Strong messaging gets your product noticed, remembered, and chosen. Weak messaging gets skimmed past.

Positioning and messaging aren’t just for your homepage. They shape your:

• Ads and landing pages
• Sales scripts and decks
• Onboarding emails
• Even your product roadmap

The right message aligns what your product does with what your audience actually cares about. And that alignment is what drives conversions.

Table of contents

1. Template: Build your own messaging matrix
2. Start with the real value, not features
3. Build a clear messaging hierarchy
4. Tailor your message to your ICP
5. How I wrote Taskly’s messaging framework
6. Sidebar: Key takeaways

Template: Build your own messaging matrix

You don’t need to start from a blank page. Use this messaging builder to create a consistent, effective positioning framework for your product.

📎 Download the SaaS Messaging Builder Template (PDF)
Includes: Value prop builder, messaging hierarchy worksheet, CTA copy samples

Start with the real value, not features

Features are what your product does. Value is what your user gets.

For Taskly, instead of saying:

“Custom task workflows with integrations”

We lead with:

“Automate repetitive team tasks — no coding, no setup.”

It’s outcome-driven, not feature-focused.

To find your core value:

• Identify your user’s top frustrations
• Map your solution to the outcome they want
• Cut anything that doesn’t support that

Build a clear messaging hierarchy

Effective messaging is layered. I use this simple 4-tier framework:

1. Core Value Proposition
   • The primary benefit of your product in one line.
   • Example: “Workflows that run themselves — so your team doesn’t have to.”
2. Supporting Messages
   • 2–3 key benefits with short explanations.
   • Example: “Set it up in minutes, not hours.”
3. Proof Points
   • Stats, testimonials, or product differentiators.
   • Example: “Teams save 8 hours per week on average.”
4. Calls to Action (CTA)
   • Drive action with simple, value-driven CTAs.
   • Example: “Try Taskly free for 14 days.”

This hierarchy keeps messaging consistent across channels while adapting to different formats.

Tailor your message to your ICP

If your Ideal Customer Profile (ICP) is too broad, your messaging will sound generic. Instead, write like you’re solving one person’s problem at a time.

For Taskly, our ICP is:

Team leads in fast-paced tech companies who hate wasting time on manual task tracking.

So our message focuses on:

• Speed of setup
• Automation without complexity
• Visibility into team tasks

Always ask: “Would this message stop my ICP from scrolling?”

How I wrote Taskly’s messaging framework

Here’s the real messaging matrix I built for Taskly:

Layer	Example for Taskly
Value Proposition	“Workflows that run themselves — so your team doesn’t have to.”
Key Benefit 1	Automate recurring tasks with zero setup
Key Benefit 2	Keep teams aligned without constant check-ins
Key Benefit 3	Integrates with tools you already use (Slack, Google, Trello)
Proof Point	“Taskly saved us 6+ hours a week on project follow-ups.” – Ops Lead, Beta User
CTA	Start free — no credit card required

Sidebar: Key takeaways

• Strong messaging aligns product capabilities with real user outcomes
• Lead with value, not features
• Use a clear 4-part hierarchy: Value prop, benefits, proof, CTA
• Write with your ICP’s pain points in mind
• Consistency across channels builds brand trust and clarity

Want feedback on your GTM messaging or help bringing it to life? Drop me a message.