# Value messaging Human Guide

## What This Is For
When to Use Preparing sales/CS enablement for new pricing launches. It gives the agent a clearer input/output frame for value messaging: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Value messaging agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for value messaging.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Value messaging guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- Preparing sales/CS enablement for new pricing launches.
- Crafting website/product copy that explains packaging differences.
- Equipping deal desk with talk tracks for defending price/value.
- **Tier Overview** – summarize who each package is for and core outcomes.
- **Value Pillars** – list 3-4 benefits per tier with quantified proof.
- **Proof Layer** – attach customer stories, metrics, analyst quotes per pillar.
- **Objections & Responses** – map common pricing objections with rebuttals + trade-up logic.
- **Upgrade Path** – outline triggers for upsell/cross-sell conversations.
- Tier one-pager (audience, benefits, proof, CTA).
- Align language with brand/PMM messaging to avoid drift.
- Include TCO comparisons vs status quo/competitors.
- Pair with `packaging-framework` to keep messaging tied to fences.

## Decision Points And Nuance
The original skill emphasizes: When to Use, Framework, Templates, Tips.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- Align language with brand/PMM messaging to avoid drift.

## Copy-And-Paste Prompt
```text
Use the Value messaging human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the gtmagents/gtm-agents skill entry for `value-messaging`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Value Messaging Matrix Skill

## When to Use
- Preparing sales/CS enablement for new pricing launches.
- Crafting website/product copy that explains packaging differences.
- Equipping deal desk with talk tracks for defending price/value.

## Framework
1. **Tier Overview** – summarize who each package is for and core outcomes.
2. **Value Pillars** – list 3-4 benefits per tier with quantified proof.
3. **Proof Layer** – attach customer stories, metrics, analyst quotes per pillar.
4. **Objections & Responses** – map common pricing objections with rebuttals + trade-up logic.
5. **Upgrade Path** – outline triggers for upsell/cross-sell conversations.

## Templates
- Tier one-pager (audience, benefits, proof, CTA).
- Objection-response table.
- Upsell trigger checklist.

## Tips
- Align language with brand/PMM messaging to avoid drift.
- Include TCO comparisons vs status quo/competitors.
- Pair with `packaging-framework` to keep messaging tied to fences.

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