Messaging Frameworks

Messaging is for the customer. The Messaging Framework is for the internal team.The biggest friction point happens when we confuse the two. External messaging needs to be...

Incredible! Thanks for sharing this well thought out and well structured framework Pranav.

Strong content sales-enablement programs work because they help buyers make decisions faster and with less risk. In my experience, the most effective PMMs anchor enableme...

The gap usually isn’t technical knowledge — it’s proximity. PMMs don’t need to become engineers; they need to get closer to where decisions are actually made.The fastest ...

Ha. Take off your marketing skin and try to channel your inner human. Is this how a normal non-marketing person would say it to their ride share driver or Trader Joe's ba...

I think the jelly fish approach articulated here does a great job of articulating the nuances b/w messaging and positioning: https://www.linkedin.com/pulse/what-does-grea...

I love following Occam's Razor for tips and tricks on storytelling: https://www.kaushik.net/avinash/

There are a lot of great frameworks and templates to help you with messaging. And, while building concise messaging "quickly" takes a bit of skill, skill isn't enough if ...

First, when it comes to verticalization, focus is good. Has your company aligned on the top verticals? Even at the XX-billion dollar companies I've served, we've prioriti...

Interesting way to phrase this, but I like to use those as INPUTS for my messaging. Then I look at what am I trying to create messaging for? A solution/platform, new prod...

There are many ways to structure messaging and positioning docs. Effective frameworks usually contain these key components, which I’ll share with an example from a recent...

The most important part of messaging is actually your positioning. I like to think of it as a sculpture where positioning is the armature -- the most foundational skeleto...

I need to unpack this in therapy but for some not-yet-fully-explored reason, I hate messaging houses and marchitecture like that. Perhaps it feels like it's forcing struc...

Hi - yes - I definitely recommend sharebird's resources. I also love a few books on positioning. First the classic book here is from Al Ries and Jack Trout and it's call...

I think to cover all these areas you need some sort of macro story, that then makes it easier for all these parts of marketing to stay consistent, and connected, but also...

Generally, when messaging for a technical audience, I have two rules of thumb:Simple is best. If something is too complex to make sense to a layperson, it means you're no...

I love the JTBD (Jobs to be Done) framework for improving messaging.The JTBD framework helps define the high-level tasks your users are trying to accomplish using your pr...

A few strategies that I've used to share messaging pillars with my organization include:Creating a hub in our intranet that provides view-only access to personas and high...

A few rapid fire thoughts on writing clear and compelling messaging:Start by writing your messages in simpler plain English and don’t worry too much about how it sounds y...

This is not an easy problem to solve and definitely depends on what tools your company uses. In the past we've used Coda or Notion when those were the tools our entire co...

There are a host of good training options out there. Sharebird is a good place to start and you can google alternatives as well. I mentioned a few books earlier on as w...

Absolutely, when it comes to top-tier messaging frameworks, the Jobs To Be Done (JTBD) framework stands out as a real game-changer. This framework delves deep into compre...

A deep understanding of the product, target audience, job to be done, and the technical solution is essential for our team to be good PMMs. For any product, even those th...

Here's a template for the framework I use! Feel free to make a copy and try it yourself.

Naming and pricing are always the two most controversial decisions! Everyone comes to naming with their own strong preferences, and it can sometimes be an emotionally cha...

In my career as a product marketer, I have been always marketed B2B products, but I can outline a few differences that I think exist between a B2C product launch vs. a B2...

With messaging, simpler is better. Messaging should be crisp and devoid of jargon. There are three resources I use, and the resource would depend on the project, e.g. com...

I would recommend checking out April Dunford's book (she has many interviews / podcasts online as well). She wrote a book called Obviously Awesome.  https://www.amazon.c...

I have relied on the Message House and the Positioning Canvas (from April Dunford's book as well as PMA) for my work in the PMM field. These frameworks are quite well-kno...

It's important that everyone who works at your company understands your value propositions and differentiators. At Salesforce we did a corporate messaging certification o...

I look for the following when created new content/messaging: 1. Purpose: Why am I creating this? (e.g. Was this an ask from Sales? | Did I determine this was a need in t...