Product marketing foundation — positioning, ICP definition, messaging house, competitive narrative. Use when user says "product marketing", "positioning", "ICP", "target audience". All other mkt-* skills should read this first.
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---
name: mkt-product-marketing
description: Product marketing foundation — positioning, ICP definition, messaging house, competitive narrative. Use when user says "product marketing", "positioning", "ICP", "target audience". All other mkt-* skills should read this first.
license: MIT
metadata:
source: "coreyhaines31/marketingskills (MIT)"
category: marketing
---
# Product Marketing — Positioning & Messaging Foundation Document
**This skill is a prerequisite for all other mkt-* skills.** Building funnels, ads, and copy without positioning means each sells a different product. Make this document first, then reference it in all subsequent marketing work.
## Positioning Formula (April Dunford style)
> **For [ICP] who use [alternative], [product] is [core differentiating category]. Because [evidence].**
Writing order:
1. **Alternative** — not the competitor, but "what they use now" (Excel, spreadsheets, nothing, an agency)
2. **ICP** — the set that uses you best and stays longest. "Everyone" is not an ICP. Narrow it to 3 job/size/behavior traits
3. **Differentiators** — 3 or fewer, each connected to "why it matters". Only what competitors can't copy
4. **Evidence** — numbers, use cases, certifications. No abstract superlatives
## Message House Structure
```
Core claim (1 sentence, derived from positioning)
├─ Proof 1 (benefit + evidence) ← the problem the customer knows
├─ Proof 2 (benefit + evidence)
└─ Proof 3 (benefit + evidence)
Per-channel variations (landing headline, ad hook, video opening — claim fixed, expression varies)
```
## Judgment Criteria
- Review question for all mkt-* work: "did this copy come from this positioning?" If not, that's grounds for a rewrite
- If the ICP diverges from actual user data (check low-retention segments), revise the positioning — 5 customer interviews beat 50 hours of analysis
- Refresh cadence: quarterly, or on pricing overhauls and new product launches
## Output
```
# Product Marketing Context — {product} (v{N}, {date})
## Positioning formula (completed sentence)
## ICP definition (3 behavior traits + anti-ICP)
## Message house
## Differentiators + one-line competitive counter
## Validation evidence (interview/data sources)
```
