AMA: Ethos Head of Product Marketing, Aneri Shah on Messaging
October 26 @ 9:00AM PST
View AMA Answers
Ethos Head of Product Marketing, Aneri Shah on Messaging
Top Questions
Aneri Shah
Ethos Head of Marketing, B2B • October 27
1. Speak like you would speak to a human: We often write messaging that speaks to corporations rather than individuals. Think about how you'd explain what you do to a client on a sales call. Now think about how you'd explain it to your mom, a friend, a child, or a stranger at a party......Read More
744 Views
1 request
Can you share the messaging framework that you use?
Would love frameworks to share.
Aneri Shah
Ethos Head of Marketing, B2B • October 27
Here's my messaging framework! Feel free to make a copy and try it yourself.
815 Views
1 request
Aneri Shah
Ethos Head of Marketing, B2B • October 27
Do it for fun! Try it on products you use but don't work on, ads you see on TV etc. It makes it much lower stakes to get into the mindset of using a messaging framework, and you'll find it's a muscle you can build over time. It's also much easier when you try it on a product you use - you can ask......Read More
751 Views
1 request
Aneri Shah
Ethos Head of Marketing, B2B • October 27
When your product or solution isn't sufficiently differentiated, focus on the other key aspect of your positioning: the audience. Who is your product disproportionately better for? While many products in a given category may be highly similar, is there a user persona for whom your product is bett......Read More
773 Views
1 request
Aneri Shah
Ethos Head of Marketing, B2B • October 27
Your Sales/Customer Success teams are your biggest asset! I'd run the following playbook: 1. Test the messaging internally: Round up all the internal teams that work most closely with customers (Sales, CX, Success, Solutions Engineers, SDRs etc.) Host a working session to get their feedback on y......Read More
412 Views
1 request
Aneri Shah
Ethos Head of Marketing, B2B • October 27
Here's a template for the framework I use! Feel free to make a copy and try it yourself.
753 Views
1 request
Aneri Shah
Ethos Head of Marketing, B2B • October 27
I find that you have to: 1. Understand the audience, their problem, and how they currently solve it 2. Use that to define your product's key benefits and proof points 3. Once you have both the problem and solution well-defined, build your messaging. This is a high-level exercise that tells th......Read More
785 Views
1 request
Aneri Shah
Ethos Head of Marketing, B2B • October 27
Here's a simple 6-step process you can follow: 1. Write the brief: Write the brief for what you want your name to accomplish. This should include a description of what the product is, all your positioning work (audience, problem to be solved, key differentiators, proof points etc.),......Read More
450 Views
1 request
Related Templates
Upcoming AMA's
Show All