Positioning and messaging framework from customer evidence
Builds a positioning statement, value pillars and proof map from real customer quotes, win/loss notes and competitor info, and flags any message that lacks evidence. For product marketers and founders.
Prompt in Marketing by AISkillHub Library
What it does
Messaging documents often end up as a list of adjectives nobody can disagree with. This prompt builds a messaging framework that is tied to evidence: each value pillar must trace back to something customers said or did, and anything unsupported is flagged rather than dressed up.
**Use it when** you are launching a product, repositioning, entering a new segment, or your website and sales deck describe the product differently and you need one source of truth.
**What you get** - A positioning statement covering target customer, problem, category, key benefit and alternative. - Three value pillars, each with a headline, a supporting sentence, the customer evidence behind it, and proof points you supplied. - Messages by audience (for example economic buyer versus daily user). - Words to use and words to avoid, based on the language in your customer quotes. - A gaps list: claims you want to make that the evidence does not yet support, and what research would close each gap.
**What it will not do** - It will not invent statistics, awards or customer outcomes. Proof points come only from your inputs. - It will not claim "only", "first" or "best" unless your competitor notes support it, and it flags any such claim for checking. - It will not write final ad copy or web pages. This is the source document those are written from.
**Example** Given twelve customer quotes from interviews with finance teams, notes on two competitors and win/loss reasons, the prompt might find that "close the books two days faster" appears in five quotes while "AI-powered" appears in none, and it builds the first pillar around faster close while recommending against leading with AI.
How to use it
## How to use
1. Open `prompts/messaging-framework.md` and copy everything below the title line. 2. Replace each `{{variable}}` with your own content. Paste long material (notes, transcripts, tables) directly in place of the variable; keep the surrounding tags so the model can tell inputs apart. 3. Start a new chat in ChatGPT, Claude or Gemini and paste the filled prompt as your first message. 4. Read the output against the quality checks at the end of the prompt before you use or send it.
## Variables
- `{{product_description}}`: what the product does, in plain terms. - `{{customer_evidence}}`: customer quotes, interview snippets, reviews, win/loss reasons. The more verbatim, the better. - `{{competitors}}`: main alternatives (including doing nothing or spreadsheets) and how they position themselves. - `{{target_segment}}`: who you are positioning for, e.g. `finance teams at 50 to 500 person SaaS companies`. - `{{proof_points}}`: approved numbers, logos or outcomes you are allowed to use. Write `none` if none. - `{{audiences}}`: buyer roles you need messages for, e.g. `CFO, controller, AP clerk`.
If you do not have a value for an optional variable, write `none` rather than deleting it, so the prompt still reads correctly.
## Reusing it
To reuse it often, save the prompt (with the variables left in) as the instructions of a Claude Project, a custom GPT or a Gemini Gem, then paste only the inputs in each new chat.
Files
Save each file at the path shown, relative to your project root.