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HOW TO WRITEPRIMARY AUDIENCEAUDIENCE OR PERSONA 2AUDIENCE OR PERSONA 3
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TOP-LEVEL POSITIONING BUILDING BLOCKS
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WHAT MAIN PROBLEM DOES YOUR PRODUCT SOLVE?What is the big problem your audience faces that your company solves?
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WHAT IS YOUR PRODUCT OR SOLUTION TO THE PROBLEM?Describe your solution or product clearly. Make it easy to understand & avoid jargon where possible.
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WHY OR HOW IS IT BETTER THAN EXISTING WAY?Compared to the current solution, whether that's a mix of homegrown tools or a competitor, explain the main differentiator.
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WHO IS IT FOR?State who you are targeting with this messaging. Do not use your internal persona names. Describe the audience as they would describe themselves.
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BENEFITS MESSAGING BUILDING BLOCKS
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BENEFIT 1Value or outcome they’ll get from your product
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FEATURE OR PROOF POINT FOR BENEFIT 1How your product delivers on benefit
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FEATURE OR PROOF POINT FOR BENEFIT 1
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FEATURE OR PROOF POINT FOR BENEFIT 1
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BENEFIT 2
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FEATURE OR PROOF POINT FOR BENEFIT 2
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FEATURE OR PROOF POINT FOR BENEFIT 2
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FEATURE OR PROOF POINT FOR BENEFIT 2
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BENEFIT 3
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FEATURE OR PROOF POINT FOR BENEFIT 3
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FEATURE OR PROOF POINT FOR BENEFIT 3
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FEATURE OR PROOF POINT FOR BENEFIT 3
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USE CASE MESSAGING BUILDING BLOCKS
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USE CASE 1What specifc things can you do with your product? What workflows or processes does it help with?
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WHAT IS THE USE CASE?
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WHY IS YOUR SOLUTION BETTER?
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WHO IS THIS USE CASE FOR?
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USE CASE 2
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WHAT IS THE USE CASE?
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WHY IS YOUR SOLUTION BETTER?
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WHO IS THIS USE CASE FOR?
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USE CASE 3
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WHAT IS THE USE CASE?
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WHY IS YOUR SOLUTION BETTER?
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WHO IS THIS USE CASE FOR?
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HOW IT WORKS MESSAGING BUILDING BLOCKS
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STEP 1Clear step by step explanation of your overall product
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STEP 2
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STEP 3
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