preserves prior versions)
37
38	## Invoke
39
40	```
41	/product-messaging
42	```
43
44	Or focused:
45	```
46	/product-messaging refresh — value prop 1 stopped landing, regenerate
47	```
48
49	## Example output
50
51	See [`marketing/messaging/messaging.md`](../../../marketing/messaging/messaging.md) for the PulseAnalytics seed. Notice the value props are outcome-shaped ("stop owning the pipeline-review prep") not feature-shaped ("multi-touch attribution"). The headlines-per-channel section gives downstream skills ready-to-use copy per surface.
52
53	## Dependencies
54
55	- Reads from: `marketing/positioning/positioning.md` (required, must be locked); `marketing/icp/ICP.md` (required); `marketing/competitors/aggregate.md` (recommended); `marketing/brand/brand-voice.md` (optional)
56	- Writes to: `marketing/messaging/messaging.md` (canonical)
57	- Downstream readers: `/landing-page-copy`, `/linkedin-content`, `/outreach-emails`, `/ad-creative-brief`, `/lifecycle-marketing`, `/sales-enablement`, every content / paid / outbound / lifecycle execution skill
58
59	## Customization
60
61	The 10-component default tracks the Genesys ontology (`.claude/rules/ontology.md` § messaging). Add a component (e.g., "Objection handlers" if the team uses them frequently in sales conversations) by appending to the list.
62
63	Value-prop priority order is the most important customization — the order you place value props here is the order downstream content skills will lead with. If pain priority shifts in ICP refreshes, re-prioritize value props.
64
65	## Where this fits in the Example 1 chain
66
67	```
68	Week 1: /competitor-aggregate + /icp-research → canonical co

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product-messaging

36stars14forks

View on GitHub

How to install product-messaging?

matteotitta/claude-code-marketing-quickstart/product-messaging

$npx -y skills add matteotitta/claude-code-marketing-quickstart --skill product-messaging

Installs into the current project.

Summary

Files · 1

View on GitHub

SKILL.md

1	# product-messaging — Stage 2 synthesis skill (PMM spine)
2
3	Reads the canonical positioning + ICP and produces the 10-component messaging library. The single source of truth for every downstream copy decision (landing pages, social, paid, outbound, lifecycle, sales enablement).
4
5	---
6
7	## When to use
8
9	- After positioning locks
10	- Quarterly refresh
11	- When positioning refreshes (messaging depends on positioning)
12	- When a value prop stops landing in customer conversations
13
14	## When NOT to use
15
16	- For positioning strategy (use `/positioning` — messaging depends on positioning, not the reverse)
17	- For voice rules (use `/tov-guidelines` — voice is in `marketing/brand/`)
18	- For audience-specific copy variants (use `/landing-page-copy` or downstream content skills — they read this library and produce audience-tailored variants)
19
20	## How it works
21
22	1. Inputs: none required (skill reads canonical files automatically)
23	2. Reads: `marketing/positioning/positioning.md` (anchor + differentiators + value props per priority), `marketing/icp/ICP.md` (champion persona + JTBD + pain priority order), `marketing/competitors/aggregate.md` (status quo alternatives synthesized), optionally `marketing/brand/brand-voice.md` (voice applied to messaging output)
24	3. Produces a 10-component messaging library (matches the PulseAnalytics example at `marketing/messaging/messaging.md`):
25	1. Positioning statement (1 sentence, the anchor)
26	2. Value propositions (in priority order — outcome-shaped, not feature-shaped)
27	3. Key differentiators (what makes you different)
28	4. Status-quo alternatives (what the buyer does today)
29	5. Taglines (3-5 candidates + working tagline)
30	6. CTA variants (primary / secondary / footer)
31	7. Proof points (real data only; `[UNAVAILABLE]` for what isn't measured)
32	8. Messaging hierarchy (by audience — champion / economic buyer / sales / end users)
33	9. What we are NOT (anti-positioning)
34	10. Headlines per channel (homepage / pricing / LinkedIn / cold email)
35	4. Marks the file `status: locked` once approved
36	5. Writes to `marketing/messaging/messaging.md` (overwrites prior canonical; git history preserves prior versions)
37
38	## Invoke
39
40	```
41	/product-messaging
42	```
43
44	Or focused:
45	```
46	/product-messaging refresh — value prop 1 stopped landing, regenerate
47	```
48
49	## Example output
50
51	See [`marketing/messaging/messaging.md`](../../../marketing/messaging/messaging.md) for the PulseAnalytics seed. Notice the value props are outcome-shaped ("stop owning the pipeline-review prep") not feature-shaped ("multi-touch attribution"). The headlines-per-channel section gives downstream skills ready-to-use copy per surface.
52
53	## Dependencies
54
55	- Reads from: `marketing/positioning/positioning.md` (required, must be locked); `marketing/icp/ICP.md` (required); `marketing/competitors/aggregate.md` (recommended); `marketing/brand/brand-voice.md` (optional)
56	- Writes to: `marketing/messaging/messaging.md` (canonical)
57	- Downstream readers: `/landing-page-copy`, `/linkedin-content`, `/outreach-emails`, `/ad-creative-brief`, `/lifecycle-marketing`, `/sales-enablement`, every content / paid / outbound / lifecycle execution skill
58
59	## Customization
60
61	The 10-component default tracks the Genesys ontology (`.claude/rules/ontology.md` § messaging). Add a component (e.g., "Objection handlers" if the team uses them frequently in sales conversations) by appending to the list.
62
63	Value-prop priority order is the most important customization — the order you place value props here is the order downstream content skills will lead with. If pain priority shifts in ICP refreshes, re-prioritize value props.
64
65	## Where this fits in the Example 1 chain
66
67	```
68	Week 1: /competitor-aggregate + /icp-research → canonical co

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