All related (63)
April Rassa
Vice President of Product Marketing at HackerOne

Messaging is the ability to communicate pains and solutions for a specific persona using the written word. PMM writing is unique because it’s all about distilling a message down to it’s essence and packaging words in a way that will be accepted by a specific group of people. A PMM should write with very little fat.

Practice writing. Test your messages with your sales team, SDRs, A/B test marketing campaigns. Listen to how your sales team pitches. Listen to how your customers talk. 

Jenna Crane
Senior Director of Product Marketing at Klaviyo | Formerly Drift, Dropbox, Upwork

Practice, practice, practice! Get as many reps in as you can, and have a marketer you admire give you very candid feedback. Bonus points if you can do a working session with someone who’s skilled in messaging — build a messaging framework together, live, so you can get a front-row seat to watch how they think and how they approach it in a real-life situation.

Kristen Ribero
Senior Director of Corporate Marketing at Handshake
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit to understand the current state of data and insights as it pertains to your product/market/etc. Find out: * What research is complete and available? This could be something like a survey to your database that was run in the past, research you paid for, data and analysis from things like a T...more
Eric Chang
Director, Product Marketing at 1Password
I'd recommend making sure to spend enough time on the planning and information gathering phase that is necessary prior to creating messaging. The most common issue I've seen with messaging is PMMs jumping straight into creating a framework before they truly take the time to understand their target audience's pain points, and how the product solves those pain points. As a result, the messaging turns into that individual's view of why they think the product is great. In an ideal world you would be able to find lots of customer research/insights, create a persona, a clear set of problems, esta...more
Frances Liu
Head of Marketing at Instawork

As others have mentioned, practice. It's hard to find the extra time, so here are some ideas:

  • Try different frameworks to refresh on basics
  • Find reasons to tag-team a refresh. I've used it as part of onboarding new marketing folks
  • Compare with PMMs at other companies. I'm grateful to have coworkers and friends to talk shop (plus kudos to Sharebird!)
  • Read fiction. Sounds corny, but it non-work related way to tap that empathy muscle
Sarah Lambert
SVP, Marketing at Buckzy Payments

There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my elevator pitch, value prop statements and long descriptions from those foundational components. I also use the rule of 3 for my differentiators and proof points. If you find yourself with a laundry list of differentiators or proof points, start looking for similiarities among those components to create larger "buckets" so that your audience has an easier time remembering your message.

Valerie Angelkos
Product Marketing Lead at Plaid | Formerly Google

Messaging for me is both an art and a science. I've seen very good narrative building frameworks and courses around that can you help you nail basic concepts (e.g how to structure a well written value prop) but it needs constant practice and iteration.

As an immigrant whose first language is not English, I have also found general writing courses and workshops very helpful.

Julia Szatar
Director of Product Marketing & Lifecycle Marketing at Loom
This is mostly just practice, start writing, and keep writing. However, some specific things you could do include: * Actively consume other marketing content. For example subscribe to your favorite brand's emails, competitor emais. Read the content and think about why it is effective/not effective.  * Before you start writing anything work with product to really understand why you are building a product or feature. Understand the audience and the problem you are trying to solve. * Get involved in user research. This is the most powerful shortcut to good messaging. Sometim...more
Diana Smith
Director of Brand and Product Marketing, Twilio.org at Twilio

These are all interrelated.

Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines.
Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput
Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions.

Hope that helps!

Robert McGrath
Vice President Global Marketing at CalypsoAI
Research, and come with a growth mindset! Look and listen to what competitors in your market are doing. How does their messaging make you feel, how does it relate to your own organisation's. Why do customer go with them versus you?  Also, and something that often goes overlooked; we're all consumers. So, what brand do you admire, what messaging makes you stop and think about the product/solution/service. Messaging can only resonate when you have the right alignment of the customer, knowing their challenge/need and the best product/solution/service to solve for that. Answering these is...more
Sarah Lambert
SVP, Marketing at Buckzy Payments
I would suggest practicing by creating your own messaging frameworks for some of your favorite products or companies be they B2C or B2B. This should help you to start to think through the different proof points and differentiators because you’ll already be aware of the competitive landscape and how they’re message.  Another approach is to try to reverse engineer the messaging for a company you’re already following. Take their current messaging and put it into your messaging framework to see 1) if you think it works well and 2) if they’re missing any key components. This can always be used...more
Derek Frome
Vice President Marketing at Ouster.io
Painted door tests are your friend here (google it). You could create two or three landing pages with different message variants, each of which leads to a "request access" form. Depending on what your campaign is for, your message testing could be as simple as running it by product managers or account managers. Or you could grab a few web visitors through a Qualaroo survey and interview them. You could grab people and buy them a coffee at a conference. Basically, there's no big trick to this - you just have to do it. If you're getting feedback on your messaging from your target audience or ...more
Alexandra Gutow
Director, Product Marketing at Snowflake
2 pieces of advice here: 1) Take a look at the messaging from other companies (even outside of your market or industry). Who is really nailing it and what do you like about it? And who are the players that you still can't figure out what they do? See if you can start to incorporate some of the aspects you like into your message, or prune out some of what you didn't like. One thing I love doing here is seeing if there are ways to be more colloquial in your messaging. Especially if you work in B2B, see if you can incorporate some of the fun, down to earth messaging that B2C tends to do more ...more
Priya Gill
Vice President, Product Marketing at Momentive
As counterintuitive as this may sound, simple messaging isn’t always the way to go. It really comes down to your target buyer(s) and the set of messages that resonate with them, which may need to be simple for a line of business buyer like Marketing or HR or more complex/technical for an IT/Developer buyer. But it always comes back to understanding your target audience and their pain points, and ensuring you're tailoring your messaging for them. Also, depending on the channel/medium where your messaging is shared, it may necessitate varying altitudes. For example, Social Media is a clear c...more
Matt Hodges
Head of Product Marketing Craft at Atlassian

I'm out of time, but real quick, Patagonia and Apple are favorites of mine. They both have brands that stand for something, and they continually demonstrate their commitment to their vision in their actions. On top of that, they both have high-quality products.

 

I  believe that product and marketing are two sides of the same coin–you can't be a successful, sustainable business without one or the other.