Read Time: 3.6 minutes

Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
​
This week, we focus on "How it Works." Those pages, sections, or images that help buyers quickly grasp what your product does, and how they use it.

Let's get to it...

Example #1 - Three Steps. Zero Questions.

I love it when a "How it works" section can be distilled down to three simple steps.

Ruul does a great job executing this, paired with great benefit-focused copy.

Invoice. Get paid and withdraw. Stay organized and tax-ready.

Nothing is left to question.

Plus, they include "Learn More" and "Sign in With Gmail" buttons to make it easy for buyers to get started.

​→ See how Ruul breaks it down​

Example #2 - Show the Flow Working

Sequence has one of the best "How It Works" images I've seen.

Instead of describing what the product does, they show it.

A contract comes in from DocuSign, Salesforce, or Slack. Key information gets scanned and pulled out. It's approved, set up for billing, an invoice is generated, and it's sent — all automated, right into your ERP.

This is a painful, slow, and error-prone process. Sequence shows how their product makes it easy.

​→ See Sequence's visual flow​

Example #3 - A How It Works That Gets Specific

Lindy gives us a great example of a How it Works that gets super specific on benefits and outcomes.

The specificity in the copy makes this a 10/10.

Link Gmail or Outlook. Lindy starts organizing in under 60 seconds.

Inbox managed. Meetings handled. Two hours back every day.

These aren't vague promises — they're concrete and specific so the buyer knows what Lindy does and the outcomes it delivers.

​→ See how Lindy lays it out​

Example #4 - A Rockin' How It Works

Check out these "How it Works" diagrams from Ibanez, a guitar maker that needed a way to explain their pickup switching system on a new series of guitar.

They use two clear visuals to show exactly which pickups are engaged in every switch position and how those combinations turn into ten distinct sounds.

Simple numbers and color coding make it obvious what happens the moment the player moves the selector.

A potentially confusing system, made instantly understandable.

​→ Makes your how it works rock! ​

Example #5 - The How it Works For Developers

Stripe and OpenAI cracked the code on demoing to developers.

For their launch of Agentic Commerce, instead of a static walkthrough or code-heavy visuals, their interactive demo shows both worlds side-by-side.

You see the checkout experience unfolding on the left and the code implementation powering it on the right. It’s immersive, educational, and built for the audience that actually needs to see under the hood.

If your audience is technical, don’t just demo functionality. Show the implementation at the same time.

​→ See Stripe's demo in action​

---

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 Director @ Oro Labs​
• ​Product Marketing Manager @ Property Vista​
• ​Product Marketing Manager @ BiblioCommons​

​Find More Founding PMM Jobs ↗️​

---

3 More Things

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

1. ​25 PMMs to Follow - Tamara Grominsky shares a list of 25 top PMMs to follow on LinkedIn for expert insights.
   ​
2. ​Three Questions for a New PMM - Starting a new PMM job? Madeleine Work shares three questions to ask on your listening tour.
   ​
3. ​How to Do Better Marketing - MJ Smith shares unconventional advice for how to do better marketing, pick a good company and stay a while.

---

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​
​Say hi on LinkedIn!