Work out what your product should be known for, then turn it into words you can use. Describe your product, your best customers, what they would use instead and what evidence you have, and get a positioning document: the competitive alternatives, your unique strengths, the value each one creates, who you are best for (and who you are not for), and the category you should compete in. From that it writes your messaging: a headline and subheadline, three value pillars with proof, a pitch at three lengths, answers to the objections you are likely to hear, and a list of words to use and avoid. It also checks your current copy against the new positioning.