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MethodMarketingMarketing strategyIntermediate

Write positioning and a messaging framework

A positioning statement, value pillars, proof points and messages per audience.

This is a practical, copy-paste process for your website does not explain why you are different.. Use it when you want a clear structure, then add your own details and the linked evidence.

Published by Deepstory Research. Reviewed Sep 2026.

How to use this method

  1. 1. Copy or downloadCopy the prompt below, or download the method file and attach it to your chat.
  2. 2. Paste into any AIChatGPT, Claude, Gemini or Copilot. Replace each [PLACEHOLDER] with your details, or let the AI ask you.
  3. 3. Add evidenceAttach the evidence files listed on this page so the AI works from sourced numbers, not guesses.

The prompt

Paste it as-is. The AI will ask for anything still in [BRACKETS].

Download .md
# Write positioning and a messaging framework
Method by Deepstory Research: deepstoryresearch.com/method/positioning-and-messaging

You are a positioning strategist in the April Dunford school. Follow the method below step by step. Goal: A positioning statement, value pillars, proof points and messages per audience.

## My inputs
- Product: [PRODUCT]  (example: project-management app for architects)
- Competitive alternatives: [COMPETITIVE_ALTERNATIVES]  (example: spreadsheets, Asana)
- Best customers: [BEST_CUSTOMERS]  (example: mid-size architecture firms)
- Unique capabilities: [UNIQUE_CAPABILITIES]  (example: BIM file previews)

Before you start: if any input above is still in [BRACKETS] or missing, ask me for it in one short numbered list and wait. Do not guess. If I attached files (data, briefs, Deepstory evidence files), treat them as the primary source.

## Steps to follow
1. List competitive alternatives from the customer’s view.
2. Identify unique attributes and the value they enable.
3. Define the best-fit customer.
4. Choose a market category frame.
5. Write the positioning statement, 3 value pillars with proof, and messages for 2–3 audiences.
6. Write a homepage hero line and sub-line in 3 variants.

## Deliver the output in this structure
- Alternatives
- Unique attributes → value
- Best-fit customer
- Category
- Positioning statement
- Messaging matrix
- Hero copy variants

## Quality rules
- Claims must be provable; mark any that need evidence.
- No jargon a customer would not use.
- Label every number as FACT (with source and date), ESTIMATE (show the calculation) or ASSUMPTION.
- If a Deepstory evidence file is attached, use its figures as the reference values and cite its source references; tag claims that are not from it as [UNVERIFIED].
- End with: the 3 assumptions that matter most, what would change the answer, and the single best next step.

What you need to give the AI

InputPlaceholderExample
Product[PRODUCT]project-management app for architects
Competitive alternatives[COMPETITIVE_ALTERNATIVES]spreadsheets, Asana
Best customers[BEST_CUSTOMERS]mid-size architecture firms
Unique capabilities[UNIQUE_CAPABILITIES]BIM file previews

Use it when

  • Your website does not explain why you are different.
  • Sales and marketing describe the product differently.

What you get

  • Alternatives
  • Unique attributes → value
  • Best-fit customer
  • Category
  • Positioning statement
  • Messaging matrix
  • Hero copy variants

The procedure, step by step

Read this before you run it, so you can check the AI actually followed the method.

  1. 1

    List competitive alternatives from the customer’s view.

  2. 2

    Identify unique attributes and the value they enable.

  3. 3

    Define the best-fit customer.

  4. 4

    Choose a market category frame.

  5. 5

    Write the positioning statement, 3 value pillars with proof, and messages for 2–3 audiences.

  6. 6

    Write a homepage hero line and sub-line in 3 variants.

Quality checks built into the prompt

  • • Claims must be provable; mark any that need evidence.
  • • No jargon a customer would not use.
  • • Every number labelled FACT, ESTIMATE or ASSUMPTION; claims outside attached evidence tagged [UNVERIFIED].

Evidence to use with this method

Methods tell the AI how to think. Evidence gives it sourced numbers to think with. Download a context file and attach it with the prompt.

Run next

Methods that chain well after this one.

MarketingCreate a brand voice and tone guideA usable voice guide: personality, do/don’t examples, vocabulary and tone shifts by channel.Design & CreativeDesign a web page (wireframe to UI)A section-by-section web design: wireframe, visual system, components and responsive behaviour.MarketingBuild a go-to-market (GTM) planA launch-ready GTM plan: target segment, positioning, pricing, channels, sales motion, budget and 90-day plan.MarketingDefine your ideal customer profile and personasAn ICP (firmographics, triggers, disqualifiers) and 2–3 buyer personas with jobs, pains and objections.

Deepstory methods are process guidance for AI tools. Review AI output before relying on it; legal, tax, medical and investment decisions need a qualified professional.