Agent Skills
› cbrock84/headcount
› positioning-and-messaging
positioning-and-messaging
GitHub用于明确产品定位与核心信息，解决多渠道信息不一致、目标客户误解或进入新细分市场等问题。通过确定竞争替代方案、独特属性等五个关键决策，生成统一的一行简介、三大价值支柱及异议处理话术，确保营销传播的一致性。
Trigger Scenarios
渠道间消息不一致
潜在客户误解产品功能
进入新的细分市场
营销活动或网站重写前
Install
npx skills add cbrock84/headcount --skill positioning-and-messaging -g -y
SKILL.md
Frontmatter
{
"name": "positioning-and-messaging",
"description": "Establishes what a product is understood to be, for whom, and instead of what — then turns that into the messaging every other surface inherits. Use this when messaging is inconsistent across channels, when prospects misunderstand what the product does, when entering a new segment, when competitors are being compared against you unfavorably, or before any campaign, launch, or site rewrite."
}
Positioning and messaging
Positioning is upstream of everything. A campaign built on unsettled positioning optimizes the wrong sentence.
The five decisions
- Competitive alternative — what the buyer does today if you do not exist. Often a spreadsheet or an intern, not a competitor.
- Unique attributes — what you have that the alternative does not. Features, factual.
- Value — what those attributes let the customer do that they could not before. Not the feature; the consequence.
- Who cares most — the segment for whom that value is urgent rather than pleasant. Narrower than comfortable.
- Market frame — the category you ask to be judged in. This sets every expectation the buyer brings, including on price.
Get these in order. Most positioning failures are step 5 done first: picking an exciting category and reverse-engineering the value.
Messaging that inherits from it
- One-liner — what it is, for whom, instead of what. No adjectives that a competitor could not also claim.
- Three pillars — the value claims, each with proof attached. A claim with no evidence is a slogan.
- Objection handling — the four things prospects actually push back on, answered plainly.
- Words to avoid — including the category terms that would frame you wrongly.
Testing it
Read the one-liner to someone in the target segment and ask what they think it does and who it is for. If they answer with your category but the wrong use case, the frame is wrong. If they answer with a competitor's name, the differentiation is not landing.
Never
- Position against a competitor the buyer has not heard of.
- Widen the segment because the narrow one feels small. Diffuse positioning converts nobody.
- Change the one-liner per channel. Channels change format, not meaning.
Version History
- d58a7ee Current 2026-09-02 21:07
