Diana Smith

We think of messaging in three tiers and have different frameworks for each. Product marketing usually collaborates with PR and brand for Level 0 and Level 1, while we ow...

These are all interrelated. Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines. Value Propositio...

We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium upd...

We find it helpful to have a single messaging document that everyone in the company can access. It goes through our mission/vision/description all of the way down to mess...

You nailed why platform products are difficult to message. This is also why I think they are more fun than working on “point solutions.” (Please forgive me for using that...

Messaging that speaks to everyone rarely speaks to anyone well. I’d prioritize your top segment to focus on, make sure your brand messaging resonates with them, and ensur...

I think you can have two flavors of product marketers. The first are very analytical and business-minded. They identify the key top customer problems and benefits for the...

You asked exactly the right question as the best messaging is all three (consistent, creative, and differentiated). Getting there isn’t easy. I try to break it down step ...

I agree that a product marketing-minded person is very helpful in the early days of a startup. PMMs tend to be good generalists because we own messaging and go to market ...

The key thing is to do what you just mentioned -- grab attention. Do something different. Either tell a bolder story, take a different angle, focus on a differentiator, o...