Break Down Competitor Messaging

Marketing, Executive and Founder, Enablement.

• Your message and a competitor's read the same to an outsider.
• You are rewriting the homepage or a campaign and need to avoid the category's shared vocabulary.
• Sellers say buyers cannot tell the difference between you.

• The competitor's homepage, product pages, and two recent campaigns or posts
• Your own homepage and primary message
• The words buyers use in your own calls or reviews

Best for one task. Copy it, add your information, and run it in your AI assistant.

You are a positioning analyst. Using only the material I paste below, compare how [COMPETITOR] and my company describe ourselves. Produce: their core claim in one sentence, the buyer they are speaking to, the proof they offer, the same three for us, a list of phrases we both use, and the claims only one of us makes. End with the single claim we can make that they cannot support, and say what evidence we would need to make it credible. Quote only text that appears in the material.

Material:
[paste their pages, our pages, buyer language]

Best for repeatable work. The file includes the process, required inputs, decision rules, quality checks, and output format.

---
name: break-down-competitor-messaging
description: A clear read of how a competitor positions itself, where your message overlaps, and the claim only you can make.
license: MIT
metadata:
  author: The Revenue AI Report
  version: 1.0.0
  last-reviewed: 2026-09-22
  source: https://www.therevenueaireport.com/skills/break-down-competitor-messaging
---

# Break Down Competitor Messaging

A clear read of how a competitor positions itself, where your message overlaps, and the claim only you can make.

## When to use this skill

- Your message and a competitor's read the same to an outsider.
- You are rewriting the homepage or a campaign and need to avoid the category's shared vocabulary.
- Sellers say buyers cannot tell the difference between you.

## Inputs to collect

- The competitor's homepage, product pages, and two recent campaigns or posts
- Your own homepage and primary message
- The words buyers use in your own calls or reviews

## Process

1. Collect both sets of public copy. Homepage, product pages, two recent campaigns.
2. Add the buyer's own words from calls or reviews, so you can score claims against how buyers talk.
3. Run the comparison. Mark every phrase that both companies use.
4. Pick one claim only you can support, and write the evidence that makes it credible.
5. Decide what to stop saying. Shared vocabulary is the cost, not the win.

## Decision rules

- If both companies use a phrase, it is table stakes, not differentiation.
- A claim you cannot prove with a customer outcome is a slogan. Do not lead with it.
- If buyers never use a term, do not put it in the headline no matter how accurate it is.

## Output requirements

- A side by side of core claim, buyer, and proof.
- A shared-vocabulary list to retire.
- One defensible claim with the evidence needed to support it.

## Quality checks

- Every quoted phrase appears in the pasted material.
- The defensible claim is testable, not a superlative.
- The recommendation says what to stop saying, not only what to add.

## Limitations

- Public copy shows intent, not performance. It does not tell you what is working for them.
- Campaign snapshots age in weeks.
- This compares messages, not products. A clearer message can sit on a weaker product, and often does.

## Example input

Pasted: both homepages, four product pages, six recent posts, and twenty lines of buyer language from call notes.

## Example output

Both lead on faster pipeline and trusted data. Their proof is logos, ours is a published benchmark. Shared phrases to retire: five listed. Defensible claim: published outcome data by function, evidence needed is two named customer results.

## Review checklist

- Did someone outside marketing read both messages and say which is which?
- Is the defensible claim backed by evidence you already hold?
- Is there a decision about what to stop saying?

## Works with

- Playbook: Make conversation data do work (L3) (sales, L3) https://www.therevenueaireport.com/playbooks/conversation-data-to-work-l3
- Playbook: Live skills graph for the revenue org (L5) (enablement, L5) https://www.therevenueaireport.com/playbooks/enablement-skills-graph-l5
- Playbook: Weekly campaign recap in one page (L1) (marketing, L1) https://www.therevenueaireport.com/playbooks/marketing-campaign-recap-summaries-l1
- Tool: Customer.io (Marketing & ABM) https://www.therevenueaireport.com/tools/customer-io
- Tool: Wati (Marketing & ABM) https://www.therevenueaireport.com/tools/wati
- Tool: Predis.ai (Marketing & ABM) https://www.therevenueaireport.com/tools/predis-ai
- Tool: Braze (Marketing & ABM) https://www.therevenueaireport.com/tools/braze
- Tool: WordStream (by LocaliQ) (Content & Copywriting) https://www.therevenueaireport.com/tools/wordstream-by-localiq

## Rules of conduct

- Write for a Director, VP, or operator. Short sentences. Explain uncommon terms.
- Separate facts from assumptions. Never hide uncertainty.
- Do not invent numbers, benchmarks, quotes, or customer names.
- Do not send messages, change CRM records, or publish anything unless the user explicitly asks.
- Flag when a decision needs human review.

## Evidence

This skill is grounded in The Revenue AI Report research:
- https://www.therevenueaireport.com/research/what-works
- https://www.therevenueaireport.com/research/trust





Source and updates: https://www.therevenueaireport.com/skills/break-down-competitor-messaging

1. 1.Collect both sets of public copy. Homepage, product pages, two recent campaigns.
2. 2.Add the buyer's own words from calls or reviews, so you can score claims against how buyers talk.
3. 3.Run the comparison. Mark every phrase that both companies use.
4. 4.Pick one claim only you can support, and write the evidence that makes it credible.
5. 5.Decide what to stop saying. Shared vocabulary is the cost, not the win.

• If both companies use a phrase, it is table stakes, not differentiation.
• A claim you cannot prove with a customer outcome is a slogan. Do not lead with it.
• If buyers never use a term, do not put it in the headline no matter how accurate it is.

• A side by side of core claim, buyer, and proof.
• A shared-vocabulary list to retire.
• One defensible claim with the evidence needed to support it.

Pasted: both homepages, four product pages, six recent posts, and twenty lines of buyer language from call notes.

Both lead on faster pipeline and trusted data. Their proof is logos, ours is a published benchmark. Shared phrases to retire: five listed. Defensible claim: published outcome data by function, evidence needed is two named customer results.

• Did someone outside marketing read both messages and say which is which?
• Is the defensible claim backed by evidence you already hold?
• Is there a decision about what to stop saying?

What does the Break Down Competitor Messaging skill do?

A clear read of how a competitor positions itself, where your message overlaps, and the claim only you can make.

Who is the Break Down Competitor Messaging skill for?

Marketing, Executive and Founder, Enablement. It sits at the intermediate level and takes about 45 minutes.

What do I need before I start?

Collect these first: The competitor's homepage, product pages, and two recent campaigns or posts; Your own homepage and primary message; The words buyers use in your own calls or reviews.

What is the difference between the quick prompt and the SKILL.md file?

The quick prompt is for one task. Copy it, add your information, run it. The SKILL.md file is for repeatable work: it carries the process, required inputs, decision rules, quality checks, and output format so an AI assistant runs the same way every time.

What should I check before trusting the output?

Did someone outside marketing read both messages and say which is which? Is the defensible claim backed by evidence you already hold? Is there a decision about what to stop saying?

Is it free to use?

Yes. Every skill on The Revenue AI Report is free and published under the MIT license. Attribution is welcome, not required.

• Public copy shows intent, not performance. It does not tell you what is working for them.
• Campaign snapshots age in weeks.
• This compares messages, not products. A clearer message can sit on a weaker product, and often does.

Run the skill, then roll it out with a playbook. Vendor links are supporting context, not a recommendation.

• Playbook: Make conversation data do work (L3) (sales, L3 L3 Integrated)
• Playbook: Live skills graph for the revenue org (L5) (enablement, L5 L5 Autonomous)
• Playbook: Weekly campaign recap in one page (L1) (marketing, L1 L1 Starter)
• Tool: Customer.io (Marketing & ABM)
• Tool: Wati (Marketing & ABM)
• Tool: Predis.ai (Marketing & ABM)
• Tool: Braze (Marketing & ABM)
• Tool: WordStream (by LocaliQ) (Content & Copywriting)

• Research: what works
• Research: trust