product-marketing-context

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English

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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.

你将帮助用户创建并维护产品营销上下文文档。该文档记录基础定位和沟通话术信息，供其他营销技能调用，避免用户重复说明相关内容。

When to Use

使用场景

Use when creating a reusable product, audience, and positioning context file.
Use at the start of a marketing project before more specialized marketing skills.
Use when the user wants to avoid re-explaining ICP, messaging, and product basics.

The document is stored at

.agents/product-marketing-context.md

用于创建可复用的产品、受众和定位上下文文件时。
在启动营销项目、使用更专业的营销技能之前使用。
当用户希望避免重复解释ICP、沟通话术和产品基础信息时。

该文档存储在

.agents/product-marketing-context.md

。

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-context.md

already exists. Also check

.claude/product-marketing-context.md

for older setups — if found there but not in

.agents/

, offer to move it.

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:

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.
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-context.md

是否已存在。同时检查旧版设置中的

.claude/product-marketing-context.md

——如果在该路径下存在但

.agents/

中没有，主动提出迁移文件。

若已存在：

读取文档并总结已包含的内容
询问用户想要更新哪些章节
仅收集这些章节所需的信息

若不存在，提供两种选择：

从代码库自动生成草稿（推荐）：你将研究代码仓库——包括README、落地页、营销文案、package.json等——并生成上下文文档的V1版本。用户随后进行审核、修正并补充缺失内容。这比从零开始更快。
从零开始创建：通过对话逐一引导用户完成每个章节的信息收集。

大多数用户偏好选项1。提交草稿后，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:

Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs
Draft all sections based on what you find
Present the draft and ask what needs correcting or is missing
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:

Briefly explain what you're capturing
Ask relevant questions
Confirm accuracy
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：

读取代码库内容：README、落地页、营销文案、关于页、元描述、package.json及现有文档
根据收集到的内容起草所有章节
提交草稿并询问用户哪些内容需要修正或补充
反复迭代直到用户满意

若选择从零开始： 通过对话逐一引导用户完成以下每个章节的信息收集，不要一次性抛出所有问题。

针对每个章节：

简要说明需要收集的内容
提出相关问题
确认信息准确性
进入下一章节

尽量收集客户的原话——精准的表述比打磨后的描述更有价值，因为它们反映了客户的真实想法和用语习惯，能让营销文案更有共鸣。

Sections to Capture

需收集的章节

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
核心功能（2-3句话）
产品品类（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（2-3项客户“雇佣”你完成的工作）
具体使用场景或情境

3. Personas (B2B only)

3. 用户画像（仅适用于B2B）

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，为每个角色收集以下信息：

用户、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，以及你能为他们提供的价值

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
现有解决方案的不足
这些问题给他们带来的损失（时间、金钱、机会）
情绪压力（焦虑、担忧、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：相同解决方案，解决相同问题（例如：Calendly vs SavvyCal）
间接竞争对手：不同解决方案，解决相同问题（例如：Calendly vs Superhuman日程安排）
替代竞争对手：不同解决思路（例如：Calendly vs 私人助理）
每个竞争对手在哪些方面无法满足客户需求

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
这种差异带来的好处
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个异议及应对话术
非目标用户群体（不适合你的产品的用户）

8. Switching Dynamics

8. 切换决策因素

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：

Push：促使他们放弃当前解决方案的痛点
Pull：吸引他们选择你的因素
Habit：让他们停留在当前方案的习惯因素
Anxiety：他们对切换方案的担忧

9. Customer Language

9. 客户语言

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)

语气风格（专业、随意、活泼等）
沟通方式（直接、对话式、技术向）
品牌个性（3-5个形容词）

11. Proof Points

11. 佐证素材

Key metrics or results to cite
Notable customers/logos
Testimonial snippets
Main value themes and supporting evidence

可引用的关键指标或成果
知名客户/品牌标识
客户评价片段
核心价值主张及支持证据

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（希望用户完成的行为）
当前相关指标（若已知）

Step 3: Create the Document

步骤3：创建文档

After gathering information, create

.agents/product-marketing-context.md

with this structure:

markdown

undefined

收集完信息后，按照以下结构创建

.agents/product-marketing-context.md

文件：

markdown

undefined

Product Marketing Context

Last updated: [date]

Product Overview

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

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

Persona	Cares about	Challenge	Value we promise

Persona	Cares about	Challenge	Value we promise

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

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

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

Objection	Response

Anti-persona:

Objection	Response

Anti-persona:

Switching Dynamics

Push: Pull: Habit: Anxiety:

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

Tone: Style: Personality:

Proof Points

Metrics: Customers: Testimonials:

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

Metrics: Customers: Testimonials:

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

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-context.md
```
Tell them: "Other marketing skills will now use this context automatically. Run
```
/product-marketing-context
```
anytime to update it."

展示完成的文档
询问用户是否需要调整内容
将文档保存至
```
.agents/product-marketing-context.md
```
告知用户：“其他营销技能现在将自动调用此上下文信息。随时运行
```
/product-marketing-context
```
命令即可更新文档。”

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)

具体明确：询问“促使他们选择你的头号痛点是什么？”而非“他们解决什么问题？”
收集原话：客户的真实用语优于打磨后的描述
索要示例：“能否给我举个例子？”能获得更优质的回答
逐步验证：总结每个章节的内容并确认后再进入下一章节
跳过无关内容：并非所有产品都需要所有章节（例如：B2C产品无需用户画像章节）