Read Time: 3.8 minutes

Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.

Let's get to it...

Supported By: Ahrefs Want to see what LLM chatbots are saying about your product? My friends at Ahrefs let me try their new Brand Radar tool that lets you analyze AI search results for mentions of your product. It's a potential gold mine for competitive and market research. ​→ Watch my quick tutorial for PMMs here​

​

Example #1 - Triple Threat Hero

A great hero should clearly communicate:

• What a product is
• How it works
• What main benefit it delivers

Lynq nails all three. And finishes it off with a strong CTA that even includes pricing (nice touch 👨‍🍳👌).

​→ Check out the JLO of homepage heros​

​

Example #2 - Customer Evidence That Handles Objections

UserEvidence uses targeted testimonials and proof points to proactively address one of their biggest competitive objections: data migration.

It's easy to get lazy on comparison pages and include vague testimonials from happy customers who simply love your product.

But if you know that competitive deals come down to one or two key differentiators or objections — focus on those things.

Find customer evidence that addresses those things directly and have your customers do the competitive work for you.

​→ See how UserEvidence gets laser-focused with testimonials​

​

Example #3 - Contextual Jobs to Be Done

Fellow uses rotating hero images to show it's product in the context of three primary jobs to be done.

• Pre meeting planning and collaboration
• In meeting transcription and note taking
• Post meeting summary and analysis

It's easy to see how their AI Assistant can help streamline all three jobs associated with meetings.

​→ See how Fellow gets the job done​

​

Example #4 - Using Demos To Overcome Skepticism

If a product claims it can conduct interviews for me — you better believe I'm going to be skeptical.

Which is why it's so important for platforms like ListenLabs to provide PROOF.

They highlight various use cases for their product and give you two ways to see it in action.

1. You can see an Example Report, showing you the type of output you can expert from their interviews
2. You can Try It and see what the experience feels like from the interviewee's perspective

This is the type of interactive demo that buyers need, especially for products that attract skepticism.

​→ Go see Listen in action​

​

Example #5 - The No-BS Product Description

In a time when everyone’s launching an AI agent, a simple section that just says what your product is can go a long way.
​
Bland’s “What is Bland?” section is so clear, it could be a hero on its own: “AI phone agents that sound human, speak any language, and work 24/7. Just 9¢ a minute.”
​
If you have a new product in a new category, being simple and clear isn’t basic. It’s a differentiator.

​→ I dare you to call this product description, bland​

​

---

Imagine there’s a person out on the street that everyone went to with questions about products like yours. You’d want to know what he/she was saying, right? What questions are people asking? How often do they recommend you vs a competitor? How do they position your product? How do they talk about your product space as a whole? Well, Ahrefs just launched a tool called Brand Radar that lets you do exactly that. It collects AI mentions of your company, product, and industry, so you can: Track your AI search visibility against competitors Find gaps where you’re not showing up (that you can go fill) Better understand how you product is being positioned by AI The team at Ahref's let me try out their beta and I recorded a short video showing how you can use it as a tool for competitive and market research. ​ ​→ Watch the short tutorial now!​

---

​

Founding PMM Jobs

I've started a simple job board, focused on curating new Founding PMM job opportunities.

Some highlights from this week:

• ​Product Marketing Lead @ Metaplex Foundation​
• ​Product Marketing Lead @ Bestow ​
• ​Sr Product Marketing Manager @ Edge​

​

​Find More Founding PMM Jobs ↗️​

​

---

​

3 More Things

Three articles, posts, or tools you should add to your swipe file.

1. ​The Goal of BOFU Content - Ayomide Joseph explains why BOFU content isn't about selling the product. It's about selling certainty.
   ​
2. ​Great Product Marketing Creates Clarity - Rory Woodbridge shares his POV on how to tell if PMM is doing a "good job."
   ​
3. ​How to Answer “Why Did You Leave Your Job?” - Yi Lin Pei shares practical responses for one of the most dreaded questions in job searching.
   ​

---

​

What did you think of this week's edition?

Hit reply and let me know, or leave a quick testimonial. I'd love to hear from you!

See you next Wednesday!

Jason and Aubrey

​

P.S.

I work with startups and founding PMMs that are trying to build product marketing from zero. If that sounds like you, here are some ways I can help:
​

• ​Get the PMM Jetpack - My premium library of Templates, Playbooks, and Examples for Founding PMMs.
  ​
• ​Join the PMM Accelerator (Waitlist) - a 90-day group coaching program designed to help founding and solo PMMs build a high-impact product marketing function, from scratch.
  ​
• ​Need a fractional Founding PMM? - we offer strategic advising and hands-on execution to a small number of startups looking fractional PMM support.
  ​
• ​Sponsorships - Want to reach the Productive PMM audience with educational content that puts your product in the spotlight? Let's chat!
  ​

​Jason and Aubrey​
​Say hi on LinkedIn!