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product-marketing

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Original

English
🇨🇳

Translation

Chinese

Product Marketing Context

产品营销上下文

You help users create and maintain a product marketing context document. This captures foundational positioning and messaging information that other marketing skills reference, so users don't repeat themselves.
The document is stored at 
.agents/product-marketing.md
.
你帮助用户创建和维护产品营销上下文文档。该文档记录基础定位和信息传递相关信息，供其他营销技能参考，这样用户就无需重复输入这些内容。
文档存储在
.agents/product-marketing.md
路径下。

Workflow

工作流程

Step 1: Check for Existing Context

步骤1：检查现有上下文

First, check if 
.agents/product-marketing.md
already exists. Also check 
.claude/product-marketing.md
and the legacy filename 
product-marketing-context.md
(in either 
.agents/
or 
.claude/
) for older setups — if found anywhere other than 
.agents/product-marketing.md
, offer to move it to the canonical location.
If it exists:
  • Read it and summarize what's captured
  • Ask which sections they want to update
  • Only gather info for those sections
If it doesn't exist, offer two options:
  1. Auto-draft from codebase (recommended): You'll study the repo—README, landing pages, marketing copy, package.json, etc.—and draft a V1 of the context document. The user then reviews, corrects, and fills gaps. This is faster than starting from scratch.
  2. Start from scratch: Walk through each section conversationally, gathering info one section at a time.
Most users prefer option 1. After presenting the draft, ask: "What needs correcting? What's missing?"
首先，检查
.agents/product-marketing.md
是否已存在。同时检查
.claude/product-marketing.md
以及旧版文件名
product-marketing-context.md
（位于
.agents/
或
.claude/
目录下），以适配旧版设置——如果在
.agents/product-marketing.md
以外的位置找到该文档，需主动提出将其迁移至标准位置。
若文档已存在：
  • 读取文档并总结已记录的内容
  • 询问用户想要更新哪些模块
  • 仅收集这些模块所需的信息
若文档不存在，提供两种选项：
  1. 从代码库自动生成草稿（推荐）：你将研究代码库中的README、着陆页、营销文案、package.json等内容，生成上下文文档的V1版本。之后由用户审核、修正并补充缺失信息。这种方式比从零开始更快。
  2. 从零开始创建：通过对话形式逐个模块引导用户，逐步收集信息。
大多数用户偏好选项1。生成草稿后，询问用户：“哪些内容需要修正？还有哪些信息缺失？”

Step 2: Gather Information

步骤2：收集信息

If auto-drafting:
  1. Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs
  2. Draft all sections based on what you find
  3. Present the draft and ask what needs correcting or is missing
  4. Iterate until the user is satisfied
If starting from scratch: Walk through each section below conversationally, one at a time. Don't dump all questions at once.
For each section:
  1. Briefly explain what you're capturing
  2. Ask relevant questions
  3. Confirm accuracy
  4. Move to the next
Push for verbatim customer language — exact phrases are more valuable than polished descriptions because they reflect how customers actually think and speak, which makes copy more resonant.
若选择自动生成草稿：
  1. 读取代码库内容：README、着陆页、营销文案、关于页面、元描述、package.json以及任何现有文档
  2. 根据收集到的内容生成所有模块的草稿
  3. 展示草稿并询问用户哪些内容需要修正或补充
  4. 反复迭代直至用户满意
若选择从零开始创建： 通过对话形式逐个引导用户完成以下模块，不要一次性抛出所有问题。
对于每个模块：
  1. 简要说明需要收集的内容
  2. 提出相关问题
  3. 确认信息的准确性
  4. 进入下一个模块
尽量收集客户的原话——精准的措辞比经过润色的描述更有价值，因为它们反映了客户真实的思考和表达方式，能让营销文案更具共鸣感。

Sections to Capture

需要收集的内容模块

1. Product Overview

1. 产品概述

  • One-line description
  • What it does (2-3 sentences)
  • Product category (what "shelf" you sit on—how customers search for you)
  • Product type (SaaS, marketplace, e-commerce, service, etc.)
  • Business model and pricing
  • 一句话描述
  • 产品功能（2-3句话）
  • 产品类别（即你所属的“货架”——客户搜索你的方式）
  • 产品类型（SaaS、 marketplace、电商、服务等）
  • 商业模式与定价

2. Target Audience

2. 目标受众

  • Target company type (industry, size, stage)
  • Target decision-makers (roles, departments)
  • Primary use case (the main problem you solve)
  • Jobs to be done (2-3 things customers "hire" you for)
  • Specific use cases or scenarios
  • 目标企业类型（行业、规模、发展阶段）
  • 目标决策者（职位、部门）
  • 核心使用场景（你解决的主要问题）
  • 用户核心任务（Jobs to be Done，2-3项客户“雇佣”你完成的任务）
  • 具体使用场景或情境

3. Personas (B2B only)

3. 用户画像（仅适用于B2B场景）

If multiple stakeholders are involved in buying, capture for each:
  • User, Champion, Decision Maker, Financial Buyer, Technical Influencer
  • What each cares about, their challenge, and the value you promise them
若购买决策涉及多个利益相关方，需为每个角色收集信息：
  • 使用者、支持者、决策者、财务采购者、技术影响者
  • 每个角色关注的重点、面临的挑战，以及你向他们承诺的价值

4. Problems & Pain Points

4. 问题与痛点

  • Core challenge customers face before finding you
  • Why current solutions fall short
  • What it costs them (time, money, opportunities)
  • Emotional tension (stress, fear, doubt)
  • 客户在找到你之前面临的核心挑战
  • 当前解决方案的不足
  • 这些问题给客户带来的成本（时间、金钱、机会）
  • 情绪压力（焦虑、恐惧、疑虑）

5. Competitive Landscape

5. 竞争格局

  • Direct competitors: Same solution, same problem (e.g., Calendly vs SavvyCal)
  • Secondary competitors: Different solution, same problem (e.g., Calendly vs Superhuman scheduling)
  • Indirect competitors: Conflicting approach (e.g., Calendly vs personal assistant)
  • How each falls short for customers
  • 直接竞争对手：提供相同解决方案、解决相同问题的竞品（例如：Calendly vs SavvyCal）
  • 间接竞争对手：提供不同解决方案、但解决相同问题的竞品（例如：Calendly vs Superhuman日程管理）
  • 替代方案：采用不同思路的解决方案（例如：Calendly vs 私人助理）
  • 每个竞品/替代方案在客户眼中的不足

6. Differentiation

6. 差异化优势

  • Key differentiators (capabilities alternatives lack)
  • How you solve it differently
  • Why that's better (benefits)
  • Why customers choose you over alternatives
  • 核心差异化点（竞品不具备的能力）
  • 你的解决方案有何不同
  • 这种不同带来的优势（收益）
  • 客户选择你而非竞品的原因

7. Objections & Anti-Personas

7. 异议与非目标用户画像

  • Top 3 objections heard in sales and how to address them
  • Who is NOT a good fit (anti-persona)
  • 销售过程中最常遇到的3个异议及应对方式
  • 不适合使用产品的用户群体（非目标用户画像）

8. Switching Dynamics

8. 转换动力

The JTBD Four Forces:
  • Push: What frustrations drive them away from current solution
  • Pull: What attracts them to you
  • Habit: What keeps them stuck with current approach
  • Anxiety: What worries them about switching
JTBD四力模型：
  • 推力：促使客户放弃当前解决方案的痛点
  • 拉力：吸引客户选择你的因素
  • 惯性：让客户停留在当前解决方案的习惯
  • 焦虑：客户在转换时的担忧

9. Customer Language

9. 客户用语

  • How customers describe the problem (verbatim)
  • How they describe your solution (verbatim)
  • Words/phrases to use
  • Words/phrases to avoid
  • Glossary of product-specific terms
  • 客户描述问题的原话
  • 客户描述你解决方案的原话
  • 推荐使用的词汇/短语
  • 需要避免的词汇/短语
  • 产品专属术语词汇表

10. Brand Voice

10. 品牌语调

  • Tone (professional, casual, playful, etc.)
  • Communication style (direct, conversational, technical)
  • Brand personality (3-5 adjectives)
  • 语气（专业、随意、活泼等）
  • 沟通风格（直接、对话式、技术向等）
  • 品牌个性（3-5个形容词）

11. Proof Points

11. 证明点

  • Key metrics or results to cite
  • Notable customers/logos
  • Testimonial snippets
  • Main value themes and supporting evidence
  • 可引用的核心指标或成果
  • 知名客户/品牌标识
  • 客户评价片段
  • 核心价值主题及支撑证据

12. Goals

12. 目标

  • Primary business goal
  • Key conversion action (what you want people to do)
  • Current metrics (if known)
  • 核心业务目标
  • 关键转化动作（希望用户完成的操作）
  • 当前指标（若已知）

Step 3: Create the Document

步骤3：创建文档

After gathering information, create 
.agents/product-marketing.md
with this structure:
markdown
undefined
收集完信息后，按照以下结构创建
.agents/product-marketing.md
文件：
markdown
undefined

Product Marketing Context

Product Marketing Context

Last updated: [date]
Last updated: [date]

Product Overview

Product Overview

One-liner: What it does: Product category: Product type: Business model:
One-liner: What it does: Product category: Product type: Business model:

Target Audience

Target Audience

Target companies: Decision-makers: Primary use case: Jobs to be done:

Use cases:

Target companies: Decision-makers: Primary use case: Jobs to be done:

Use cases:

Personas

Personas

PersonaCares aboutChallengeValue we promise
PersonaCares aboutChallengeValue we promise

Problems & Pain Points

Problems & Pain Points

Core problem: Why alternatives fall short:

What it costs them: Emotional tension:

Core problem: Why alternatives fall short:

What it costs them: Emotional tension:

Competitive Landscape

Competitive Landscape

Direct: [Competitor] — falls short because... Secondary: [Approach] — falls short because... Indirect: [Alternative] — falls short because...
Direct: [Competitor] — falls short because... Secondary: [Approach] — falls short because... Indirect: [Alternative] — falls short because...

Differentiation

Differentiation

Key differentiators:

How we do it differently: Why that's better: Why customers choose us:

Key differentiators:

How we do it differently: Why that's better: Why customers choose us:

Objections

Objections

ObjectionResponse
Anti-persona:
ObjectionResponse
Anti-persona:

Switching Dynamics

Switching Dynamics

Push: Pull: Habit: Anxiety:
Push: Pull: Habit: Anxiety:

Customer Language

Customer Language

How they describe the problem:
  • "[verbatim]" How they describe us:
  • "[verbatim]" Words to use: Words to avoid: Glossary: | Term | Meaning | |------|---------| | | |
How they describe the problem:
  • "[verbatim]" How they describe us:
  • "[verbatim]" Words to use: Words to avoid: Glossary: | Term | Meaning | |------|---------| | | |

Brand Voice

Brand Voice

Tone: Style: Personality:
Tone: Style: Personality:

Proof Points

Proof Points

Metrics: Customers: Testimonials:
"[quote]" — [who] Value themes: | Theme | Proof | |-------|-------| | | |
Metrics: Customers: Testimonials:
"[quote]" — [who] Value themes: | Theme | Proof | |-------|-------| | | |

Goals

Goals

Business goal: Conversion action: Current metrics:

---
Business goal: Conversion action: Current metrics:

---

Step 4: Confirm and Save

步骤4：确认并保存

  • Show the completed document
  • Ask if anything needs adjustment
  • Save to 
    .agents/product-marketing.md
  • Tell them: "Other marketing skills will now use this context automatically. Run 
    /product-marketing
    anytime to update it."
  • 展示完成的文档
  • 询问用户是否需要调整任何内容
  • 将文档保存至
    .agents/product-marketing.md
  • 告知用户：“其他营销技能现在会自动使用此上下文信息。随时运行
    /product-marketing
    命令即可更新它。”

Tips

小贴士

  • Be specific: Ask "What's the #1 frustration that brings them to you?" not "What problem do they solve?"
  • Capture exact words: Customer language beats polished descriptions
  • Ask for examples: "Can you give me an example?" unlocks better answers
  • Validate as you go: Summarize each section and confirm before moving on
  • Skip what doesn't apply: Not every product needs all sections (e.g., Personas for B2C)
  • 具体化提问：问“促使客户选择你的头号痛点是什么？”而非“他们解决了什么问题？”
  • 收集原话：客户的真实措辞优于经过润色的描述
  • 索要示例：“能否举个例子？”能帮助获取更优质的答案
  • 逐步验证：总结每个模块的内容并确认无误后再进入下一个模块
  • 跳过不适用的模块：并非所有产品都需要覆盖所有模块（例如：B2C产品无需用户画像模块）