positioning-auditlisted

# Positioning Audit ## The Law ``` COPY WRITTEN WITHOUT A DEFINED POSITION IS DECORATION. "We'll develop the messaging as we go" ships language that describes the product instead of solving the audience's problem — and is heard by nobody because it sounds like every other product. Clear category + specific audience + differentiated claim IS a position. ``` ## When to Use Trigger before: - Writing any marketing copy (homepage, landing pages, ads, email campaigns) - Launching a new product, feature, or market segment - Repositioning an existing product after a significant change - Writing a sales deck or pitch that will represent the product externally ## When NOT to Use - Internal documentation (no audience positioning required) - Support copy (the audience is already a customer — different communication goal) - Copy for features inside the product (UI copy — different from marketing copy) ## The Three Positioning Elements A complete position has all three. Missing any one produces copy that is either too broad to resonate, too narrow to reach anyone, or too generic to be believed. ### 1 — Category What type of product is this, in the audience's language? Category determines how the audience evaluates the product. The wrong category activates the wrong comparison set. "An AI productivity tool" puts the product against every productivity tool. "A prompt management system for LLM teams" activates a much smaller, much more relevant comparison set. **Rules:** - Use the