---
type: method
slug: positioning-and-messaging
title: "Write positioning and a messaging framework"
category: "Marketing"
subcategory: "Marketing strategy"
level: intermediate
source: https://deepstoryresearch.com/method/positioning-and-messaging
publisher: Deepstory Research
---

> **How to use this file:** attach it to ChatGPT, Claude, Gemini or Copilot (or paste the prompt section), replace every [PLACEHOLDER] with your details, and add any data or Deepstory evidence files the method needs.

## When to use this method
- Your website does not explain why you are different.
- Sales and marketing describe the product differently.

## Prompt

# 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.

## Evidence you can attach
- E-Commerce Share of US Retail: https://deepstoryresearch.com/data/us-ecommerce-share (AI context file: https://deepstoryresearch.com/context/us-ecommerce-share.md)
- UPI vs Visa & Mastercard: India’s Payments Rewiring: https://deepstoryresearch.com/data/upi-vs-cards (AI context file: https://deepstoryresearch.com/context/upi-vs-cards.md)
- Six-Economy Macro Baseline: https://deepstoryresearch.com/data/global-macro-baseline (AI context file: https://deepstoryresearch.com/context/global-macro-baseline.md)

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