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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: UserEvidence Remove this one HUGE launch headache 😣 Are you scrambling to find testimonials and proof points for your next launch? UserEvidence just broke down how having a smart approach to customer evidence can completely change your launches (and make you a better PMM.) You can read it now, no gates. ​→ Put an end to last-minute scrambling​

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Example #1 - Calling BS on Competitors

Lorikeet’s competitive section doesn’t just differentiate. It calls BS on the whole category.

They strike through real claims from Zendesk, Intercom, and Decagon, then respond directly to show exactly how they’re different.

And the kicker? There's a recorded snippet at the end of the section that feels like a real customer conversation.
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It calls out the market’s “smoke and mirrors” and reinforces Lorikeet’s focus on trust and transparency.

​→ Watch Lorikeet call BS on the competition​

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Example #2 - People Hate Missing Out

What if you’ve been ignoring the highest ROI channel? That’s the question this newsletter ad plants in your head, before listing a single feature.

It leads with a bold claim: sponsoring newsletters is the best ROI in marketing. Then hands you an easy way to test it - pay $500, get $2,000 in ad credits.

A good reminder that great marketing doesn’t always start with what your product does. Sometimes the real hook is what your buyer might be missing.

​→ Check out Subletter's bold claim​

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Example #3 - Multi-Audience Value Made Crystal Clear

It's tricky to explain the benefit of anything in a few words — let alone outsourced embedded finance.

Here's why Unit’s hero does a great job:
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It starts with who the product is ultimately for: your customers. Then, it flips to explain the value for businesses offering these products: more love, double the revenue, zero build.

A great lesson in explaining value to two audiences, without saying too much.

​→ Fall in love with embedded finance​

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Example #4 - Not Your Average Case Study

This is not your average case study.

Owner skips the fluff and gets to what matters, fast:

• $300K in online sales
• $60K saved on fees
• hundreds of SEO-driven orders

It feels more like a before-and-after snapshot than a traditional case study.

What really stands out though? The video.

It’s high-quality, narrative-driven, and could be the gold standard for any business investing in customer storytelling.

​→ Warning, this will make you want pizza (or want to open a pizza shop)​

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Example #5 – Putting the Price in Your Hero

Fletch made a bold move by putting everything a buyer needs to know (including pricing) right in the hero.
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No endless scrolling. No guesswork. Just clear answers to what matters.
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It’s the kind of clarity most agencies avoid. If your product is simple and easy to understand, this may be the route for you.
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Rob and Anthony are clear on the fact that this is an experiment for them, but if it works, it could change how we think about homepage heros.

​→ Check out Fletch's pricing (I mean, homepage hero)​

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It’s launch day, and the receipts are due! 😰 Cue the frantic Slack messages and emails. Cue the launch date changes. Cue maybe finding a dusty quote from 2021 that kind of applies if you squint hard enough. Every launch is stronger with testimonials, proof points, and success stories. Yet 90% of marketers and sellers admit they’re not providing the customer evidence buyers really want. But my friends at UserEvidence are changing that. Alex Eaton, their Director of Product Marketing (and Founding PMM) just published a guide on how customer evidence changed his approach to product launches (and made him a better PMM) He shares: How customer evidence changed his approach to launches Examples of game-changing evidence from recent launches Real face-palm moments and how he's making life easier How UserEvidence has made scaling these efforts a million times easier ​ ​→ Click here to start reading​

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Founding PMM Jobs

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

Some highlights from this week:

• ​Senior Product Marketing Manager @ Consensus ​
• ​Product Marketing Manager @ CellarTracker​
• ​Senior Product Marketing Manager @ Thyme Care​

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​Find More Founding PMM Jobs ↗️​

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3 More Things

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

1. ​Using Threes to Drive Clarity - Enzo Avigo shares his "rule of three" framework for helping customers focus on what matters most.
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2. ​How to Earn Trust With a Weekly Email - Josh Fryszer shares a weekly update framework he uses to build trust with leadership.
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3. ​Do Less, But Make It Matter - Chris Piper shares a contrarian truth: great marketing isn’t about doing more. It’s about focusing on customer and frictionless paths to “yes.”
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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

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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:
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• ​Get the PMM Jetpack - My premium library of Templates, Playbooks, and Examples for Founding PMMs.
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• ​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.
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• ​Need a fractional Founding PMM? - we offer strategic advising and hands-on execution to a small number of startups looking fractional PMM support.
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• ​Sponsorships - Want to reach the Productive PMM audience with educational content that puts your product in the spotlight? Let's chat!
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​Jason and Aubrey​
​Say hi on LinkedIn!