What are some common Messaging mistakes you see Product Marketers make?

Messaging is hard to get right. At its best, messaging is a clear and simple distillation of who you are, what you do, and why it matters. But in my experience, there are...

I love this question. Over the course of my career, I’ve seen inexperienced and experienced product marketers (including me) commit a variety of messaging capital “sins”....

There’s basically one big one and that’s focusing too much on product/benefit and not enough on fitting the narrative into how a customer views their world, their priorit...

Several things come to mind here:Messaging is too generic: you’ve not done a good job of really identifying the audience and understanding what they care about in order ...

Every company wants to be the #1 in their field. I would argue that if your company is undeniably #1 in its market, you don’t often make this proclamation. People already...

Not value-oriented: They focus on features and functionality, not value and benefits They’re not customer-centric: They aren’t putting themselves in the target audience’...

One of the biggest mistakes I see when it comes to messaging in product marketing is trying to write to everybody at once. This comes back to the importance of who you ar...

Not validating it enough and getting sucked into internal debates between stakeholders. Messaging can be very subjective and emotional. When working on messaging for a ne...

It can be hard to keep messaging simple and poignant. It takes time, revs, and validation. There's pressure to get it perfect right off the bat. Or people sit and forget....

I think a lot of product marketers underestimate the importance of understanding why customers use their product at a fundamental level. I've made this mistake in the pas...

They set and forget. People change. Customers change. Needs change. So your messaging will need to change with it. For that reason, it's good to do a high-level analysis ...

Not speaking in the language of the customer. We often alienate our customer with jargon and irrelevant data points or benefits. We don't need to say everything we do in ...

It's not uncommon to see a blurring of capabilities and benefits. With companies that are very product focused and have an(often justified) zeal for their offering's ca...

One of the biggest mistakes I see product marketers make is they forget that their buyer is human. They have appealed to business case, logic, industry research, and dem...

Not leading with empathy – shouting about what your product is/does without putting it in the context of the users’/buyers’ actual problems and stating what business val...

Here are some of the common messaging mistakes I've encountered working with clients and monitoring the positioning strategies of companies in all the major B2B software ...