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 #166 β Exaggerate the Problem Till It Hurts, Clever Pricing You Can't Leave Alone and The Simple Hero
Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
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LeaveMeAlone has an unusual pricing strategy that's pretty clever. In addition to the usual monthly and yearly plans, they have a single-use tier called "Pay Once." It's a paid 7-day pass for $20. No free trial, no free plan.
I actually paid the $20 and unsubscribed from hundreds of lists. As I did, I got looped into a nurture sequence explaining why I'd want to stay.
It had messaging like: "Your inbox clutters up again fast. Give it two months and you're back where you started."
It's a smart way to collect revenue from people with a specific pain who want it solved now, and then introduce more when they have gotten value.
Acctual's hero is one of those refreshing examples of not trying to overcomplicate things.
Between the hero copy and image, it's easy to understand what the product is: invoicing software.
The copy clearly describes the value: get paid fast while giving clients the flexibility to pay how they want.
They even show transaction fees right in the hero, which addresses a major concern for this type of software: Bank transfer 1%, stablecoin 1%, cards 2.7%.
Most segment-specific pages are just templates with a few swapped words. Understory shows what it looks like when you commit.
Their site has a dedicated page for every experience business type. Cooking classes, boat tours, festivals. Each one earns its specificity.
For example, the cooking class page opens with "More full classes, less admin, more time for your cooking." Further down: "Running a cooking class is rewarding. Managing one, not so much."
Between the copy and images, this page speaks directly to this particular segment.
The skills that make you a great product marketer aren't enough to unlock the influence you want.
As your scope grows, leadership becomes a different job. You are expected to move between different elevations of work and make deliberate choices about where to spend your time and energy. The challenge is knowing what the moment calls for, and adjusting how you show up.
This is called leadership range. The PMM Leadership Assessment is designed to help you understand and start building that range.
Created by Tamara Grominsky, founder of PMM Camp, this free assessment gives you a clear picture of how you currently operate across five PMM leadership modes and where your range may be limiting your impact.
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Three articles, posts, or tools you should add to your swipe file.
βHow to Balance Quick Wins vs Bigger Projects - Founding PMMs get pulled in lots of directions. Jason gives some advice for how to think strategically about where you focus. β
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.