What are your top 3 insights in creative value prop for developers' focused products?

I wish I was able to ask this person to expound a little more on this one! I'm not entirely sure what's being asked but my top tips for developer-focused messaging during launches are:

1. All PMMs love to elevate the why over the how, but in developer marketing your why is worthless if it's not focused on why the INDIVIDUAL should care. They want their business to succeed, but not at the expense of a bad workflow for them. Let's use ourselves as examples. If a competitive intel tool launched a new feature for PMMs, your first question isn't, "how will this improve my businesses' bottom line?" it's usually, "Will it be EASY for me to ensure the sales team gets value out of this feature? Because if they're not happy I'm not happy... but I only have so many hours in the day." 

You may have to answer the first question eventually, (if you have to ask finance for more money), but you already vaguely know the business problem you want to solve, otherwise you wouldn't be engaged with this solution to begin with. Save the macro why's for the budget-holders. Your micro-whys are your moment to explain to a developer why THEY should care, and why your solution is unique.

2. In the same vein, appealing to a feeling is more likely to be successful than trying to wax about a larger problem with hyperbolic words. Instead of, "Ensure your sales team has seamless access to information when they need it—saving you time and effort." try, "Want to build a relationship with sales but tired of that only looking like the same Slack ping for new competitive intel? Keep your time and their trust by letting them self-serve answers through out solution." The latter prompts you to actually remember that time your sales team did that to you, and how you felt. That's what prompts action.

3. Write to one person. There are MANY developers. Trying to list all of the cool things about your launch will never be as effective as keeping one persona in mind, and creating messaging for that segment. Create multiple messages to different audiences if needed, but don't dilute your moment to capture their attention by trying to cram it all in one post.

I'll answer how I get to creative value props for developer-focused products, I hope that helps!

1. Be unfailingly curious about who your persona is—developers are incredibly diverse, so you need to dig into the nuance of your target's unique motivators, goals, beliefs... Capture this detail and use it to inspire the core message.
2. Take inventory of the messaging in your space. Understand what it's like to be your target persona in a sea of messaging that they encounter each day. If your core value prop blends in with the background, keep re-working.
3. Ask yourself why your persona will care about a given value prop. Then ask why again. While things like "faster" or "more performant" matter, they aren't the root motivation. What does your developer want to achieve both for their company and customers as well for themselves.

1. Be literal instead of aspirational

2. Speak to their pain points and really understand what those pain points are

3. Say more with less - white-papers and really long form blogs that are not helpful will not work. Leverage the community aspect as much as possible here and use code snippets, real life get your hands dirty demos

This is a great question! While I don't have 3 perfect insights up my sleeve, I'd love to share my take. Marketing to developers has been tricky for me, usually because the developer sits just outside of our core product offering. In my case, I've spent lots of time understanding various marketing and sales personas. Not so much developers. With whatever you're marketing, it's important to spend a good amount of time deeply embedded in the world of your customer, understanding their pain points and challenges so that you can craft that perfect message that is going to resonate and relate to where they're at. If you're not as close to the developer persona as you'd like to be, spend some time getting there. Scheduling 1:1 conversations to go deep on your product offering with your internal engineering team will give you enough context to start to form your own ideas for what might resonate. From there, I recommend talking to existing customers and/or prospects. You'll start to get a really great understanding of how they work, what they love about certain parts of their process, and where they could afford to do better (aka how your solution can help!) If you're at a company where the developer isn't your primary persona, but is an important one to market to -- I would try to get to a place where you can have a dedicated PMM supporting the developer persona and the positioning of your developer products. In my opinion, it is a pretty unique persona and it's tough to be able to go deep enough to truly understand the developer if you're balancing other less-technical personas as well. 

Yes, i wrote an article about building an end to end developer playbook. This should help https://www.developermarketing.io/reaching-out-to-developers-with-abhishek-ratna/

You can read it for in depth insights. Here are some top level takeaways

First, we need to understand the traits that all developer personas share. Here are some:

• Trusting hands-on experience over claims,
• Learning constantly to grow skills,
• Problem- and use case-driven,
• Wish to stay current with the latest technologies, and
• Heavily influenced by peers.

Tone considerations

You should also take into account the tone you use when engaging with developers or trying to attract them to your website (or product). For example:

• Ensure the tone is clear and straightforward, with no fluff.
• It should be accurate and backed with metrics and facts.
• The tone you choose needs to reflect the fact that engineers love details.
• Also, make sure you include models and diagrams.