Messaging framework builder
Answer a few questions and get a positioning statement, a one line pitch and three messaging pillars with proof, ready to share with the team.
1. Positioning
2. Messaging pillars
Your draft is saved in this browser only.
Positioning statement
For [audience] who [problem], [product] is a [category] that [key benefit]. Unlike [the main alternative], [product] [what makes you different].
One line pitch
[Product] is the [category] for [audience]. It [key benefit].
Messaging pillars
[Pillar 1]
[Proof]
[Pillar 2]
[Proof]
[Pillar 3]
[Proof]
Runs in your browser. Nothing is uploaded and there’s no sign up.
Turning the framework into a landing page? Run it past the landing page review checklist, and see how product marketing teams review pages in Lasso for product marketing.
Questions people ask
What is a messaging framework?
A short document that sets out who a product is for, the problem it solves, how it’s different and the few main reasons to choose it, each backed by proof. Everyone writing about the product works from it, so the website, sales decks and launch posts say the same thing.
What is a positioning statement?
One sentence that says who the product is for, what problem it solves, what kind of product it is, its main benefit and how it differs from the alternative. It’s an internal tool rather than a tagline.
How many messaging pillars should I have?
Three is the usual number. Fewer can feel thin, and more than four is hard for anyone to remember or repeat.
What counts as proof for a messaging pillar?
Anything that makes the claim believable, like a feature that delivers it, a customer story, a review or a number you can stand behind.
Is my framework saved?
Your draft is kept in this browser only. Nothing is sent to us.