Find the real positioning angle before you write a single word of copy
Figure out who you're actually for and what they're actually choosing you over, before the headline.
- Use it for
- Anyone about to write marketing copy for a product without a settled positioning.
Writing copy before positioning is settled produces copy that describes features and hopes the reader assembles the pitch themselves — "fast, secure, easy to use" — which is true of almost every product in every category and persuades nobody, because it never says who this is specifically for or what it's actually being chosen over. Good copy is downstream of a real positioning decision: a specific audience, a specific alternative they're currently using, and a specific reason this is better for that audience against that alternative. Skip that decision and no amount of clever headline-writing fixes it.
This prompt forces the positioning decision first, as a real claim you could be wrong about, before any copy gets written.
When not to use this
If positioning is already settled and documented, skip straight to writing — running this again just re-litigates a decided question. This is for when you're staring at a blank page because the underlying strategic question was never actually answered.
Did this work?
You can state, in one sentence, who this is for and what it's the better choice than — not a feature list, an actual competitive claim.
Tested on claude-opus-5. Evidence status is draft; it moves to battle-tested only on recorded runs, never by hand.