AMA: The New York Times Executive Director, Head of Product Marketing, Monty Wolper on Messaging
October 24 @ 10:00AM PST
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The New York Times Executive Director, Head of Product Marketing, Monty Wolper on Messaging
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Monty Wolper
The New York Times Executive Director, Head of Product Marketing • October 24
Message testing should take place during strategy development, and again when going to market. You can leverage qualitative methods to gather open ended feedback on messaging directions, and quantitative methods to make statistically significant decisions between your options. I often start with ......Read More
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Monty Wolper
The New York Times Executive Director, Head of Product Marketing • October 24
The simple answer is never, but let’s talk about what this means in practical terms. The cadence at which you revisit your messaging varies case by case. How quickly is your product evolving? How crowded is the space in which you operate? Are competitors closing the gap between their product and ......Read More
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Monty Wolper
The New York Times Executive Director, Head of Product Marketing • October 24
Lead with the why. Your messaging framework should be rooted in the positioning statement, which speaks to the problem you’re trying to solve, who you’re solving it for, how you’re solving it, and why you’re uniquely positioned to do so. Once you’re clear on that, you can summarize it in custome......Read More
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Monty Wolper
The New York Times Executive Director, Head of Product Marketing • October 24
Feedback loops across various sources allow PMMs to learn what works, what doesn’t, and where we need to improve our message so it “hits home.” Continue leveraging the aforementioned qualitative and quantitative methods for message testing as channels for ongoing feedback collection as well. I’d ......Read More
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Monty Wolper
The New York Times Executive Director, Head of Product Marketing • October 24
Positioning and messaging are different, but tightly intertwined. There hasn’t been a time where I’ve done one without the other. Positioning statements are an internal framework used to identify what’s unique about a product. As the name suggests, this informs how a product is positioned and the......Read More
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