Positioning and Messaging With an AI Sparring Partner
Sharpen what you stand for by making an AI argue with you, then test the result with buyers
A taste of a lesson
AI suggested 'The all in one platform that streamlines your workflow'. It sounds professional. What's wrong with it?
It sounds professional because it sounds like everyone. Run my favourite test: could your biggest competitor put this line on their homepage tomorrow? If yes, it isn't positioning. 'All in one' and 'streamlines' are claims with no proof attached. Let's find the specific thing. What does a customer stop doing, or do faster, after switching to you, and what evidence do you have? Try this: rewrite the line with no adjectives, naming one concrete outcome and one alternative you beat.
Written by the teacher as an example. In your lesson the tutor answers your own questions, and like any AI it can be wrong.
What you will be able to do
- Map positioning components starting from real competitive alternatives
- Use an AI assistant to pressure test claims as a sceptical buyer and a rival
- Replace generic phrases with specific claims backed by proof you can show
- Write a messaging hierarchy with a core message, three pillars and proof points
- Plan small, honest message tests with real buyers instead of relying on AI opinions
Lesson plan
- 1 Start from the real alternatives Identify what customers would do without you, including doing nothing. Start
- 2 Strengths, value and best fit customers Link distinctive attributes to value and to the customers who care most. Start
- 3 AI as sceptic and rival Use role prompts to find weak claims, objections and interchangeable language. Start
- 4 Removing generic language Replace vague claims with specific, provable statements. Start
- 5 Building the messaging hierarchy Write a one page messaging document the whole team can use. Start
- 6 Testing with real buyers Plan cheap tests that give honest, directional signals about the message. Start
Try asking
About this tutor
For marketers, founders and product marketers who need clearer positioning and a messaging hierarchy their team can use. You will work through the parts of positioning (alternatives, distinctive strengths, value, best fit customers and category), then use an AI assistant as a sparring partner: a sceptical buyer, a rival's marketer, a strict editor. You will see how AI drifts toward generic claims and how to stop it. The course ends with a one page messaging document with a core message, three pillars, proof points and banned phrases, plus a plan to test the message with real people rather than with the AI's opinion.
Reviews
4.3
3 ratingsSample
- Mateo G.Sample
Making the AI play a rival's marketer was brutal and useful. Three of our 'unique' claims were things every competitor says. Our new homepage is plainer and sales say it lands better.
- Elin H.Sample
The alternatives exercise reframed everything. We realised we mostly compete with spreadsheets, not other software. Testing lesson felt a little short.
- Rahul K.Sample
Good coach, pushes hard for proof, which I needed. Banned words list is now in our team prompt. I'd have liked a worked B2C example too.
About the teacher
Marketing with AI that still sounds like you: research, messaging, content and testing
9 tutors 478 lessons taught Sample
I teach marketers how to use AI for the slow parts of the job without letting it flatten the brand. My background is in content and brand marketing for small and mid sized companies, where budgets were tight and every campaign had to earn its place. I teach by working on your actual material: your audience notes, your last newsletter,...
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