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How does a Product Marketer become better at crafting effective messaging?

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3 Answers
Messaging Strategy
  1. Catlyn Origitano
    Catlyn Origitano

    Fivetran VP Product & Portfolio Marketing • 4y

    Generally speaking, the way we've gone about it at Fivetran is with a few key gates. First, we have a messaging doc template that we use. It contains things like business pain points, personas, messaging in 10 words, 25 words, glossary of terms, etc. This is usually developed with the lead PM on the group.  We listen to customer calls or do our own to better understand why customers want the thing we are building or bringing to market. If it is a bigger launch, we've vetted our messaging with an ...Read More

    508 Views
  2. Connie Woo
    Connie Woo

    OpenTable Director of Product Marketing • 4y

    Messaging will really differ based on the target audience you are messaging for, so developing empathy for your target customer is key. When I joined OpenTable, I spent a lot of time with account execs and account managers, I shadowed local customer meetings, I subscribed to every industry trade, went to industry events and I even did a "stage shift" at a restaurant nearby. It's so important to understand what your audience's key pain points are, how they speak, what they actually care about (ev ...Read More

    886 Views
  3. Vivek Asija
    Vivek Asija

    WisdomAI Head of Product Marketing • 6y

    Writing, writing, and more writing. Be willing to throw away some copy -- even if you love it -- until you have the write story come to life. This is an organic process. Test it on customers and go on sales calls to see what resonates. Also make sure that you and your peers are reviewing one another's writing. Being an editor also helps improve your writing skills over time.

    1,569 Views

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