SaaS & Product Messaging
The positioning and message framework your website, deck, and in-app copy all build from.
from €2,800 · positioning + message framework
The problem
Who it's for. SaaS companies — often pre-launch or freshly funded — where the product does several things and nobody, inside the company or outside it, can say what it’s for in one sentence.
The pitch deck says one thing. The website says another. The in-app copy and the onboarding docs contradict both. None of this is because your team can't write — it's because there's no shared foundation underneath any of it. Every asset gets written from whatever the writer happened to understand about the product that week.
This service builds that foundation: a one-liner, a value proposition, a feature-to-benefit translation for your core features, and tone rules — the document every other page and asset inherits from, not another individual asset added to the pile.
What's included
- A one-liner: what the product is, in one sentence a stranger understands
- A full value proposition, written out and stress-tested against your actual competitors
- Feature-to-benefit translation for your core features — what each one actually means for the user, not just what it does
- Tone rules: the do/don't language your team and future writers work from
- A single message framework document, ready to hand to designers, writers, and sales
01
Turnaround
10–15 business days
02
Revisions
Revisions with your team until the framework is approved.
Pricing
SaaS & Product Messaging
from €2,800
positioning + message framework
- A one-liner: what the product is, in one sentence a stranger understands
- A full value proposition, written out and stress-tested against your actual competitors
- Feature-to-benefit translation for your core features — what each one actually means for the user, not just what it does
- Tone rules: the do/don't language your team and future writers work from
- A single message framework document, ready to hand to designers, writers, and sales
- Turnaround
10–15 business days Revisions
Revisions with your team until the framework is approved.
All prices are starting prices in EUR, excluding VAT where applicable. Final scope is confirmed before work begins — never mid-project.
How this works
-
01
Discovery
The product, the market, and where your team currently disagrees about what it’s for.
-
02
Positioning draft
The one-liner and value proposition, tested against your real competitors, not a generic template.
-
03
Message framework
Feature-to-benefit translation and tone rules, built out around the positioning.
-
04
Revisions with your team
Positioning decisions affect everyone — this round usually involves more than one stakeholder, by design.
-
05
Delivery
The full message framework document.
What clients say
“Before this, our deck said one thing, our site said another, and our own sales team explained the product three different ways. The message framework gave everyone the same one-liner, and it actually stuck.”
Co-Founder, Pre-Launch Analytics SaaS
Frequently asked questions
What exactly is in the message framework document?
The one-liner, the full value proposition, feature-to-benefit translations for your core features, and tone rules — everything the next writer needs to sound consistent, in one place.
Do you write our actual website copy as part of this, or just the framework?
Just the framework. It's the foundation a Website Copy or Landing Page Copy engagement builds from next — commissioned separately, using the framework as the brief.
Who uses this document day to day — just marketing, or the whole team?
Usually more than marketing. Sales uses the one-liner and value prop in calls; support and onboarding lean on the feature-to-benefit translations; design and product use the tone rules. It's built to be a shared reference, not a marketing-only asset.
Should we commission this before or after our site rebuild?
Before, if your team can't currently agree on the one-liner. Rebuilding a site without a settled foundation usually means rewriting it again in a year. This is the upstream service for a reason.