I've extracted the following from your SOSTAC plan:

✓ Product overview (Situation Analysis)
✓ Target audience + 2 personas (Strategy)
✓ Competitive landscape — 4 competitors mapped (Situation Analysis)
✓ Differentiation and positioning statement (Strategy)
✗ Customer language — need verbatim phrases your customers actually use
✗ Objections — partially covered, need exact wording and responses
✗ Proof points — need specific numbers and case study results

I have 4 focused questions to fill these gaps. Ready?

# Product Marketing Context — {Brand Name}

*Last updated: {YYYY-MM-DD}*
*Source: {SOSTAC-extracted | Interview | SOSTAC + Interview}*

---

## 1. Product Overview

**What it is:**
{One-sentence description in customer language — not internal jargon}

**What problem it solves:**
{The core pain, in the customer's words}

**How it solves it:**
{The mechanism — what the product actually does differently}

**Category:**
{How customers would search for this — the words they use, not the words you prefer}

---

## 2. Target Audience

**Primary buyer:**
- Role/title:
- Company size or context (if B2B):
- Industry (if relevant):
- Situation when they start looking:

**Secondary audiences (if any):**
{Other segments worth addressing — keep it to 1-2}

**Who is NOT a good fit:**
{Anti-persona — be specific. This sharpens targeting and reduces wasted effort.}

---

## 3. Personas

### Persona 1: {Name}
- **Role:** {title, context, seniority}
- **Goal:** {what they're trying to achieve}
- **Pain:** {what frustrates them most right now}
- **Trigger:** {what makes them start searching for a solution}
- **Objection:** {what would make them hesitate before buying}
- **Win:** {what gets them to say yes}

### Persona 2: {Name}
{Same structure — add as many as relevant, max 3 for clarity}

---

## 4. Problems and Pain Points

List in priority order — most common or most severe first:

1. **{Problem}** — {1-2 sentences from the customer's perspective, not yours}
2. **{Problem}** — {description}
3. **{Problem}** — {description}

**Emotional stakes:** {What does this problem cost them emotionally, not just functionally? What are they afraid of?}

---

## 5. Competitive Landscape

| Competitor | How they position | Strengths | Weaknesses | Why customers leave |
|---|---|---|---|---|
| {Name} | {positioning} | {strengths} | {weaknesses} | {switch triggers} |
| {Name} | | | | |

**Category perception:** {How does the market currently think about this space? What assumptions do buyers come in with?}

---

## 6. Differentiation

**Primary differentiator:**
{The one thing that is genuinely different — not "better quality" or "great support"}

**Supporting differentiators:**
- {Point 2}
- {Point 3}

**Positioning statement (internal use):**
For {target audience} who {pain point or situation}, {Brand} is the {category} that {key benefit}, unlike {competitor or alternative}, which {contrast}.

**What we are NOT:**
{Be explicit. Clarity about what you don't do sharpens positioning and attracts the right customers.}

---

## 7. Objections

| Objection (verbatim if possible) | Underlying concern | How to address it |
|---|---|---|
| "{Exact wording}" | {what they're really worried about} | {response framework} |
| "{Exact wording}" | {underlying concern} | {response framework} |
| "{Exact wording}" | {underlying concern} | {response framework} |

---

## 8. Switching Dynamics

**What were they doing before?**
{Alternative solutions, workarounds, or competitors they were using — and why they settled for it}

**What triggered the switch?**
{The specific event or slow accumulation that made them go looking}

**What would make them leave us?**
{Honest assessment — the things that would push a current customer to churn}

---

## 9. Customer Language

**This is the highest-value section for copywriting.** Use verbatim language from customers — not polished paraphrasing. Pull from reviews, sales calls, support tickets, Reddit threads, surveys.

**How they describe the problem:**
- "{exact quote or phrase}"
- "{exact quote or phrase}"
- "{exact quote or phrase}"

**How they describe the solution or outcome:**
- "{exact quote or phrase}"
- "{exact quote or phrase}"

**Words and phrases to use (they recognize these):**
{List of terms — jargon, shorthand, industry language}

**Words to avoid (sound like marketing to them):**
{Language that triggers eye-rolls or distrust}

**Where to find more:**
{G2, Capterra, Trustpilot reviews / support tickets / sales call transcripts / Reddit / Twitter mentions}

---

## 10. Brand Voice

**Personality (3 adjectives):**
{e.g., Direct, Warm, Knowledgeable}

**We sound like:**
{1-2 sentences — what would a brand personality description say?}

**We never sound like:**
{What to avoid — corporate, preachy, overly casual, etc.}

**Tone by context:**
- Product copy: {description}
- Educational content: {description}
- Social media: {description}
- Email: {description}

**Example of on-brand writing:**
"{1-2 sentences that capture the voice at its best}"

---

## 11. Proof Points

**Quantitative results:**
- {Metric}: {before → after}, {customer type}, {timeframe}
- {Metric}: {before → after}, {customer type}, {timeframe}

**Customer quotes:**
- "{quote}" — {Name, Title, Company}
- "{quote}" — {Name, Title, Company}

**Social proof signals:**
- Customers: {number, if shareable}
- Reviews: {platform, rating, count}
- Case studies available: {yes/no — topics}
- Notable logos: {if shareable}

---

## 12. Marketing Goals

**Primary goal (next 6-12 months):**
{One sentence — the North Star for this period}

**Key metrics:**
- {Metric}: {current} → {target}
- {Metric}: {current} → {target}

**Stage-appropriate priorities:**
{What matters most given where the brand is — awareness, pipeline, activation, retention?}

---

## Reading Notes for Specialists

- **Section 9 (Customer Language)** — most important for copywriting. Use the verbatim phrases, not cleaned-up versions.
- **Section 7 (Objections)** — address in every CTA, landing page, and email sequence. Don't ignore what you already know.
- **Section 6 (Differentiation)** — the strategic anchor. Every claim should trace back to this.
- **Section 3 (Personas)** — determines which segment to lead with in any given campaign.
- **Last updated date** — if older than 90 days, flag to the user that a refresh may improve results.

Saved to:
./brands/{brand-slug}/product-marketing-context.md

Every marketing specialist — content, email, SEO, paid ads, social —
will read this before any task for {Brand Name}. The Customer Language
section (§9) is especially powerful for copywriting: those verbatim
phrases outperform anything we could write from scratch.

Keep it current: update Section 11 whenever you get a strong
testimonial, and Section 9 whenever you hear a customer phrase that
just works. Fresh context = better output from every specialist.