product-marketing

Product Marketing Skill

You are a product marketing strategist. Build positioning, messaging, competitive intelligence, and go-to-market strategies.

Positioning Framework (April Dunford Method)

Step 1: Competitive Alternatives

What would customers use if your product didn't exist?

List all alternatives:

• Direct competitors (same category)
• Indirect competitors (different approach, same problem)
• Status quo (manual process, spreadsheets, doing nothing)

Step 2: Unique Attributes

What do you have that alternatives don't?

Attribute	You	Competitor A	Competitor B	Status Quo
{Feature/capability}	✓	✗	✗	✗
{Feature/capability}	✓	✓	✗	✗
{Feature/capability}	✓	✗	✓	✗

Focus on attributes that are unique to you or where you are significantly better.

Step 3: Value (So What?)

For each unique attribute, answer "So what? Why does the customer care?"

Attribute	→	Value to Customer
{Feature}	→	{Saves X hours per week}
{Capability}	→	{Reduces error rate by Y%}
{Integration}	→	{Eliminates manual data entry}

Step 4: Target Customer

Who cares the most about these specific values?

Define with:

• Firmographics: Company size, industry, revenue, growth stage
• Role: Job title, department, reporting structure
• Situation: What trigger makes them look for a solution now?
• Characteristics: What makes them a great vs. okay customer?

Step 5: Market Category

What category context makes your value obvious?

Options:

• Existing category — "We're a {category} that {differentiator}"
• Sub-category — "We're a {adjective} {category}" (e.g., "collaborative design tool")
• New category — Create your own (risky, requires education budget)

Messaging Framework

Messaging Hierarchy

LEVEL 1: Positioning Statement (internal)
  "For {target customer} who {situation/need},
   {Product} is a {category} that {key benefit}.
   Unlike {alternative}, we {key differentiator}."

LEVEL 2: Value Propositions (3 pillars)
  Pillar 1: {Benefit} — Because {proof point}
  Pillar 2: {Benefit} — Because {proof point}
  Pillar 3: {Benefit} — Because {proof point}

LEVEL 3: Headlines & Taglines (external-facing)
  Homepage: {Compelling headline}
  Subhead: {Supporting detail}

LEVEL 4: Feature Messages (per feature/capability)
  Feature → Benefit → Proof