asb-positioning

Identify the metric the buyer is personally measured on, then reframe the claim as creating more of that metric rather than saving time or money. For example, 'cut ad spend in half' becomes 'double your leads at the same cost per lead.'

Construct the opposite of your claim; if no successful company would rationally choose it, the claim is trivial and undifferentiating. A claim passes when its opposite is a real strategy a competitor pursues, such as call-for-pricing complexity versus transparent pricing.

Declare one of three pricing strategies — More for More, More for Less, or Less for Less — and check every statement against it. Premium-craft language in a high-ROI story or affordability claims in a best-in-class story are mixed signals that confuse buyers.

No. Every specific number, benchmark, rating, or testimonial must be supplied or confirmed by you; anything missing gets a [VERIFY] placeholder and the statement is not publishable until the real fact lands. Invented specifics destroy trust and can be legally actionable.

Do not use it to define the ideal customer or build the needs stack — those are upstream steps this skill consumes. It works on existing copy to rewrite, sharpen, or audit, one message at a time.