# /positioning — Positioning & Copy Framework

## Usage
```
/positioning                # Full analysis (default)
/positioning copy-bank      # Regenerate copy variations using existing positioning
/positioning refresh        # Re-analyze after new competitor data
```

## Input
- `$ARGUMENTS` — optional: "copy-bank" or "refresh"

## Process

### Step 1: Load Context
1. Read `data/competitors.json` — all competitor profiles
2. Read `data/business-context.json` — product info, funnels, monetization
3. Read `data/positioning.json` — existing positioning (if any)
4. Determine mode:
   - Empty → full analysis
   - `"copy-bank"` → skip positioning analysis, regenerate copy only
   - `"refresh"` → full re-analysis treating existing positioning as draft

### Step 2: Market Landscape Analysis
**Skip if mode is "copy-bank".**

If no competitor data exists, run lightweight WebSearch queries:
- `"[product category] market landscape [year]"`
- `"[product category] comparison"`

Map all competitors on these axes:
- **Price vs. Features** — who's premium vs. budget?
- **Audience segments** — developers, SMBs, enterprise, specific verticals?
- **Positioning angles** — speed, simplicity, power, price, trust?

Identify:
- Which quadrants are crowded vs. empty?
- Which audience segments are underserved?
- What messaging angles are overused?

### Step 3: Positioning Definition
Define or refine:

1. **Ideal Customer Profile (ICP)**:
   - Primary audience: who benefits most?
   - Secondary audiences: who else uses this?
   - Anti-personas: who is NOT our customer? (important for focus)

2. **Value Proposition**: One clear sentence — what do we do, for whom, and why is it better?

3. **Differentiators**: 3-5 specific things that make us different. Each must be:
   - True (we actually do this)
   - Relevant (customers care about this)
   - Unique (competitors don't do this or do it worse)

4. **Messaging Pillars**: 3-4 themes that all our messaging reinforces. For each:
   - Pillar name (e.g., "Simplicity", "Speed", "Trust")
   - Proof points (specific evidence)
   - Counter-objections (how to respond when challenged)

### Step 4: Generate Copy Bank
Generate copy variations segmented by funnel stage (TOFU/MOFU/BOFU) and audience:

1. **Headlines** (5+ variations):
   - TOFU: awareness/education focused
   - MOFU: consideration/comparison focused
   - BOFU: decision/urgency focused

2. **Subheadlines** (3+ variations): support the headline with specifics

3. **CTAs** (5+ variations):
   - Primary: main action (e.g., "Start Free Trial")
   - Secondary: lower commitment (e.g., "See Demo")
   - Micro: in-content (e.g., "Learn More")

4. **Social Proof** snippets: stats, testimonials, logos, case studies

5. **Objection Handlers**: for each common objection, a concise response
   - "Too expensive" → ...
   - "I already use X" → ...
   - "Is it secure?" → ...

6. **Pain Points**: ranked by intensity and audience segment

### Step 5: Write Output
Write to `data/positioning.json`:
```json
{
  "last_updated": "YYYY-MM-DD",
  "current": {
    "tagline": "...",
    "value_proposition": "...",
    "target_audience": {
      "primary": "...",
      "secondary": ["..."],
      "anti_personas": ["..."]
    },
    "differentiators": ["..."],
    "messaging_pillars": [
      {
        "pillar": "...",
        "proof_points": ["..."],
        "counter_objections": ["..."]
      }
    ]
  },
  "copy_bank": {
    "headlines": [{ "text": "...", "audience": "...", "funnel_stage": "tofu" }],
    "subheadlines": [{ "text": "...", "audience": "...", "funnel_stage": "tofu" }],
    "ctas": [{ "text": "...", "context": "...", "conversion_rate": null }],
    "social_proof": [{ "text": "...", "type": "stat" }],
    "objection_handlers": [{ "objection": "...", "response": "..." }],
    "pain_points": [{ "pain": "...", "audience": "...", "intensity": "high" }]
  }
}
```

### Step 6: Print Summary
Print a positioning canvas:
- Tagline and value proposition
- ICP summary
- Top 3 differentiators
- Messaging pillars overview
- Copy bank stats (N headlines, N CTAs, etc.)
- Recommendation for next step (usually: run `/build-page`)

## Output Files
- `data/positioning.json` — positioning framework and copy bank