# Product Messaging Document

**Card ID**: `PMK-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Approved | Current
**Product**: {PRODUCT_NAME}
**Last Updated**: {DATE}
**Owner**: {OWNER_NAME}

---

## Messaging Overview

### Document Purpose

This document defines the official messaging for {Product Name}. All marketing, sales, and communications should align with this messaging framework.

### Target Audience

| Audience | Priority |
|----------|----------|
| {Primary persona} | Primary |
| {Secondary persona} | Secondary |
| {Tertiary persona} | Tertiary |

---

## Positioning

### Positioning Statement

For **{target customer}**
who **{need/problem}**,
**{Product Name}** is a **{category}**
that **{key benefit}**.
Unlike **{primary alternative}**,
{Product Name} **{key differentiator}**.

### Category Definition

We compete in the **{category name}** market, which we define as: {definition of category}.

### Market Position

{Description of where we sit in the market - leader, challenger, niche, etc.}

---

## Value Proposition

### Headline Value Proposition

{One sentence that captures the essence of your value}

### Value Proposition Canvas

| Customer Job | Pain | Gain |
|--------------|------|------|
| {Job 1} | {Related pain} | {How we address} |
| {Job 2} | {Related pain} | {How we address} |
| {Job 3} | {Related pain} | {How we address} |

---

## Message Hierarchy

### Primary Message

**{Single most important message}**

This is the one thing every audience member should take away.

### Supporting Messages

| Message | Proof Point | Use When |
|---------|-------------|----------|
| {Message 1} | {Evidence} | {Context} |
| {Message 2} | {Evidence} | {Context} |
| {Message 3} | {Evidence} | {Context} |

### Message Priorities by Audience

| Audience | Lead With | Support With |
|----------|-----------|--------------|
| {Audience 1} | {Message} | {Messages} |
| {Audience 2} | {Message} | {Messages} |
| {Audience 3} | {Message} | {Messages} |

---

## Proof Points

### Quantitative Proof

| Claim | Proof Point | Source |
|-------|-------------|--------|
| {Claim 1} | {Specific stat/data} | {Source} |
| {Claim 2} | {Specific stat/data} | {Source} |
| {Claim 3} | {Specific stat/data} | {Source} |

### Customer Proof

| Customer | Quote | Result |
|----------|-------|--------|
| {Customer 1} | "{Quote}" | {Outcome} |
| {Customer 2} | "{Quote}" | {Outcome} |

### Third-Party Validation

| Source | Recognition |
|--------|-------------|
| {Analyst/Publication} | {What they said} |
| {Award/Certification} | {Achievement} |

---

## Competitive Differentiation

### Primary Differentiators

| Differentiator | Why It Matters | Proof |
|----------------|----------------|-------|
| {Differentiator 1} | {Customer value} | {Evidence} |
| {Differentiator 2} | {Customer value} | {Evidence} |
| {Differentiator 3} | {Customer value} | {Evidence} |

### Competitive Positioning

| Competitor | Their Position | Our Counter |
|------------|----------------|-------------|
| {Competitor 1} | {How they position} | {Our advantage} |
| {Competitor 2} | {How they position} | {Our advantage} |

### What We Don't Say

| Avoid | Because | Say Instead |
|-------|---------|-------------|
| {Phrase to avoid} | {Reason} | {Alternative} |
| {Phrase to avoid} | {Reason} | {Alternative} |

---

## Taglines & Headlines

### Master Tagline

**"{Tagline}"**

### Headline Options

| Context | Headline |
|---------|----------|
| Homepage hero | {Headline} |
| Product page | {Headline} |
| Email subject | {Headline} |
| Ad headline | {Headline} |
| Press release | {Headline} |

### Supporting Subheadlines

| For | Subheadline |
|-----|-------------|
| {Context 1} | {Subheadline} |
| {Context 2} | {Subheadline} |

---

## Copy Blocks

### Boilerplate (Long)

{Full paragraph describing the product - ~100 words}

### Boilerplate (Medium)

{Medium-length description - ~50 words}

### Boilerplate (Short)

{Brief description - ~25 words}

### One-Liner

{Single sentence description}

### Social Media Bio

{Twitter/LinkedIn length - 160 chars}

---

## Feature Messaging

### Feature 1: {Feature Name}

| Element | Content |
|---------|---------|
| Feature name | {Name} |
| What it is | {Description} |
| Benefit | {Customer value} |
| Headline | {Feature headline} |
| Body copy | {2-3 sentence description} |
| Proof point | {Evidence} |

### Feature 2: {Feature Name}

{Repeat structure}

### Feature 3: {Feature Name}

{Repeat structure}

---

## Use Case Messaging

### Use Case 1: {Use Case Name}

| Element | Content |
|---------|---------|
| Use case | {Name} |
| Challenge | {Problem statement} |
| Solution | {How we solve it} |
| Outcome | {Results achieved} |
| Target persona | {Who cares most} |
| Key message | {Primary message} |

### Use Case 2: {Use Case Name}

{Repeat structure}

---

## Industry-Specific Messaging

### {Industry 1}

| Element | Content |
|---------|---------|
| Industry pain | {Specific challenge} |
| Our relevance | {Why we matter} |
| Key message | {Industry-specific message} |
| Proof | {Industry example/stat} |

### {Industry 2}

{Repeat structure}

---

## Persona-Specific Messaging

### {Persona 1}

| Element | Content |
|---------|---------|
| Role | {Job title} |
| Priorities | {What they care about} |
| Pain points | {Their challenges} |
| Lead message | {What resonates} |
| Proof needed | {What convinces them} |

### {Persona 2}

{Repeat structure}

---

## Channel Adaptations

### Website

| Page | Headline | Key Messages |
|------|----------|--------------|
| Homepage | {Headline} | {Messages} |
| Product page | {Headline} | {Messages} |
| Features page | {Headline} | {Messages} |
| Pricing page | {Headline} | {Messages} |

### Email

| Type | Subject Line | Key Message |
|------|--------------|-------------|
| Awareness | {Subject} | {Message} |
| Nurture | {Subject} | {Message} |
| Promotion | {Subject} | {Message} |

### Social Media

| Platform | Voice | Key Themes |
|----------|-------|------------|
| LinkedIn | {Tone} | {Themes} |
| Twitter | {Tone} | {Themes} |
| Facebook | {Tone} | {Themes} |

### Advertising

| Objective | Headline | Body |
|-----------|----------|------|
| Awareness | {Headline} | {Copy} |
| Consideration | {Headline} | {Copy} |
| Conversion | {Headline} | {Copy} |

---

## Objection Responses

### Common Objections

| Objection | Response |
|-----------|----------|
| "{Objection 1}" | {Response} |
| "{Objection 2}" | {Response} |
| "{Objection 3}" | {Response} |

---

## Keywords & SEO

### Primary Keywords

| Keyword | Search Volume | Priority |
|---------|---------------|----------|
| {Keyword 1} | {Volume} | High |
| {Keyword 2} | {Volume} | High |
| {Keyword 3} | {Volume} | Medium |

### Secondary Keywords

| Keyword | Related To |
|---------|------------|
| {Keyword} | {Primary keyword} |

---

## Terminology Guide

### Preferred Terms

| Use | Instead Of |
|-----|------------|
| {Preferred term} | {Avoided term} |
| {Preferred term} | {Avoided term} |

### Capitalization

| Term | Capitalization |
|------|----------------|
| {Product Name} | {Always/Sometimes capitalized} |
| {Feature name} | {Capitalization rule} |

---

## Approval & Usage

### Approved For

- [ ] Website
- [ ] Sales materials
- [ ] Marketing campaigns
- [ ] PR/Media
- [ ] Partner communications
- [ ] Customer communications

### Review Cycle

- Next review: {Date}
- Review frequency: {Quarterly/Annually}
- Review owner: {Name}

---

## Version History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial messaging |

---

## Approvals

| Role | Name | Status | Date |
|------|------|--------|------|
| Product Marketing | | | |
| Product | | | |
| Brand | | | |
| Executive | | | |

---

*Template version: 1.0 | MMK Framework*