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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...

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Example #1 – Naming the Elephant in the Room

Slite nails their hero copy by naming the elephant in the room: most knowledge bases become junk drawers.

Instead, they position their product as something that actually gets used.

Zero learning curve, hassle-free adoption, and AI search that works from day one.

​→ Are you buying it?​

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Example #2 – Focus on One Key Differentiator

Creating a Why Us page? Bookmark this one ☝️

Brainfish does one thing especially well. They focus on explaining their one key differentiator.

Instead of relying on text FAQ documents that require constant updating, Brainfish interprets your product using AI and delivers personalized customer support automatically.

Sure, they mention specific features, but they don't feel random. It's all meant to reinforce the bigger thing that makes them different.

​→ See for yourself​

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Example #3 – Show Users Where To Start

AI is expanding what products can do, but that creates a problem. Most users have no idea where to start.

Notion aims to solve this with their use case center. A growing collection of use case pages, complete with 2-minute demo videos and ready-to-use prompts to get you started.

Buyers see what’s possible. Users get quick wins that pull them deeper into the product.

​→ Take buyers from "uhhh" to "ahhh"​

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Example #4 - The Logo Bar That’s More Than Wallpaper

Most logo bars are just static decoration. Chameleon turns theirs into something buyers can actually use.

Every logo includes a “customer since” date, so you know these aren’t random free users. Several logos also link straight to case studies, giving buyers real proof with one click.

I’m seeing more companies get creative with their logo bars like this. Small tweaks, big credibility boost.

​→ Stop treating your logo bar like wallpaper​

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Example #5 – How To Introduce a New Category of Product

Nike’s new Mind shoe is a first of its kind. A brand new category of "mind-altering footwear."

They could try launching this to the masses, but explaining the benefits of this type of shoe, or even how to use it, would be almost impossible.

So they got specific. And focused on one buyer and one use case. Pregame shoes for athletes.

Everything on this page reinforces that use case. Even the product names spell it out: Pregame Shoe. Pregame Mule.

​→ Is Nike out of their Mind?​

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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:

• ​Product Marketing Manager @ Flare​
• ​Senior Director of Product Marketing @ 360Learning​
• ​Product Marketing Director @ Extreme Networks​

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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. ​Why Positioning and Messaging Fail – Yi Lin Pei shows how to make sure your positioning and messaging projects don't fall apart.
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2. ​Simple Messaging Flip – Emma Stratton shares a dead-simple framework for flipping messaging that feels off.
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3. ​Handling Messaging Analysis Hallucinations – Emily Pick shares a practical approach for managing AI hallucinations when evaluating messaging gaps.

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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:

• ​The PMM Jetpack - A library of proven PMM templates, playbooks, and examples.
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• ​Join the PMM Foundry - A group coaching program designed for founding and solo PMMs.
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• ​Sponsorships - Want to reach our 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!