What is the biggest mistake product marketers make when revising existing messaging?

The biggest mistake product marketers make when revising existing messaging is being closed-minded. It's easy to resist wanting to change something that you worked on or have strong convictions about. However, look at the data and listen to conversations from sales and CS. Listen to the market. What was created six months ago may have been messaging that resonated with your ICP, but products change, and markets change quickly.

When revising your existing messaging, you and everyone involved need to have an open mind and be willing to change the parts that no longer work or resonate. Even if it is something that "we've always said."

The mistake product marketers make is revising existing positioning and messaging when it's not necessary. You can't claim a position when you change it all the time.

If your position differentiates and expresses a benefit that solves a pressing target problem why change it? The only reason to change a position is if customer problems change and they rarely do.

For example "spreadsheet hell" has been a problem in the budgeting and planning market for more than 30 years, and guess what, it's still the most pressing problem in that market.

To claim a position, you need to stick with it for at least 18 months and ideally much longer. Salesforce stuck with the same "success" position for more than 10 years.