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...
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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.
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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.