Every week, Jason Oakley and Aubrey Chapnick share 5 practical product marketing examples. It's your weekly dose of PMM inspiration and practical advice in less than 3 minutes.
PMM Files #154 - 5 "Why Us" Pages to Inspire and Differentiate
Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
This issue is all about 'Why Us' pages. That special type of comparison page, meant to convince buyers why they should buy your product over all the other alternatives.
Let's get to it...
β
The "Solo PMM" secret to scaling competitive intel
Youβre a Solo PMM. Outnumbered, overworked. Your battlecards are ancient. Stop being a manual web-scraper. Elevate your role with Steve. Heβs your 24/7 AI research partner who monitors every move, sums up the changes, and updates your battlecards. Become the strategic force sales depends on.
Most 'Why Us' pages lead with differentiators. Airfocus leads with a narrative.
It walks you through the problem with product management software available to PMs today. They then introduce a great founder story, supported by the unique capabilities Airfocus brings to the table.
It finishes with a clear comparison against other types of software PMs can use and why they don't stack up. If you're building your own narrative right now, this is great inspiration.
It can be tempting to have a lot of impressive stuff on your 'Why Us' page. but the most important thing is making it easy for your buyers to understand
GitLab's 'Why Us' page focuses on just three clear differentiators.
Each one follows the same structure: a clear value prop, specific capabilities that back it up, and social proof. Interestingly, an older version of this page had eight reasons, but they've cut it down.
The best kind of differentiation has proof to back it up. Intercom nails this in their 'Why Us' page. They lay out "6 reasons why Intercom is the best choice for customer service."
But what's most important is that each differentiator comes with a clear description, supporting visuals, and specific customer evidence.
Best performing AI? A head-to-head study against Zendesk.
Best user experience? They show the product.
We shape the industry? They list what they shipped in the last four quarters.
If you have a clear set of differentiators, list them out clearly with lots of proof.
Hey's 'Why Us' page reads like an opinionated manifesto. It follows a classic narrative arc: what's wrong with email today, how Hey thinks differently, and how that shows up in the product.
I love that the copy is short and conversational β it has a delightful flow to it.
Every section reinforces a clear point of view on the category and why Hey clearly stands out.
Elevate your role from data collector to strategic partner.
"Is this up to date?" It's the Slack message you dread on a small team with a massive competitive landscape.
As a PMM in a small team, youβre responsible for everything from messaging, to launches, to sales enablement. You know your battlecards are getting dusty, but who has time to check 15 competitor websites every week?
It's time you met Steve.
Heβs the AI research agent built to give small teams "Big Tech" competitive powers. Steve monitors the field, filters the noise, and updates your battlecards automatically.
Stop acting like a manual web-scraper. Elevate your role from "data collector" to "strategic partner." Let Steve handle the grunt work so you can focus on the positioning that actually wins deals.
Every week, Jason Oakley and Aubrey Chapnick share 5 practical product marketing examples. It's your weekly dose of PMM inspiration and practical advice in less than 3 minutes.