Updated September 28, 2026 | 11 min read
Updated September 28, 2026 | 11 min read
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I Audited 3 Competitors' Messaging in 12 Minutes With lemlist's Value Prop Lister Skill (Here's the Output)
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What the Value Prop Lister Claude Skill does
Last quarter, I tried to map a competitor’s messaging by hand. I had 14 browser tabs open, a half-finished spreadsheet, and a Slack thread where two AEs were arguing about whether the competitor still led with their “AI-powered” claim. Three hours in, I had a messy doc nobody trusted.
That’s the problem Value Prop Lister solves. It’s a lemlist Claude Skill that reads a company’s website, pitch decks, or product documents and turns scattered marketing copy into a structured value proposition inventory. In this post, I’ll walk you through exactly how to install it, run a competitor messaging audit, and turn the output into outbound campaign angles you can use this week.
Claude Skills are Markdown files (.md) packed with instructions for a specific task (see Claude’s own skills documentation for the technical details). Load one into a conversation, and Claude follows that playbook instead of guessing at what you want. (How to Use lemlist Claude Skills (.md Files) in Claude | Step-by-Step Guide)
Here’s what the skill actually pulls out of a page of copy, and where it puts it:
What it extracts | Where it goes |
|---|---|
Every stated benefit or claim | Sorted into one of seven categories: outcome, efficiency, quality, cost, experience, risk reduction, differentiation |
The audience behind each claim | Mapped to a buyer persona, whether that’s an SDR, a VP of Sales, or RevOps |
The best format for the claim | Tagged for email, LinkedIn, or cold call use |
So if a competitor’s homepage says “Launch campaigns 10x faster with built-in templates,” the skill returns a row like:
Claim | Category | Persona | Tier | Channel fit |
|---|---|---|---|---|
“Launch campaigns 10x faster with built-in templates” | Efficiency | Sales rep | Tier 1 | Email subject, LinkedIn opener |
You end up with a working document rather than a highlight reel. That distinction matters once you use this for competitive research, because one missed claim can throw off an entire positioning strategy.
How teams usually audit competitor messaging (and where it breaks)
Before jumping to the skill, it’s worth laying out the methods most teams already use for competitor messaging work, because the Claude Skill isn’t the only option, and being honest about the landscape matters.
Manual battlecard building is still the default at most B2B companies. Someone on product marketing pulls up a competitor’s site every quarter, screenshots the key claims, and drops them into a Google Doc or Confluence page. It works when you have one or two competitors, but it doesn’t scale, and it goes stale the moment someone forgets to update it.
Dedicated competitive intel tools like Klue, Crayon, and Kompyte automate parts of this. They track competitor website changes, surface new messaging, and can alert you when a pricing page shifts. If you have budget and a full-time competitive intel function, these are worth evaluating.
Ad hoc Slack/email threads are what actually happens on most sales teams. Someone spots a change, drops a screenshot, a few people comment, and the insight dies within the hour.
The gap in all of these is structure. Even when you catch the change, you rarely end up with a ranked, persona-mapped inventory you can hand to an SDR and say “use this.” That’s the specific problem the Value Prop Lister skill addresses.
Why competitor value propositions go stale without a structured audit
Most teams find out about competitor messaging changes by accident. Someone spots a new landing page, drops a screenshot in Slack, and the conversation dies within the hour.
I saw this firsthand when we were running outbound against a competitor who’d quietly dropped their “SOC 2 compliant” claim after a product pivot. Our reps kept countering that compliance angle for two months. Nobody caught it because nobody was running a repeatable check.
Competitors keep moving in the background. They reposition after funding rounds and quietly adjust pricing and features, and none of it shows up on your radar unless someone happens to notice.
Without a repeatable process, your own messaging drifts quietly from what’s actually happening in the market. You might still be countering a claim a competitor dropped two quarters ago.
A structured audit fixes the timing problem. Run it on a regular cadence, and you’ll catch a new “AI-powered” angle, a dropped compliance claim, or a case study aimed squarely at your ICP while it’s still fresh.
There’s an internal payoff too. When the audit lives in one document, your SDRs and AEs work from the same competitive picture as marketing, instead of relying on memory or an outdated battle card.
How to install Value Prop Lister in Claude
1. Download the skill file from GitHub
Each Claude Skill is a plain .md file, not code you run. Value Prop Lister lives in lemlist’s open-source Claude Skills repository, at l3mpire/claude-skills/value-prop-lister/SKILL.md. Download the file or copy the raw contents directly.
2. Upload to a Claude project or conversation
For a one-off session, drag the file straight into a Claude conversation window. If you’re on Claude Pro or Team, add it to a Claude Project instead, so the skill stays loaded and you won’t re-upload it every time you open a new chat. (How to Use lemlist Claude Skills (.md Files) in Claude | Step-by-Step Guide)
3. Verify the skill is active
Paste in a short piece of company copy, maybe an “About” paragraph or a homepage hero section, and ask Claude to extract the value propositions. If categories, persona mappings, and tier rankings come back, the skill loaded correctly.
If Claude returns a generic summary instead, something didn’t load. Re-upload the file and confirm it shows up in Project Knowledge before trying again.
How to run a competitor messaging audit step by step
1. Collect competitor materials as input
Pick one competitor to start. Gather their homepage copy, product pages, pricing page, and a couple of case studies (a PDF deck or G2 profile works fine too).
Tip: Copy-paste page content into a single document rather than pointing Claude at live URLs. Pasted text reads more reliably, and you’ll skip the formatting issues that come from fetching pages directly.
2. Prompt the Value Prop Lister with competitor context
Paste the materials into your Claude conversation where the skill is loaded, and add a line of context: “This is the website copy for [Competitor], a [category] tool targeting [audience].” That context helps Claude tell real value claims apart from filler marketing language.
3. Review and validate the extracted inventory
You’ll get back a structured inventory with every claim categorized and mapped to a persona, then ranked by tier. Spot-check a few entries against the source material.
Here’s what a single extracted row looks like in practice:
Value prop | Category | Persona | Tier | Channel fit | Evidence |
|---|---|---|---|---|---|
“Reduce no-shows by 35% with automated reminders” | Outcome | Sales leader | Tier 1 | Email body, cold call opener | Case study: Acme Corp |
Some props might feel inferred rather than directly stated. Flag those before building any messaging around them.
4. Run the skill on your own materials for comparison
Apply the same process to your own site and decks. This is where the real value shows up: a side-by-side view of where your messaging overlaps with theirs, where you’re ahead, and where they’re making claims you haven’t addressed at all.
What the structured value proposition inventory looks like
Knowing what to expect from the output makes it easier to use once it lands.
Output section | What it includes |
|---|---|
Primary value proposition | The overarching promise and its target audience |
Value props by category | Each prop sorted into an outcome type, with evidence and persona fit |
Value props by persona | Top props ranked for each buyer role (SDR, VP Sales, RevOps, etc.) |
Value prop hierarchy | Tier 1 (lead with), Tier 2 (supporting), Tier 3 (table stakes) |
Quick reference by channel | Copy-ready lines for email subjects, LinkedIn messages, and openers |
Value props with proof | Each claim matched to its evidence source |
Gaps and recommendations | Unproven claims, underused proof points, missing coverage, messaging conflicts |
The “Gaps and recommendations” section tends to be the most useful part for competitive work. It flags claims a competitor makes without backing evidence, which gives you an opening to counter-position, and it surfaces strong proof points buried in a case study instead of on the homepage.
How to map extracted value props to buyer persona messaging
Once you have the inventory, group the props by the role each one speaks to. Different people care about different outcomes, and leading with the wrong angle makes even strong copy fall flat.
In my experience, the mapping breaks down roughly like this:
- Sales reps tend to respond to workflow speed and reply rate improvements
- Sales leaders care more about pipeline coverage and forecasting accuracy
- RevOps focuses on data quality and integration reliability
- Founders usually prioritize cost per lead and full-funnel visibility
The persona mapping in the output does most of this grouping already. If you’ve used lemlist’s Persona Definer skill, you can cross-reference the Value Prop Lister output against your own documented ICP segments. The Persona Definer generates contact-level targeting criteria, so mapping a competitor’s claims to the exact personas you’re already targeting takes minutes instead of guesswork.
When you draft an outbound sequence, lead with the persona’s top-tier prop, and save the supporting ones for later touches.
How to turn a value prop audit into outbound campaign copy
Match value props to pain points by persona
Cross-reference a competitor’s claims with your own strengths. If their prop reads generic (“save time with automation”), write copy that names the same pain with a real number (“cut campaign launch from 45 minutes to under 2”). The audit tells you exactly which claim to go after.
Build sequences using audit insights
Use the audit to decide which angle opens each sequence. Your first touch can speak to the assumption a prospect probably already holds based on what their current vendor promises, and your follow-ups can introduce differentiators they haven’t seen yet.
If you’re running multichannel campaigns, a tool like lemlist lets you build these sequences across email, LinkedIn, and calls from one workflow, so each channel carries a different angle from the audit instead of repeating the same line three times.
Personalize at scale with enrichment data
A value prop only lands when it connects to something real about the prospect. Enrichment data (LinkedIn activity, company news, tech stack, hiring signals) turns a generic claim into something specific.
lemlist’s enrichment agents pull that context from LinkedIn, company websites, and CRM data automatically as leads enter a campaign. The audit tells you what to say. Enrichment tells you how to make it personal.
Test messaging angles across channels
The same value prop won’t perform the same way on email, LinkedIn, and cold calls. The channel fit tags in the inventory give you a starting hypothesis, and tracking reply rates by angle tells you which one actually deserves the earlier touch.
Where Value Prop Lister fits in the Claude Skills GTM library
Value Prop Lister is one skill inside lemlist’s Claude Skills Hub, a free library of 40+ skills built to turn Claude into a GTM assistant. It works fine on its own, but it connects naturally to a few others in the library.
After extracting a competitor’s value props, the Persona Definer skill can turn those findings into contact-level targeting criteria. Feed that into List Builder to find matching leads across lemlist’s 600M+ contacts database, or run Buying Trigger Analysis to time outreach around funding news, hiring activity, or tool changes that echo the angles your audit surfaced.
You can browse the full collection at lemlist.com/claude-skills.
Over to you: run your first value prop audit
Pick one competitor, paste their homepage and features page into Claude with the skill loaded, and see what comes back. You’ll have a structured, ranked inventory in a few minutes, work that would otherwise eat an afternoon.
Once you’ve spotted the gaps worth testing, the next step is building the campaign around them. lemlist brings lead discovery, enrichment, multichannel sequencing, and deliverability into one place, so what you learn from the audit turns into outreach without extra tools in between.
lemlist is rated 4.6/5 on G2 from 2,000+ reviews.
Start a 14-day free trial, no credit card required, cancel any time. Or book a demo to see how it fits your team’s workflow.
Frequently asked questions about Value Prop Lister
Can I use Value Prop Lister on my own company’s materials instead of a competitor’s?
Yes. Running the skill on your own website and decks produces the same structured inventory. Comparing that output against a competitor’s is usually where messaging gaps and differentiation opportunities show up.
Does the Value Prop Lister skill work with Claude Free or only Claude Pro?
Claude Pro and Team plans let you add skill files to a Project so they stay loaded across conversations. (How to Use lemlist Claude Skills (.md Files) in Claude | Step-by-Step Guide) On the free tier, you can still paste the SKILL.md contents into a conversation, though you’ll paste it again each session.
What file formats can I feed into the skill?
Plain paste (copy-pasted website text) works best and is what I’d recommend starting with. The skill also handles PDF documents, pitch decks, and Google Docs content pasted into the conversation. If you’re working from a G2 profile or a case study PDF, paste the text rather than linking to the page for the most reliable extraction.
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