AMA: Ethos Head of Product Marketing, Aneri Shah on Messaging

Here's a simple 6-step process you can follow: Write the brief: Write the brief for what you want your name to accomplish. This should include a description of what the p...

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...

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, ...

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...

Here's a template for the framework I use! Feel free to make a copy and try it yourself.

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 b...

Here's my messaging framework! Feel free to make a copy and try it yourself.

I find that you have to: 1. Understand the audience, their problem, and how they currently solve it2. Use that to define your product's key benefits and proof points 3. O...