Guides
Guides to the product marketing jobs our tools do. Each one sets out the method, works it through on a real public page, and ends at the tool that runs it.
Teardown
Reads one live page eight ways, names the main failure, and rewrites it line by line.
Try it free: TeardownWhat is a messaging teardown?
What a messaging teardown contains, the Eight Reads it runs, and a worked sample on Notion's homepage hero, read 2026-10-13.Last updatedHow to do a messaging teardown
Nine steps to tear down a page's messaging, a worked sample on Slack's homepage, and the mistakes that turn a teardown into a review.Last updatedMessaging teardown template
A copy-ready messaging teardown template with the Eight Reads table and a blocked version, filled in from Figma's homepage, read 2026-10-14.Last updatedWhat is the logo swap test in marketing?
What the logo swap test checks, the steps our teardown method uses to run it, and a sample on Airtable's homepage, read 2026-10-14.Last updatedHow to critique my homepage messaging
The teardown steps that change when the page is yours, a worked sample on Gong's homepage, and the mistakes owners make reading their own copy.Last updatedHow to do a SaaS pricing page teardown
The teardown steps that change on a pricing page, a worked read of Notion's pricing page, and the mistakes to avoid when you review tiers.Last updatedHow to rewrite homepage copy
Rewrite only the lines a diagnosis condemns, as literal copy beside the old line. Worked sample on Stripe's homepage, with a swap test on the rewrite.Last updatedHow to fix cybersecurity website messaging
The three teardown reads that change for a security homepage, with a sample on CrowdStrike's homepage, read 2026-10-14.Last updated
Positioning statement
Takes your product through five positioning steps and writes the statement, with the reasons.
Try it free: Positioning statementWhat is a positioning statement?
The six lines of a positioning statement, the nine steps that produce it, and Figma's homepage read against the definition.Last updatedPositioning statement template
A copy-ready positioning statement template where each line maps to a method step, filled in from Airtable's homepage.Last updatedHow to write a positioning statement
The nine steps to a positioning statement you can defend, a worked sample on Linear's homepage, and the mistakes that leave one hollow.Last updatedWhat are competitive alternatives in positioning?
What counts as a competitive alternative, the five things to write for each one, and Calendly's homepage read for the alternatives it names.Last updatedHow to choose a market category for positioning
Pick your market category last and test it on price, buying process and who signs, with six moves and a worked sample on Miro's homepage.Last updatedPositioning vs messaging: what is the difference?
How positioning and messaging differ, why messaging waits for positioning, and a worked sample on Loom's homepage, read 2026-10-14.Last updatedValue proposition vs positioning statement
How a value proposition fits inside a positioning statement, a side-by-side table, and a worked sample on Stripe's homepage.Last updatedPositioning statement vs tagline: what is the difference?
How a positioning statement and a tagline differ, how a short public line is built from the statement, and Slack's About page as a worked sample.Last updatedHow to write a positioning statement with no customers
Which of the nine positioning steps change before your first customer, where pre-launch evidence comes from, and Dropbox's 2007 beta page as a sample.Last updatedWhen to reposition your product
The four triggers that call for new positioning, how to run it as a revision, and Intercom's homepage read in 2018 and 2026.Last updated
Battlecard
Researches one competitor, or finds the closest one for you, dates every claim, and builds a card a rep can use on a live call.
Try it free: BattlecardWhat is a sales battlecard?
What goes on a sales battlecard, the three inputs it needs first, and Linear's public switch page read against the definition on 2026-10-14.Last updatedHow to build a competitive battlecard
Eleven steps to build a battlecard from a dated competitor profile, a worked read of Notion's Confluence page, and three mistakes to avoid.Last updatedCompetitive battlecard template
A one-page battlecard template with honest weaknesses, traps and a when-to-walk column, filled in from ClickUp's public Asana comparison page.Last updatedBattlecard vs competitor profile
How a competitor profile and a sales battlecard differ, which one feeds the other, and both read from one public Atlassian page.Last updatedHow often should you update sales battlecards?
Our 30-day rule for battlecards, the three triggers that force an early refresh, and a worked read of Asana's ClickUp comparison page.Last updatedBattlecard objection handling
Five steps to put real objections on a battlecard with honest answers and a when-to-walk line, plus a worked read of Webflow's WordPress FAQ.Last updatedHow to sell against an incumbent competitor
The five battlecard steps that change when the rival is already installed, a read of HubSpot's switch-from-Salesforce page, and the mistakes to avoid.Last updatedSales battlecards for founders with no product marketer
The six parts of our battlecard method that change when a founder builds the card alone, with Plausible's GA4 page read for card lines.Last updated
ICP card
Builds one buyer card for one segment: who buys, what makes them look, where they look and who it is not for. Every row is sourced or marked ASSUMPTION.
Try it free: ICP cardMessaging framework
Turns a settled positioning into one core message and three or four pillars with proof under each, then rewrites one piece of your copy.
Try it free: Messaging frameworkGTM plan
Plans one dated launch: the tier, a dated channel sequence with owners, a readiness gate and the one number that decides it.
Try it free: GTM plan