Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
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Supported By: Ahrefs
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If people use your product to generate some sort of output, you need to SHOW REAL EXAMPLES of that output.
Shopify shows you real examples of stores built on their platform. Webflow shows you real websites. Canva shows you real designs.
We call these showcase pages.
Here’s a great example from UserEvidence. Their “Customer Examples” page shows real examples of customer evidence collected and shared using their platform.
Not only can I see proof that companies like mine use their product, I can actually see specific use cases where they’ve used it to create content. It’s easy to picture those proof points with my logo on them 🤩
Example #2 - Show Your Differentiation in One Simple Image
Here’s a challenge: Try to show your differentiation in a simple diagram or infographic.
Like this example from Ecomflow. They use this visual on their site to help buyers understand the difference between them and traditional fulfillment.
Right away, I can follow along the journey of a product being ready in my factory, to arriving on a customer’s doorstep. The old way takes 60 Days — Ecomflow takes 45% less.
They also keep repeating the fact that traditional fulfillment requires an average of 7 stops, compared to only 1 with them. A simple message that sticks.
They compete against a lot of big players in the project management space, with big budgets and lots of impressive features. But they find time and time again that customers eventually make their way to Basecamp.
This landing page is a creative form of social proof that shows the real journeys customers went through before finding Basecamp — complete with proof points and testimonials that explain why the other platforms were “underwhelming stops” along the way.
For a buyer who has tried multiple different tools, I could see this giving them confidence that this time, it'll be different.
What sticks out most about this homepage is how simple and clear their messaging is.
A clever H1 helps me understand the problem they solve right away → how to respond fast when things break in your product.
But they also make their product capabilities super clear. The description of “The all-in-one AI platform for on-call, incident response, and status pages” combined with three clear hero images, make it easy to grasp the product offering.
Continue down the page and you’ll also see three sections that further explain each of those three capabilities and how they work together.
Example #5 - Imagine The Mess of Multiple Point Solutions
Here’s one clever way to deliver your consolidation value prop.
Odoo combines dozens of software tools into one platform. Two words they keep repeating on their site: simple and affordable.
To get that point across, their hero has this neat toggle that let’s you see exactly how many separate tools you can replace with just one Odoo subscription.
The 10 Point Message Clarity Test - Locking in your positioning is a critical first step, but you also need to communicate it clearly. Clay Ostrom shares 10 points to make your positioning clear.
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See you next Wednesday!
Jason and Aubrey
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