positioning-and-offer
Positioning and Offer
An offer is the complete exchange, not a headline or a pile of bonuses. Positioning is a choice of frame backed by a real differentiated capability, not a slogan.
If .agents/marketing-context.md exists, read it first; it is the truth file every skill in this hub shares, and its evidence states are constraints. Read offer-system.md for value diagnosis, offer anatomy, formats, guarantees, bonuses, urgency, and the diagnostic loop.
Operating contract
- Define the qualifying customer and disqualifiers, the triggering problem and desired progress, the relevant alternative, the mechanism, scope, customer effort, proof, price shape, terms, and delivery constraints.
- Choose one category or frame and one differentiated capability with its reason to believe; record rejected frames and why.
- Diagnose whether weakness comes from relevance, outcome, credibility, mechanism, effort, delay, risk, price, or operational mismatch.
- Construct the smallest complete offer that solves the decision problem, then stress-test cost, capacity, abuse, refunds, support burden, bad-fit attraction, and legal or policy constraints.
- Produce the positioning statement, offer specification, page-ready value structure when requested, and a rollout or test plan.
Do not invent scarcity, inflate nominal values, promise outcomes outside the business's control, or create a guarantee the business cannot honor.
Return
Diagnosis, positioning and offer specification, message hierarchy, rejected choices, proof requirements, economic and operational risks, policy dependencies, implementation assets, and the decision rule.