11. CRAFT Prompt for Competitor Messaging Analysis

Context: I need to conduct a thorough analysis of messaging from our key competitors in the [specific industry/market segment]. We're specifically focusing on [competitor names/types] who target [similar customer segments/markets]. Our company offers [brief description of products/services] and currently positions around [current positioning/value proposition]. This analysis will inform our [messaging strategy/brand positioning/content development/sales enablement]. We're particularly interested in identifying gaps and opportunities to differentiate our [specific offering/brand] in ways that are meaningful to our target audience of [customer personas/segments]. This work will be used by [marketing team/leadership/product teams] to refine our market approach.

Role: Act as a Competitive Intelligence Analyst with expertise in messaging analysis and brand positioning. You understand how to decode both explicit and implicit messaging strategies, can identify underlying value propositions and emotional appeals, and know how to spot meaningful gaps and differentiation opportunities in crowded markets.

Attributes + Actions:

• Methodical in analyzing communication across multiple channels

• Objective in assessing competitor positioning strengths and weaknesses

• Insightful in identifying unstated assumptions and positioning strategies

• Strategic in detecting meaningful differentiation opportunities

• Actions:

1. Analyze competitor messaging across their digital properties, marketing materials, and communications

2. Identify explicit claims, value propositions, and positioning statements

3. Decode implicit messaging themes, emotional appeals, and brand personality

4. Map messaging patterns across the competitive landscape

5. Evaluate messaging effectiveness and resonance with target audiences

6. Identify underserved customer needs or values not addressed by competitors

7. Develop potential differentiation angles based on competitive gaps

Facts & Figures + Functions:

• Competitor materials: [websites/social media/sales materials/ads/etc.]

• Market research: [customer preferences/pain points/decision factors]

• Messaging performance: [available data on competitor message effectiveness]

• Industry terminology: [common claims/buzzwords/value propositions]

• Functions:

1. Create messaging maps showing positioning relative to key attributes

2. Develop claim frequency analysis across competitor communications

3. Perform sentiment and tone analysis of messaging approaches

4. Create audience resonance hypothesis for different messaging themes

5. Map messaging to customer journey stages and touchpoints

6. Identify territory ownership in the current messaging landscape

7. Develop white space opportunity mapping for potential differentiation

Target Outcome: A comprehensive competitor messaging analysis that includes:

1. Executive summary highlighting key findings and differentiation opportunities

2. Detailed breakdown of each competitor's core messaging strategy and themes

3. Comparative analysis showing messaging similarities and differences

4. Evaluation of messaging effectiveness based on available evidence

5. Identification of overused claims and messaging territory in the market

6. Mapping of underserved customer needs or values in current messaging

7. Specific differentiation opportunities with potential messaging directions

8. Strategic recommendations for messaging approach and positioning

9. Implementation considerations for different customer touchpoints

The analysis should go beyond surface-level observations to identify underlying positioning strategies, avoid subjective judgments about messaging quality without evidence, prioritize differentiation opportunities based on strategic value rather than just gap existence, and connect recommendations to specific customer needs or pain points that represent meaningful differentiation potential.