How do you structure internal messaging documents for different solutions but still tie back to core platform positioning?

Core platform messaging is an input to solution messaging; it may not be in the headline, but it’s definitely in the sub-bullets.  Solution messaging focuses on personas and how they use your product to help them do something better, smarter, faster, cheaper, etc.   I start by writing positioning statements that tell a story about a persona attempting to complete a job but encountering a common problem that we can solve. See the framework and completed example below. 

1. When: [Persona]

2. Are:  [Job to be Done}

3. But: [Problem]

4. [Your product name]:  [Capabilitiy Statement]

5. So: [Positive outcome your product creates, in the persona’s language]*

1. When: Sales Managers 

2. Are: coaching sales reps to help them reach quota

3. But: every rep does things their own way

4. Outreach: helps them design, measure, and improve seller workflows

5. So: every rep sells like their best rep. 

Pro-Tip!  Your positive outcome should be both aspirational and specific. This is crucial for making believable claims. Buyers are bombarded with solutions that make broad claims like 'Drive More Revenue' on a daily basis. Such claims lack differentiation and fail to convince the buyer.  Buyers know marketing copy when they see it, so it’s acceptable for a claim to be aspirational if you are confident that you can demonstrate to your buyer that your product delivers a version of the outcome.  Once buyers see a feasible path to value, they can independently understand how your product can positively impact revenue.