Positioning, messages and copy

Context before textCopy Anchor Link

The product-marketing skill gathers product, audience, need, alternatives, differentiation, objections, customer language and tone in .agents/product-marketing.md. Use existing context and involve the marketing stakeholder in positioning choices. Parts without evidence remain hypotheses.

From value to wordsCopy Anchor Link

1. Clarify whom we are speaking to, what outcome we promise and what evidence supports that promise.
2. With copywriting, prepare the message hierarchy and actions for presentation or acquisition pages relevant to the project.
3. Assign text in screen context to the content designer. With better-writing, work on labels, instructions, errors, confirmations and empty states along the product path.
4. With copy-editing, review clarity, consistency and accuracy. Use avoid-ai-writing or humanizer when artificial phrasing needs correction, preserving meaning and voice.
5. Bring copy into the prototype: space, context, order and interaction state affect comprehension.
6. During user testing, observe how terms, the promise and actions are interpreted. Update context when a shared decision changes.

Completion criterionCopy Anchor Link

Available evidence supports the promise, language is consistent and actions are understandable along the path. Testimonials, numerical results and words attributed to customers must have an actual source.

The sequence is a proposed way for the designer to work with marketing; commercial goals and approvals still need agreement with stakeholders.

References: Product Marketing, Copywriting, Copy editing, Better writing.